Strategic Social Media Management: Theory and Practice

The textbook provides a comprehensive and practical introduction to social media management, covering strategy development, content curation, and implementation. 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 offers advice on self-care for social media management and is ideal for students studying social media strategy, marketing, and management at undergraduate level, as well as marketing, public relations, advertising, and communications professionals looking to hone their social media skills and strategies.

Format: Paperback / softback
Length: 424 pages
Publication date: 22 December 2020
Publisher: Springer Verlag, Singapore

This comprehensive textbook offers a lively and engaging introduction to the dynamic field of social media management, providing a global perspective with international examples and insights. In addition to emphasizing the practical application of marketing strategies, the textbook guides students through the process of developing, curating, and implementing effective social media strategies. Through detailed explanations of content creation, it delves into the art of crafting compelling and ethical content that resonates with audiences. By blending theory and practice, Strategic Social Media Management equips students with the skills to approach social media from an organizational and business standpoint, enabling them to measure and evaluate the impact of their efforts.

Each chapter is richly supported by robust pedagogy and engaging cases, drawing from various disciplines such as public relations, marketing, and advertising. Key topics such as risk management, ethics, privacy, consent, copyright issues, and crisis management are explored in depth, offering a comprehensive understanding of the complexities involved in social media management.

Furthermore, the textbook provides dedicated coverage of content strategy and campaign planning and execution, ensuring students are well-prepared to develop and execute successful social media campaigns. Reflecting the demands of contemporary practice, advice on self-care for social media management is also offered, helping to protect individuals in this emerging profession from the potential negativity they may encounter online.

Upon completing this textbook, students will possess the knowledge and skills necessary to develop, curate, and implement effective social media strategies. They will be able to create engaging social media content that tells compelling stories, connects with target audiences, and supports strategic goals and objectives. Whether they are pursuing studies in social media strategy, marketing, or management, this textbook is an invaluable resource for anyone seeking to excel in the field of social media.

Moreover, marketing, public relations, advertising, and communications professionals looking to enhance their social media skills will find it an essential reading, providing valuable insights and practical strategies to navigate the ever-evolving social media landscape.

Weight: 752g
Dimension: 183 x 240 x 33 (mm)
ISBN-13: 9789811546570
Edition number: 1st ed. 2021