Strategic Social Media - L. Meghan Mahoney

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Résumé :

Learn to utilize social media strategies that inspire behavior change in any landscape

Strategic Social Media: From Marketing to Social Change, Second Edition combines best social media marketing practices with the application of traditional communication, behavior change, and marketing theories. More than a basic how-to guide, this innovative resource balances social media theory and real-world practice in a variety of areas, including advocacy, public health, entertainment, and education. With a clear and readable style, the authors explain the power and possibilities of social media to influence personal relationships and social change.

The media environment of today is more mobile, visual, and personalized than ever before. In the second edition of Strategic Social Media, the authors incorporate advances in the field such as enhanced visual communication, digital experience sharing, omnichannel marketing, IoT, artificial intelligence, mass personalization, and social e-commerce. An entirely new chapter on utilizing social media for personal branding efforts is accompanied by new and updated examples, action plans, business models, and international case studies throughout.

• Covers all key aspects of strategic social media: landscape, messages, marketing and business models, social change, and the future
• Highlights opportunities to break down barriers with institutions of power, achieve greater transparency, and mobilize users through social media
• Contains social media strategies readers can apply to any past, present, or future social media platform
• Helps practitioners make better decisions about brand objectives and evaluate and monitor social media marketing efforts
• Provides clear guidance on crafting social media messages that reach intended audiences and ignite dialogue and behavior change

Offering comprehensive coverage of both the theory and practice of facilitating behavior change in social media audiences, Strategic Social Media: From Marketing to Social Change, Second Edition, is essential reading for undergraduate and graduate students in digital and social media marketing courses, social media practitioners, entrepreneurs, digital content creators, journalists, activists, and marketing and public relations professionals....

Biographie:

L. MEGHAN MAHONEY is a Professor of Media Research in the Department of Communication and Media at West Chester University. She is the co-author of Handbook of Media Management and Business, recipient of the 2021 Robert Picard Book Award for its significant contribution to the field.

TANG TANG is a Professor in the School of Media and Journalism and the School of Emerging Media and Technology at Kent State University. She is the co-author of Handbook of Media Management and Business and Associate Editor of Communication & Sport and the Journal of Electronic Gaming & Esports....

Sommaire:

Introduction 1

Reference 3

Part I Convergent Social Media 5

1 The Foundational Principles of Behavior Change 7

Introduction 7

Bridging Communication Theories and Social Media Practices 10

Linear Communication Models to Transactional Processes 10

Marketing and Behavior Change Theory 13

Summary 21

References 22

2 Information Diffusion 24

Introduction 24

Diffusing Your Message 25

Web 1.0 to Web 2.0 Technology Structure 27

Transparency, Control, and Public Relations 31

Summary 41

References 43

3 Establishing Community 45

Introduction 45

Community Development Theory 46

Behavior Change and the Power of Social Networks 51

Brand Authenticity 54

Summary 59

References 61

4 Mobilizing Your Users 63

Introduction 63

Social Media Mobilization 64

The Power of User- Generated Content 67

Offline Brand Advocacy 71

Summary 75

References 77

Part II Social Media Users and Messages 79

5 Social Media Uses 81

Introduction 81

Transforming Passive Audiences to Participatory Users 82

Predicting Social Media Use 85

Social Media User Profile 89

Summary 94

References 96

6 Active Within Structures 99

Introduction 99

Active Within Structures 100

The Role of Structure 105

Recognizing Constrained Active Choices 110

Summary 113

References 114

7 Social Media Messages for Engagement 117

Introduction 117

The Theory of Dialogic Communication 118

Social Media Engagement and Virtual Communities 121

The Dialogic Loop 126

Summary 130

References 132

8 Social Media for Personal Branding 134

Introduction 134

Personal Branding 135

Public/Private Identity 136

Omnichannel Personal Marketing 140

Summary 146

References 147

Part III Social Media Marketing and Business Models 151

9 The Long Tail and Social Media Business Models 153

Introduction 153

Theory of the Long Tail 154

Developing a Business Model 158

One Business Model Doesn't Fit All 165

Summary 170

References 172

10 Social Media Marketing Strategies 175

Introduction 175

Transitioning from Traditional Marketing 176

Applied Strategic Theory 177

Branded Social Experience 184

Summary 188

References 190

11 Mobile Marketing and e- Commerce 191

Introduction 191

Mobile Digital Projections 193

Peer Influence and a Shared Social Journey 196

Generating Return Visits 199

Summary 203

References 204

12 Evaluating Social Media Marketing 206

Introduction 206

Current Social Media Marketing Measurements 207

Building on the Focus Group 211

Audience Reception Approach 213

Summary 219

References 220

Part IV Marketing for Social Good 223

13 Social Media for Social Behavior Change 225

Introduction 225

We First 226

Role of the User 230

Identification Through Social Behavior 234

Summary 238

References 240

14 Social Media and Health Campaigns 242

Introduction 242

Activation Theory of Information Exposure 244

Health Belief Model 247

Mobile Reach 251

Summary 253

References 255

15 Social Media and Civic Engagement 258

Introduction 258

Historical Shifts of Civic Engagement 260

Civic En...