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

Syncing the Strategy Dots and Crafting Action Plans
Syncing the Strategy Dots and Crafting Action Plans

“Effective strategy also demands constant management, reassessment, and adaptation largely because war is interactive—the enemy gets a vote.”

—Andrew Wilson

A sports team can assemble a great cast of All-Stars, but unless they work together they won’t deliver on their promise. That’s exactly what happened to the Los Angeles Lakers in the 2003–2004 season. The team assembled a group of perennial All-Stars, including Kobe Bryant, Shaquille O’Neal, Karl Malone, and Gary Payton, to take another shot at a championship. They ultimately did not deliver on the promise; in fact, much of the blame went to the constant infighting and bickering among the superstars. This happened despite the team having a world-class ...

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