图书简介
?At last, a book that covers social media strategy in a practical, timely way that will help guide our students as they transition to the professional world.? ?Gina Baleria, San Francisco State University 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. The 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. The text addresses the influence of social media technologies, strategies, actions, and the strategic mindset needed by social media professionals today. By focusing on strategic thinking and awareness, it 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. Visit the author?s blog at http://karenfreberg.com/blog/ to get tips for teaching the course, industry related news, & more! The free, open-access Student Study site at study.sagepub.com/freberg features carefully selected video links, flashcards, social media accounts to follow, and more! Instructors, sign in at study.sagepub.com/freberg for additional resources!
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
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