Strategic Social Media

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Strategic Social Media Management

Karen E. Sutherland
Strategic Social Media Management Book PDF

Author : Karen E. Sutherland
Publisher : Springer Nature
Page : 431 pages
File Size : 54,8 Mb
Release : 2020-12-21
Category : Business & Economics
ISBN : 9789811546587

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Strategic Social Media Management by Karen E. Sutherland Pdf

This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Aside from focusing on practical application of marketing strategy, the textbook also takes students through the process of strategy development, ethical and accurate content curation, and strategy implementation, through detailed explanations of content creation. Combining theory and practice, Strategic Social Media Management teaches students how to take a strategic approach to social media from an organisational and business perspective, and how to measure results. Richly supported by robust and engaging pedagogy and cases in each chapter, it integrates perspectives from public relations, marketing and advertising, and examines key topics such as risk, ethics, privacy, consent, copyright issues, and crises management. It also provides dedicated coverage of content strategy and campaign planning and execution. Reflecting the demands of contemporary practice, advice on self-care for social media management is also offered, helping to protect people in this emerging profession from the negativity that they can experience online when managing an organisation’s social media presence. After reading this textbook, students will be able to develop a social media strategy, curate accurate and relevant content, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives. This is an ideal textbook for students studying social media strategy, marketing and management at undergraduate level. It will also be essential reading for marketing, public relations, advertising and communications professionals looking to hone their social media skills and strategies.

Social Media for Strategic Communication

Karen Freberg
Social Media for Strategic Communication Book PDF

Author : Karen Freberg
Publisher : SAGE Publications
Page : 477 pages
File Size : 48,7 Mb
Release : 2021-07-02
Category : Language Arts & Disciplines
ISBN : 9781071826881

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Social Media for Strategic Communication by Karen Freberg Pdf

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.

Strategic Social Media

L. Meghan Mahoney,Tang Tang
Strategic Social Media Book PDF

Author : L. Meghan Mahoney,Tang Tang
Publisher : John Wiley & Sons
Page : 368 pages
File Size : 45,6 Mb
Release : 2016-10-31
Category : Business & Economics
ISBN : 9781118556849

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Strategic Social Media by L. Meghan Mahoney,Tang Tang Pdf

Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals. Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold

Handbook of Research on Integrating Social Media into Strategic Marketing

Hajli, Nick
Handbook of Research on Integrating Social Media into Strategic Marketing Book PDF

Author : Hajli, Nick
Publisher : IGI Global
Page : 440 pages
File Size : 46,6 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9781466683549

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Handbook of Research on Integrating Social Media into Strategic Marketing by Hajli, Nick Pdf

To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.

Maximize Your Social

Neal Schaffer
Maximize Your Social Book PDF

Author : Neal Schaffer
Publisher : John Wiley & Sons
Page : 226 pages
File Size : 48,5 Mb
Release : 2013-09-06
Category : Business & Economics
ISBN : 9781118756683

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Maximize Your Social by Neal Schaffer Pdf

Create and maintain a successful social media strategy for your business Today, a large number of companies still don't have a strategic approach to social media. Others fail to calculate how effective they are at social media, one of the critical components of implementing any social media strategy. When companies start spending time and money on their social media efforts, they need to create an internal plan that everyone can understand. Maximize Your Social offers a clear vision of what businesses need to do to create—and execute upon—their social media for business road map. Explains the evolution of social media and the absolute necessity for creating a social media strategy Outlines preparation for, mechanics of, and maintenance of a successful social media strategy Author Neal Schaffer was named a Forbes Top 30 Social Media Power Influencer, is the creator of the AdAge Top 100 Global Marketing Blog, Windmill Networking, and a global social media speaker Maximize Your Social will guide you to mastery of social media marketing strategies, saving you from spending a chunk of your budget on a social media consultant. Follow Neal Schaffer's advice, and you'll be able to do it yourself—and do it right.

A Social Strategy

Mikolaj Jan Piskorski
A Social Strategy Book PDF

Author : Mikolaj Jan Piskorski
Publisher : Princeton University Press
Page : 287 pages
File Size : 43,6 Mb
Release : 2016-02-23
Category : Business & Economics
ISBN : 9780691169262

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A Social Strategy by Mikolaj Jan Piskorski Pdf

What people get out of social media—and how businesses can get more out of it Almost no one had heard of social media a decade ago, but today websites such as Facebook, Twitter, and LinkedIn have more than 1 billion users and account for almost 25 percent of Internet use. Practically overnight, social media seems indispensable to our lives—from friendship and dating to news and business. What makes social media so different from traditional media? Answering that question is the key to making social media work for any business, argues Miko?aj Piskorski, one of the world's leading experts on the business of social media. In A Social Strategy, he provides the most convincing answer yet, one backed by original research, data, and case studies from companies such as Nike and American Express. Drawing on his analysis of proprietary data from social media sites, Piskorski argues that the secret of successful ones is that they allow people to fulfill social needs that either can’t be met offline or can be met only at much greater cost. This insight provides the key to how companies can leverage social platforms to create a sustainable competitive advantage. Companies need to help people interact with each other before they will promote products to their friends or help companies in other ways. Done right, a company’s social media should benefit customers and the firm. Piskorski calls this "a social strategy," and he describes how companies such as Yelp and Zynga have done it. Groundbreaking and important, A Social Strategy provides not only a story- and data-driven explanation for the explosion of social media but also an invaluable, concrete road map for any company that wants to tap the marketing potential of this remarkable phenomenon.

Social Media Strategy

Kamales Lardi,Rainer Fuchs
Social Media Strategy Book PDF

Author : Kamales Lardi,Rainer Fuchs
Publisher : vdf Hochschulverlag AG
Page : 110 pages
File Size : 50,6 Mb
Release : 2013
Category : Business & Economics
ISBN : 9783728135575

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Social Media Strategy by Kamales Lardi,Rainer Fuchs Pdf

The Social Media Strategy Framework presented in this book offers a unique and comprehensive end-to-end approach. It takes a company from the point of understanding the value of social media for business to the point of implementing a solution that meets its business needs. The Framework is distinguished by several elements: It focuses on building a sustainable use for social media along the business value chain. It aligns with company strategic objectives and business context. It identifies key elements to create a strong foundation for social media use in the company. It separates internal and external social media uses. It is NOT a technology implementation. Additionally, the case studies presented in this book and on the corresponding website highlight successful social media implementation in business by companies in Europe.

Social Media in Strategic Management

Miguel R. Olivas-Lujan,Tanya Bondarouk
Social Media in Strategic Management Book PDF

Author : Miguel R. Olivas-Lujan,Tanya Bondarouk
Publisher : Emerald Group Publishing
Page : 329 pages
File Size : 50,5 Mb
Release : 2013-08-08
Category : Business & Economics
ISBN : 9781781908990

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Social Media in Strategic Management by Miguel R. Olivas-Lujan,Tanya Bondarouk Pdf

Social media are changing the way businesses interact in technology-mediated ways with most of their stakeholders. Conventional wisdom is being challenged and virtual workspaces that had never been conceptualized are opening at blistering speed. This volume identifies and demystifies this set of exciting new family of user-generated content technol

Strategic Communication, Social Media and Democracy

W. Timothy Coombs,Jesper Falkheimer,Mats Heide,Philip Young
Strategic Communication Social Media and Democracy Book PDF

Author : W. Timothy Coombs,Jesper Falkheimer,Mats Heide,Philip Young
Publisher : Routledge
Page : 206 pages
File Size : 49,8 Mb
Release : 2015-08-11
Category : Business & Economics
ISBN : 9781317554912

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Strategic Communication, Social Media and Democracy by W. Timothy Coombs,Jesper Falkheimer,Mats Heide,Philip Young Pdf

Today almost everyone in the developed world spends time online and anyone involved in strategic communication must think digitally. The magnitude of change may be up for debate but the trend is unstoppable, dramatically reconfiguring business models, organisational structures and even the practice of democracy. Strategic Communication, Social Media and Democracy provides a wholly new framework for understanding this reality, a reality that is transforming the way both practitioners and theoreticians navigate this fast-moving environment. Firmly rooted in empirical research, and resisting the lure of over-optimistic communication dreams, it explores both the potential that social media offers for changing the relationships between organisations and stakeholders, and critically analyses what has been achieved so far. This innovative text will be of great interest to researchers, educators and advanced students in strategic communications, public relations, corporate communication, new media, social media and communication management.

Strategic Social Media

L. Meghan Mahoney,Tang Tang
Strategic Social Media Book PDF

Author : L. Meghan Mahoney,Tang Tang
Publisher : John Wiley & Sons
Page : 360 pages
File Size : 40,9 Mb
Release : 2016-09-12
Category : Business & Economics
ISBN : 9781118556948

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Strategic Social Media by L. Meghan Mahoney,Tang Tang Pdf

Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals. Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold

Social Media Campaigns

Carolyn Mae Kim
Social Media Campaigns Book PDF

Author : Carolyn Mae Kim
Publisher : Taylor & Francis
Page : 227 pages
File Size : 54,6 Mb
Release : 2020-12-29
Category : Business & Economics
ISBN : 9781000290608

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Social Media Campaigns by Carolyn Mae Kim Pdf

This new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to adapt to the quickly evolving world of digital media. It takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. Thoroughly updated, this second edition includes: • new strategies to guide students in the initial campaign planning phase • added content on influencers, social care teams, and newsjacking • coverage of research evaluation, the implications of findings, and articulating the ROI • expanded discussion of ethical considerations in campaign design and data collection and analysis. The book is suited to both undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations or a secondary text in broader public relations and marketing campaign planning and writing courses. Accompanying online resources include chapter reviews with suggestions for further resources; instructor guides; in-class exercises; a sample syllabus, assignments, and exams; and lecture slides. Visit www.routledge.com/9780367896201

Strategic Social Marketing

Jeff French,Ross Gordon
Strategic Social Marketing Book PDF

Author : Jeff French,Ross Gordon
Publisher : SAGE
Page : 449 pages
File Size : 54,5 Mb
Release : 2015-01-31
Category : Business & Economics
ISBN : 9781473927674

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Strategic Social Marketing by Jeff French,Ross Gordon Pdf

This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative. ′For anyone interested in great social marketing practice in the 21st century, and how it needs to adapt as our understanding of behaviour change evolves, this publication is chock full of good practice and smart strategy.’ Dan Metcalfe, Deputy Director - Marketing, Public Health England, UK Strategic Social Marketing takes a systemic approach to explaining and illustrating the added value of applying marketing to solve social problems. The authors present social marketing principles in a strategic, critical and reflexive way to help engender social good via the effectiveness and efficiency of social programmes in areas such as Health, Environment, Governance and Public Policy. In illustrating how it can be applied, the text places Strategic Social Marketing in a global context, giving examples and case studies from around the world. Set into a clear structure it: Takes you through an exploration of why marketing should be an integral component of all social programme design and delivery when looking to achieve social good Moves on to the nature and application of social marketing, rethinking traditional concepts such as ‘value’ and ‘exchange’ in the social context Lays out the ‘how to’ so you can create fully realised strategy, plans, frameworks and tactics to influence behaviours. Visit the Strategic Social Marketing Website - Featuring free resources for marketing students and lecturers.

Strategic Uses of Social Media for Improved Customer Retention

Al-Rabayah, Wafaa,Khasawneh, Rawan,Abu-shamaa, Rasha,Alsmadi, Izzat
Strategic Uses of Social Media for Improved Customer Retention Book PDF

Author : Al-Rabayah, Wafaa,Khasawneh, Rawan,Abu-shamaa, Rasha,Alsmadi, Izzat
Publisher : IGI Global
Page : 311 pages
File Size : 45,6 Mb
Release : 2016-11-09
Category : Business & Economics
ISBN : 9781522516873

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Strategic Uses of Social Media for Improved Customer Retention by Al-Rabayah, Wafaa,Khasawneh, Rawan,Abu-shamaa, Rasha,Alsmadi, Izzat Pdf

Social networking venues have increased significantly in popularity in recent years. When utilized properly, these networks can offer many advantages within business contexts. Strategic Uses of Social Media for Improved Customer Retention is a pivotal reference source for the latest scholarly research on the implementation of online social networks in modern businesses and examines how such networks allow for a better understanding of clients and customers. Highlighting theoretical concepts, empirical case studies, and critical analyses, this book is ideally designed for researchers, practitioners, professionals, and upper-level students interested in improving and maintaining customer relationships.

Social Media Marketing

Melissa S. Barker,Nicholas F. Bormann,Donald I. Barker,Krista Neher
Social Media Marketing Book PDF

Author : Melissa S. Barker,Nicholas F. Bormann,Donald I. Barker,Krista Neher
Publisher : Cengage Learning
Page : 250 pages
File Size : 41,7 Mb
Release : 2012-03-01
Category : Internet marketing
ISBN : 1133589278

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Social Media Marketing by Melissa S. Barker,Nicholas F. Bormann,Donald I. Barker,Krista Neher Pdf

SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, International Edition promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals.

Social Media Influencers in Strategic Communication

Nils S. Borchers
Social Media Influencers in Strategic Communication Book PDF

Author : Nils S. Borchers
Publisher : Routledge
Page : 164 pages
File Size : 50,5 Mb
Release : 2021-12-21
Category : Language Arts & Disciplines
ISBN : 9781000525342

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Social Media Influencers in Strategic Communication by Nils S. Borchers Pdf

This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.