Strategic Social Media Management
Theory and Practice
Authors: Sutherland, Karen E.
Free Preview- Includes innovative tools such as social media strategy templates, content calendars, video shooting schedules and video edit scripts
- Places a strong emphasis on building students' employability skills
- Provides advice on self-care to help students and practitioners with their social media health and well being
- Takes a 'learning by doing' approach underpinned by strong theory to help students develop strong critical thinking skills
- Includes International coverage, with many compelling cases and examples from around the world
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- About this Textbook
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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 development, ethical and accurate content curation, and strategy implementation, through detailed explanations of content creation.
Combining theory and practice, Strategic Social Media Management teaches students how to take a strategic approach to social media from an organisational and business perspective, and how to measure results. Richly supported by robust and engaging pedagogy and cases in each chapter, it integrates perspectives from public relations, marketing and advertising, and examines key topics such as risk, ethics, privacy, consent, copyright issues, and crises management. It also provides dedicated coverage of content strategy and campaign planning and execution.
Reflecting the demands of contemporary practice, advice on self-care for social media management is also offered, helping to protect people in this emerging profession from the negativity that they can experience online when managing an organisation’s social media presence. After reading this textbook, students will be able to develop a social media strategy, curate accurate and relevant content, 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 studying social media strategy, marketing and management at undergraduate level. It will also be essential reading for marketing, public relations, advertising and communications professionals looking to hone their social media skills and strategies. - About the authors
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Karen Sutherland is a Senior Lecturer in Public Relations at the University of the Sunshine Coast in Australia. She is the Program Coordinator of the Bachelor of Communication (Social Media) and holds curriculum development responsibility for the Social Media Minor, Social Media Major, and degree program. Dr Sutherland is also a Co-Founder of digital marketing agency, Dharana Digital and brings a strong blend of teaching, research and industry experience to the table.
- Table of contents (17 chapters)
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Introduction
Pages 1-4
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Social Media Strategy Development
Pages 7-10
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Let’s Start from the Beginning: Understanding Audiences
Pages 11-40
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Managing Reputation, Ethics, Risk, Issues and Crises
Pages 41-73
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The Foundational Components of Strategy
Pages 75-101
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Table of contents (17 chapters)
Bibliographic Information
- Bibliographic Information
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- Book Title
- Strategic Social Media Management
- Book Subtitle
- Theory and Practice
- Authors
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- Karen E. Sutherland
- Copyright
- 2021
- Publisher
- Palgrave Macmillan
- Copyright Holder
- The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
- eBook ISBN
- 978-981-15-4658-7
- DOI
- 10.1007/978-981-15-4658-7
- Softcover ISBN
- 978-981-15-4657-0
- Edition Number
- 1
- Number of Pages
- XVI, 424
- Number of Illustrations
- 5 b/w illustrations, 157 illustrations in colour
- Topics
