You are here

Resources to help you teach online

See our resources page for information, support and best practices.

Due to the current restrictions in place, our inspection copy policy has changed. Please refer to our updated inspection copy policy for details.

Social Media for Strategic Communication
Share

Social Media for Strategic Communication
Creative Strategies and Research-Based Applications

Second

Other Titles in:
Public Relations (Analysis)

September 2021 | 536 pages | SAGE Publications, Inc

Social Media for Strategic Communication: Creative Strategies and Research-Based Applications Second Edition teaches students the skills and principles needed to use social media in persuasive communication campaigns. This book combines cutting edge research with practical, on-the-ground instruction to prepare students for the real-world challenges they’ll face in the workplace. By focusing on strategic thinking and awareness, this book gives students the tools they need to adapt what they learn to new platforms and technologies that may emerge in the future. A broad focus on strategic communication – from PR, advertising, and marketing, to non-profit advocacy—gives students a broad base of knowledge that will serve them wherever their careers may lead. The Second Edition features new case studies and exercises and increased coverage of diversity and inclusion issues and influencer marketing trends.

 
PART I • FOUNDATION FOR CREATING A STRATEGIC MINDSET
 
Chapter 1 • Introduction to Social Media: An Art and Science
 
Chapter 2 • Ethical and Legal Fundamentals in Social Media
 
Chapter 3 • Personal and Professional Branding for Social Media
 
Chapter 4 • Diversity and Inclusion in Social Media
 
Chapter 5 • Industry Qualifications and Roles in Social Media
 
Chapter 6 • Research in Social Media: Monitoring, Listening, and Analysis
 
PART II • UNDERSTANDING SOCIAL MEDIA STRATEGY (CREATIVE AND SCIENTIFIC APPROACHES)
 
Chapter 7 • Strategic Planning for Social Media
 
Chapter 8 • Influencer Marketing
 
Chapter 9 • Paid Media
 
Chapter 10 • Strategic Writing for Social Media
 
Chapter 11 • Audience Segmentation and Analysis
 
Chapter 12 • Creating, Managing and Curating Content (Strategies, Tactics, and Key Messages)
 
Chapter 13 • Measurement, Evaluation, Budget and Calendar Considerations for Social Media
 
PART III • APPLICATION AND FUTURE CONSIDERATIONS
 
Chapter 14 • How social media is applied: Exploring different specializations + case studies I
 
Chapter 15 • How social media is applied: Exploring different specializations + case studies II
 
Chapter 16 • What does the Social Media World have that is new?

For instructors