Social Media Management
Persuasion in Networked Culture
Published on 1. March 2017
Book
Paperback/Softback
304 pages
978-0-19-029633-9 (ISBN)
Description
Social media technologies are not only changing the way we communicate, but also disrupting the business world. Social Media Management: Persuasion in Networked Culture equips readers with a coherent framework and the tools to answer the question: Now what? Based on the author's extensive experience as a social media practitioner, researcher, and educator, this book reveals the formula for social media success today and in the
future.
FEATURES
* Clear and relevant framework: Offers a clear model for developing strategies to maximize the business value of social media
* Accessibility: Written is an
accessible style, highlighted by numerous visual examples of social media in practice
* Comprehensive: Addresses key topics in this evolving field, from targeting social audiences and developing a company's social brand strategy to managing crisis with social media and measuring social media results
* Practical: A final chapter, "Defining Your Personal Brand in Social Media," gives students and practitioners clear
guidance on how to manage their own social media presence to best match their personal and professional brands
* Diverse Examples and Cases: Incorporates numerous examples--from the chapter-opening vignettes, detailed
in-chapter case studies, and shorter social snippets from a variety of people, industries, organizations, and disciplines--that highlight social media successes and challenges
* "Your Turn" exercises: Includes "Your Turn" exercises at the end of each chapter that challenge students to apply what they've learned to a variety of business situations
future.
FEATURES
* Clear and relevant framework: Offers a clear model for developing strategies to maximize the business value of social media
* Accessibility: Written is an
accessible style, highlighted by numerous visual examples of social media in practice
* Comprehensive: Addresses key topics in this evolving field, from targeting social audiences and developing a company's social brand strategy to managing crisis with social media and measuring social media results
* Practical: A final chapter, "Defining Your Personal Brand in Social Media," gives students and practitioners clear
guidance on how to manage their own social media presence to best match their personal and professional brands
* Diverse Examples and Cases: Incorporates numerous examples--from the chapter-opening vignettes, detailed
in-chapter case studies, and shorter social snippets from a variety of people, industries, organizations, and disciplines--that highlight social media successes and challenges
* "Your Turn" exercises: Includes "Your Turn" exercises at the end of each chapter that challenge students to apply what they've learned to a variety of business situations
Reviews / Votes
"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
More details
Language
English
Place of publication
New York
United States
Target group
College/higher education
ISBN-13
978-0-19-029633-9 (9780190296339)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Ben Shields is the former Director of Social Media Marketing at ESPN, where he worked in the social space from 2009-2014. He is currently a Lecturer in Managerial Communication at the MIT Sloan School of Management, where he teaches Communication for Leaders and Advanced Leadership Communication.
Content
Preface 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
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