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Social Media Strategy
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Social Media Strategy
Tools for Professionals and Organizations



© 2018 | 328 pages | SAGE Publications, Inc

“Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management.”

—Ray Begovich, Franklin College

 

Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics. Social media is constantly evolving, so the book focuses on enduring strategic principles and uses case studies and exercises throughout to help readers build the fundamental competencies needed by today’s social media managers.

 
LIST OF TABLES AND FIGURES
 
PREFACE
 
ACKNOWLEDGMENTS
 
PART I: UNDERSTANDING THE FUNDAMENTALS OF SOCIAL MEDIA
 
1. WHO NEEDS A SOCIAL MEDIA STRATEGY?
Defining Social Media  
Who Can Benefit From a Social Media Strategy?  
So What?  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
2. WHAT IS A SOCIAL MEDIA STRATEGY?
The Essence of a Superior Social Media Strategy  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
3. WHAT ARE THE BENEFITS OF A SOCIAL MEDIA STRATEGY?
The Benefits of Strategy  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
4. THE SOCIAL MEDIA COSMOS
Functional Perspective  
Dynamics Perspective  
Experiential Perspective  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
PART II: CRAFTING YOUR STRATEGY
 
5. UNDERSTANDING THE COMPETITIVE ENVIRONMENT
Stage 1: Facts—Collect Relevant Facts  
Stage 2: Anchors—Isolate the Essential Analytical Anchors Implied by the Facts  
Stage 3: Judgments—Make Judgments Based on the Analytical Anchors  
Stage 4: Validation—Validate Your Judgments  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
6. COORDINATES
Characteristics of Superior Coordinates  
Principles for Formulating Coordinates  
A Discussion Protocol for Crafting Coordinates  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
7. CHANNELS
Channel Dynamics  
Principles for Selecting Channels  
Strategic Channel Selection  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
8. CONTENT
What Are My Content Options?  
Who Generates the Content?  
How Do I Select the Right Content?  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
9. CONNECTIONS
Understanding Connectivity  
Connection Principles  
Connections Matrix  
Crafting Network Strategy  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
10. CORRECTIONS
Sources of Errors  
Organizational Structures, Procedures, and Protocols  
Corrections Matrix  
So What?  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
11. SYNCING THE STRATEGY DOTS AND CRAFTING ACTION PLANS
Test 1: The Coordinates Test  
Test 2: The Synergy Test  
Test 3: The Translation Test  
Test-Taking Advice  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
PART III: ASSESSING RESULTS
 
12. DEVELOPING THE ASSESSMENT PROTOCOL
How We Fool Ourselves  
Purpose of Assessments  
Developing a Social Media Assessment Tool  
So What?  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
13. MEASURING SOCIAL MEDIA EFFECTIVENESS
Step 1: Master Metric Language  
Step 2: Dive Deeper Into the Measures and Analytics  
Step 3: Avoid the Metric Minefield  
Step 4: Match Metrics With Your Assessment Plan for the 5 Cs  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
14. CRAFTING THE SOCIAL MEDIA ASSESSMENT REPORT
Key Principles  
Main Sections of the Assessment Report  
Conclusion  
Key Terms  
Deep Dives  
 
PART IV: CONCLUSION
 
15. THE MINDSET OF A STRATEGIST, THE SENSIBILITIES OF A PROFESSIONAL, AND THE ZEAL OF AN ENTHUSIAST
Strategic Mindset  
Professional Sensibilities  
Enthusiasts’ Zeal  
Conclusion  
Key Terms  
Deep Dives  
Notes  
 
APPENDIX 1. SOCIAL MEDIA PLATFORM FACT SHEETS
 
APPENDIX 2. DEALING WITH ANGER ONLINE: STRATEGIES FOR SOCIAL MEDIA MANAGERS
 
APPENDIX 3. CASE STUDIES
 
GLOSSARY
 
INDEX
 
ABOUT THE AUTHORS
 
ABOUT THE CONTRIBUTORS

“Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management.”

Ray Begovich
Franklin College

“This text represents a new era in instructional material for Social Media.  Not only does it promote marketing in general, but it serves as a practical guide for analysis and productivity as related to current social media applications.”

Pamela Hill, MLIS
Instructor of Communication, Jacksonville State University

“I like the strategy approach because social media is often perceived to be spur-of-the-moment with little planning; the more that myth is dispelled, the better. Social media is a communication channel and needs as much thought and planning as any other communication medium. Accepting and embracing change are very important when working with the fluid and changing nature of social media.”

Peggy O’Neill-Jones, Ed.D.
Metropolitan State University of Denver

“This text, which is adaptable for students and professionals, will assist students with grasping the thought strategy behind social media in addition to the “nuts and bolts” of platforms used. In other words, it’s two tiered: the foundation of strategy and how to execute it.”

L. Simone Byrd
Alabama State University

“A much needed summary of social media concepts and platforms. The title succeeds in introducing students to critical and strategic thinking necessary to inform social media choices. It has application in public relations writing and campaign planning courses.”

Gregory G. De Blasio
Northern Kentucky University
Key features
KEY FEATURES:
  • A more evergreen focus on strategy gives students tools to become adept social media managers who can adapt to changes in technology.
  • Deep Dives exercises and projects are designed to improve students’ strategic thinking about social media. All the exercises and projects have been “battle tested” in the classroom.
  • Synopses of major social media platforms offer readers short briefs on the founders, history, audience reach, and major milestones of the major social media outlets (Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram).
  • Case Studies featured in the Appendix ensure that the lessons learned are applicable to a wide range of organizations while offering lasting insights about strategic thinking.  
  • Students are guided through the process of strategically crafting a social media marketing strategy through “The Five Cs”:

o    Define coordinates of the social media position to create a blueprint for the strategy

o    Select appropriate channels for the message

o    Develop and collect customized content to share

o    Identify and create connections within the social media platforms

o    Use diverse approaches to detect errors and make corrections


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