Overview

Social Media for Strategic Communication teaches students the skills and principles needed to use social media in persuasive communication campaigns. The Third Edition features a brand-new chapter on social media and crisis communication, discussion of AI integrated in each chapter, and updated coverage of changes to platforms, trends, strategies, and emerging challenges across social media.

Full Product Details

Author:   Karen Freberg
Publisher:   Sage Publications Inc Ebooks
Imprint:   SAGE Publications Inc
Edition:   3rd Revised edition
Weight:   0.900kg
ISBN:  

9781071936733

ISBN 10:   1071936735
Pages:   480
Publication Date:   20 November 2025
Audience:   College/higher education ,  Undergraduate
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Preface About the Author Part I: Foundation For Creating A Strategic Mindset Chapter 1: Introduction to Social Media Introduction How Do We Define Social Media? How Has Social Media Evolved? Using Social Media Strategically Bridging the Science and Art of Social Media Chapter Summary Thought Questions Exercises References Chapter 2: Ethical and Legal Fundamentals in Social Media Introduction What Is Ethics? Legal Fundamentals Ethical and Legal Best Practices in Social Media Chapter Summary Thought Questions Exercises References Chapter 3: Personal and Professional Branding for Social Media Introduction What Is a Personal Brand? Benefits and Challenges for Personal Brands How to Establish a Personal Brand Chapter Summary Thought Questions Exercises References Chapter 4: Diversity, Equity, and Inclusion in Social Media Introduction Current Standing Regarding Diversity, Equity, and Inclusion What is Diversity, Equity, and Inclusion? Chapter Summary Thought Questions Exercises References Chapter 5: Industry Qualifications and Roles in Social Media Introduction Who Hires Social Media Professionals? Where to Work in Social Media Definition of Key Social Media Roles How Much Do Social Media Professionals Get Paid? Chapter Summary Thought Questions Exercises References Chapter 6: Research in Social Media Introduction Importance of Research for Social Media and Strategic Communication Why Do We Need Research in Social Media? What Are the Differences Between Monitoring and Listening in Social Media? Platform-Based Metrics, Tools and Services, and KPIs What Is the Bridge Between Monitoring and Listening? Tying Everything Together With Analysis Dos and Don’ts in Social Media Research and Analysis Chapter Summary Thought Questions Exercises References Part II: Understanding Social Media Strategy (Creative and Scientific Approaches) Chapter 7: Strategic Planning for Social Media Introduction What Is a Strategic Plan? Components of a Strategic Plan Chapter Summary Thought Questions Exercises References Chapter 8: Influencer Marketing & The Creator Economy Introduction What Is Influencer Marketing? Best Practices for Utilizing Influencers and Creators Chapter Summary Thought Questions Exercises References Chapter 9: Paid Media Introduction What Is Paid Media? Best Practices of Paid Media Chapter Summary Thought Questions Exercises References Chapter 10: Strategic Writing for Social Media Introduction Importance of Strategic Writing for Social Media Content Creation Versus Content Curation Understanding the Difference Between Tone and Voice Best Practices for Social Media Writing Chapter Summary Thought Questions Exercises References Chapter 11: Creating, Managing, and Curating Content and Understanding Audiences Introduction Overview of Audience Segmentation Types of Audiences Overview of Content Marketing Types of Content Media Tools to Create Content Curating Content Best Practices Chapter Summary Thought Questions Exercises References Chapter 12: Social Media and Crisis Communication Overview of Social Media and Crisis Communication What is a Crisis? What is a Social Media Crisis? Setting a Crisis and Social Media Strategy Social Media and Crisis Examples Best Practices Chapter Summary Thought Questions Exercises References Chapter 13: Measurement, Evaluation, Budget, and Calendar Considerations for Social Media Introduction Measurement and Evaluation Calendar Budget Further Considerations for Measurement, Evaluation, and Budget Chapter Summary Thought Questions Exercises References Part III: Application and Future Considerations Chapter 14: How Social Media is Applied Introduction Overview of Social Media and Entertainment Overview of Social Media and Sports Overview of Social Media and Social Care Overview of Social Media and Nonprofits Overview of Social Media and Health Care Overview of Social Media and Journalism Overview of Social Media and International Campaigns Chapter Summary Thought Questions Exercises References Chapter 15: What Does the Social Media World Have That Is New? Introduction Current (So Far) State of Social Media Future Trends and Directions Final Words of Wisdom and Recommendations Chapter Summary Thought Questions Exercises Glossary

Reviews

Once again, Dr. Freberg demonstrates her mastery for bringing strategic social media education to life. As a leader in the field, Dr. Freberg′s breadth of knowledge, passion, and expertise all shine in this insightful and engaging text. -- Matthew J. Kushin Dr. Freberg provides a balanced and structured approach, using real-life case studies, personal testimonials, industry expectations from those in the field, and career advice, all designed to equip students with the skills and knowledge needed to excel in a social media profession. -- Randa Zalman This textbook combines the detail of strategic planning with the nuances of social media management in a way that is easily accessible to students. It provides a pathway for students to learn the academics behind these concepts, as well as help prepare them for a career in this and related fields. -- Veronica Hefner

Author Information

Karen Freberg (@kfreberg) is a Professor in Strategic Communications at the University of Louisville. Freberg is also the director of The Bird’s Nest, a student-run strategic communication agency at the University of Louisville. In 2019, Freberg received the honor of being named a visiting Adjunct Associate Professor in Creative Communication at the University of the Sunshine Coast. Freberg is also a research consultant in social media and crisis communications and has worked with several organizations and agencies such as Kentucky Derby, Sun Tan City, GE Appliances, Korbel, Brown-Forman, Churchill Downs, Kentucky Derby, Facebook, Adobe, HubSpot, Chipotle, Firestorm Solutions, Hootsuite, The Breeders’ Cup, IMC Agency, DHS, CDC, and General Motors. This experience led her to be a 2015 Plank Center Fellow for General Motors (GM), where her responsibility was to work with the PR and social media teams, forming best practices and recommendations on social media measurement strategies and influencer marketing practices. In addition, Freberg is an award-winning author and has written several books including The Roadmap in Teaching Social Media (Amazon, self-published), Digital Media Writing for Strategic Communication (TopHat with Emily Kinsky and Amber Hutchins), and Social Media for Strategic Communications: Creative Strategies and Research-Based applications (with SAGE, which was named 2020 NCA Public Relations Division’s Outstanding Textbook Award Winner). She’s published her second TopHat book with Kinsky titled Concepts in Social and Digital Communication. Freberg has coordinated and advised various companies on the areas of social media pedagogy and certification programs, such as Cannes Lions (Co-Chair of the Cannes Lions Educator Summit), Hootsuite (Advanced Social Media Certification and #HootAmb), Meltwater (certification program and contributor), Adobe (EDUMax Thought Leader and Adobe Education Leader), Meta Blueprint (Subject Matter Expert), and HubSpot (Education Founding Member). Freberg also launched a social media educators community on FB and Twitter (now X) (@SMprofessors and #SMprofs) for professors, practitioners, and professionals in the education industry to share resources, brainstorm ideas, and collaborate on projects to bridge the gap between education and practice. In addition to academic publications, Freberg has been interviewed for popular press publications such as The New York Times, The Drum, Newsweek, Adweek, USA Today, The Next Web, MONEY, USA Today College, and Forbes. xxxiiBefore coming to the University of Louisville, Freberg earned a Ph.D. in communication and information at the University of Tennessee in May 2011 and a master’s degree in strategic public relations at the Annenberg School for Communication at the University of Southern California in August 2007. Freberg received her bachelor of science degree in public relations at the University of Florida in August 2005. Freberg is also a four-time All-American, two-time SEC champion, and 2004 Olympic Trials finalist in the shot put. She loves coffee (it’s a major food group), traveling, and being with her Australian Shepherd, Mando Wade, and believes everyone needs to be on #TeamRyanReynolds as he is the only one who can call her Dr. K.

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