PART I: An Overview of Social Media
1: The Scale and Scope of Social Media
- The Rise of Social Media
- The Size of Social Influence
- The Maturing of Social Media
- Mini Case: Kony 2012
- Social Media Change Leads to Opportunity
- Box: Broadcasting vs. Narrowcasting
- Theoretically Speaking: Interactivity and Two-Way Communication
- Chapter 1 Checklist
- Social Plan Part 1: Discover and Explore
- Key Concepts
- Questions for Discussion
- Additional Exercises
2: Shifting Influences and the Decline of Push Marketing
- When Push Comes to Shove
- Mobile First Media
- Box: 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 Concepts
- Questions 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 Service
- Crisis 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 Gratification
- Leap 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 Regulations
- Box: 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