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

Third Edition

Karen Freberg - University of Louisville, USA

Courses:
Public Relations Campaigns & Promotions | Special Topics

August 2025 | SAGE Publications, Inc

Social Media for Strategic Communication: Creative Strategies and Research-Based Applications Third 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 Third Edition features a brand new chapter on social media and crisis communication, discussion of AI integrated in each chapter, new case studies, exercises, and updated coverage of changes to platforms, trends, strategies, and emerging challenges across social media.

Available Formats

ISBN: 9781071936733 Paperback Suggested Retail Price: $156.00 Bookstore Price: $124.80

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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

Key features

NEW TO THIS EDITION:

New Social Media and Crisis Communication Chapter addresses key trends, practices, case studies, and lessons learned in social media and crisis communication.
New case studies, examples, areas of interest, and insights from the field.
Relevant integration and discussion of AI across each chapter.
Updated coverage of changes to social media platforms, trends, strategies, and emerging challenges to keep content current.
Humans of Social Media feature include new interviews from a diverse group of professionals from different backgrounds and experiences.

KEY FEATURES:

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 Industry Experts show students how social media is used in real-world settings.
Case Studies emphasize how social media fits in strategic campaigns.
New chapters on Diversity and Inclusion in Social Media, Influencer Marketing, and Paid Media highlight discussions of important trending topics in the industry.

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

Sage College Publishing