前言
第一章　新媒体概述....................................................................................1
第一节　认识新媒体...............................................................................................2
第二节　新媒体的发展趋势...................................................................................6
本章小结.................................................................................................................13
练习题.....................................................................................................................13
第二章　新媒体营销与运营........................................................................16
第一节　认识新媒体营销.....................................................................................17
第二节　新媒体营销方法与思维.........................................................................21
第三节　新媒体运营.............................................................................................25
本章小结.................................................................................................................39
练习题.....................................................................................................................40
第三章　微博营销.....................................................................................42
第一节　认识微博营销.........................................................................................43
第二节　微博营销入口设计.................................................................................50
第三节　微博营销推广技巧.................................................................................56
第四节　微博营销效果分析.................................................................................59
本章小结.................................................................................................................65
练习题.....................................................................................................................66
第四章　微信营销.....................................................................................69
第一节　认识微信营销.........................................................................................70
第二节　微信朋友圈营销.....................................................................................73
第三节　微信群营销.............................................................................................79
第四节　微信公众号营销.....................................................................................83
本章小结.................................................................................................................89
练习题.....................................................................................................................89
第五章　短视频营销..................................................................................91
第一节　认识短视频营销.....................................................................................92
第二节　短视频营销模式及创作.........................................................................98
第三节　直播营销...............................................................................................106
本章小结...............................................................................................................112
练习题...................................................................................................................112
第六章　自媒体平台营销...........................................................................115
第一节　认识自媒体平台营销...........................................................................116
第二节　自媒体平台内容营销...........................................................................120
第三节　今日头条平台.......................................................................................127
第四节　百家号.............................................................................................