Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement

Learn how to optimize your social media strategy for sustainable, scalable and performance-led business growth. Social Media Strategy by Julie Atherton is a best-selling guide for senior marketing professionals who need to align social media investment with commercial outcomes and long-term brand value.As digital channels fragment and search behaviour increasingly shifts toward AI-powered tools and social platforms, many organizations struggle to translate activity into consistent results. This book provides a clear, structured framework for planning, executing and measuring social media strategy in complex, multi-channel environments.It includes new insight into the role of social platforms such as Reddit as discovery engines, the strategic value of brand communities and the evolving skillsets required across modern marketing teams. You'll learn how to:- Select and optimize channels across organic, paid and emerging platforms - Measure and interpret social media activity into actionab