Strategic Social Media

Learn to utilize social media strategies that inspire behavior change in any landscape Strategic Social Media: From Marketing to Social Change, Second Edition combines best social media marketing practices with the application of traditional communication, behavior change, and marketing theories. More than a basic "how-to" guide, this innovative resource balances social media theory and real-world practice in a variety of areas, including advocacy, public health, entertainment, and education. With a clear and readable style, the authors explain the power and possibilities of social media to influence personal relationships and social change. The media environment of today is more mobile, visual, and personalized than ever before. In the second edition of Strategic Social Media, the authors incorporate advances in the field such as enhanced visual communication, digital experience sharing, omnichannel marketing, IoT, artificial intelligence, mass personalization, and social e-commerce. An entirely new chapter on utilizing social media for personal branding efforts is accompanied by new and updated examples, action plans, business models, and international case studies throughout. Covers all key aspects of strategic social media: landscape, messages, marketing and business models, social change, and the futureHighlights opportunities to break down barriers with institutions of power, achieve greater transparency, and mobilize users through social mediaContains social media strategies readers can apply to any past, present, or future social media platformHelps practitioners make better decisions about brand objectives and evaluate and monitor social media marketing effortsProvides clear guidance on crafting social media messages that reach intended audiences and ignite dialogue and behavior change Offering comprehensive coverage of both the theory and practice of facilitating behavior change in social media audiences, Strategic Social Media: From Marketing to Social Change, Second Edition, is essential reading for undergraduate and graduate students in digital and social media marketing courses, social media practitioners, entrepreneurs, digital content creators, journalists, activists, and marketing and public relations professionals.

Introduction 1Reference 3Part I Convergent Social Media 51 The Foundational Principles of Behavior Change 7Introduction 7Bridging Communication Theories and Social Media Practices 10Linear Communication Models to Transactional Processes 10Marketing and Behavior Change Theory 13Summary 21References 222 Information Diffusion 24Introduction 24Diffusing Your Message 25Web 1.0 to Web 2.0 Technology Structure 27Transparency, Control, and Public Relations 31Summary 41References 433 Establishing Community 45Introduction 45Community Development Theory 46Behavior Change and the Power of Social Networks 51Brand Authenticity 54Summary 59References 614 Mobilizing Your Users 63Introduction 63Social Media Mobilization 64The Power of User- Generated Content 67Offline Brand Advocacy 71Summary 75References 77Part II Social Media Users and Messages 795 Social Media Uses 81Introduction 81Transforming Passive Audiences to Participatory Users 82Predicting Social Media Use 85Social Media User Profile 89Summary 94References 966 Active Within Structures 99Introduction 99Active Within Structures 100The Role of Structure 105Recognizing Constrained Active Choices 110Summary 113References 1147 Social Media Messages for Engagement 117Introduction 117The Theory of Dialogic Communication 118Social Media Engagement and Virtual Communities 121The Dialogic Loop 126Summary 130References 1328 Social Media for Personal Branding 134Introduction 134Personal Branding 135Public/Private Identity 136Omnichannel Personal Marketing 140Summary 146References 147Part III Social Media Marketing and Business Models 1519 The Long Tail and Social Media Business Models 153Introduction 153Theory of the Long Tail 154Developing a Business Model 158One Business Model Doesn't Fit All 165Summary 170References 17210 Social Media Marketing Strategies 175Introduction 175Transitioning from Traditional Marketing 176Applied Strategic Theory 177Branded Social Experience 184Summary 188References 19011 Mobile Marketing and e- Commerce 191Introduction 191Mobile Digital Projections 193Peer Influence and a Shared Social Journey 196Generating Return Visits 199Summary 203References 20412 Evaluating Social Media Marketing 206Introduction 206Current Social Media Marketing Measurements 207Building on the Focus Group 211Audience Reception Approach 213Summary 219References 220Part IV Marketing for Social Good 22313 Social Media for Social Behavior Change 225Introduction 225We First 226Role of the User 230Identification Through Social Behavior 234Summary 238References 24014 Social Media and Health Campaigns 242Introduction 242Activation Theory of Information Exposure 244Health Belief Model 247Mobile Reach 251Summary 253References 25515 Social Media and Civic Engagement 258Introduction 258Historical Shifts of Civic Engagement 260Civic Engagement and the Individual Self 263Technology and Political Communication 266Summary 271References 27316 Communication for Development 275Introduction 275Exploring Communication for Development 276Modernization, Dependency, and Participatory Approaches to Behavior Change 277Opportunities and Challenges of Communication for Development Approaches 282Summary 289References 29017 Social Media and Entertainment-Education 292Introduction 292Theoretical Underpinnings of Entertainment-Education 294Entertainment-Education and Public Health 296MARCH Model of Behavior Change 298Summary 305References 306Part V Social Media for Social and Behavior Change 30918 Social Media in a Post- convergence Era 311Introduction 311The Culture of Convergence 312Remediation Theory 316Integrating Social Media in a Post- convergence Era 317Summary 323References 32419 Arguing for a General Framework for Social Media Scholarship 327Introduction 327The Six Paradigms of Communication Theory 328A General Framework for Mass Media Scholarship 334Key Intersections of Social Media Scholarship 336Summary 339References 34020 The Future of Social Media 343Introduction 343The Future Social Media Landscape 344Artificial Intelligence (AI) 347Opportunities and Concerns 350Conclusions in the Future Social Media Landscape 352Summary 355References 357Index 360