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El. knyga: Social Media for Strategic Communication: Creative Strategies and Research-Based Applications

3.55/5 (39 ratings by Goodreads)
  • Formatas: EPUB+DRM
  • Išleidimo metai: 02-Jul-2021
  • Leidėjas: Sage Publications, Inc
  • Kalba: eng
  • ISBN-13: 9781071826881
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Social Media for Strategic Communication: Creative Strategies and Research-Based ApplicationsDidesnis paveikslėlis
  • Formatas: EPUB+DRM
  • Išleidimo metai: 02-Jul-2021
  • Leidėjas: Sage Publications, Inc
  • Kalba: eng
  • ISBN-13: 9781071826881
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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. Author Karen Freberg 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.

Preface xv
About the Author xxi
Part I Foundation For Creating A Strategic Mindset 1(158)
Chapter 1 Introduction to Social Media: An Art and Science
3(30)
Learning Objectives
3(1)
Introduction
3(4)
Humans of Social Media
5(2)
How Do We Define Social Media?
7(5)
How Has Social Media Evolved?
12(6)
The Current State of Social Media
13(5)
Who "Owns" Social Media?
18(1)
Using Social Media Strategically
18(5)
Which Social Media Platforms Should I Use?
19(4)
Working in Social Media
23(1)
Bridging the Science and Art of Social Media
23(6)
What Can Science Tell Us About Social Media?
23(1)
How Is Social Media Like an Art?
24(4)
How Can We Bridge Science and Art Effectively?
28(1)
Summary
29(1)
Thought Questions
29(1)
Exercises
29(1)
References
30(3)
Chapter 2 Ethical and Legal Fundamentals in Social Media
33(24)
Learning Objectives
33(1)
Introduction
33(4)
Humans of Social Media
35(2)
What Is Ethics?
37(6)
Additional Ethical and Legal Consequences and Challenges
39(4)
Legal Fundamentals
43(8)
Employees and Personal Branding Mishaps
45(6)
Ethical and Legal Best Practices in Social Media
51(2)
Summary
53(1)
Thought Questions
53(1)
Exercises
54(1)
References
54(3)
Chapter 3 Personal and Professional Branding for Social Media
57(26)
Learning Objectives
57(1)
Introduction
57(3)
Humans of Social Media
58(2)
What Is a Personal Brand?
60(7)
What Are the Components of a Personal Brand?
65(1)
Types of Personal Brands
66(1)
Benefits and Challenges for Personal Brands
67(1)
How to Establish a Personal Brand
68(12)
Skills Needed to Showcase Personal Brand Effectively
73(7)
Summary
80(1)
Thought Questions
80(1)
Exercises
80(1)
References
81(2)
Chapter 4 Diversity, Equity, and Inclusion in Social Media
83(22)
Learning Objectives
83(1)
Introduction
83(2)
Humans of Social Media
84(1)
Current Standing Regarding Diversity, Equity, and Inclusion
85(2)
What Is Diversity, Equity, and Inclusion?
87(1)
What Diversity, Equity, and Inclusion Bring to Social Media
88(12)
Creating a Diversity, Equity, and Inclusion Program
89(5)
Challenges in Diversity, Equity, and Inclusion in Social Media
94(1)
Examples of Diversity, Equity, and Inclusion Efforts of Brands
95(5)
Best Practices in Diversity, Equity, and Inclusion Efforts in Social Media
100(2)
Summary
102(1)
Thought Questions
103(1)
Exercises
103(1)
References
103(2)
Chapter 5 Industry Qualifications and Roles in Social Media
105(28)
Learning Objectives
105(1)
Introduction
105(4)
Humans of Social Media
107(2)
Who Hires Social Media Professionals?
109(2)
Where to Work in Social Media
111(2)
Definition of Key Social Media Roles
113(14)
Social Media Community Manager Versus Social Media Manager
114(1)
Social Media Coordinator
114(2)
Social Media Strategist
116(2)
Content Creator
118(1)
Creative Director (Multimedia, Video, and More)
118(7)
Writer/Editor
125(1)
Diversity and Inclusion Lead
125(1)
Other Social Media Roles
125(2)
How Much Do Social Media Professionals Get Paid?
127(5)
Summary
132(1)
Thought Questions
132(1)
Exercises
132(1)
References
132(1)
Chapter 6 Research in Social Media: Monitoring, Listening, and Analysis
133(26)
Learning Objectives
133(1)
Introduction
133(3)
Humans of Social Media
134(2)
Importance of Research for Social Media and Strategic Communication
136(3)
Why Do We Need Research in Social Media?
139(2)
What Are the Differences Between Monitoring and Listening in Social Media?
141(5)
Benefits of Monitoring and Listening
142(2)
Types of Metrics
144(1)
Implementing a Monitoring and Listening Plan
145(1)
Platform-Based Metrics, Tools and Services, and KPIs
146(1)
What Is the Bridge Between Monitoring and Listening?
147(1)
Tying Everything Together With Analysis
148(8)
Dos and Don'ts in Social Media Research and Analysis
156(1)
Summary
157(1)
Thought Questions
157(1)
Exercises
158(1)
References
158(1)
Part II Understanding Social Media Strategy (Creative And Scientific Approaches) 159(188)
Chapter 7 Strategic Planning for Social Media
161(32)
Learning Objectives
161(1)
Introduction
161(3)
Humans of Social Media
162(2)
What Is a Strategic Plan?
164(1)
Components of a Strategic Plan
165(24)
Background Information
166(1)
Brand Voice and Pillars
166(1)
Vision and Mission Statement
166(2)
Diversity, Equity, and Inclusion
168(1)
Environmental Scan Analysis
169(1)
Client or Company in Focus
170(4)
Social Media Communication Audit
174(6)
Situational Analysis and Insights
180(1)
SWOT Analysis
181(2)
Goals
183(1)
Objectives
183(2)
Key Audience Members
185(1)
Strategies and Tactics
186(1)
Evaluation
187(2)
Budget
189(1)
Calendar
189(1)
Final Recommendations and Summary
189(1)
Summary
189(1)
Thought Questions
190(1)
Exercises
190(1)
References
191(2)
Chapter 8 Influencer Marketing
193(30)
Learning Objectives
193(1)
Introduction
193(2)
Humans of Social Media
194(1)
What Is Influencer Marketing?
195(22)
Types of Influencers
198(4)
Partnering With Influencers
202(2)
Examples of Partnering With Influencers
204(3)
Successes and Failures Using Influencers
207(3)
Steps in Creating and Launching an Influencer Campaign
210(5)
Payment
215(2)
Best Practices for Utilizing Influencers
217(1)
Summary
218(1)
Thought Questions
218(1)
Exercises
218(1)
References
219(4)
Chapter 9 Paid Media
223(22)
Learning Objectives
223(1)
Introduction
223(3)
Humans of Social Media
224(2)
What Is Paid Media?
226(14)
Why Is Paid Media Essential in Social Media?
228(2)
Types of Paid Media Components on Social Media Platforms
230(1)
Platform Paid Ad Strategies and Features
231(9)
Best Practices of Paid Media
240(3)
Summary
243(1)
Thought Questions
243(1)
Exercises
243(1)
References
244(1)
Chapter 10 Strategic Writing for Social Media
245(26)
Learning Objectives
245(1)
Introduction
245(3)
Humans of Social Media
246(2)
Importance of Strategic Writing for Social Media
248(3)
Content Creation Versus Content Curation
251(2)
Understanding the Difference Between Tone and Voice
253(13)
How Do You Find Your Brand Voice in Your Writing Style?
254(2)
Social Media Writing Guide
256(4)
Types of Writing Styles for Social Media
260(5)
Common Writing Mistakes on Social Media
265(1)
Best Practices for Social Media Writing
266(3)
Summary
269(1)
Thought Questions
269(1)
Exercises
269(1)
References
270(1)
Chapter 11 Audience Segmentation and Analysis
271(24)
Learning Objectives
271(1)
Introduction
271(2)
Humans of Social Media
272(1)
What Is Audience Segmentation?
273(4)
Types of Audiences
277(1)
Communities, Influencers, and Creators
278(13)
Influencers
279(5)
Audience Segmentation Tools to Find Influencers
284(2)
Identifying False Influencers
286(2)
Ambassadors
288(2)
Trolls or Haters
290(1)
Applying Audience Segmentation to Campaigns
291(1)
Summary
292(1)
Thought Questions
293(1)
Exercises
293(1)
References
293(2)
Chapter 12 Creating, Managing, and Curating Content (Strategies, Tactics, and Key Messages)
295(26)
Learning Objectives
295(1)
Introduction
295(3)
Humans of Social Media
296(2)
Overview of Content Marketing
298(11)
Definition of Content Marketing and Content Strategy
299(1)
Alignment of Content
300(9)
Types of Content Media
309(4)
Tools to Create Content
313(2)
Curating Content
315(2)
Best Practices
317(1)
Summary
318(1)
Thought Questions
318(1)
Exercises
319(1)
References
319(2)
Chapter 13 Measurement, Evaluation, Budget, and Calendar Considerations for Social Media
321(26)
Learning Objectives
321(1)
Introduction
321(4)
Humans of Social Media
322(3)
Measurement and Evaluation
325(10)
Understanding the Social Media Measurement and Evaluation Framework
326(2)
Importance of Measurement and Evaluation in Social Media
328(1)
Importance of Having a Measurement Strategy
329(2)
Outcomes
331(4)
Calendar
335(1)
Budget
336(7)
Areas to Invest in Your Budget
337(1)
Metrics to Consider for Budgets on Social Media
338(5)
Further Considerations for Measurement, Evaluation, and Budget
343(2)
Summary
345(1)
Thought Questions
345(1)
Exercises
346(1)
References
346(1)
Part III Application And Future Considerations 347(86)
Chapter 14 How Social Media Is Applied: Exploring Different Specializations + Case Studies I
349(28)
Learning Objectives
349(1)
Introduction
349(3)
How Social Media Is Applied
349(3)
Humans of Social Media: Social Media and Entertainment
350(2)
Overview of Social Media and Entertainment
352(6)
MP Humans of Social Media: Memes
355(2)
Overview of Social Media and Memes
357(1)
Best Practices for Memes on Social Media
358(4)
Humans of Social Media: Social Media and Crisis Communication
360(2)
Overview of Social Media and Crisis Communication
362(7)
Humans of Social Media: Social Media and Journalism
367(2)
Overview of Social Media and Journalism
369(3)
Best Practices and Recommendations
371(1)
Summary
372(2)
Thought Questions
374(1)
Exercises
374(1)
References
375(2)
Chapter 15 How Social Media Is Applied: Exploring Different Specializations + Case Studies II
377(34)
Learning Objectives
377(1)
Introduction
377(3)
Humans of Social Media: Social Media and Sports
378(2)
Overview of Social Media and Sports
380(5)
Humans of Social Media: Social Media and Social Care
384(1)
Overview of Social Media and Social Care
385(6)
Best Practices for Social Care
388(3)
Humans of Social Media: Social Media and Nonprofits
389(2)
Overview of Social Media and Nonprofits
391(5)
Best Practices for Nonprofits
394(2)
Humans of Social Media: Social Media and Health Care
395(1)
Overview of Social Media and Health Care
396(5)
Best Practices for Health Care Professionals
399(2)
Humans of Social Media: Social Media and International Campaigns
400(1)
Overview of Social Media and International Campaigns
401(5)
Best Practices for International Campaigns
405(1)
Summary
406(1)
Thought Questions
407(1)
Exercises
408(1)
References
408(3)
Chapter 16 What Does the Social Media World Have That Is New?
411(22)
Learning Objectives
411(1)
Introduction
411(3)
Humans of Social Media
412(2)
Current (So Far) State of Social Media
414(4)
Future Trends and Directions
418(9)
Strategies on Staying Relevant in the Future of Social Media
422(2)
Students to Students: Advice From the Social Media Classroom Seat
424(3)
Final Words of Wisdom and Recommendations
427(2)
Summary
429(1)
Thought Questions
430(1)
Exercises
430(1)
References
430(3)
Glossary 433(8)
Index 441
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