“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.

Who Needs a Social Media Strategy?

Who Needs a Social Media Strategy?

“Many people intuitively understand the ‘social’ dimensions of social media, some appreciate the ‘media’ properties of social media, but only a few fully fathom the unique synergistic possibilities and perils of combining social sensibilities with media capabilities.”

—Dr. So What

Picture yourself at the dawn of the golden age of electricity. Alarmists rage about the dangers of putting lightning into wires. Leaders wonder if electricity is a fad or a game changer. Prognosticators debate the fate of AC or DC power sources. Innovators salivate about the possibilities of a world without candles. What would you do? How would you respond? Would you wire your home? Would you wait to see what the neighbors are doing ...

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