• 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.

What Is a Social Media Strategy?
What Is a Social Media Strategy?

“A good strategy draws power from focusing minds, energy, and action. That focus, channeled at the right moment onto a pivotal objective, can produce a cascade of favorable outcomes.”

—Richard Rumelt

Complex subjects resemble a ball of twisted knots. Experts know how to untangle this mess of concepts and isolate the core ideas. So to better understand social media strategy, let’s start by highlighting what it is NOT:

  • Strategy is NOT an action plan, although plans certainly emerge from it.
  • Strategy is NOT a single idea, although it often arises from a simple basic notion.
  • Strategy is NOT stationary, although it does provide a degree of stability.
  • Strategy is NOT abstract, although it may initially appear to be.
  • Strategy is ...
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