Strategic Social Media: From Marketing to Social Change, Second Edition combines best social media marketing practices with the application of traditional communication, behavior change, and marketing theories. More than a basic "how-to" guide, this innovative resource balances social media theory and real-world practice in a variety of areas, including advocacy, public health, entertainment, and education. With a clear and readable style, the authors explain the power and possibilities of social media to influence personal relationships and social change.
The media environment of today is more mobile, visual, and personalized than ever before. In the second edition of Strategic Social Media, the authors incorporate advances in the field such as enhanced visual communication, digital experience sharing, omnichannel marketing, IoT, artificial intelligence, mass personalization, and social e-commerce. An entirely new chapter on utilizing social media for personal branding efforts is accompanied by new and updated examples, action plans, business models, and international case studies throughout. - Covers all key aspects of strategic social media: landscape, messages, marketing and business models, social change, and the future - Highlights opportunities to break down barriers with institutions of power, achieve greater transparency, and mobilize users through social media - Contains social media strategies readers can apply to any past, present, or future social media platform - Helps practitioners make better decisions about brand objectives and evaluate and monitor social media marketing efforts - Provides clear guidance on crafting social media messages that reach intended audiences and ignite dialogue and behavior change
Offering comprehensive coverage of both the theory and practice of facilitating behavior change in social media audiences, Strategic Social Media: From Marketing to Social Change, Second Edition, is essential reading for undergraduate and graduate students in digital and social media marketing courses, social media practitioners, entrepreneurs, digital content creators, journalists, activists, and marketing and public relations professionals.
Table of Contents
Introduction 1
Reference 3
Part I Convergent Social Media 5
1 The Foundational Principles of Behavior Change 7
Introduction 7
Bridging Communication Theories and Social Media Practices 10
Linear Communication Models to Transactional Processes 10
Marketing and Behavior Change Theory 13
Summary 21
References 22
2 Information Diffusion 24
Introduction 24
Diffusing Your Message 25
Web 1.0 to Web 2.0 Technology Structure 27
Transparency, Control, and Public Relations 31
Summary 41
References 43
3 Establishing Community 45
Introduction 45
Community Development Theory 46
Behavior Change and the Power of Social Networks 51
Brand Authenticity 54
Summary 59
References 61
4 Mobilizing Your Users 63
Introduction 63
Social Media Mobilization 64
The Power of User- Generated Content 67
Offline Brand Advocacy 71
Summary 75
References 77
Part II Social Media Users and Messages 79
5 Social Media Uses 81
Introduction 81
Transforming Passive Audiences to Participatory Users 82
Predicting Social Media Use 85
Social Media User Profile 89
Summary 94
References 96
6 Active Within Structures 99
Introduction 99
Active Within Structures 100
The Role of Structure 105
Recognizing Constrained Active Choices 110
Summary 113
References 114
7 Social Media Messages for Engagement 117
Introduction 117
The Theory of Dialogic Communication 118
Social Media Engagement and Virtual Communities 121
The Dialogic Loop 126
Summary 130
References 132
8 Social Media for Personal Branding 134
Introduction 134
Personal Branding 135
Public/Private Identity 136
Omnichannel Personal Marketing 140
Summary 146
References 147
Part III Social Media Marketing and Business Models 151
9 The Long Tail and Social Media Business Models 153
Introduction 153
Theory of the Long Tail 154
Developing a Business Model 158
One Business Model Doesn’t Fit All 165
Summary 170
References 172
10 Social Media Marketing Strategies 175
Introduction 175
Transitioning from Traditional Marketing 176
Applied Strategic Theory 177
Branded Social Experience 184
Summary 188
References 190
11 Mobile Marketing and e- Commerce 191
Introduction 191
Mobile Digital Projections 193
Peer Influence and a Shared Social Journey 196
Generating Return Visits 199
Summary 203
References 204
12 Evaluating Social Media Marketing 206
Introduction 206
Current Social Media Marketing Measurements 207
Building on the Focus Group 211
Audience Reception Approach 213
Summary 219
References 220
Part IV Marketing for Social Good 223
13 Social Media for Social Behavior Change 225
Introduction 225
We First 226
Role of the User 230
Identification Through Social Behavior 234
Summary 238
References 240
14 Social Media and Health Campaigns 242
Introduction 242
Activation Theory of Information Exposure 244
Health Belief Model 247
Mobile Reach 251
Summary 253
References 255
15 Social Media and Civic Engagement 258
Introduction 258
Historical Shifts of Civic Engagement 260
Civic Engagement and the Individual Self 263
Technology and Political Communication 266
Summary 271
References 273
16 Communication for Development 275
Introduction 275
Exploring Communication for Development 276
Modernization, Dependency, and Participatory Approaches to Behavior Change 277
Opportunities and Challenges of Communication for Development Approaches 282
Summary 289
References 290
17 Social Media and Entertainment-Education 292
Introduction 292
Theoretical Underpinnings of Entertainment-Education 294
Entertainment-Education and Public Health 296
MARCH Model of Behavior Change 298
Summary 305
References 306
Part V Social Media for Social and Behavior Change 309
18 Social Media in a Post- convergence Era 311
Introduction 311
The Culture of Convergence 312
Remediation Theory 316
Integrating Social Media in a Post- convergence Era 317
Summary 323
References 324
19 Arguing for a General Framework for Social Media Scholarship 327
Introduction 327
The Six Paradigms of Communication Theory 328
A General Framework for Mass Media Scholarship 334
Key Intersections of Social Media Scholarship 336
Summary 339
References 340
20 The Future of Social Media 343
Introduction 343
The Future Social Media Landscape 344
Artificial Intelligence (AI) 347
Opportunities and Concerns 350
Conclusions in the Future Social Media Landscape 352
Summary 355
References 357
Index 360
