“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 help readers build the fundamental competencies needed by today‘s social media managers.



“Errors that are obvious to others can be invisible to us, no matter how hard we try to spot them.”

—Joseph T. Hallinan

Acknowledging the inevitability of human error does not equate with accepting responsibility for systematically responding to it. This chapter puts that responsibility front and center in your social media strategy. We start by reviewing some more common error sources, which leads to the centerpiece of the chapter about the corrections matrix. The concluding section focuses on the implications of the matrix and how to craft the corrections component of your strategy.

Sources of Errors

A tangled array of psychological forces and organizational routines produce errors. We discuss the primary ones below.


Our attention wanders out of necessity. We simply can’t pay attention to everything, evn ...

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