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.
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PrefaceAbout 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