Description
Book SynopsisTrade Review"Social Media Management simplifies the often-mysterious world of social media strategy with an approachable style that challenges and enlightens students of all professional backgrounds."--Eric Brey, University of Wisconsin-Stout "This is one of the most effective, foundational textbooks available for students looking to master their abilities to create strategic social media plans at an organizational level."--Kirsten Whitten, Regis College, Curry College, and Stonehill College "A great overview of strategic social media that ties together the importance of social media being couched in business and marketing strategy and practical, relevant examples and case studies that engage students."--Mary C. Martin, Fort Hays State University "In the 'old days' of analog marketing, most faculty consumed newspapers, magazines, and TV, so it was very easy to understand advertising and/or marketing communications. Today, many faculty are aware of digital marketing, but have a very limited use of the varied platforms available. This book offers both enough technical detail and examples on the various platforms for even the digitally naive faculty member to leads a class, along with a good strategic overview that seems to be lacking from so many treatments of social media marketing."--Eric J. Karson, Villanova University "Informative and also effective! I would strongly suggest that my colleagues adopt this book because it's current, relevant, and learner-centered and will add value from a social media marketing perspective for a long time to come."--Mohammed Nadeem, National University and the University of San Francisco
Table of ContentsPreface Chapter 1. Maximizing Business Value Social Media Equals Business Opportunity (And Not Just for Cats) What Is Social Media Management? Evolving from a Platform-Driven to a Goal-Centric Approach Setting Goals to Drive Value Social Media Management Framework What's Next? Platforms May Change, But The Industry Will Still Grow Your Turn: A Goal-Setting Exercise for Your School Chapter 2. Targeting Social Audiences Collecting Social Audience Segmenting Social Audiences Data Prioritizing Target Audiences Engaging Social Audiences It's Complicated Your Turn: Analyze Your Class Chapter 3. Adopting Social Platforms Renting or Buying in Social Media Conducting a Platform Audit Platform Fit Test Adopting Multiple Platforms Platform Analysis Never Stops Your Turn: Strategic Platform Choice Chapter 4. Developing Social Brand Strategy Why Brand Strategy in Social Media Matters Branding Social Media Presences Extending a Brand Personality Structuring a Social Media Portfolio Managing a Social Brand Portfolio The Cocktail Party Your Turn: Trader Joe's Social Brand Strategy Chapter 5. Designing Social Content Building Blocks of Social Content Tailoring Social Content to the Platform Social Content Development Creating and Evolving Your Turn: Represent Your Culture Chapter 6. Distributing Social Content Inventory Social Media Marketing Assets Decide on Social Media Marketing Campaigns Implement a Social Media Marketing Campaign Sample Social Media Campaign Grid Ready, Set, Go Viral Your Turn: Develop a Social Media Marketing Plan for Fidelity Chapter 7. Measuring Social Media Results Dimensionalizing the Business Value of Social Media Measuring Brand Value Measuring Revenue Value Measuring Operational Value Measuring Cultural Value Measuring Results Is Not Easy Your Turn: Devising a Measurement Plan for Sanergy Chapter 8. Managing Crisis in Social Media Crisis in Social Media Evaluating a Social Media Crisis Responding to a Social Media Crisis Executing Social Media Crisis Management Another Day, Another Potential Crisis Your Turn: Kashi Crisis Management Chapter 9. Building a Social Culture Social Media Use Within Organizations Trade-offs of Internal Social Media Use Internal Social Media Use in Action Key Success Factors The World's Best Boss Your Turn: Internal Social Media Strategy for Comcast Customer Service Chapter 10. Defining Your Personal Brand In Social Media Assume Everything You Post Is Public Social Media Management Framework Considerations Possible Strategic Directions Managing the Risks of a Social Media Presence Tips on Execution It's All About You Your Turn: Personal Social Media Audit Epilogue: Leadership in Data Privacy
