Social media for strategic communication : creative strategies and research-based applications /: creative strategies and research-based applications. (2018)

• Record Type: Book
• Further Information: Note: Karen Freberg.
• Authors: Freberg, Karen June
• Contents: Foreword; About the Author; PART I. FOUNDATION FOR CREATING A STRATEGIC MINDSET; Chapter 1. Introduction to Social Media: An Art and Science; Learning Objectives; Humans of Social Media; Introduction; How Do We Define Social Media?; How Has Social Media Evolved?; Using Social Media Strategically; Bridging the Science and Practice of Social Media; Chapter Summary; Thought Questions; Exercises; References; Chapter 2. Ethical and Legal Fundamentals in Social Media; Learning Objectives; Humans of Social Media; Introduction; What Is Ethics?; Legal Fundamentals; Social Media Policies; Chapter Summary; Thought Questions; Exercises; References; Chapter 3. Personal and Professional Branding; Learning Objectives; Humans of 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. Industry Qualifications and Roles; Learning Objectives; Humans of 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 5. Research in Social Media: Monitoring, Listening, and Analysis; Learning Objectives; Humans of 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; Do and Don’t in Social Media Research and Analysis; Chapter Summary; Thought Questions; Exercises; References; PART II. UNDERSTANDING SOCIAL MEDIA STRATEGY (CREATIVE AND SCIENTIFIC APPROACHES); Chapter 6. Strategic Planning for Social Media; Learning Objectives; Humans of Social Media; Introduction; What Is a Strategic Plan?; Components of a Strategic Plan; Final Words of Wisdom and Recommendations; Chapter Summary; Thought Questions; Exercises; References; Chapter 7. Strategic Writing for Social Media; Learning Objectives; Humans of Social Media; Introduction; 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 8. Audience Segmentation and Analysis; Learning Objectives; Humans of Social Media; Introduction; Types of Audiences; Communities, Influencers, and Creators; Campaigns Using Audience Segmentation; Best Practices; Chapter Summary; Thought Questions; Exercises; References; Chapter 9. Creating, Managing, and Curating Content; Learning Objectives; Humans of Social Media; Introduction; Overview of Content Marketing; Types of Content Media; Tools to Create Content; Curating Content; Best Practices; Chapter Summary; Thought Questions; Exercises; References; Chapter 10. Measurement, Evaluation, Budget, and Calendar; Learning Objectives; Humans of Social Media; Introduction; Measurement and Evaluation; Budget; Further Considerations for Measurement, Evaluation, and Budget; Chapter Summary; Thought Questions; Exercises; References; PART III. APPLICATION AND FUTURE CONSIDERATIONS; Chapter 11. How Social Media Is Applied: Exploring Different Specializations, Part I; Learning Objectives; Introduction; Humans of Social Media: Social Media and Entertainment; Overview of Social Media and Entertainment; Humans of Social Media: Social Media and Crisis Communication; Overview of Social Media and Crisis Communication; Humans of Social Media: Social Media and Journalism; Overview of Social Media and Journalism; Humans of Social Media: Social Media and Sports; Overview of Social Media and Sports; Chapter Summary; Thought Questions; Exercises; References; Chapter 12. How Social Media Is Applied: Exploring Different Specializations, Part II; Learning Objectives; Introduction; Humans of Social Media: Social Media and Social Care; Overview of Social Media and Social Care; Humans of Social Media: Social Media and Nonprofits; Overview of Social Media and Nonprofits; Humans of Social Media: Social Media and Health Care; Overview of Social Media and Health Care; Humans of Social Media: Social Media and International Campaigns; Overview of Social Media and International Campaigns; Chapter Summary; Thought Questions; Exercises; References; Chapter 13. What Does the Social Media World Have That Is New?; Learning Objectives; Introduction; Current (So Far) State of Social Media; Final Words of Wisdom and Recommendations; Chapter Summary; Thought Questions; Exercises; References; Glossary; Index;
• Edition: 1st
• Publisher Details: Los Angeles : SAGE
• Publication Date: 2018
• Extent: 1 online resource
• Subjects: 302.231; Social media; Communication in organizations; Internet in publicity; Persuasion (Psychology)
• Languages: English
• ISBNs: 9781506387086
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.