Test Bank for Social Media for Strategic Communication Creative Strategies and Research-Based Applications By Karen Freberg
Test Bank for Social Media for Strategic Communication Creative Strategies and Research-Based Applications By Karen Freberg
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Test Bank for Social Media for Strategic Communication Creative Strategies and Research-Based Applications By Karen Freberg
Table Of Content
Foreword
About the Author
PART I. FOUNDATION FOR CREATING A STRATEGIC MINDSET
Chapter 1. Introduction to Social Media: An Art and Science
Learning Objectives
Humans of Social Media
Introduction
How Do We Define Social Media?
How Has Social Media Evolved?
Using Social Media Strategically
Bridging the Science and Practice of Social Media
Chapter Summary
Thought Questions
Exercises
References
Chapter 2. Ethical and Legal Fundamentals in Social Media
Learning Objectives
Humans of Social Media
Introduction
What Is Ethics?
Legal Fundamentals
Social Media Policies
Chapter Summary
Thought Questions
Exercises
References
Chapter 3. Personal and Professional Branding
Learning Objectives
Humans of Social Media
Introduction
What Is a Personal Brand?
Benefits and Challenges for Personal Brands
How to Establish a Personal Brand
Chapter Summary
Thought Questions
Exercises
References
Chapter 4. Industry Qualifications and Roles
Learning Objectives
Humans of Social Media
Introduction
Who Hires Social Media Professionals?
Where to Work in Social Media
Definition of Key Social Media Roles
How Much Do Social Media Professionals Get Paid?
Chapter Summary
Thought Questions
Exercises
References
Chapter 5. Research in Social Media: Monitoring, Listening, and Analysis
Learning Objectives
Humans of Social Media
Introduction
Importance of Research for Social Media and Strategic Communication
Why Do We Need Research in Social Media?
What Are the Differences Between Monitoring and Listening in Social Media?
Platform-Based Metrics, Tools and Services, and KPIs
What Is the Bridge Between Monitoring and Listening?
Tying Everything Together With Analysis
Do and Don’t in Social Media Research and Analysis
Chapter Summary
Thought Questions
Exercises
References
PART II. UNDERSTANDING SOCIAL MEDIA STRATEGY (CREATIVE AND SCIENTIFIC APPROACHES)
Chapter 6. Strategic Planning for Social Media
Learning Objectives
Humans of Social Media
Introduction
What Is a Strategic Plan?
Components of a Strategic Plan
Final Words of Wisdom and Recommendations
Chapter Summary
Thought Questions
Exercises
References
Chapter 7. Strategic Writing for Social Media
Learning Objectives
Humans of Social Media
Introduction
Content Creation Versus Content Curation
Understanding the Difference Between Tone and Voice
Best Practices for Social Media Writing
Chapter Summary
Thought Questions
Exercises
References
Chapter 8. Audience Segmentation and Analysis
Learning Objectives
Humans of Social Media
Introduction
Types of Audiences
Communities, Influencers, and Creators
Campaigns Using Audience Segmentation
Best Practices
Chapter Summary
Thought Questions
Exercises
References
Chapter 9. Creating, Managing, and Curating Content
Learning Objectives
Humans of Social Media
Introduction
Overview of Content Marketing
Types of Content Media
Tools to Create Content
Curating Content
Best Practices
Chapter Summary
Thought Questions
Exercises
References
Chapter 10. Measurement, Evaluation, Budget, and Calendar
Learning Objectives
Humans of Social Media
Introduction
Measurement and Evaluation
Budget
Further Considerations for Measurement, Evaluation, and Budget
Chapter Summary
Thought Questions
Exercises
References
PART III. APPLICATION AND FUTURE CONSIDERATIONS
Chapter 11. How Social Media Is Applied: Exploring Different Specializations, Part I
Learning Objectives
Introduction
Humans of Social Media: Social Media and Entertainment
Overview of Social Media and Entertainment
Humans of Social Media: Social Media and Crisis Communication
Overview of Social Media and Crisis Communication
Humans of Social Media: Social Media and Journalism
Overview of Social Media and Journalism
Humans of Social Media: Social Media and Sports
Overview of Social Media and Sports
Chapter Summary
Thought Questions
Exercises
References
Chapter 12. How Social Media Is Applied: Exploring Different Specializations, Part II
Learning Objectives
Introduction
Humans of Social Media: Social Media and Social Care
Overview of Social Media and Social Care
Humans of Social Media: Social Media and Nonprofits
Overview of Social Media and Nonprofits
Humans of Social Media: Social Media and Health Care
Overview of Social Media and Health Care
Humans of Social Media: Social Media and International Campaigns
Overview of Social Media and International Campaigns
Chapter Summary
Thought Questions
Exercises
References
Chapter 13. What Does the Social Media World Have That Is New?
Learning Objectives
Introduction
Current (So Far) State of Social Media
Final Words of Wisdom and Recommendations
Chapter Summary
Thought Questions
Exercises
References
Glossary
Index
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