Strategic Social Media: From Marketing to Social Change

Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals.

• Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform
• Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future
• Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share
• Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour
• Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold

Keywords: Social media; strategic social media; social media landscape; media and social change; social media marketing; information diffusion; social media tools; social capital; social identity; mobilization; new social relations; social connectivity; behavior change; popular participation; online engagement; location based applications; content sharing; business models; social media marketing; first movers; followers; brand management; audience analysis; social media contexts; cause marketing; social profit; health communication; social counseling; mass delivery, Public Relations & Advertising, Advertising, Communication Research Methods, Public Relations & Advertising, Advertising, Communication Research Methods