“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.



“Choose your social media channels just like divas select their wardrobe, with an eye on comfort, function, and just the right amount of drama.”

—Dr. So What

People disclose things on their Facebook page that they might never mention in a face-to-face chat. They post pictures they would never show you in person. So what? Channels influence people in subtle ways beyond their awareness. Channels also shape messages in unrecognized ways. Sarcastic jokes, teasing remarks, or tongue-in-cheek comments usually require facial expressions or vocal inflections to communicate the underlying jocular intent. Channels such as email or Twitter strip away these signals from your intended message. As a result, most people overestimate the likelihood that others, including friends, will accurately interpret their intended message.1 Emojis might ...

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