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

Second


August 2021 | 488 pages | SAGE Publications, Inc

Social Media for Strategic Communication: Creative Strategies and Research-Based Applications Second Edition teaches students the skills and principles needed to use social media in persuasive communication campaigns. This 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. By focusing on strategic thinking and awareness, this book 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. The Second Edition features new case studies and exercises and increased coverage of diversity and inclusion issues and influencer marketing trends.

INSTRUCTORS: Your students save when you bundle Social Media for Strategic Communication, Second Edition with Freberg's Portfolio Building Activities in Social Media, Second Edition featuring 125 real-world activities across various social media platforms. Order using bundle ISBN 978-1-0718-6142-4.

 
Preface
 
About the Author
 
PART I. FOUNDATION FOR CREATING A STRATEGIC MINDSET
 
CHAPTER 1. Introduction to Social Media: An Art and Science
Introduction

 
How Do We Define Social Media?

 
How Has Social Media Evolved?

 
Using Social Media Strategically

 
Bridging the Science and Art of Social Media

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
CHAPTER 2. Ethical and Legal Fundamentals in Social Media
Introduction

 
What Is Ethics?

 
Legal Fundamentals

 
Ethical and Legal Best Practices in Social Media

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
CHAPTER 3. Personal and Professional Branding for 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. Diversity, Equity, and Inclusion in Social Media
Introduction

 
Current Standing Regarding Diversity, Equity, and Inclusion

 
What Is Diversity, Equity, and Inclusion?

 
What Diversity, Equity, and Inclusion Bring to Social Media

 
Best Practices in Diversity, Equity, and Inclusion Efforts in Social Media

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
CHAPTER 5. Industry Qualifications and Roles in 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 6. Research in Social Media: Monitoring, Listening, and Analysis
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

 
Dos and Don’ts in Social Media Research and Analysis

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
PART II. UNDERSTANDING SOCIAL MEDIA STRATEGY (CREATIVE AND SCIENTIFIC APPROACHES)
 
CHAPTER 7. Strategic Planning for Social Media
Introduction

 
What Is a Strategic Plan?

 
Components of a Strategic Plan

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
CHAPTER 8. Influencer Marketing
Introduction

 
What Is Influencer Marketing?

 
Best Practices for Utilizing Influencers

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
CHAPTER 9. Paid Media
Introduction

 
What Is Paid Media?

 
Best Practices of Paid Media

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
CHAPTER 10. Strategic Writing for Social Media
Introduction

 
Importance of Strategic Writing for Social Media

 
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 11. Audience Segmentation and Analysis
Introduction

 
What Is Audience Segmentation?

 
Types of Audiences

 
Communities, Influencers, and Creators

 
Applying Audience Segmentation to Campaigns

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
CHAPTER 12. Creating, Managing, and Curating Content (Strategies, Tactics, and Key Messages)
Introduction

 
Overview of Content Marketing

 
Types of Content Media

 
Tools to Create Content

 
Curating Content

 
Best Practices

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
CHAPTER 13. Measurement, Evaluation, Budget, and Calendar Considerations for Social Media
Introduction

 
Measurement and Evaluation

 
Calendar

 
Budget

 
Further Considerations for Measurement, Evaluation, and Budget

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
PART III. APPLICATION AND FUTURE CONSIDERATIONS
 
CHAPTER 14. How Social Media Is Applied: Exploring Different Specializations + Case Studies I
Introduction

 
Overview of Social Media and Entertainment

 
Overview of Social Media and Memes

 
Overview of Social Media and Crisis Communication

 
Overview of Social Media and Journalism

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
CHAPTER 15. How Social Media Is Applied: Exploring Different Specializations + Case Studies II
Introduction

 
Overview of Social Media and Sports

 
Overview of Social Media and Social Care

 
Overview of Social Media and Nonprofits

 
Overview of Social Media and Health Care

 
Overview of Social Media and International Campaigns

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
CHAPTER 16. What Does the Social Media World Have That Is New?
Introduction

 
Current (So Far) State of Social Media

 
Future Trends and Directions

 
Final Words of Wisdom and Recommendations

 
Chapter Summary

 
Thought Questions

 
Exercises

 
References

 
 
Glossary
 
Index
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 Industry Experts show students how social media is used in real-world settings.

  • Case Studies emphasize how social media fits in strategic campaigns.
  • New chapters on Diversity and Inclusion in Social Media, Influencer Marketing, and Paid Media highlight discussions of important trending topics in the industry.

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