Social media for strategic communication : creative strategies and research-based applications / Karen Freberg

Includes index.

Chapter 1. Introduction to Social Media: An Art and Science -- Chapter 2. Ethical and Legal Fundamentals in Social Media -- Chapter 3. Personal and Professional Branding -- Chapter 4. Industry Qualifications and Roles -- Chapter 5. Research in Social Media: Monitoring, Listening, and Analysis -- Chapter 6. Strategic Planning for Social Media -- Chapter 7. Strategic Writing for Social Media -- Chapter 8. Audience Segmentation and Analysis -- Chapter 9. Creating, Managing, and Curating Content -- Chapter 10. Measurement, Evaluation, Budget, and Calendar -- Chapter 11. How Social Media Is Applied: Exploring Different Specializations, Part I -- Chapter 12. How Social Media Is Applied: Exploring Different Specializations, Part II -- Chapter 13. What Does the Social Media World Have That Is New?

Social Media for Strategic Communication: Creative Strategies and Research-Based Applications, by Karen Freberg teaches you the skills and principles needed to use social media in persuasive communication campaigns. The book combines cutting-edge research with practical, on-the-ground instruction to prepare you for the real-world challenges you will face in the workplace. The text addresses the influence of social media technologies, strategies, actions, and the strategic mindset needed by social media professionals today. By focusing on strategic thinking and awareness, it gives you the tools they need to adapt what you learn to new platforms and technologies that may emerge in the future. A broad focus on strategic communication―from PR, advertising, and marketing, to non-profit advocacy―gives you a broad base of knowledge that will serve you wherever your career may lead.