Strategic social media : from marketing to social change

"Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals. Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold"--Publisher's description "Strategic Social Media provides a thorough overview of using social media for marketing and communication, offering the ideal balance between practice and theory. Going beyond the how-to guide for using today's most popular social media platforms, it provides an overview of the theories and frameworks necessary for teaching students and readers about social media strategies that can be applied in any landscape. Combining theory, practice, action plans, and case studies, and by outlining the underlying communication strategies that inspire behaviour change in audiences, the book enables practitioners to develop effective social media marketing messages, and teaches students and readers the power and positive possibilities that social media hold in influencing relationships, marketing, and social change. Unlike many of the how-to texts currently on the market, this book prompts readers to consider the objectives of a business strategy, and determine the most effective way to prompt users into action through social media messages. This approach recognizes the increasing influence that users have on marketing campaigns and digital communication" -- Back cover "Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals. Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold "-- Résumé de l'éditeur Content: Social Media in Convergence. Understanding Social Media and Social Behavior Change -- Information Diffusion -- Establishing Community -- Mobilizing Your Audience -- Social Media Users and Messages. Transforming Audiences into Users -- Active Within Structures -- Best Practices for Social Media Engagement -- Mobile Marketing and Location-based Applications -- Social Media Marketing and Business Models. Reconsidering the Long Tail -- Social Media Business Models -- Social Media Marketing Strategies -- Evaluating Social Media Marketing -- Marketing for Social Good. Social Media and Health Campaigns -- Social Media and Civic Engagement -- Communication for Development -- Social Media and Entertainment-Education -- Social Media for Social and Behavior Change. Integrating Old with New -- Social Media for Social Behavior Change -- Arguing for a General Framework for Social Media Scholarship -- The Future of Social Media. This Book Provides An Overview Of The Theories, Action Plans, And Case Studies Necessary For Teaching Students And Readers About Utilizing Social Media To Meet Marketing Goals.