‘Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management.’
—Ray Begovich, Franklin College
Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics. Social media is constantly evolving, so the book focuses on enduring strategic principles and uses case studies and exercises throughout to help readers build the fundamental competencies needed by today’s social media managers.
Mục lục
LIST OF TABLES AND FIGURES
PREFACE
ACKNOWLEDGMENTS
PART I: UNDERSTANDING THE FUNDAMENTALS OF SOCIAL MEDIA
1. WHO NEEDS A SOCIAL MEDIA STRATEGY?
Defining Social Media
Who Can Benefit From a Social Media Strategy?
So What?
Conclusion
Key Terms
Deep Dives
Notes
2. WHAT IS A SOCIAL MEDIA STRATEGY?
The Essence of a Superior Social Media Strategy
Conclusion
Key Terms
Deep Dives
Notes
3. WHAT ARE THE BENEFITS OF A SOCIAL MEDIA STRATEGY?
The Benefits of Strategy
Conclusion
Key Terms
Deep Dives
Notes
4. THE SOCIAL MEDIA COSMOS
Functional Perspective
Dynamics Perspective
Experiential Perspective
Conclusion
Key Terms
Deep Dives
Notes
PART II: CRAFTING YOUR STRATEGY
5. UNDERSTANDING THE COMPETITIVE ENVIRONMENT
Stage 1: Facts—Collect Relevant Facts
Stage 2: Anchors—Isolate the Essential Analytical Anchors Implied by the Facts
Stage 3: Judgments—Make Judgments Based on the Analytical Anchors
Stage 4: Validation—Validate Your Judgments
Conclusion
Key Terms
Deep Dives
Notes
6. COORDINATES
Characteristics of Superior Coordinates
Principles for Formulating Coordinates
A Discussion Protocol for Crafting Coordinates
Conclusion
Key Terms
Deep Dives
Notes
7. CHANNELS
Channel Dynamics
Principles for Selecting Channels
Strategic Channel Selection
Conclusion
Key Terms
Deep Dives
Notes
8. CONTENT
What Are My Content Options?
Who Generates the Content?
How Do I Select the Right Content?
Conclusion
Key Terms
Deep Dives
Notes
9. CONNECTIONS
Understanding Connectivity
Connection Principles
Connections Matrix
Crafting Network Strategy
Conclusion
Key Terms
Deep Dives
Notes
10. CORRECTIONS
Sources of Errors
Organizational Structures, Procedures, and Protocols
Corrections Matrix
So What?
Conclusion
Key Terms
Deep Dives
Notes
11. SYNCING THE STRATEGY DOTS AND CRAFTING ACTION PLANS
Test 1: The Coordinates Test
Test 2: The Synergy Test
Test 3: The Translation Test
Test-Taking Advice
Conclusion
Key Terms
Deep Dives
Notes
PART III: ASSESSING RESULTS
12. DEVELOPING THE ASSESSMENT PROTOCOL
How We Fool Ourselves
Purpose of Assessments
Developing a Social Media Assessment Tool
So What?
Conclusion
Key Terms
Deep Dives
Notes
13. MEASURING SOCIAL MEDIA EFFECTIVENESS
Step 1: Master Metric Language
Step 2: Dive Deeper Into the Measures and Analytics
Step 3: Avoid the Metric Minefield
Step 4: Match Metrics With Your Assessment Plan for the 5 Cs
Conclusion
Key Terms
Deep Dives
Notes
14. CRAFTING THE SOCIAL MEDIA ASSESSMENT REPORT
Key Principles
Main Sections of the Assessment Report
Conclusion
Key Terms
Deep Dives
PART IV: CONCLUSION
15. THE MINDSET OF A STRATEGIST, THE SENSIBILITIES OF A PROFESSIONAL, AND THE ZEAL OF AN ENTHUSIAST
Strategic Mindset
Professional Sensibilities
Enthusiasts’ Zeal
Conclusion
Key Terms
Deep Dives
Notes
APPENDIX 1. SOCIAL MEDIA PLATFORM FACT SHEETS
APPENDIX 2. DEALING WITH ANGER ONLINE: STRATEGIES FOR SOCIAL MEDIA MANAGERS
APPENDIX 3. CASE STUDIES
GLOSSARY
INDEX
ABOUT THE AUTHORS
ABOUT THE CONTRIBUTORS
Giới thiệu về tác giả
Phillip G. Clampitt received his Ph.D. in organizational communication from the University of Kansas. He holds the Blair Endowed Chair of Communication and was previously the Hendrickson Professor of Business at the University of Wisconsin-Green Bay where he is a full professor. Dr. Clampitt is the chair of four units at UWGB: Information & Computing Science, Communication, Computer Science, and Information Science. Sage Publications recently published the sixth edition of his best-selling book, Communicating for Managerial Effectiveness 6e. He co-authored two books with Robert J. De Koch (President/COO of the Boldt Company): Embracing Uncertainty: The Essence of Leadership and Transforming Leaders into Progress Makers. Phil’s work on “Decision Downloading” was featured in the MIT Sloan Management Review and the Wall Street Journal. Additionally, he has published in numerous journals, including The Academy of Management Executive, Journal of Communication Management, Journal of Business Communication and Management Communication Quarterly. He has contributed chapters to numerous works including: Handbook of Communication Audits for Organisations, Communication Audits, and the International Encyclopedia of Organizational Communication. He also is on the editorial board of many professional journals. Over the past thirty years he has worked on communication and leadership issues with many organizations including Nokia, Pepsi Co, Schneider National, The Boldt Company, Dental City, National University and the Menasha Corporation. Phil has been a guest speaker at the U.S. Army War College where they use his books in their Strategic Leadership class. In addition to many guest-speaking opportunities in the U.S., he has also been invited to speak internationally at places such as The University of Pisa, The University of Aberdeen, The University of Ulster, as well as to numerous multi-national businesses and professional organizations. His students have heard him ask, ‘So what?’ so often that they started calling him “Dr. So What.” Subsequently, he developed a related website (www.drsowhat.com) that highlights his passionate commitment to critical thinking and thoughtful inquiry.
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