About the Author
PART I. FOUNDATION FOR CREATING A STRATEGIC MINDSET
CHAPTER 1. Introduction to Social Media: An Art and Science
How Do We Define Social Media?
How Has Social Media Evolved?
Using Social Media Strategically
Bridging the Science and Art of Social Media
CHAPTER 2. Ethical and Legal Fundamentals in Social Media
Ethical and Legal Best Practices in Social Media
CHAPTER 3. Personal and Professional Branding for Social Media
What Is a Personal Brand?
Benefits and Challenges for Personal Brands
How to Establish a Personal Brand
CHAPTER 4. Diversity, Equity, and Inclusion in Social Media
Current Standing Regarding Diversity, Equity, and Inclusion
What Is Diversity, Equity, and Inclusion?
What Diversity, Equity, and Inclusion Bring to Social Media
Best Practices in Diversity, Equity, and Inclusion Efforts in Social Media
CHAPTER 5. Industry Qualifications and Roles in Social Media
Who Hires Social Media Professionals?
Where to Work in Social Media
Definition of Key Social Media Roles
How Much Do Social Media Professionals Get Paid?
CHAPTER 6. Research in Social Media: Monitoring, Listening, and Analysis
Importance of Research for Social Media and Strategic Communication
Why Do We Need Research in Social Media?
What Are the Differences Between Monitoring and Listening in Social Media?
Platform-Based Metrics, Tools and Services, and KPIs
What Is the Bridge Between Monitoring and Listening?
Tying Everything Together With Analysis
Dos and Don’ts in Social Media Research and Analysis
PART II. UNDERSTANDING SOCIAL MEDIA STRATEGY (CREATIVE AND SCIENTIFIC APPROACHES)
CHAPTER 7. Strategic Planning for Social Media
What Is a Strategic Plan?
Components of a Strategic Plan
CHAPTER 8. Influencer Marketing
What Is Influencer Marketing?
Best Practices for Utilizing Influencers
CHAPTER 9. Paid Media
Best Practices of Paid Media
CHAPTER 10. Strategic Writing for Social Media
Importance of Strategic Writing for Social Media
Content Creation Versus Content Curation
Understanding the Difference Between Tone and Voice
Best Practices for Social Media Writing
CHAPTER 11. Audience Segmentation and Analysis
What Is Audience Segmentation?
Communities, Influencers, and Creators
Applying Audience Segmentation to Campaigns
CHAPTER 12. Creating, Managing, and Curating Content (Strategies, Tactics, and Key Messages)
Overview of Content Marketing
CHAPTER 13. Measurement, Evaluation, Budget, and Calendar Considerations for Social Media
Measurement and Evaluation
Further Considerations for Measurement, Evaluation, and Budget
PART III. APPLICATION AND FUTURE CONSIDERATIONS
CHAPTER 14. How Social Media Is Applied: Exploring Different Specializations + Case Studies I
Overview of Social Media and Entertainment
Overview of Social Media and Memes
Overview of Social Media and Crisis Communication
Overview of Social Media and Journalism
CHAPTER 15. How Social Media Is Applied: Exploring Different Specializations + Case Studies II
Overview of Social Media and Sports
Overview of Social Media and Social Care
Overview of Social Media and Nonprofits
Overview of Social Media and Health Care
Overview of Social Media and International Campaigns
CHAPTER 16. What Does the Social Media World Have That Is New?
Current (So Far) State of Social Media
Future Trends and Directions
Final Words of Wisdom and Recommendations