“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.

Understanding the Competitive Environment

Understanding the Competitive Environment

“In summary, the idea is to try to give all of the information to help others to judge the value of your contribution; not just the information that leads to judgment in one particular direction or another.”

—Richard P. Feynman

Warning: Most people don’t read warning labels, particularly when they are familiar with the issue. But please read this one: crafting your social media strategy is far more fluid and organic than what is implied by the steps we will discuss. Strategic planners often get trapped in the presumed linearity of their process. We don’t want to get caught in that snare, which robs the process of its creativity, dynamism, and fun.

Effectively assessing the competitive environment requires exceptional research ...

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