L. Meghan Mahoney, Tang Tang

Strategic Social Media

From Marketing to Social Change

• Broschiertes Buch

Produktbeschreibung

Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals.
_ Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform
_ Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future
_ Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share
_ Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour
_ Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold

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Produktdetails

• Verlag: Wiley & Sons / Wiley-Blackwell
• Artikelnr. des Verlages: 1A118556840
• 1. Auflage
• Seitenzahl: 368
• Erscheinungstermin: 31. Oktober 2016
• Englisch
• Abmessung: 246mm x 189mm x 19mm
• Gewicht: 617g
• ISBN-13: 9781118556849
• ISBN-10: 1118556844
• Artikelnr.: 45074151

Autorenporträt

L. Meghan Mahoney is Associate Professor in the Department of Communication Studies at West Chester University of Pennsylvania. She regularly publishes research on issues related to new media audiences, social media, and marketing messages for behaviour and social change, most recently in the Journal of Media Education, Journal of Intercultural Communication, Journal of Medical Internet Research, Journal of Development Communication, and the Journal of Media and Communication Studies. She currently serves as Chair of the Management, Marketing & Programming Division of the Broadcast Education Association, and Social Media Coordinator for the Eastern Communication Association. Tang Tang is Associate Professor and Director of Graduate Studies in the School of Communication at The University of Akron. She has published articles in the Journal of Broadcasting & Electronic Media, International Journal on Media Management, Mass Communication & Society, Journalism & Mass Communication Educator, and Journal of Sports Media. She is a Faculty Fellow of the National Association of Television Program Executives, and has held leadership positions in the Broadcast Education Association and the International Communication Association.

Inhaltsangabe

Introduction 1

Reference 3

PART 1 SOCIAL MEDIA IN CONVERGENCE

1 Understanding Social Media and Social Behavior Change 7

Introduction 7

Bridging Communication Theories and Social Media Practitioners 10

Linear Communication Models to Modern Transactional Processes 10

Marketing and Behavior Change Theory 13

Summary 20

References 21

2 Information Diffusion 23

Introduction 23

Diffusing Your Message 24

Web 1.0 to 2.0 Technology Structure 26

Transparency, Control and Public Relations 29

Summary 40

References 41

3 Establishing Community 44

Introduction 44

Community Development Theory 45

Behavior Change and the Power of Social Networks 50

Brand Authenticity 52

Summary 57

References 59

4 Mobilizing Your Audience 61

Introduction 61

Social Media Mobilization 62

The Power of User-Generated Content 65

Offline Advocacy 68

Summary 74

References 75

PART 2 SOCIAL MEDIA USERS AND MESSAGES

5 Transforming Audiences into Users 81

Introduction 81

Transforming Passive Audiences to Empowered Users 82

Predicting Social Media Use and Audience Behavior 86

Social Media User Profile 90

Summary 94

References 96

6 Active Within Structures 99

Introduction 99

Theory of Active Within Structures 100

The Role of Structure 103

Recognizing Constrained Active Choices 107

Summary 112

References 113

7 Best Practices for Social Media Engagement 115

Introduction 115

The Theory of Dialogic Communication 116

Online Engagement and Virtual Communities 118

The Dialogic Loop 123

Summary 127

References 128

8 Mobile Marketing and Location-based Applications 130

Introduction 130

Mobile Digital Projections 132

Peer Influence and a Shared Social Journey 135

Generating Return Visits 137

Summary 140

References 142

PART 3 SOCIAL MEDIA MARKETING AND BUSINESS MODELS

9 Reconsidering the Long Tail 147

Introduction 147

Power-Law Distribution 148

Theory of the Long Tail 149

Inbound Marketing 152

Summary 158

References 159

10 Social Media Business Models 161

Introduction 161

Developing a Business Model 162

The Return on Investment of Social Media 167

One Business Model Doesn't Fit All 172

Summary 175

References 176

11 Social Media Marketing Strategies 180

Introduction 180

Transitioning from Traditional Marketing 181

Applied Strategic Theory 183

Branded Social Experience 189

Summary 193

References 194

12 Evaluating Social Media Marketing 196

Introduction 196

Current Social Media Marketing Measurements 197

Building on the Focus Group 200

Audience Reception Approach 201

Summary 206

References 208

PART 4 MARKETING FOR SOCIAL GOOD

13 Social Media and Health Campaigns 213

Introduction 213

Activation Theory of Information Exposure 215

Health Belief Model 218

Mobile Reach 222

Summary 226

References 227

14 Social Media and Civic Engagement 230

Introd