000			04756cam a22004331i 4500
001			1230810527wcmSPRold
003			OCoLC
005			20260329110452.0
006			m o d
007			cr |n||||||||a
008			200912s2020 enka o 000 0 eng d
015			_aGBC0E4638 _2bnb
016	7		_a019950485 _2Uk
020			_a9789819994953 _q(paperback)
035			_a(OCoLC)1230810527
037			_a9789811546587 _bSpringer Nature
040			_aUKMGB _beng _erda _epn _cUKMGB _dOCLCF _dOCLCO _dN$T _dGW5XE _dUKAHL _dOCLCO _dOCLCQ _dOCLCO _dOCLCL _dAU
049			_aAlfaisal Main Library
050		4	_aHM851.S87 2024
100	1		_aSutherland, Karen E., _eauthor.
245	1	0	_aStrategic social media management : _btheory and practice / _cKaren E. Sutherland.
250			_a2nd
264		1	_aBasingstoke : _bPalgrave Macmillan, _c©2024
300			_a607 pages _billustrations (some colour)
336			_atext _btxt _2rdacontent.
337			_acomputer _bc _2rdamedia.
338			_aonline resource _bcr _2rdacarrier.
505	0		_a1. 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.
506	1		_aAccess limited to UNC Chapel Hill-authenticated users. _fUnlimited simultaneous users.
520			_aThis 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.
590	0		_aContent provider: SpringerLink.
650		0	_aSocial media _xManagement.
650		0	_aStrategic planning.
650		7	_aStrategic planning _2fast.
655		0	_aPrint books. _2local _94
773	0		_tOCLC WorldShare Collection Manager managed collection. SPRold.
773	0		_tSpringer e-books (online collection). Business and management. 2021.
942			_2lcc _cBOOKS
999			_c608475 _d608475