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Social Media Strategy
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Social Media Strategy
Tools for Professionals and Organizations

First Edition
August 2017 | 328 pages | SAGE Publications, Inc
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“Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management.”

—Ray Begovich, Franklin College

 

Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics. Social media is constantly evolving, so the book focuses on enduring strategic principles and uses case studies and exercises throughout to help readers build the fundamental competencies needed by today’s social media managers.



 
LIST OF TABLES AND FIGURES
 
PREFACE
 
ACKNOWLEDGMENTS
 
PART I: UNDERSTANDING THE FUNDAMENTALS OF SOCIAL MEDIA
 
1. WHO NEEDS A SOCIAL MEDIA STRATEGY?
Defining Social Media

 
Who Can Benefit From a Social Media Strategy?

 
So What?

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
2. WHAT IS A SOCIAL MEDIA STRATEGY?
The Essence of a Superior Social Media Strategy

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
3. WHAT ARE THE BENEFITS OF A SOCIAL MEDIA STRATEGY?
The Benefits of Strategy

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
4. THE SOCIAL MEDIA COSMOS
Functional Perspective

 
Dynamics Perspective

 
Experiential Perspective

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
PART II: CRAFTING YOUR STRATEGY
 
5. UNDERSTANDING THE COMPETITIVE ENVIRONMENT
Stage 1: Facts—Collect Relevant Facts

 
Stage 2: Anchors—Isolate the Essential Analytical Anchors Implied by the Facts

 
Stage 3: Judgments—Make Judgments Based on the Analytical Anchors

 
Stage 4: Validation—Validate Your Judgments

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
6. COORDINATES
Characteristics of Superior Coordinates

 
Principles for Formulating Coordinates

 
A Discussion Protocol for Crafting Coordinates

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
7. CHANNELS
Channel Dynamics

 
Principles for Selecting Channels

 
Strategic Channel Selection

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
8. CONTENT
What Are My Content Options?

 
Who Generates the Content?

 
How Do I Select the Right Content?

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
9. CONNECTIONS
Understanding Connectivity

 
Connection Principles

 
Connections Matrix

 
Crafting Network Strategy

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
10. CORRECTIONS
Sources of Errors

 
Organizational Structures, Procedures, and Protocols

 
Corrections Matrix

 
So What?

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
11. SYNCING THE STRATEGY DOTS AND CRAFTING ACTION PLANS
Test 1: The Coordinates Test

 
Test 2: The Synergy Test

 
Test 3: The Translation Test

 
Test-Taking Advice

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
PART III: ASSESSING RESULTS
 
12. DEVELOPING THE ASSESSMENT PROTOCOL
How We Fool Ourselves

 
Purpose of Assessments

 
Developing a Social Media Assessment Tool

 
So What?

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
13. MEASURING SOCIAL MEDIA EFFECTIVENESS
Step 1: Master Metric Language

 
Step 2: Dive Deeper Into the Measures and Analytics

 
Step 3: Avoid the Metric Minefield

 
Step 4: Match Metrics With Your Assessment Plan for the 5 Cs

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
14. CRAFTING THE SOCIAL MEDIA ASSESSMENT REPORT
Key Principles

 
Main Sections of the Assessment Report

 
Conclusion

 
Key Terms

 
Deep Dives

 
 
PART IV: CONCLUSION
 
15. THE MINDSET OF A STRATEGIST, THE SENSIBILITIES OF A PROFESSIONAL, AND THE ZEAL OF AN ENTHUSIAST
Strategic Mindset

 
Professional Sensibilities

 
Enthusiasts’ Zeal

 
Conclusion

 
Key Terms

 
Deep Dives

 
Notes

 
 
APPENDIX 1. SOCIAL MEDIA PLATFORM FACT SHEETS
 
APPENDIX 2. DEALING WITH ANGER ONLINE: STRATEGIES FOR SOCIAL MEDIA MANAGERS
 
APPENDIX 3. CASE STUDIES
 
GLOSSARY
 
INDEX
 
ABOUT THE AUTHORS
 
ABOUT THE CONTRIBUTORS
Key features
KEY FEATURES:
  • A more evergreen focus on strategy gives students tools to become adept social media managers who can adapt to changes in technology.
  • Deep Dives exercises and projects are designed to improve students’ strategic thinking about social media. All the exercises and projects have been “battle tested” in the classroom.
  • Synopses of major social media platforms offer readers short briefs on the founders, history, audience reach, and major milestones of the major social media outlets (Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram).
  • Case Studies featured in the Appendix ensure that the lessons learned are applicable to a wide range of organizations while offering lasting insights about strategic thinking.  
  • Students are guided through the process of strategically crafting a social media marketing strategy through “The Five Cs”:

o    Define coordinates of the social media position to create a blueprint for the strategy

o    Select appropriate channels for the message

o    Develop and collect customized content to share

o    Identify and create connections within the social media platforms

o    Use diverse approaches to detect errors and make corrections

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