Description

By (author) Freberg, Karen Description:

Social Media for Strategic Communication: Creative Strategies and Research-Based Applications Second Edition teaches students the skills and principles needed to use social media in persuasive communication campaigns. This book combines cutting edge research with practical, on-the-ground instruction to prepare students for the real-world challenges they’ll face in the workplace. By focusing on strategic thinking and awareness, this book gives students the tools they need to adapt what they 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 students a broad base of knowledge that will serve them wherever their careers may lead. The Second Edition features new case studies and exercises and increased coverage of diversity and inclusion issues and influencer marketing trends.

Table of contents:PART I • FOUNDATION FOR CREATING A STRATEGIC MINDSETChapter 1 • Introduction to Social Media: An Art and ScienceChapter 2 • Ethical and Legal Fundamentals in Social MediaChapter 3 • Personal and Professional Branding for Social MediaChapter 4 • Diversity and Inclusion in Social MediaChapter 5 • Industry Qualifications and Roles in Social MediaChapter 6 • Research in Social Media: Monitoring, Listening, and AnalysisPART II • UNDERSTANDING SOCIAL MEDIA STRATEGY (CREATIVE AND SCIENTIFIC APPROACHES)Chapter 7 • Strategic Planning for Social MediaChapter 8 • Influencer MarketingChapter 9 • Paid MediaChapter 10 • Strategic Writing for Social MediaChapter 11 • Audience Segmentation and AnalysisChapter 12 • Creating, Managing and Curating Content (Strategies, Tactics, and Key Messages)Chapter 13 • Measurement, Evaluation, Budget and Calendar Considerations for Social MediaPART III • APPLICATION AND FUTURE CONSIDERATIONSChapter 14 • How social media is applied:Exploring different specializations+ case studies IChapter 15 • How social media is applied:Exploring different specializations+ case studies IIChapter 16 • What does the Social Media World have that is new?Biographical note:Karen Freberg (@kfreberg) is a Professor in Strategic Communications at the University of Louisville. Freberg is also the director of The Bird’s Nest, a student-run strategic communication agency at the University of Louisville. In 2019, Freberg received the honor of being named a visiting Adjunct Associate Professor in Creative Communication at the University of the Sunshine Coast.Freberg is also a research consultant in social media and crisis communications and has worked with several organizations and agencies such as Kentucky Derby, Sun Tan City, GE Appliances, Korbel, Brown-Forman, Churchill Downs, Kentucky Derby, Facebook, Adobe, HubSpot, Chipotle, Firestorm Solutions, Hootsuite, The Breeders’ Cup, IMC Agency, DHS, CDC, and General Motors. This experience led her to be a 2015 Plank Center Fellow for General Motors (GM), where her responsibility was to work with the PR and social media teams, forming best practices and recommendations on social media measurement strategies and influencer marketing practices.In addition, Freberg is an award-winning author and has written several books including The Roadmap in Teaching Social Media (Amazon, self-published), Digital Media Writing for Strategic Communication (TopHat with Emily Kinsky and Amber Hutchins), and Social Media for Strategic Communications: Creative Strategies and Research-Based applications (with SAGE, which was named 2020 NCA Public Relations Division’s Outstanding Textbook Award Winner). She’s published her second TopHat book with Kinsky titled Concepts in Social and Digital Communication.Freberg has coordinated and advised various companies on the areas of social media pedagogy and certification programs, such as Cannes Lions (Co-Chair