Social Media Management Persuasion in Networked Culture 1st edition By Ben Shields – Ebook PDF Instant Download/Delivery: 019029633X, 978-0190296339
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Product details:
ISBN 10: 019029633X
ISBN 13: 978-0190296339
Author: Ben Shields
Social media technologies are not only changing the way we communicate, but also disrupting the business world. Social Media Management: Persuasion in Networked Culture equips readers with a coherent framework and the tools to answer the question: Now what? Based on the author’s extensive experience as a social media practitioner, researcher, and educator, this book reveals the formula for social media success today and in the future.
Social Media Management Persuasion in Networked Culture 1st Table of contents:
1: Maximizing Business Value
Social Media Equals Business Opportunity (and Not Just for Cats)
What Is Social Media Management?
Connection to Overall Firm Strategy
Integration across the Enterprise
Iteration over Time
Evolving from a Platform-Driven to a Goal-Centric Approach
Setting Goals to Drive Value
Brand: Relational Value–External Audience Quadrant (Top Left)
Revenue: Financial Value–External Audience Quadrant (Top Right)
Operational: Financial Value–Internal Audience Quadrant (Bottom Right)
Cultural: Relational Value–Internal Audience Quadrant (Bottom Left)
Social Media Management Framework
Recap: Platforms May Change, but the Industry Will Still Grow
Your Turn: A Goal-Setting Exercise for Your School
Notes
2: Targeting Social Audiences
Who are Your Audiences?
What are the Characteristics of Your Audiences?
What are the Social Media Goals of Your Audience?
Identity Building
Social Connection
Infotainment
Social Audience Research
Data Sources
Social Research Methodologies
Recap: It’s Complicated
Your Turn: Analyze Your Class
Notes
3: Adopting Social Platforms
Renting or Buying in Social Media
Why Would You Rent?
Why Would You Buy?
Conducting a Platform Audit
Type—What Type of Social Platform Is It?
Audience—Who Uses the Platform and Why?
Content—What Content Do Users Create?
Engagement—How Do Users Engage on the Platform?
Brand Integration—How Do Brands Fit In and Add Value?
Platform Fit Test
Adopting Multiple Platforms
Recap: Platform Analysis Never Stops
Your Turn: Strategic Platform Choice
Notes
4: Developing Social Brand Strategy
Why Brand Strategy in Social Media Matters
Branding Social Media Presences
Master Brands
Subbrands
People Branding
Creating a New Brand
Extending a Brand Personality
Functional and Emotional Benefits
The Brand Personality Exercise
Example: The Sharpie Marker
Example: Allstate Mayhem
Example: Spotify Profile Picture
Structuring a Social Media Portfolio
Managing a Social Brand Portfolio
Expansion—When Should You Expand?
Contraction—When Should You Contract?
Recap: The Cocktail Party
Your Turn: Trader Joe’s Social Brand Strategy
Notes
5: Designing Social Content
Building Blocks of Social Content
Message
Voice
Share Proposition
Tailoring Social Content to the Platform
Content Formats
Language Norms
Design Tools
Social Content Development
Data-Driven Content
Cocreated Content
Curated Content
Recap: Creating and Evolving
Your Turn: Represent Your Culture
Notes
6: Distributing Social Content
Inventorying Social Media Marketing Assets
Organic Media
Shared Media
Sponsored Media
Influencer Media
Deciding on Social Media Marketing Campaigns
On-Platform Campaigns
Cross-Platform Campaigns
Trans-Media Campaigns
Implementing a Social Media Marketing Campaign
Launch Phase
Expansion Phase
Iteration Phase
Sample Social Media Campaign Grid
Recap: Ready, Set, Go Viral
Your Turn: Develop a Social Media Marketing Plan for Fidelity
Notes
7: Measuring Social Media Results
Dimensionalizing the Business Value of Social Media
Measuring Brand Value
Metrics That Matter
Measuring Revenue Value
Metrics That Matter
Measuring Operational Value
Metrics That Matter
Customer Service Optimization at JetBlue
Supply Chain Optimization at Ford
Measuring Cultural Value
Metrics That Matter
Recap: Measuring Results Is Not Easy
Your Turn: Devising a Measurement Plan for Sanergy
Notes
8: Managing Crisis in Social Media
Crisis in Social Media
Evaluating a Social Media Crisis
Stakeholders—Who Are the Stakeholders?
Type—What Type of Crisis?
Truth—What Is the Truth?
Severity—How Severe Are the Charges?
Credibility—What Is Our Credibility?
Responding to a Social Media Crisis
Goal—Focus Your Goal on Mitigating the Crisis
Audience—Identify Your Key Targets
Platforms—Engage in Platforms Where the Crisis Is Occurring
Brand—Select the Communicator That Is Appropriate to the Situation
Content—Develop a Content Strategy in Support of Your Goals
Distribution—Act Swiftly and Transparently
Measurement—Track Volume and Sentiment of Conversations over Time
Executing Social Media Crisis Management
Executive Alignment
Designated Team with Clear Roles and Responsibilities
Appropriate Staffing and Resources
Constant Monitoring and Reporting
Mechanism for Iteration and Quick Decision Making
Recap: Another Day, Another Potential Crisis
Your Turn: Kashi Crisis Management
Notes
9: Building a Social Culture
Social Media Use within Organizations
Types of Enterprise Social Media
Selecting the Right Platform
Trade-offs of Internal Social Media Use
Hierarchical versus Participatory Decision Making
Closed versus Open Communication
Task Oriented versus Relationship Building
Internal Social Media Use in Action
Key Success Factors for Adoption and Usage
Use the Platform for a Purpose
Executive Support
Integrate into Existing Communication Workflow
Training and Feedback
Recap: Thae World’s Best Boss
Your Turn: Internal Social Media Strategy for Comcast Customer Service
Notes
10: Defining Your Personal Brand in Social Media
Assume Everything You Post Is Public
Social Media Management Framework Considerations
Possible Strategic Directions
The Base Model—Branding and Connecting
The Standard Model—Sharing and Participating
The Premium Model—Creating and Leading
Managing the Risks of a Social Media Presence
Tips on Execution
Recap: It’s All About You
Your Turn: Personal Social Media Audit
Social Media Audit Questionnaire
Notes
Epilogue: Leadership in Data Privacy
Reasonable Privacy Policies . . .
Communicated Clearly . . .
That Give People Control of Their Information
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Tags: Ben Shields, Social Media, Management Persuasion, Networked Culture