“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 Social Media Cosmos

The Social Media Cosmos

“Content is king, but context is God. You can put out good content, but if it ignores the context [e.g., dynamics] of the platform on which it appears, it can still fall flat.”

—Gary Vaynerchuk

Getting your mind around the social media universe can intimidate even the most intellectually curious and gifted. It should. The social media cosmos is large, complex, dynamic, and as ever changing as the universe surrounding earth. How can you do it?

When you are faced with a knotty, multifaceted issue, it is best to stand back and examine it from different angles. In this case, three different perspectives can enrich our understanding of the social media cosmos: functional, dynamics, and experiential (see Figure 4.1).

Functional Perspective

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