{"product_id":"strategic-social-media-9781118556849","title":"Strategic Social Media","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eStrategic Social Media\u003c\/i\u003e is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals.\u003cbr\u003e \u003cul\u003e \u003cli\u003eExplores the best marketing practices for reaching business goals, while also providing strategies that students\/readers can apply to any past, present or future social media platform\u003c\/li\u003e \u003cli\u003eProvides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future\u003c\/li\u003e \u003cli\u003eEmphasizes social responsibility and ethics, and how this relates to capitalizing on market share\u003c\/li\u003e \u003cli\u003eHighlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour\u003c\/li\u003e \u003cli\u003eEach chapter introduces theory, practice, action plans, and case studies to teach students the power and positive pos\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eReference 3\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 Social Media in Convergence\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Understanding Social Media and Social Behavior Change 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 7\u003c\/p\u003e \u003cp\u003eBridging Communication Theories and Social Media Practitioners 10\u003c\/p\u003e \u003cp\u003eLinear Communication Models to Modern Transactional Processes 10\u003c\/p\u003e \u003cp\u003eMarketing and Behavior Change Theory 13\u003c\/p\u003e \u003cp\u003eSummary 20\u003c\/p\u003e \u003cp\u003eReferences 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Information Diffusion 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 23\u003c\/p\u003e \u003cp\u003eDiffusing Your Message 24\u003c\/p\u003e \u003cp\u003eWeb 1.0 to 2.0 Technology Structure 26\u003c\/p\u003e \u003cp\u003eTransparency, Control and Public Relations 29\u003c\/p\u003e \u003cp\u003eSummary 40\u003c\/p\u003e \u003cp\u003eReferences 41\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Establishing Community 44\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 44\u003c\/p\u003e \u003cp\u003eCommunity Development Theory 45\u003c\/p\u003e \u003cp\u003eBehavior Change and the Power of Social Networks 50\u003c\/p\u003e \u003cp\u003eBrand Authenticity 52\u003c\/p\u003e \u003cp\u003eSummary 57\u003c\/p\u003e \u003cp\u003eReferences 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Mobilizing Your Audience 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 61\u003c\/p\u003e \u003cp\u003eSocial Media Mobilization 62\u003c\/p\u003e \u003cp\u003eThe Power of User-Generated Content 65\u003c\/p\u003e \u003cp\u003eOffline Advocacy 68\u003c\/p\u003e \u003cp\u003eSummary 74\u003c\/p\u003e \u003cp\u003eReferences 75\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 Social Media Users and messages\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Transforming Audiences into Users 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 81\u003c\/p\u003e \u003cp\u003eTransforming Passive Audiences to Empowered Users 82\u003c\/p\u003e \u003cp\u003ePredicting Social Media Use and Audience Behavior 86\u003c\/p\u003e \u003cp\u003eSocial Media User Profile 90\u003c\/p\u003e \u003cp\u003eSummary 94\u003c\/p\u003e \u003cp\u003eReferences 96\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Active Within Structures 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 99\u003c\/p\u003e \u003cp\u003eTheory of Active Within Structures 100\u003c\/p\u003e \u003cp\u003eThe Role of Structure 103\u003c\/p\u003e \u003cp\u003eRecognizing Constrained Active Choices 107\u003c\/p\u003e \u003cp\u003eSummary 112\u003c\/p\u003e \u003cp\u003eReferences 113\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Best Practices for Social Media Engagement 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 115\u003c\/p\u003e \u003cp\u003eThe Theory of Dialogic Communication 116\u003c\/p\u003e \u003cp\u003eOnline Engagement and Virtual Communities 118\u003c\/p\u003e \u003cp\u003eThe Dialogic Loop 123\u003c\/p\u003e \u003cp\u003eSummary 127\u003c\/p\u003e \u003cp\u003eReferences 128\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Mobile Marketing and Location-based Applications 130\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 130\u003c\/p\u003e \u003cp\u003eMobile Digital Projections 132\u003c\/p\u003e \u003cp\u003ePeer Influence and a Shared Social Journey 135\u003c\/p\u003e \u003cp\u003eGenerating Return Visits 137\u003c\/p\u003e \u003cp\u003eSummary 140\u003c\/p\u003e \u003cp\u003eReferences 142\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 Social Media Marketing and Business Models\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Reconsidering the Long Tail 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 147\u003c\/p\u003e \u003cp\u003ePower-Law Distribution 148\u003c\/p\u003e \u003cp\u003eTheory of the Long Tail 149\u003c\/p\u003e \u003cp\u003eInbound Marketing 152\u003c\/p\u003e \u003cp\u003eSummary 158\u003c\/p\u003e \u003cp\u003eReferences 159\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Social Media Business Models 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 161\u003c\/p\u003e \u003cp\u003eDeveloping a Business Model 162\u003c\/p\u003e \u003cp\u003eThe Return on Investment of Social Media 167\u003c\/p\u003e \u003cp\u003eOne Business Model Doesn’t Fit All 172\u003c\/p\u003e \u003cp\u003eSummary 175\u003c\/p\u003e \u003cp\u003eReferences 176\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Social Media Marketing Strategies 180\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 180\u003c\/p\u003e \u003cp\u003eTransitioning from Traditional Marketing 181\u003c\/p\u003e \u003cp\u003eApplied Strategic Theory 183\u003c\/p\u003e \u003cp\u003eBranded Social Experience 189\u003c\/p\u003e \u003cp\u003eSummary 193\u003c\/p\u003e \u003cp\u003eReferences 194\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Evaluating Social Media Marketing 196\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 196\u003c\/p\u003e \u003cp\u003eCurrent Social Media Marketing Measurements 197\u003c\/p\u003e \u003cp\u003eBuilding on the Focus Group 200\u003c\/p\u003e \u003cp\u003eAudience Reception Approach 201\u003c\/p\u003e \u003cp\u003eSummary 206\u003c\/p\u003e \u003cp\u003eReferences 208\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4 Marketing for Social Good\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Social Media and Health Campaigns 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 213\u003c\/p\u003e \u003cp\u003eActivation Theory of Information Exposure 215\u003c\/p\u003e \u003cp\u003eHealth Belief Model 218\u003c\/p\u003e \u003cp\u003eMobile Reach 222\u003c\/p\u003e \u003cp\u003eSummary 226\u003c\/p\u003e \u003cp\u003eReferences 227\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Social Media and Civic Engagement 230\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 230\u003c\/p\u003e \u003cp\u003eHistorical Shifts of Civic Engagement 232\u003c\/p\u003e \u003cp\u003eCivic Engagement and the Individual Self 235\u003c\/p\u003e \u003cp\u003eTechnology and Political Communication 238\u003c\/p\u003e \u003cp\u003eSummary 243\u003c\/p\u003e \u003cp\u003eReferences 244\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Communication for Development 247\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 247\u003c\/p\u003e \u003cp\u003eIntroduction to Communication for Development 248\u003c\/p\u003e \u003cp\u003eModernization, Dependency and Participatory Approaches to Behavior Change 250\u003c\/p\u003e \u003cp\u003eOpportunities and Challenges of Communication for Development Approaches 254\u003c\/p\u003e \u003cp\u003eSummary 260\u003c\/p\u003e \u003cp\u003eReferences 261\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Social Media and Entertainment-Education 264\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 264\u003c\/p\u003e \u003cp\u003eTheoretical Underpinnings of Entertainment-Education 266\u003c\/p\u003e \u003cp\u003eEntertainment-Education and Public Health 268\u003c\/p\u003e \u003cp\u003eMARCH Model of Behavior Change 269\u003c\/p\u003e \u003cp\u003eSummary 276\u003c\/p\u003e \u003cp\u003eReferences 277\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 5 Social Media for Social and Behavior Change\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Integrating Old with New 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 281\u003c\/p\u003e \u003cp\u003eThe Culture of Convergence 282\u003c\/p\u003e \u003cp\u003eRemediation Theory 286\u003c\/p\u003e \u003cp\u003eIntegrating Social Media in a Post-Convergence Era 287\u003c\/p\u003e \u003cp\u003eSummary 292\u003c\/p\u003e \u003cp\u003eReferences 294\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 Social Media for Social Behavior Change 297\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 297\u003c\/p\u003e \u003cp\u003eWe First 298\u003c\/p\u003e \u003cp\u003eRole of the User 301\u003c\/p\u003e \u003cp\u003eIdentification through Social Behavior 304\u003c\/p\u003e \u003cp\u003eSummary 308\u003c\/p\u003e \u003cp\u003eReferences 310\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 Arguing for a General Framework for Social Media Scholarship 312\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 312\u003c\/p\u003e \u003cp\u003eThe Six Paradigms of Communication Theory 313\u003c\/p\u003e \u003cp\u003eA General Framework for Mass Media Scholarship 318\u003c\/p\u003e \u003cp\u003eKey Intersections of Social Media Scholarship 320\u003c\/p\u003e \u003cp\u003eSummary 323\u003c\/p\u003e \u003cp\u003eReferences 324\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 The Future of Social Media 326\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 326\u003c\/p\u003e \u003cp\u003eThe Future Social Media Landscape 327\u003c\/p\u003e \u003cp\u003eWeb 3.0: Asynchronous Mass Delivery 331\u003c\/p\u003e \u003cp\u003eConclusions and Recommendations 332\u003c\/p\u003e \u003cp\u003eSummary 337\u003c\/p\u003e \u003cp\u003eReferences 339\u003c\/p\u003e \u003cp\u003eIndex 343\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Wiley and Sons Ltd","offers":[{"title":"Default Title","offer_id":49406889066839,"sku":"9781118556849","price":37.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118556849.jpg?v=1730497458","url":"https:\/\/bookcurl.com\/products\/strategic-social-media-9781118556849","provider":"Book 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