Learn proven secrets of social media marketing success In our cross-platform, multiple-device world, consumers control their media. This book shows marketers how to take advantage of that fact and enact a social media marketing plan that enables and enhances social experiences for their customers. Packed with case studies showing what works and what doesn't, this guide explores consumer behavior, looks at the role of location and network access, and helps you build a relationship between your customers and your brand. Learn tried-and-true methods that help you create value for consumers and maximize their social experiences. Today's proliferation of platforms, devices, and channels has made social media marketing increasingly challenging; this book offers case studies and supporting data to guide marketers through the options Demonstrates how customer behavior affects brands Explains how consumers use social media and how to leverage their passion for sharing across interest categories Reveals the six stages of social media use and the core characteristics of modern, connected consumers Covers aligning business objectives and prospect goals, building a fan base, developing an integrated approach, taking advantage of crowd clout, and managing your brand's digital identities Social Media Marketing Secrets gives you the inside track on effectively marketing your brand in a networked world.