Overview

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.

Full Product Details

Author:   Karen E. Sutherland
Publisher:   Springer Verlag, Singapore
Imprint:   Springer Verlag, Singapore
Edition:   Second Edition 2024
ISBN:  

9789819994953

ISBN 10:   9819994950
Pages:   607
Publication Date:   30 August 2024
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand  
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Table of Contents

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

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Author Information

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.

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