本书定位于海外社会化媒体营销的入门读物，基于跨境电商营销人员的工作技能需要，以"跨境电商B2B 数据运营”职业技能等级标准（中级）为依据，用理实一体化的教学理念组织编写。本书共分10 章：第一章概论，简单介绍了社会化媒体营销的基本概念和背景知识；第二章给出了海外社会化媒体营销的基本范式；之后8 章分别介绍了对跨境电商最有价值的7 种社会化媒体，包括Facebook（含基础营销和付费营销），YouTube，Instagram，LinkedIn，Twitter，Reddit，WhatsApp，每种社会化媒体均按第二章给出的基本范式，讨论了其内容、受众和渠道特性，重点介绍了免费的内容营销和付费推广的技能点，通过案例和实操步骤，可以有效帮助读者踏上海外社会化媒体营销的实践之路。

第一章 概论···················································································································.1
第一节 海外社会化媒体的发展历程·················································································.4
第二节 社会化媒体营销的理论基础·················································································.9
第三节 主流社会化媒体平台及其对跨境电商的价值··························································.12
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第二章 海外社会化媒体营销的基本范式·······································································.18
第一节 受众·············································································································.19
第二节 内容·············································································································.24
第三节 渠道·············································································································.25
第四节 基本范式解析及其应用·····················································································.29
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第三章 Facebook 营销·································································································.32
第一节 Facebook 公共主页创建····················································································.33
第二节 Facebook 内容营销··························································································.37
第三节 Facebook 付费广告··························································································.41
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第四章 YouTube 营销··································································································.51
第一节 YouTube 概述·································································································.52
第二节 YouTube 基础操作···························································································.58
第三节 与拍客合作推广······························································································.66
第四节 YouTube 营销数据分析与优化············································································.73
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第五章 TikTok 营销······································································································.83
第一节 TikTok 概述···································································································.84
第二节 TikTok 短视频运营··························································································.87
第三节 直播与达人营销······························································································.95
第四节 TikTok 广告投放····························································································.100
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第六章 Instagram 营销·······························································································.109
第一节 Instagram 概述·······························································································.110
第二节 Instagram 账户注册与内容发布··········································································.113
第三节 Instagram 基础营销·························································································.118
第四节 Instagram 付费广告·························································································.128
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第七章 LinkedIn 营销··································································································.136
第一节 LinkedIn 概述································································································.136
第二节 LinkedIn 公司主页创建与专区管理·····································································.137
第三节 LinkedIn 基础营销应用····················································································.141
第四节 LinkedIn 付费广告··························································································.145
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第八章 X 平台营销······································································································.156
第一节 X 平台营销概述·····························································································.157
第二节 X 账户创建与内容发布····················································································.162
第三节 X 营销应用管理·····························································································.170
第四节 X 营销管理工具·····························································································.180
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第九章 Reddit 营销·····································································································.189
第一节 注册Reddit ···································································································.190
第二节 内容创建与互动·····························································································.194
第三节 Reddit 付费广告·····························································································.199
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第十章 WhatsApp 营销·······························································································.207
第一节 概述············································································································.207
第二节 WhatsApp 营销功能及应用···············································································.209
第三节 WhatsApp 群组营销活动··················································································.214
第四节 WhatsApp 营销成效分析··················································································.216
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