Social media strategy: tools for professionals and organizations
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles ; London ; New Delhi ; Singapore ; Washington DC ; Melbourne
SAGE
[2018]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | xxi, 302 Seiten Illustrationen, Diagramme |
| ISBN: | 9781506346243 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804178256094560256 |
|---|---|
| adam_text | Brief Contents
LIST OF TABLES AND FIGURES
PREFACE
ACKNOWLEDGMENTS
PART I: UNDERSTANDING THE
FUNDAMENTALS OF SOCIAL MEDIA
1. WHO NEEDS A SOCIAL MEDIA STRATEGY?
2. WHAT IS A SOCIAL MEDIA STRATEGY?
3. WHAT ARE THE BENEFITS OF A SOCIAL
MEDIA STRATEGY?
4. THE SOCIAL MEDIA COSMOS
PART II: CRAFTING YOUR STRATEGY
5. UNDERSTANDING THE COMPETITIVE
ENVIRONMENT
6. COORDINATES
7. CHANNELS
8. CONTENT
9. CONNECTIONS
10. CORRECTIONS
11. SYNCING THE STRATEGY DOTS AND
CRAFTING ACTION PLANS
xv
xvii
xxi
1
3
15
27
35
47
49
63
73
89
107
131
147
PART III: ASSESSING RESULTS 159
12. DEVELOPING THE ASSESSMENT PROTOCOL 161
13. MEASURING SOCIAL MEDIA EFFECTIVENESS 175
Laleah Fernandez
14. CRAFTING THE SOCIAL MEDIA
ASSESSMENT REPORT 197
Jena Richter Landers
PART IV: CONCLUSION 207
15. THE MINDSET OF A STRATEGIST,
THE SENSIBILITIES OF A PROFESSIONAL,
AND THE ZEAL OF AN ENTHUSIAST 209
APPENDIXES 219
GLOSSARY 277
INDEX 285
ABOUT THE AUTHOR 299
ABOUT THE CONTRIBUTORS
301
Detailed Table
of Contents
LIST OF TABLES AND FIGURES xv
PREFACE xvii
ACKNOWLEDGMENTS xxi
PART I: UNDERSTANDING THE
FUNDAMENTALS OF SOCIAL MEDIA 1
1. WHO NEEDS A SOCIAL MEDIA STRATEGY? 3
Defining Social Media 4
Who Can Benefit From a Social Media Strategy? 5
So What? 7
Conclusion 12
Key Terms 13
Deep Dives 13
Notes 13
2. WHAT IS A SOCIAL MEDIA STRATEGY? 15
The Essence of a Superior Social Media Strategy 16
Superior Strategists Assess the Competitive Landscape 16
Superior Strategists Make Big-Picture Choices 17
Superior Strategists Coordinate the Choices 20
Superior Strategists Coordinate the Choices
Into a Coherent Path Forward 21
Superior Strategists Craft an Orchestrated
Set of Tactics 23
Conclusion 25
Key Terms 25
Deep Dives 25
Notes 26
3. WHAT ARE THE BENEFITS OF
A SOCIAL MEDIA STRATEGY? 27
The Benefits of Strategy 28
Conclusion 33
Key Terms 34
Deep Dives 34
Notes 34
4. THE SOCIAL MEDIA COSMOS 35
Functional Perspective 35
Dynamics Perspective 39
Experiential Perspective 42
Cultivating Curiosity 43
Thinking Experimentally 43
Building the Right Habits 44
Conclusion 45
Key Terms 45
Deep Dives 45
Notes 46
PART II: CRAFTING YOUR STRATEGY 47
5. UNDERSTANDING THE COMPETITIVE
ENVIRONMENT 49
Stage 1: Facts-Collect Relevant Facts 50
Stage 2: Anchors—Isolate the Essential Analytical
Anchors Implied by the Facts 53
Stage 3: Judgments-Make Judgments Based on the
Analytical Anchors 55
Stage 4: Validation-Validate Your Judgments 58
Conclusion 60
Key Terms 60
Deep Dives 60
Notes 61
6. COORDINATES 63
Characteristics of Superior Coordinates 64
Principles for Formulating Coordinates 66
A Discussion Protocol for Crafting Coordinates 68
Conclusion 71
Key Terms 72
Deep Dives 72
Notes 72
7. CHANNELS 73
Channel Dynamics 73
Principles for Selecting Channels 75
Strategic Channel Selection 78
Systemically Study a Wide Variety of Potential
Social Media Platforms 78
Evaluate and Select the Platforms for Active
and Passive Management 81
Craft a “Job Description” for Each Channel 84
Bundle the Channel “Duties” Into Manageable
Jobs for Your Social Media Team 85
Assign the Right Person or Team to the Tasks 86
Conclusion 86
Key Terms 86
Deep Dives 86
Notes 87
8. CONTENT 89
What Are My Content Options? 90
Who Generates the Content? 95
Internally Produced Content 95
Curated Content 95
Cocreated Content 97
User-Generated Content 97
How Do I Select the Right Content? 98
Coordinate Aligned 98
Audience Sensitive 99
Channel Compatible 100
Category Apportioned 102
Feedback Driven 104
Conclusion 104
Key Terms 105
Deep Dives 105
Notes 105
9. CONNECTIONS 107
Understanding Connectivity 108
Nodes 108
Links 109
Networks 111
Connection Principles 117
Connections Matrix 118
Crafting Network Strategy 122
Conclusion 127
Key Terms 128
Deep Dives 128
Notes 129
10. CORRECTIONS 131
Sources of Errors 131
Attention 131
Speed 132
Habits 133
Thinking Biases 133
Organizational Structures, Procedures, and Protocols 136
Corrections Matrix 137
So What? 139
Conclusion 143
Key Terms 144
Deep Dives 144
Notes 145
11. SYNCING THE STRATEGY DOTS AND
CRAFTING ACTION PLANS 147
Test 1: The Coordinates Test 148
Test 2: The Synergy Test 149
Test 3: The Translation Test 154
Test-Taking Advice 154
Conclusion 155
Key Terms 157
Deep Dives 157
Notes 157
PART III: ASSESSING RESULTS 159
12. DEVELOPING THE ASSESSMENT PROTOCOL 161
How We Fool Ourselves 161
Purpose of Assessments 164
Developing a Social Media Assessment Tool 165
Coordinates 168
Channels 169
Content 169
Connections 170
Corrections 171
So What? 172
Conclusion 173
Key Terms 173
Deep Dives 173
Notes 174
13. MEASURING SOCIAL MEDIA EFFECTIVENESS 175
Laleah Fernandez
Step 1: Master Metric Language 175
Audience Composition 176
Traffic Patterns 177
Engagement Measures 178
Community Sentiment 179
Step 2: Dive Deeper Into the Measures and Analytics 181
Platform-Specific Measures 181
Measures Not Specific to Platforms 184
Step 3: Avoid the Metric Minefield 185
Resist Being Seduced by the Glamour Metrics 185
Don’t Assume That Metric Language
Transfers Across Platforms 185
Watch Out for Comparisons Across
Organizations and Over Time 185
Step 4: Match Metrics With Your Assessment
Plan for the 5 Cs 186
Coordinate Metrics 186
Channel Metrics 189
Content Metrics 189
Connections Metrics 190
Corrections Metrics 192
Conclusion 193
Key Terms 193
Deep Dives 194
Notes 195
14. CRAFTING THE SOCIAL MEDIA
ASSESSMENT REPORT 197
Jena Richter Landers
Key Principles 198
Main Sections of the Assessment Report 201
Introduction 201
Limitations 201
Comparative Framework 202
Data and Analysis 203
Success Stories 203
Conclusions and Recommendations 204
Appendices 204
Conclusion 204
Key Terms 204
Deep Dives 205
PART IV: CONCLUSION 207
15. THE MINDSET OF A STRATEGIST,
THE SENSIBILITIES OF A PROFESSIONAL,
AND THE ZEAL OF AN ENTHUSIAST 209
Strategic Mindset 209
Professional Sensibilities 212
Enthusiasts’ Zeal 215
Conclusion 217
Key Terms 217
Deep Dives 217
Notes 218
APPENDIX 1.SOCIAL MEDIA PLATFORM
FACT SHEETS 219
APPENDIX 2. DEALING WITH ANGER ONLINE:
STRATEGIES FOR SOCIAL MEDIA MANAGERS 231
APPENDIX 3. CASE STUDIES 237
GLOSSARY 277
INDEX 285
ABOUT THE AUTHORS 299
ABOUT THE CONTRIBUTORS 301
Brief Contents
LIST OF TABLES AND FIGURES
PREFACE
ACKNOWLEDGMENTS
PART I: UNDERSTANDING THE
FUNDAMENTALS OF SOCIAL MEDIA
1. WHO NEEDS A SOCIAL MEDIA STRATEGY?
2. WHAT IS A SOCIAL MEDIA STRATEGY?
3. WHAT ARE THE BENEFITS OF A SOCIAL
MEDIA STRATEGY?
4. THE SOCIAL MEDIA COSMOS
PART II: CRAFTING YOUR STRATEGY
5. UNDERSTANDING THE COMPETITIVE
ENVIRONMENT
6. COORDINATES
7. CHANNELS
8. CONTENT
9. CONNECTIONS
10. CORRECTIONS
11. SYNCING THE STRATEGY DOTS AND
CRAFTING ACTION PLANS
xv
xvii
xxi
1
3
15
27
35
47
49
63
73
89
107
131
147
PART III: ASSESSING RESULTS 159
12. DEVELOPING THE ASSESSMENT PROTOCOL 161
13. MEASURING SOCIAL MEDIA EFFECTIVENESS 175
Laleah Fernandez
14. CRAFTING THE SOCIAL MEDIA
ASSESSMENT REPORT 197
Jena Richter Landers
PART IV: CONCLUSION 207
15. THE MINDSET OF A STRATEGIST,
THE SENSIBILITIES OF A PROFESSIONAL,
AND THE ZEAL OF AN ENTHUSIAST 209
APPENDIXES 219
GLOSSARY 277
INDEX 285
ABOUT THE AUTHOR 299
ABOUT THE CONTRIBUTORS
301
Detailed Table
of Contents
LIST OF TABLES AND FIGURES xv
PREFACE xvii
ACKNOWLEDGMENTS xxi
PART I: UNDERSTANDING THE
FUNDAMENTALS OF SOCIAL MEDIA 1
1. WHO NEEDS A SOCIAL MEDIA STRATEGY? 3
Defining Social Media 4
Who Can Benefit From a Social Media Strategy? 5
So What? 7
Conclusion 12
Key Terms 13
Deep Dives 13
Notes 13
2. WHAT IS A SOCIAL MEDIA STRATEGY? 15
The Essence of a Superior Social Media Strategy 16
Superior Strategists Assess the Competitive Landscape 16
Superior Strategists Make Big-Picture Choices 17
Superior Strategists Coordinate the Choices 20
Superior Strategists Coordinate the Choices
Into a Coherent Path Forward 21
Superior Strategists Craft an Orchestrated
Set of Tactics 23
Conclusion 25
Key Terms 25
Deep Dives 25
Notes 26
3. WHAT ARE THE BENEFITS OF
A SOCIAL MEDIA STRATEGY? 27
The Benefits of Strategy 28
Conclusion 33
Key Terms 34
Deep Dives 34
Notes 34
4. THE SOCIAL MEDIA COSMOS 35
Functional Perspective 35
Dynamics Perspective 39
Experiential Perspective 42
Cultivating Curiosity 43
Thinking Experimentally 43
Building the Right Habits 44
Conclusion 45
Key Terms 45
Deep Dives 45
Notes 46
PART II: CRAFTING YOUR STRATEGY 47
5. UNDERSTANDING THE COMPETITIVE
ENVIRONMENT 49
Stage 1: Facts-Collect Relevant Facts 50
Stage 2: Anchors—Isolate the Essential Analytical
Anchors Implied by the Facts 53
Stage 3: Judgments-Make Judgments Based on the
Analytical Anchors 55
Stage 4: Validation-Validate Your Judgments 58
Conclusion 60
Key Terms 60
Deep Dives 60
Notes 61
6. COORDINATES 63
Characteristics of Superior Coordinates 64
Principles for Formulating Coordinates 66
A Discussion Protocol for Crafting Coordinates 68
Conclusion 71
Key Terms 72
Deep Dives 72
Notes 72
7. CHANNELS 73
Channel Dynamics 73
Principles for Selecting Channels 75
Strategic Channel Selection 78
Systemically Study a Wide Variety of Potential
Social Media Platforms 78
Evaluate and Select the Platforms for Active
and Passive Management 81
Craft a “Job Description” for Each Channel 84
Bundle the Channel “Duties” Into Manageable
Jobs for Your Social Media Team 85
Assign the Right Person or Team to the Tasks 86
Conclusion 86
Key Terms 86
Deep Dives 86
Notes 87
8. CONTENT 89
What Are My Content Options? 90
Who Generates the Content? 95
Internally Produced Content 95
Curated Content 95
Cocreated Content 97
User-Generated Content 97
How Do I Select the Right Content? 98
Coordinate Aligned 98
Audience Sensitive 99
Channel Compatible 100
Category Apportioned 102
Feedback Driven 104
Conclusion 104
Key Terms 105
Deep Dives 105
Notes 105
9. CONNECTIONS 107
Understanding Connectivity 108
Nodes 108
Links 109
Networks 111
Connection Principles 117
Connections Matrix 118
Crafting Network Strategy 122
Conclusion 127
Key Terms 128
Deep Dives 128
Notes 129
10. CORRECTIONS 131
Sources of Errors 131
Attention 131
Speed 132
Habits 133
Thinking Biases 133
Organizational Structures, Procedures, and Protocols 136
Corrections Matrix 137
So What? 139
Conclusion 143
Key Terms 144
Deep Dives 144
Notes 145
11. SYNCING THE STRATEGY DOTS AND
CRAFTING ACTION PLANS 147
Test 1: The Coordinates Test 148
Test 2: The Synergy Test 149
Test 3: The Translation Test 154
Test-Taking Advice 154
Conclusion 155
Key Terms 157
Deep Dives 157
Notes 157
PART III: ASSESSING RESULTS 159
12. DEVELOPING THE ASSESSMENT PROTOCOL 161
How We Fool Ourselves 161
Purpose of Assessments 164
Developing a Social Media Assessment Tool 165
Coordinates 168
Channels 169
Content 169
Connections 170
Corrections 171
So What? 172
Conclusion 173
Key Terms 173
Deep Dives 173
Notes 174
13. MEASURING SOCIAL MEDIA EFFECTIVENESS 175
Laleah Fernandez
Step 1: Master Metric Language 175
Audience Composition 176
Traffic Patterns 177
Engagement Measures 178
Community Sentiment 179
Step 2: Dive Deeper Into the Measures and Analytics 181
Platform-Specific Measures 181
Measures Not Specific to Platforms 184
Step 3: Avoid the Metric Minefield 185
Resist Being Seduced by the Glamour Metrics 185
Don’t Assume That Metric Language
Transfers Across Platforms 185
Watch Out for Comparisons Across
Organizations and Over Time 185
Step 4: Match Metrics With Your Assessment
Plan for the 5 Cs 186
Coordinate Metrics 186
Channel Metrics 189
Content Metrics 189
Connections Metrics 190
Corrections Metrics 192
Conclusion 193
Key Terms 193
Deep Dives 194
Notes 195
14. CRAFTING THE SOCIAL MEDIA
ASSESSMENT REPORT 197
Jena Richter Landers
Key Principles 198
Main Sections of the Assessment Report 201
Introduction 201
Limitations 201
Comparative Framework 202
Data and Analysis 203
Success Stories 203
Conclusions and Recommendations 204
Appendices 204
Conclusion 204
Key Terms 204
Deep Dives 205
PART IV: CONCLUSION 207
15. THE MINDSET OF A STRATEGIST,
THE SENSIBILITIES OF A PROFESSIONAL,
AND THE ZEAL OF AN ENTHUSIAST 209
Strategic Mindset 209
Professional Sensibilities 212
Enthusiasts’ Zeal 215
Conclusion 217
Key Terms 217
Deep Dives 217
Notes 218
APPENDIX 1.SOCIAL MEDIA PLATFORM
FACT SHEETS 219
APPENDIX 2. DEALING WITH ANGER ONLINE:
STRATEGIES FOR SOCIAL MEDIA MANAGERS 231
APPENDIX 3. CASE STUDIES 237
GLOSSARY 277
INDEX 285
ABOUT THE AUTHORS 299
ABOUT THE CONTRIBUTORS 301
|
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| id | DE-604.BV044746851 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T08:01:04Z |
| institution | BVB |
| isbn | 9781506346243 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-030142591 |
| oclc_num | 1013162397 |
| open_access_boolean | |
| owner | DE-188 DE-473 DE-BY-UBG DE-2070s |
| owner_facet | DE-188 DE-473 DE-BY-UBG DE-2070s |
| physical | xxi, 302 Seiten Illustrationen, Diagramme |
| publishDate | 2018 |
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| publishDateSort | 2018 |
| publisher | SAGE |
| record_format | marc |
| spelling | Clampitt, Phillip G. 1954- Verfasser (DE-588)143189034 aut Social media strategy tools for professionals and organizations Phillip G. Clampitt, University of Wisconsin at Green Bay Los Angeles ; London ; New Delhi ; Singapore ; Washington DC ; Melbourne SAGE [2018] © 2018 xxi, 302 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Strategie (DE-588)4057952-9 gnd rswk-swf Social Media (DE-588)4639271-3 gnd rswk-swf Internet in public relations Social media Communication in organizations Social Media (DE-588)4639271-3 s Strategie (DE-588)4057952-9 s DE-604 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030142591&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030142591&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Clampitt, Phillip G. 1954- Social media strategy tools for professionals and organizations Strategie (DE-588)4057952-9 gnd Social Media (DE-588)4639271-3 gnd |
| subject_GND | (DE-588)4057952-9 (DE-588)4639271-3 |
| title | Social media strategy tools for professionals and organizations |
| title_auth | Social media strategy tools for professionals and organizations |
| title_exact_search | Social media strategy tools for professionals and organizations |
| title_full | Social media strategy tools for professionals and organizations Phillip G. Clampitt, University of Wisconsin at Green Bay |
| title_fullStr | Social media strategy tools for professionals and organizations Phillip G. Clampitt, University of Wisconsin at Green Bay |
| title_full_unstemmed | Social media strategy tools for professionals and organizations Phillip G. Clampitt, University of Wisconsin at Green Bay |
| title_short | Social media strategy |
| title_sort | social media strategy tools for professionals and organizations |
| title_sub | tools for professionals and organizations |
| topic | Strategie (DE-588)4057952-9 gnd Social Media (DE-588)4639271-3 gnd |
| topic_facet | Strategie Social Media |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030142591&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030142591&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT clampittphillipg socialmediastrategytoolsforprofessionalsandorganizations |
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