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 future * Highlights opportunities to break down barriers with institutions of power, achieve greater transparency, and mobilize users through social media * Contains social media strategies readers can apply to any past, present, or future social media platform * Helps practitioners make better decisions about brand objectives and evaluate and monitor social media marketing efforts * Provides 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.

L. MEGHAN MAHONEY is a Professor of Media Research in the Department of Communication and Media at West Chester University. She is the co-author of Handbook of Media Management and Business, recipient of the 2021 Robert Picard Book Award for its significant contribution to the field. TANG TANG is a Professor in the School of Media and Journalism and the School of Emerging Media and Technology at Kent State University. She is the co-author of Handbook of Media Management and Business and Associate Editor of Communication & Sport and the Journal of Electronic Gaming & Esports.