“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.

The Mindset of a Strategist, the Sensibilities of a Professional, and the Zeal of an Enthusiast

The Mindset of a Strategist, the Sensibilities of a Professional, and the Zeal of an Enthusiast

When you hear the word “social,” the last word that you would probably associate it with is “strategy.” After all, “social” implies a kind of carefree, go-with-the-flow spirit. The word “strategy” sounds difficult, abstract, and challenging. It’s like trying to visualize a Kardashian as a chess-playing grandmaster. It just doesn’t work. But those are almost exactly the sensibilities that great social media managers find a way to fuse together. In fact, throughout this book, we’ve hinted at the underlying power of synthesizing a strategic mindset, professional sensibilities, and enthusiastic zeal. This chapter moves ...

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