• 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.


This section highlights how to craft your strategy (see the figure entitled “Crafting Your Social Media Strategy”). The model in this figure outlines the seven steps, corresponding to the seven chapters in this section, necessary to form an effective social media strategy and plan.

You start by understanding your competitive environment (Chapter 5). This means taking a deep look internally at your organization and externally at the competitive environment. Excelling at this stage helps you determine viable options at later stages. Often when we find problems in an organization’s social media strategy or complaints from executives about the return on the investment, we can trace it back to some inadequacies at this stage. If you don’t understand the climate and ...

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