Social media for strategic communication: creative strategies and research-based applications
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles
SAGE
[2019]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xx, 313 Seiten Illustrationen 26 cm |
| ISBN: | 9781506387109 |
Internformat
MARC
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| 100 | 1 | |a Freberg, Karen |e Verfasser |0 (DE-588)1175506877 |4 aut | |
| 245 | 1 | 0 | |a Social media for strategic communication |b creative strategies and research-based applications |c Karen Freberg, University of Louisville |
| 264 | 1 | |a Los Angeles |b SAGE |c [2019] | |
| 300 | |a xx, 313 Seiten |b Illustrationen |c 26 cm | ||
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| 653 | 0 | |a Social media | |
| 653 | 0 | |a Communication in organizations | |
| 653 | 0 | |a Internet in publicity | |
| 653 | 0 | |a Persuasion (Psychology) | |
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Datensatz im Suchindex
| _version_ | 1804179242083155968 |
|---|---|
| adam_text | DETAILED CONTENTS
Foreword xiii
About the Author xix
PARTI • FOUNDATION FOR CREATING
A STRATEGIC MINDSET 1
Chapter 1 • Introduction to Social Media: An Art and Science 3
Learning Objectives 3
Humans of Social Media 3
Introduction 5
How Do We Define Social Media? 6
How Has Social Media Evolved? 11
The Current State of Social Media 11
Who “Owns” Social Media? 12
Using Social Media Strategically 15
Which Social Media Platforms Should I Use? 15
Working in Social Media - 19
Bridging the Science and Practice of Social Media 19
What Can Science Tell Us About Social Media? 19
How is Social Media Like a Practice? 20
How Can We Bridge Science and Art Effectively? 22
Chapter Summary 23
Thought Questions 24
Exercises 24
References 24
Chapter 2 • Ethical and Legal Fundamentals in Social Media 27
Learning Objectives 27
Humans of Social Media 27
Introduction 29
What Is Ethics? 31
Additional Deadly Sins of Social Media 33
Legal Fundamentals 35
Employees and Personal Branding Mishaps 36
Social Media Policies 41
Chapter Summary 43
Thought Questions 43
Exercises 44
References 44
Chapter 3 • Personal and Professional Branding 47
Learning Objectives 47
Humans of Social Media 47
Introduction 49
What Is a Personal Brand? 49
What Are the Components of a Personal Brand? 51
Types of Personal Brands 53
Benefits and Challenges for Personal Brands 53
How to Establish a Personal Brand 54
Skills Needed to Showcase Personal Brand Effectively 57
Chapter Summary 64
Thought Questions 64
Exercises 64
References 65
Chapter 4 • Industry Qualifications and Roles 67
Learning Objectives 67
Humans of Social Media 67
Introduction 70
Who Hires Social Media Professionals? 70
Where to Work in Social Media 71
Definition of Key Social Media Roles 73
Social Media Community Manager Versus Social Media Manager 74
Social Media Coordinator 75
Social Media Strategist 77
Content Creator 77
Multimedia/Video Producer 78
Writer/Editor 83
Other Social Media Roles 83
How Much Do Social Media Professionals Get Paid? 84
Chapter Summary 87
Thought Questions 87
Exercises 87
References 87
Chapter 5 • Research in Social Media: Monitoring,
Listening, and Analysis 89
Learning Objectives 89
Humans of Social Media 89
Introduction 91
Importance of Research for Social Media and Strategic
Communication 91
Why Do We Need Research in Social Media? 95
What Are the Differences Between Monitoring and
Listening in Social Media? 96
Benefits of Monitoring and Listening 97
Types of Metrics 99
Implementing a Monitoring and Listening Plan 100
Platform-Based Metrics, Tools and Services, and KPIs 101
What Is the Bridge Between Monitoring and Listening? 102
Tying Everything Together With Analysis 103
Dos and Don ts in Social Media Research and Analysis 106
Chapter Summary 108
Thought Questions 108
Exercises 108
References 108
PART II * UNDERSTANDING SOCIAL MEDIA
STRATEGY (CREATIVE AND SCIENTIFIC
APPROACHES) 109
Chapter 6 • Strategic Planning for Social Media 111
Learning Objectives 111
Humans of Social Media 111
Introduction 113
What Isa Strategic Plan? 1U
Components of a Strategic Plan 115
Background Information 116
Brand Voice 116
Vision and Mission 116
Environmental Scan Analysis 118
Client or Company in Focus 119
Social Media Communication Audit 122
Situational Analysis 128
SWOT 128
Goals 130
Objectives 130
Key Audience Members 131
Strategies and Tactics 132
Evaluation 133
Budget 133
Calendar 135
Final Words of Wisdom and Recommendations 135
Chapter Summary 135
Thought Questions 135
Exercises 136
References 136
Chapter 7: Strategic Writing for Social Media 137
Learning Objectives 137
Humans of Social Media 137
Introduction 139
Content Creation Versus Content Curation 14-2
Understanding the Difference Between Tone and Voice 143
How Do You Find Your Brand Voice in Your Writing Style? 144
types of Writing Styles for Social Media 148
Common Writing Mistakes on Social Media 154
Best Practices for Social Media Writing 156
Chapter Summary 159
Thought Questions 159
Exercises 159
References 159
Chapter 8 • Audience Segmentation and Analysis 161
Learning Objectives 161
Humans of Social Media 161
Introduction 163
What Is Audience Segmentation? 163
Types of Audiences 166
Communities, Influences, and Creators 167
What Is an Influenced 170
Engaging With Inftuencers 172
Identifying False Influencers 174
Creators 176
Ambassadors 176
Trolls or Haters 178
Campaigns Using Audience Segmentation 179
Best Practices 181
Chapter Summary 182
Thought Questions 183
Exercises 183
References 183
Chapter 9 • Creating, Managing, and Curating Content 185
Learning Objectives 185
Humans of Social Media 185
Introduction 187
Overview of Content Marketing 187
Definition of Content Marketing 188
Alignment of Content 189
Types of Content Media 197
Tools to Create Content 199
Curating Content 200
Best Practices 202
Chapter Summary 203
Thought Questions 203
Exercises 204
References 204
Chapter 10 • Measurement, Evaluation, Budget, and Calendar 205
Learning Objectives 205
Humans of Social Media 205
Introduction 208
Measurement and Evaluation 208
Importance of Measurement and Evaluation in Social Media 208
Importance of Having a Measurement Strategy 211
Outcomes 212
Budget 216
Areas to Invest in Your Budget 216
Metrics to Consider for Budgets on Social Media 217
Further Considerations for Measurement, Evaluation, and Budget 222
Chapter Summary 223
Thought Questions 224
Exercises 224
References 224
PART III • APPLICATION AND FUTURE
CONSIDERATIONS 225
Chapter 11 • How Social Media Is Applied: Exploring
Different Specializationsp Part I 227
Learning Objectives 227
Introduction 227
How Social Media Is Applied 227
Humans of Social Media: Social Media and Entertainment 228
Overview of Social Media and Entertainment 229
Humans of Social Media: Social Media and Crisis Communication 232
Overview of Social Media and Crisis Communication 233
Humans of Social Media: Social Media and Journalism 239
Overview of Social Media and Journalism 240
Cases Involving Social Media and Journalism 241
Best Practices and Recommendations 241
Humans of Social Media: Social Media and Sports 242
Overview of Social Media and Sports 243
Chapter Summary 247
Thought Questions 247
Exercises 249
References 250
Chapter 12 » How Social Media Is Applied: Exploring
Different Specializations, Part II 253
Learning Objectives 253
Introduction 253
Humans of Social Media: Social Media and Social Care 254
Overview of Social Media and Social Care 254
Best Practices for Social Care 256
Humans of Social Media: Social Media and Nonprofits 258
Overview of Social Media and Nonprofits 259
Best Practices for Nonpro fits 261
Humans of Social Media: Social Media and Health Care 262
Overview of Social Media and Health Care 263
Best Practices for Health Care Professionals 265
Humans of Social Media: Social Media and International Campaigns 266
Overview of Social Media and International Campaigns 267
Best Practices for International Campaigns 270
Chapter Summary 271
Thought Questions 271
Exercises 272
References 272
Chapter 13 • What Does the Social Media World Have
That Is New? 275
Learning Objectives 275
Introduction 275
Current (So Far) State of Social Media 276
Future Trends and Directions 278
Students to Students: Advice From the Social Media Classroom Seat 283
Final Words of Wisdom and Recommendations 286
Chapter Summary 287
Thought Questions 288
Exercises 288
References 288
Glossary
Index
291
297
|
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| discipline | Allgemeines Soziologie Wirtschaftswissenschaften |
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| spelling | Freberg, Karen Verfasser (DE-588)1175506877 aut Social media for strategic communication creative strategies and research-based applications Karen Freberg, University of Louisville Los Angeles SAGE [2019] xx, 313 Seiten Illustrationen 26 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Beeinflussung (DE-588)4005203-5 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Social Media (DE-588)4639271-3 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Strategie (DE-588)4057952-9 gnd rswk-swf Social media Communication in organizations Internet in publicity Persuasion (Psychology) (DE-588)4123623-3 Lehrbuch gnd-content Unternehmen (DE-588)4061963-1 s Social Media (DE-588)4639271-3 s Strategie (DE-588)4057952-9 s Kommunikation (DE-588)4031883-7 s Beeinflussung (DE-588)4005203-5 s b DE-604 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030772847&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Freberg, Karen Social media for strategic communication creative strategies and research-based applications Beeinflussung (DE-588)4005203-5 gnd Kommunikation (DE-588)4031883-7 gnd Social Media (DE-588)4639271-3 gnd Unternehmen (DE-588)4061963-1 gnd Strategie (DE-588)4057952-9 gnd |
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| title | Social media for strategic communication creative strategies and research-based applications |
| title_auth | Social media for strategic communication creative strategies and research-based applications |
| title_exact_search | Social media for strategic communication creative strategies and research-based applications |
| title_full | Social media for strategic communication creative strategies and research-based applications Karen Freberg, University of Louisville |
| title_fullStr | Social media for strategic communication creative strategies and research-based applications Karen Freberg, University of Louisville |
| title_full_unstemmed | Social media for strategic communication creative strategies and research-based applications Karen Freberg, University of Louisville |
| title_short | Social media for strategic communication |
| title_sort | social media for strategic communication creative strategies and research based applications |
| title_sub | creative strategies and research-based applications |
| topic | Beeinflussung (DE-588)4005203-5 gnd Kommunikation (DE-588)4031883-7 gnd Social Media (DE-588)4639271-3 gnd Unternehmen (DE-588)4061963-1 gnd Strategie (DE-588)4057952-9 gnd |
| topic_facet | Beeinflussung Kommunikation Social Media Unternehmen Strategie Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030772847&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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