• Summary
  • Contents
  • Subject index

“Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management.” –Ray Begovich, Franklin College Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics. Social media is constantly evolving, so the book focuses on enduring strategic principles and uses case studies and exercises throughout to ...

Content
Content

“This postcard from the edge of reason came to feel like a developmental milestone, an instant of self-consciousness in which it became clear that I was undergoing a transformation. I was being freshly coded with certain expectations of the world, one of which seemed to be an unflagging belief in the responsiveness of others and which never seemed to learn from its disappointments. Digital technology was reshaping my responses, collaborating with my instincts, creating in me, its subject, all kinds of new sensitivities.”

—Laurence Scott

Your audiences rarely know about your goals (i.e., coordinates), channel decision-making process, connection choices, or your corrective mechanisms. But they will directly respond to your content. If your content fails to resonate, then your entire social media strategy will collapse ...

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