You are in: South America
Change location

You are here

Book > Textbooks > Public Relations
Social Media for Strategic Communication
Share
Share

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

Third Edition
September 2025 | SAGE Publications, Inc
Download flyer
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. Author Karen Freberg combines cutting-edge research with practical, hands-on instruction to prepare students for the challenges of today's workplace. With an emphasis on strategic thinking and awareness, the book equips students to adapt their skills to emerging platforms and technologies. Its broad focus on strategic communication—from PR, advertising, and marketing to non-profit advocacy—provides a comprehensive foundation for success in diverse career paths. The Third Edition features a brand new chapter on social media and crisis communication, discussion of AI integrated in each chapter, and new case studies in addition to updated coverage of changes to platforms, trends, strategies, and emerging challenges across social media.
 
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

Once again, Dr. Freberg demonstrates her mastery for bringing strategic social media education to life. As a leader in the field, Dr. Freberg's breadth of knowledge, passion, and expertise all shine in this insightful and engaging text.

Matthew J. Kushin
Shepherd University

Dr. Freberg provides a balanced and structured approach, using real-life case studies, personal testimonials, industry expectations from those in the field, and career advice, all designed to equip students with the skills and knowledge needed to excel in a social media profession.

Randa Zalman
Bellevue University

This textbook combines the detail of strategic planning with the nuances of social media management in a way that is easily accessible to students. It provides a pathway for students to learn the academics behind these concepts, as well as help prepare them for a career in this and related fields.

Veronica Hefner
Saint Mary's College of California
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.

Sage College Publishing

You can purchase or sample this product on our Sage College Publishing site:

Go To College Site