Strategic Social Media Management : Theory and Practice /

This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Aside from focusing on practical application of marketing strategy, the textbook also takes students through the process of strategy de...

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Bibliographic Details
Main Author:	Sutherland, Karen E. (Author)
Corporate Author:	SpringerLink (Online service)
Format:	eBook
Language:	English
Published:	Singapore : Springer Singapore : Imprint: Palgrave Macmillan, 2021.
Edition:	1st ed. 2021.
Subjects:	Marketing. Management. Social media. Social Media. Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

1. Introduction
Part I. Social Media Strategy Development
2 Social Media Strategy Development
3 Let's Start from the Beginning: Understanding Audiences
4. Managing Reputation, Ethics, Risk, Issues and Crises
5. The Foundational Components of Strategy
6. Stop Selling, Start Helping: Prescribing Tactics to Win Over Target Audiences
7. Social Media Monitoring, Measurement, Analysis and Big Data
8. Social Media Scheduling and Account Management Platforms
Part II. Strategic Content Curation
9. Strategic Content Curation
10. Ethical Content Curation
11. The Content Curation Process
12. Techniques to Present Curated Content to Engage with Audiences
Part III. Strategic Content Creation
13. Strategic Content Creation
14. Writing for Social Media
15. Creating Compelling Images, Graphics, Memes and Infographics
16. Producing Videos that Pop
17. Conclusion: Social Media the Only Constant Is Change.