Overview

Social media technologies are not only changing the way we communicate, but also disrupting the business world. Social Media Management: Persuasion in Networked Culture equips readers with a coherent framework and the tools to answer the question: Now what? Based on the author's extensive experience as a social media practitioner, researcher, and educator, this book reveals the formula for social media success today and in the future.FEATURES* Clear and relevant framework: Offers a clear model for developing strategies to maximize the business value of social media* Accessibility: Written is an accessible style, highlighted by numerous visual examples of social media in practice* Comprehensive: Addresses key topics in this evolving field, from targeting social audiences and developing a company's social brand strategy to managing crisis with social media and measuring social media results* Practical: A final chapter, ""Defining Your Personal Brand in Social Media,"" gives students and practitioners clear guidance on how to manage their own social media presence to best match their personal and professional brands* Diverse Examples and Cases: Incorporates numerous examples--from the chapter-opening vignettes, detailed in-chapter case studies, and shorter social snippets from a variety of people, industries, organizations, and disciplines--that highlight social media successes and challenges* ""Your Turn"" exercises: Includes ""Your Turn"" exercises at the end of each chapter that challenge students to apply what they've learned to a variety of business situations

Full Product Details

9780190296339

Table of Contents

Reviews

<em>Social Media Management</em> simplifies the often-mysterious world of social media strategy with an approachable style that challenges and enlightens students of all professional backgrounds. --Eric Brey, <em>University of Wisconsin-Stout</em> This is one of the most effective, foundational textbooks available for students looking to master their abilities to create strategic social media plans at an organizational level. --Kirsten Whitten, <em>Regis College, Curry College, </em> and <em>Stonehill College</em> A great overview of strategic social media that ties together the importance of social media being couched in business and marketing strategy and practical, relevant examples and case studies that engage students. --Mary C. Martin, <em>Fort Hays State University</em> In the 'old days' of analog marketing, most faculty consumed newspapers, magazines, and TV, so it was very easy to understand advertising and/or marketing communications. Today, many faculty are aware of digital marketing, but have a very limited use of the varied platforms available. This book offers both enough technical detail and examples on the various platforms for even the digitally naive faculty member to leads a class, along with a good strategic overview that seems to be lacking from so many treatments of social media marketing. --Eric J. Karson, <em>Villanova University</em> Informative and also effective! I would strongly suggest that my colleagues adopt this book because it's current, relevant, and learner-centered and will add value from a social media marketing perspective for a long time to come. --Mohammed Nadeem, <em>National University</em> and the <em>University of San</em> <em>Francisco</em>

Social Media Management simplifies the often-mysterious world of social media strategy with an approachable style that challenges and enlightens students of all professional backgrounds. --Eric Brey, University of Wisconsin-Stout This is one of the most effective, foundational textbooks available for students looking to master their abilities to create strategic social media plans at an organizational level. --Kirsten Whitten, Regis College, Curry College, and Stonehill College A great overview of strategic social media that ties together the importance of social media being couched in business and marketing strategy and practical, relevant examples and case studies that engage students. --Mary C. Martin, Fort Hays State University In the 'old days' of analog marketing, most faculty consumed newspapers, magazines, and TV, so it was very easy to understand advertising and/or marketing communications. Today, many faculty are aware of digital marketing, but have a very limited use of the varied platforms available. This book offers both enough technical detail and examples on the various platforms for even the digitally naive faculty member to leads a class, along with a good strategic overview that seems to be lacking from so many treatments of social media marketing. --Eric J. Karson, Villanova University Informative and also effective! I would strongly suggest that my colleagues adopt this book because it's current, relevant, and learner-centered and will add value from a social media marketing perspective for a long time to come. --Mohammed Nadeem, National University and the University of San Francisco

Author Information

Ben Shields is the former Director of Social Media Marketing at ESPN, where he worked in the social space from 2009-2014. He is currently a Lecturer in Managerial Communication at the MIT Sloan School of Management, where he teaches Communication for Leaders and Advanced Leadership Communication.

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