Social Media for Strategic Communication: Creative Strategies and Research-Based Applications
Social Media for Strategic Communication: Creative Strategies and Research-Based Applications teaches students the skills and principles needed to use social media in persuasive communication campaigns. The 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. The text addresses the influence of social media technologies, strategies, actions, and the strategic mindset needed by social media professionals today. By focusing on strategic thinking and awareness, it 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.
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 Key Experts show students how social media is used in real-world settings.
Chapter-Opening Case Studies emphasize how social media fits in to a larger strategic communications campaign.
Table of Contents
PART I. FOUNDATION FOR CREATING A STRATEGIC MINDSET
Chapter 1. Introduction to Social Media: An Art and Science
Chapter 2. Ethical and Legal Fundamentals in Social Media
Chapter 3. Personal and Professional Branding
Chapter 4. Industry Qualifications and Roles
Chapter 5. Research in Social Media: Monitoring, Listening, and Analysis
PART II. UNDERSTANDING SOCIAL MEDIA STRATEGY (CREATIVE AND SCIENTIFIC APPROACHES)
Chapter 6. Strategic Planning for Social Media
Chapter 7. Strategic Writing for Social Media
Chapter 8. Audience Segmentation and Analysis
Chapter 9. Creating, Managing, and Curating Content
Chapter 10. Measurement, Evaluation, Budget, and Calendar
PART III. APPLICATION AND FUTURE CONSIDERATIONS
Chapter 11. How Social Media Is Applied: Exploring Different Specializations, Part I
Chapter 12. How Social Media Is Applied: Exploring Different Specializations, Part II
Chapter 13. What Does the Social Media World Have That Is New?
Karen Freberg - University of Louisville, USA