Overview
- Provides actionable advice on how to ethically and efficiently leverage AI for social media management
- Blends theory, practice, global case studies, and well-being tips for social media students and professionals
- Includes strategy, AI prompt writing, clear copywriting and video production templates and content calendars
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Keywords
- Social Media Management
- Organisations and Social Media Management
- Businesses and Social Media Management
- Pedagogy and Social Media Management
- Public Relations and Social Media Management
- Marketing and Social Media Management
- Advertising and Social Media Management
- Risks and Social Media Management
- Ethics and Social Media Management
- Privacy and Social Media Management
- Copyright and Social Media Management
- Consent and Social Media Management
- Crises Management and Social Media
- Artificial Intelligence
About this book
This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management, with international perspectives, AI approaches and tools to enhance the learning experience. Aside from focusing on practical application, the textbook takes readers through the process of strategy development and implementation, ethical and accurate content curation, and strategic content creation.
Combining theory and practice, Strategic Social Media Management teaches readers how to take a strategic approach to social media from organisational and business perspectives, and how to measure results. Richly supported by robust and engaging pedagogy and case studies, it integrates public relations, marketing and advertising perspectives, and examines key issues including risk, ethics, privacy, consent, copyright, and crisis management.
Reflecting the demands of contemporary practice, advice on self-care is also provided, helping to protect emerging Social Media Managers from the negativity they can experience online. By the end, readers will be able to develop a social media strategy, understand accurate and relevant content curation, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives.
This is an ideal textbook for students learning social media strategy, marketing and management at undergraduate level. It is also essential reading for business owners, marketing, public relations, advertising and communications professionals looking to hone their social media skills.
The first edition of this textbook won a Book Excellence Award, a Silver International Stevie Award for Best Business Book and was named in the Best 100 Public Relations eBooks of All Time by the Book Authority.
Combining theory and practice, Strategic Social Media Management teaches readers how to take a strategic approach to social media from organisational and business perspectives, and how to measure results. Richly supported by robust and engaging pedagogy and case studies, it integrates public relations, marketing and advertising perspectives, and examines key issues including risk, ethics, privacy, consent, copyright, and crisis management.
Reflecting the demands of contemporary practice, advice on self-care is also provided, helping to protect emerging Social Media Managers from the negativity they can experience online. By the end, readers will be able to develop a social media strategy, understand accurate and relevant content curation, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives.
This is an ideal textbook for students learning social media strategy, marketing and management at undergraduate level. It is also essential reading for business owners, marketing, public relations, advertising and communications professionals looking to hone their social media skills.
The first edition of this textbook won a Book Excellence Award, a Silver International Stevie Award for Best Business Book and was named in the Best 100 Public Relations eBooks of All Time by the Book Authority.
Authors and Affiliations
About the author
Dr Karen Sutherland is a Senior Lecturer in Public Relations at the University of the Sunshine Coast in Australia. She is a multi-award-winning social media educator and author. A Senior Fellow of the Higher education Academy, Dr Sutherland develops and delivers social media curriculum for UniSC and delivers customised workshops, and training to a wide range of industry sectors. Dr Sutherland is also a Certified AI Consultant, Co-Founder and Social Media Specialist at Dharana Digital marketing agency.
Bibliographic Information
Book Title: Strategic Social Media Management
Book Subtitle: Theory and Practice
Authors: Karen E. Sutherland
Publisher: Palgrave Macmillan Singapore
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024
Softcover ISBN: 978-981-99-9495-3Due: 18 July 2024
eBook ISBN: 978-981-99-9496-0Due: 18 July 2024
Edition Number: 2
Number of Pages: XII, 538
Number of Illustrations: 5 b/w illustrations, 166 illustrations in colour