Social Media Management: Persuasion in Networked Culture

by Ben Shields

Overview

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.

FEATURES

* Clear and relevant framework: Offers a clear model for developing strategies to maximize the business value of social media

* Accessibility: Written is an accessible style, highlighted by numerous visual examples of social media in practice

* Comprehensive: Addresses key topics in this evolving field, from targeting social audiences and developing a company's social brand strategy to managing crisis with social media and measuring social media results

* Practical: A final chapter, "Defining Your Personal Brand in Social Media," gives students and practitioners clear guidance on how to manage their own social media presence to best match their personal and professional brands

* Diverse Examples and Cases: Incorporates numerous examples—from the chapter-opening vignettes, detailed in-chapter case studies, and shorter social snippets from a variety of people, industries, organizations, and disciplines—that highlight social media successes and challenges

* "Your Turn" exercises: Includes "Your Turn" exercises at the end of each chapter that challenge students to apply what they've learned to a variety of business situations

Product Details

ISBN-13:	9780190296339
Publisher:	Oxford University Press
Publication date:	12/01/2016
Edition description:	New Edition
Pages:	304
Product dimensions:	6.10(w) x 9.10(h) x 0.60(d)

About the Author

Ben Shields is the former Director of Social Media Marketing at ESPN, where he worked in the social space from 2009-2014. He is currently a Lecturer in Managerial Communication at the MIT Sloan School of Management, where he teaches Communication for Leaders and Advanced Leadership Communication.

Table of Contents

Preface

Chapter 1. Maximizing Business Value
Social Media Equals Business Opportunity (And Not Just for Cats)
What Is Social Media Management?
Evolving from a Platform-Driven to a Goal-Centric Approach
Setting Goals to Drive Value
Social Media Management Framework
What's Next?
Platforms May Change, But The Industry Will Still Grow
Your Turn: A Goal-Setting Exercise for Your School

Chapter 2. Targeting Social Audiences
Collecting Social Audience
Segmenting Social Audiences Data
Prioritizing Target Audiences
Engaging Social Audiences
It's Complicated
Your Turn: Analyze Your Class

Chapter 3. Adopting Social Platforms
Renting or Buying in Social Media
Conducting a Platform Audit
Platform Fit Test
Adopting Multiple Platforms
Platform Analysis Never Stops
Your Turn: Strategic Platform Choice

Chapter 4. Developing Social Brand Strategy
Why Brand Strategy in Social Media Matters
Branding Social Media Presences
Extending a Brand Personality
Structuring a Social Media Portfolio
Managing a Social Brand Portfolio
The Cocktail Party
Your Turn: Trader Joe's Social Brand Strategy

Chapter 5. Designing Social Content
Building Blocks of Social Content
Tailoring Social Content to the Platform
Social Content Development
Creating and Evolving
Your Turn: Represent Your Culture

Chapter 6. Distributing Social Content
Inventory Social Media Marketing Assets
Decide on Social Media Marketing Campaigns
Implement a Social Media Marketing Campaign
Sample Social Media Campaign Grid
Ready, Set, Go Viral
Your Turn: Develop a Social Media Marketing Plan for Fidelity

Chapter 7. Measuring Social Media Results
Dimensionalizing the Business Value of Social Media
Measuring Brand Value
Measuring Revenue Value
Measuring Operational Value
Measuring Cultural Value
Measuring Results Is Not Easy
Your Turn: Devising a Measurement Plan for Sanergy

Chapter 8. Managing Crisis in Social Media
Crisis in Social Media
Evaluating a Social Media Crisis
Responding to a Social Media Crisis
Executing Social Media Crisis Management
Another Day, Another Potential Crisis
Your Turn: Kashi Crisis Management

Chapter 9. Building a Social Culture
Social Media Use Within Organizations
Trade-offs of Internal Social Media Use
Internal Social Media Use in Action
Key Success Factors
The World's Best Boss
Your Turn: Internal Social Media Strategy for Comcast Customer Service

Chapter 10. Defining Your Personal Brand In Social Media
Assume Everything You Post Is Public
Social Media Management Framework Considerations
Possible Strategic Directions
Managing the Risks of a Social Media Presence
Tips on Execution
It's All About You
Your Turn: Personal Social Media Audit

Epilogue: Leadership in Data Privacy

Editorial Reviews

"Social Media Management simplifies the often-mysterious world of social media strategy with an approachable style that challenges and enlightens students of all professional backgrounds."—Eric Brey, University of Wisconsin-Stout

"This is one of the most effective, foundational textbooks available for students looking to master their abilities to create strategic social media plans at an organizational level."—Kirsten Whitten, Regis College, Curry College, and Stonehill College

"A great overview of strategic social media that ties together the importance of social media being couched in business and marketing strategy and practical, relevant examples and case studies that engage students."—Mary C. Martin, Fort Hays State University

"In the 'old days' of analog marketing, most faculty consumed newspapers, magazines, and TV, so it was very easy to understand advertising and/or marketing communications. Today, many faculty are aware of digital marketing, but have a very limited use of the varied platforms available. This book offers both enough technical detail and examples on the various platforms for even the digitally naive faculty member to leads a class, along with a good strategic overview that seems to be lacking from so many treatments of social media marketing."—Eric J. Karson, Villanova University

"Informative and also effective! I would strongly suggest that my colleagues adopt this book because it's current, relevant, and learner-centered and will add value from a social media marketing perspective for a long time to come."—Mohammed Nadeem, National University and the University of San Francisco

From the Publisher