個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Conclusion
內容大綱
Business owners and managers are told that anyone who cannot see the benefits of social media marketing is unfit for their positions, stupid, or incompetent. As organizations, brands, and products fill the social media landscape with boring content that wastes resources and alienates customers, a small voice can be heard exclaiming; "who told you that was a good idea?" In this book, Hans Christian Andersen's cautionary anecdote of the Emperor's New Clothes provides the backdrop to a review of the use of social media platforms in the marketing of an organization, brand, or product. Chapter seven brings together the issues raised in previous chapters, throws in a few new ideas, and encourages readers to draw their own conclusion on whether marketing on social media is a marketing panacea or the Emperor's New Digital Clothes. It identifies various components of the social media marketing mix and suggests that the goal of social media marketing is engagement.