• 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.

Developing the Assessment Protocol
Developing the Assessment Protocol

“Followers don’t automatically equal influence. Succeeding is not a volume game because friends, fans, and followers don’t directly translate to income on a profit-and-loss statement. Impressions don’t convert but influence does.”

—Amy Jo Martin

Richard Feynman is my favorite physicist. Professor Feynman was a slightly zany, deeply thoughtful contrarian who was a gifted visualizer of complex phenomena. And he was a Nobel Prize winner. One of his most memorable aphorisms was, “The first principle is that you must not fool yourself and you are the easiest person to fool.”1 If you assess your strategy and performance properly, then you are abiding by his principle. If not, then you are probably fooling yourself. Unfortunately, there are a lot of ways ...

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