PART I: An Overview of Social Media
1: The Scale and Scope of Social Media
The Rise of Social Media The Size of Social InfluenceThe Maturing of Social MediaMini Case: Kony 2012Social Media Change Leads to OpportunityBox: Broadcasting vs. NarrowcastingTheoretically Speaking: Interactivity and Two-Way Communication Chapter 1 Checklist Social Plan Part 1: Discover and Explore Key ConceptsQuestions for Discussion Additional Exercises 2: Shifting Influences and the Decline of Push Marketing
When Push Comes to ShoveMobile First MediaBox: Push versus Pull Mass Media to Consumer Communication Mini Case: Sony Europe Box: Social Media Command Center Theoretically Speaking: Social Presence and Media Richness Chapter 2 Checklist Social Plan Part 2: Adding to the Noise Key Concepts Questions for Discussion Additional Exercises 3: Point of View from Control to Engagement
The Mass Media Age Is Over Mini Case: Queensland Tourism From Communication Interruption to Engagement Careers in Social Media Box: Social Media Manager Mental Health Theoretically Speaking: The Four Ps to the Four Cs Chapter 3 Checklist Social Plan Part 3: Quantifying Engagement Key ConceptsQuestions for Discussion Additional Exercises
PART II: A Strategic Process for Social Media
4: A Foundation for Social Media Strategy
Plans, Campaigns, and Goal Setting Situational Analysis, Target, and Objectives Mini Case: Old Spice New Target Box: Objectives Should Meet SMART Guidelines Listen with a Social Media Audit Theoretically Speaking: Market Segmentation Chapter 4 Checklist Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit Key Concepts Questions for Discussion Additional Exercises 5: Customer Experience and Customer Engagement
Fix Operations, Product, and Service Issues Social Media Marketing Cycle Big Ideas and Being Interesting Box: What Is Account Planning? Telling a Story in Social Media Mini Case: Chipotle Scarecrow Theoretically Speaking: Ethnographic Observational Research Chapter 5 Checklist Social Plan Part 5: Repair Plan and Big Idea Key Concepts Questions for Discussion Additional Exercises 6: Cross-Discipline Integration through Social Media
The Real Convergence Box: The Attention Economy Think Like an Expert in All Fields Mini Case: Burger King Subservient Chicken Social Media Advertising Social Media Analytics Measurement Box: Social Media Strategic Plan Theoretically Speaking: Corporate and Marketing Communication, Public Relations, and Advertising Chapter 6 Checklist Social Plan Part 6: Integrate Traditional Marketing with Social Strategy Key Concepts Questions for Discussion Additional Exercises
PART III: Choose Social Options for Target, Message, and Idea
7: Social Networks, Blogs, and Forums
Choosing Social Options Social Networks Facebook LinkedIn Messaging Apps Blogs and Forums WordPress Blogger Mini Case: GM Fastlane Blog Tumblr Forums Chapter 7 Checklist Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums Key Concepts Questions for Discussion Additional Exercises 8: Microblogging and Media Sharing
Microblogging Twitter Pinterest TikTok Mini Case: Pharrell’s “Happy” Media Sharing YouTube Instagram Snapchat Chapter 8 Checklist Social Plan Part 8: Choose Most Strategic Content Sharing Key Concepts Questions for Discussion Additional Exercises 9: Geosocial, Live Video, Ratings, and Reviews
Geosocial Foursquare Social App Locations Google My Business Social Live Video Ratings and Reviews Mini Case: McDonald’s Q&A Yelp TripAdvisor Amazon Chapter 9 Checklist Social Plan Part 9: Strategic Use of Location, Ratings, and Reviews Key Concepts Questions for Discussion Additional Exercises 10: Social Bookmarking and Social Knowledge
Social Bookmarking Reddit Digg BuzzFeed Mini Case: Behr Paints BuzzFeed Social Knowledge Wikipedia Yahoo! Answers Quora Podcasts iTunes Chapter 10 Checklist Social Plan Part 10: Buzz Building and Knowledge Sharing Key Concepts Questions for Discussion Additional Exercises
PART IV: Integrating Social Media across Organizations
11: Social Media Insights and Crowdsourcing
Leveraging Social Media Insights Box: Social Media Research Process Crowdsourcing the Wisdom of the Crowd Mini Case: Fiat Mio Box: Crowdsourcing Surprise and Delight Theoretically Speaking: Local Search Constrains R&D Chapter 11 Checklist Social Plan Part 11: Adding Crowdsourcing into a Campaign Key Concepts Questions for Discussion Additional Exercises 12: Content Marketing and Influencer Marketing
Personas and User-Generated Content Engagement through Content Marketing Mini Case: Dove Real Beauty Sketches Advocates and Brand Ambassadors Box: How to Find a Brand Evangelist Influencer Marketing Theoretically Speaking: Consumer-Brand Relationships Chapter 12 Checklist Social Plan Part 12: Creating Brand Content and Motivating Brand Evangelists Key Concepts Questions for Discussion Additional Exercises 13: Social Care and Social Selling
The Customer Is Always Right Mini Case: Hertz 24/7 Social Care Social Care Is No Longer a Choice Box: Types of Social Information Impacting Customer ServiceCrisis Communication and Reputation Management Box: How Does COVID-19 Impact Social Media Strategy? Social Selling and B2B Sales Strategy Theoretically Speaking: Word-of-Mouth in a Service Context Chapter 13 Checklist Social Plan Part 13: Creating Cross-Functional Social Care and Social Sales Key Concepts Questions for Discussion Additional Exercises
PART V: Pulling It All Together
14: Write Your Plan, Plan Your Sell
Slow and Steady Wins the Race Social Media Content Creation Social Media Content Calendar Social Media Metrics and Analytics Box: Dark Social Social Media Budget Artificial Intelligence Theoretically Speaking: Uses and GratificationLeap of Faith? Chapter 14 Checklist Mini Case: Saucony Find Your Strong Social Plan Part 14: Compile the Parts and Sell the Story Key Concepts Questions for Discussion Additional Exercises 15: Social Media Law, Ethics, and Etiquette
Social Media Laws and RegulationsBox: The FTC Takes Action Social Media Ethics Mini Case: Wal-Marting Across America Social Media Etiquette Box: Personal Branding Consumer Data Privacy and Security Theoretically Speaking: Elaboration Likelihood Model Chapter 15 Checklist Social Plan Part 15: Checking the Plan for Law and Ethical Considerations Key Concepts Questions for Discussion Additional Exercises
Appendix A: Three-Part Social Plan
Appendix B: Social Media Tools and Resources
Glossary
Index