Social Media and Customer Loyalty: A Report of Three Books - Essay Sample

Introduction

Social media is currently a significant area for networking. Various businesses and organizations are depending on social media to market their activities (Huang et al., 2018). This has led to different researches on various topics related to social media. Among the most discussed topics is the effect of social media on consumer loyalty and retention. This essay provides a report of summary regarding vital information of three books that discusses the effects of social media on customer loyalty and retention.

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Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement by Julie Atherton.

The book provides strong guidance on effective planning, deliverance, and financial responsibility of social media's influence on a firm. According to Atherton (2019), social media strategy offers an easy and organized way to develop integrated and useful consumer involvement and campaigns. Social media strategy provides guidance on how to identify and target potential customers. It also identifies the essential tools to measure and track consumer engagement and business influence. Additionally, it guides driving action by influencers, becoming updated on the correct channels, reputation management, and ways of two-method community involvement.

Social Media: Enduring Principles by Ashlee Humphreys

The book provides a complete outline of social media’s topics. The topics range from communication to accountability of social media to the society and its culture. It provides clear and detailed media transition and its influences. The book delivers an updated review of social media and it is used at the macro- and micro level (Humphreys, 2016). Additionally, the textbook is firmly based on the best media studies and communication to help readers think critically about social media.

WOW on Facebook: Win People Over and Increase Word of Mouth Marketing by Jessica Peterson

Peterson (2013) states that social media is a rapidly developing resource that is critically required by many businesses to succeed in a competitive environment. The book offers methods, strategies, and tips of growing a business through Facebook. It describes the significance of applying social media in the development of durable consumer relationships and increased productivity of the business. Also, the book explains the steps of efficient use of Facebook in building relationships that develop a business.

References

Atherton, J. (2019). Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement (1st ed.). https://www.amazon.com/Social-Media-Strategy-Practical-Engagement/dp/0749497076

Huang, T. K., Liao, C. Y., Wang, Y. T., & Lin, K. Y. (2018, January). How does social media interactivity affect brand loyalty?. In Proceedings of the 51st Hawaii international conference on system sciences. URI: http://hdl.handle.net/10125/50154

Humphreys, A. (2016). Social media: Enduring principles. New York: Oxford University Press. https://www.amazon.com/Social-Media-Principles-Ashlee-Humphreys/dp/0199328439

Peterson, J. (2013). WOW on Facebook: Win People Over and Increase Word of Mouth Marketing (Vol. 48). https://www.amazon.com/WOW-Facebook-People-Increase-Marketing-ebook/dp/B00G8OJEJK