Social Media for Strategic Communication
Creative Strategies and Research-Based Applications

Second

Karen Freberg - University of Louisville, USA

Other Titles in:
Public Relations (Analysis)

July 2021 | 488 pages | SAGE Publications, Inc

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.

INSTRUCTORS: Your students save when you bundle Social Media for Strategic Communication, Second Edition with Freberg's Portfolio Building Activities in Social Media, Second Edition featuring 125 real-world activities across various social media platforms. Order using bundle ISBN 978-1-0718-6142-4.

Preface

About 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

Supplements

Instructor Resource Site

It is very hard to find social media strategy books focusing on strategic "communication". I find many books focusing on marketing but they are sometimes too broad or too product-focused. This book covers sodial media platform from the communicator perspective and I appreciate it very much.

Professor Hyun Jee Oh

Communications, Cheju National University

April 2, 2024

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We used this last spring, students overall had good feedback about it.

Dr Gina Reynolds

Communication & Media Studies, Cornerstone University - Grand Rapids

July 8, 2024

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The book has incredible up-to-date case studies and excellent resources for students, but also for practicing professionals. I myself plan to hold onto some of the tables throughout the text that offer a consistently updated directory of social media platforms and ways to analyze, use and optimize them. The author has invested a great deal of time in talking to professionals to ensure a practical, useful guide that is rooted in Communication theory. My students had positive feedback about the text. The author also met with my class, which was a rare treat. Recommend!

Professor Julie Cajigas

School of Communication, University Of Akron

April 23, 2024

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It seemed like an overall good text for what I wanted the students to know and had instructor resources available.

Professor Dawn Sohns

Communication Arts Dept, Suny College At Oneonta

February 17, 2023

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