04756cam a22004331i 4500 1230810527wcmSPRold OCoLC 20260329110452.0 m o d cr |n||||||||a 200912s2020 enka o 000 0 eng d GBC0E4638 bnb 019950485 Uk 9789819994953 (paperback) (OCoLC)1230810527 9789811546587 Springer Nature UKMGB eng rda pn UKMGB OCLCF OCLCO N$T GW5XE UKAHL OCLCO OCLCQ OCLCO OCLCL AU Alfaisal Main Library HM851.S87 2024 Sutherland, Karen E., author. Strategic social media management : theory and practice / Karen E. Sutherland. 2nd Basingstoke : Palgrave Macmillan, ©2024 607 pages illustrations (some colour) text txt rdacontent. computer c rdamedia. online resource cr rdacarrier. 1. Introduction -- Part I. Social Media Strategy Development -- 2 Social Media Strategy Development -- 3 Lets Start from the Beginning: Understanding Audiences -- 4. Managing Reputation, Ethics, Risk, Issues and Crises -- 5. The Foundational Components of Strategy -- 6. Stop Selling, Start Helping: Prescribing Tactics to Win Over Target Audiences -- 7. Social Media Monitoring, Measurement, Analysis and Big Data -- 8. Social Media Scheduling and Account Management Platforms -- Part II. Strategic Content Curation -- 9. Strategic Content Curation -- 10. Ethical Content Curation -- 11. The Content Curation Process -- 12. Techniques to Present Curated Content to Engage with Audiences -- Part III. Strategic Content Creation -- 13. Strategic Content Creation -- 14. Writing for Social Media -- 15. Creating Compelling Images, Graphics, Memes and Infographics -- 16. Producing Videos that Pop -- 17. Conclusion: Social Media the Only Constant Is Change. Access limited to UNC Chapel Hill-authenticated users. Unlimited simultaneous users. This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Aside from focusing on practical application of marketing strategy, the textbook also takes students through the process of strategy development, ethical and accurate content curation, and strategy implementation, through detailed explanations of content creation. Combining theory and practice, Strategic Social Media Management teaches students how to take a strategic approach to social media from an organisational and business perspective, and how to measure results. Richly supported by robust and engaging pedagogy and cases in each chapter, it integrates perspectives from public relations, marketing and advertising, and examines key topics such as risk, ethics, privacy, consent, copyright issues, and crises management. It also provides dedicated coverage of content strategy and campaign planning and execution. Reflecting the demands of contemporary practice, advice on self-care for social media management is also offered, helping to protect people in this emerging profession from the negativity that they can experience online when managing an organisations social media presence. After reading this textbook, students will be able to develop a social media strategy, curate accurate and relevant content, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives. This is an ideal textbook for students studying social media strategy, marketing and management at undergraduate level. It will also be essential reading for marketing, public relations, advertising and communications professionals looking to hone their social media skills and strategies. Karen Sutherland is a Lecturer in Public Relations at the University of the Sunshine Coast in Australia. She is the discipline lead for courses on public relations and social media, and holds curriculum development responsibility for the Social Media Minor, Social Media Major, and Bachelor of Communication (Social Media) programmes at USC. She brings a strong blend of teaching, research and industry experience to the table. Content provider: SpringerLink. Social media Management. Strategic planning. Strategic planning fast. Print books. local 4 OCLC WorldShare Collection Manager managed collection. SPRold. Springer e-books (online collection). Business and management. 2021. lcc BOOKS 608475 608475 0 0 lcc 0 0 AU AU GEN 2026-03-29 0 HM851.S87 2024 AU00000000021420 2026-03-29 11:06:06 360.00 2026-03-29 BOOKS