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Social Media for Strategic Communication
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Social Media for Strategic Communication
Creative Strategies and Research-Based Applications


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July 2018 | 336 pages | SAGE Publications, Inc

At last, a book that covers social media strategy in a practical, timely way that will help guide our students as they transition to the professional world.”

—Gina Baleria, San Francisco State University

Social Media for Strategic Communication: Creative Strategies and Research-Based Applications teaches students the skills and principles needed to use social media in persuasive communication campaigns. The book combines cutting-edge research with practical, on-the-ground instruction to prepare students for the real-world challenges they’ll face in the workplace. The text addresses the influence of social media technologies, strategies, actions, and the strategic mindset needed by social media professionals today. By focusing on strategic thinking and awareness, it gives students the tools they need to adapt what they learn to new platforms and technologies that may emerge in the future. A broad focus on strategic communication—from PR, advertising, and marketing, to non-profit advocacy—gives students a broad base of knowledge that will serve them wherever their careers may lead.   

Bundle with Freberg’s exercise workbook for only $5 more!
Get Portfolio Building Activities in Social Media: Exercises in Strategic Communication for only $5 when you bundle it with the print version of this text. Use bundle ISBN: 978-1-5443-5475-0

Visit the author’s blog at http://karenfreberg.com/blog/ to get tips for teaching the course, industry related news, & more!

Instructors, sign in at study.sagepub.com/freberg for additional resources! 



 
Foreword
 
About the Author
 
PART I. FOUNDATION FOR CREATING A STRATEGIC MINDSET
 
Chapter 1. Introduction to Social Media: An Art and Science
Learning Objectives  
Humans of Social Media  
Introduction  
How Do We Define Social Media?  
How Has Social Media Evolved?  
Using Social Media Strategically  
Bridging the Science and Practice of Social Media  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
Chapter 2. Ethical and Legal Fundamentals in Social Media
Learning Objectives  
Humans of Social Media  
Introduction  
What Is Ethics?  
Legal Fundamentals  
Social Media Policies  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
Chapter 3. Personal and Professional Branding
Learning Objectives  
Humans of Social Media  
Introduction  
What Is a Personal Brand?  
Benefits and Challenges for Personal Brands  
How to Establish a Personal Brand  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
Chapter 4. Industry Qualifications and Roles
Learning Objectives  
Humans of Social Media  
Introduction  
Who Hires Social Media Professionals?  
Where to Work in Social Media  
Definition of Key Social Media Roles  
How Much Do Social Media Professionals Get Paid?  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
Chapter 5. Research in Social Media: Monitoring, Listening, and Analysis
Learning Objectives  
Humans of Social Media  
Introduction  
Importance of Research for Social Media and Strategic Communication  
Why Do We Need Research in Social Media?  
What Are the Differences Between Monitoring and Listening in Social Media?  
Platform-Based Metrics, Tools and Services, and KPIs  
What Is the Bridge Between Monitoring and Listening?  
Tying Everything Together With Analysis  
Do and Don’t in Social Media Research and Analysis  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
PART II. UNDERSTANDING SOCIAL MEDIA STRATEGY (CREATIVE AND SCIENTIFIC APPROACHES)
 
Chapter 6. Strategic Planning for Social Media
Learning Objectives  
Humans of Social Media  
Introduction  
What Is a Strategic Plan?  
Components of a Strategic Plan  
Final Words of Wisdom and Recommendations  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
Chapter 7. Strategic Writing for Social Media
Learning Objectives  
Humans of Social Media  
Introduction  
Content Creation Versus Content Curation  
Understanding the Difference Between Tone and Voice  
Best Practices for Social Media Writing  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
Chapter 8. Audience Segmentation and Analysis
Learning Objectives  
Humans of Social Media  
Introduction  
Types of Audiences  
Communities, Influencers, and Creators  
Campaigns Using Audience Segmentation  
Best Practices  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
Chapter 9. Creating, Managing, and Curating Content
Learning Objectives  
Humans of Social Media  
Introduction  
Overview of Content Marketing  
Types of Content Media  
Tools to Create Content  
Curating Content  
Best Practices  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
Chapter 10. Measurement, Evaluation, Budget, and Calendar
Learning Objectives  
Humans of Social Media  
Introduction  
Measurement and Evaluation  
Budget  
Further Considerations for Measurement, Evaluation, and Budget  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
PART III. APPLICATION AND FUTURE CONSIDERATIONS
 
Chapter 11. How Social Media Is Applied: Exploring Different Specializations, Part I
Learning Objectives  
Introduction  
Humans of Social Media: Social Media and Entertainment  
Overview of Social Media and Entertainment  
Humans of Social Media: Social Media and Crisis Communication  
Overview of Social Media and Crisis Communication  
Humans of Social Media: Social Media and Journalism  
Overview of Social Media and Journalism  
Humans of Social Media: Social Media and Sports  
Overview of Social Media and Sports  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
Chapter 12. How Social Media Is Applied: Exploring Different Specializations, Part II
Learning Objectives  
Introduction  
Humans of Social Media: Social Media and Social Care  
Overview of Social Media and Social Care  
Humans of Social Media: Social Media and Nonprofits  
Overview of Social Media and Nonprofits  
Humans of Social Media: Social Media and Health Care  
Overview of Social Media and Health Care  
Humans of Social Media: Social Media and International Campaigns  
Overview of Social Media and International Campaigns  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
Chapter 13. What Does the Social Media World Have That Is New?
Learning Objectives  
Introduction  
Current (So Far) State of Social Media  
Final Words of Wisdom and Recommendations  
Chapter Summary  
Thought Questions  
Exercises  
References  
 
Glossary
 
Index

Supplements

Instructor Teaching sIte
  • Microsoft® Word® test bank is available containing multiple choice, true/false, short answer, and essay questions for each chapter. The test bank provides you with a diverse range of pre-written options as well as the opportunity for editing any question and/or inserting your own personalized questions to effectively assess students’ progress and understanding.
  • Editable, chapter-specific Microsoft® PowerPoint® slides offer you complete flexibility in easily creating a multimedia presentation for your course. Highlight essential content, features, and artwork from the book.
  • Instructor’s Manual with summaries of key concepts, class activities, multimedia links, and rubrics organized by chapter to ease preparation for lectures and class discussions.
  • Sample course syllabi to provide a suggested model for structuring one’s course.
  • Carefully selected video links feature relevant interviews, lectures, personal stories, inquiries, and other content for use in independent or classroom-based explorations of key topics.
  • Guest Lecture and Branding Guides to reference as you look for ways to further engage with your students.
  • Tables and figures from the book are provided for your courses.

At last, a book that covers social media strategy in a practical, timely way that will help guide our students as they transition to the professional world.”

Gina Baleria
San Francisco State University

“This is a detailed exploration of not only how social media practitioners carry out their duties effectively and with great care, but why they are and why they should.”

Dante Mozie
South Carolina State University

“The title helps students move ahead from their own often limited use of social media, integrates well with our program, and connects many of the finer details of PR practice to undergrad and graduate backgrounds.”

G. De Blasio
Northern Kentucky University
Key features
KEY FEATURES:
  • A Broad Focus on Strategic Communication reflects a larger, discipline-wide trend toward integrated marketing communications.

  • An Emphasis on Strategies and Tactics gives students the skills they need to be able to apply their knowledge across various platforms and on to new, yet-to-be-be-developed technologies.

  • Profiles with Key Experts show students how social media is used in real-world settings.

  • Chapter-Opening Case Studies emphasize how social media fits in to a larger strategic communications campaign.


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