Full Description
Social Media for Strategic Communication teaches students the skills and principles needed to use social media in persuasive communication campaigns. The Third Edition features a brand-new chapter on social media and crisis communication, discussion of AI integrated in each chapter, and updated coverage of changes to platforms, trends, strategies, and emerging challenges across social media.
Contents
Preface
About the Author
Part I: Foundation For Creating A Strategic Mindset
Chapter 1: Introduction to Social Media
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?
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
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 & The Creator Economy
Introduction
What Is Influencer Marketing?
Best Practices for Utilizing Influencers and Creators
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: Creating, Managing, and Curating Content and Understanding Audiences
Introduction
Overview of Audience Segmentation
Types of Audiences
Overview of Content Marketing
Types of Content Media
Tools to Create Content
Curating Content
Best Practices
Chapter Summary
Thought Questions
Exercises
References
Chapter 12: Social Media and Crisis Communication
Overview of Social Media and Crisis Communication
What is a Crisis?
What is a Social Media Crisis?
Setting a Crisis and Social Media Strategy
Social Media and Crisis Examples
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
Introduction
Overview of Social Media and Entertainment
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 Journalism
Overview of Social Media and International Campaigns
Chapter Summary
Thought Questions
Exercises
References
Chapter 15: 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
Glossary
