• 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.

Assessing Results
Assessing Results

How do you know if your strategy and tactics are working? In a word, assess. Perhaps more important, how do you persuade social media skeptics that your strategy makes a difference? A good assessment plan, once again, provides the answer.

This section highlights an approach to assessment anchored in thoughtful inquiry and meaningful measurements designed to produce influential reports for organizational leaders. The following figure (Creating a Sound Assessment Plan) outlines a three-step approach starting with developing a protocol based on key strategy and performance questions and ending with how to craft a persuasive and useful assessment report. Let’s start the journey of proving the value of your strategy!

Creating a Sound Assessment Plan
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