Social Media for Strategic Communication

Creative Strategies and Research-Based Applications

Karen Freberg

• Publisher: SAGE Publications, Inc
• Year: 2021
• Print ISBN:
  9781071826904
• Edition: 2
• eBook ISBN:
  9781071826881
• Topic: Languages & Linguistics
• Subtopic: Journalism
• Index: Languages & Linguistics

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.

Table of contents

• Cover
• Half Title
• Publisher Note
• Title Page
• Copyright Page
• Brief Contents
• Detailed Contents
• Preface
• About the Author
• Part I Foundation for Creating a Strategic Mindset
• 1 Introduction to Social Media An Art and Science
• 2 Ethical and Legal Fundamentals in Social Media
• 3 Personal and Professional Branding for Social Media
• 4 Diversity, Equity, and Inclusion in Social Media
• 5 Industry Qualifications and Roles in Social Media
• 6 Research in Social Media Monitoring, Listening, and Analysis
• Part II Understanding Social Media Strategy (Creative and Scientific Approaches)
• 7 Strategic Planning for Social Media
• 8 Influencer Marketing
• 9 Paid Media
• 10 Strategic Writing for Social Media
• 11 Audience Segmentation and Analysis
• 12 Creating, Managing, and Curating Content (Strategies, Tactics, and Key Messages)
• 13 Measurement, Evaluation, Budget, and Calendar Considerations for Social Media
• Part III Application and Future Considerations
• 14 How Social Media Is Applied Exploring Different Specializations + Case Studies I
• 15 How Social Media Is Applied Exploring Different Specializations + Case Studies II
• 16 What Does the Social Media World Have That Is New?
• Glossary
• Index