{"product_id":"strategic-social-media-from-marketing-to-social-change-paperback-softback-9781119890362","title":"Strategic Social Media; From Marketing to Social Change (Paperback \/ softback) 9781119890362","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eStrategic Social Media\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eFrom Marketing to Social Change\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eL. Meghan Mahoney (Author), Tang Tang (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781119890362, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 20 March 2024\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e384 pages\u003cbr\u003e22.9 x 18.5 x 2.3 cm, 0.522 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eLearn to utilize social media strategies that inspire behavior change in any landscape\u003c\/b\u003e \u003c\/p\u003e\n\u003cp\u003e\u003ci\u003eStrategic Social Media: From Marketing to Social Change, Second Edition\u003c\/i\u003e 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. \u003c\/p\u003e\n\u003cp\u003eThe media environment of today is more mobile, visual, and personalized than ever before. In the second edition of \u003ci\u003eStrategic Social Media,\u003c\/i\u003e 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. \u003c\/p\u003e\n\u003cul\u003e \u003cli\u003eCovers all key aspects of strategic social media: landscape, messages, marketing and business models, social change, and the future\u003c\/li\u003e \u003cli\u003eHighlights opportunities to break down barriers with institutions of power, achieve greater transparency, and mobilize users through social media\u003c\/li\u003e \u003cli\u003eContains social media strategies readers can apply to any past, present, or future social media platform\u003c\/li\u003e \u003cli\u003eHelps practitioners make better decisions about brand objectives and evaluate and monitor social media marketing efforts\u003c\/li\u003e \u003cli\u003eProvides clear guidance on crafting social media messages that reach intended audiences and ignite dialogue and behavior change\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eOffering comprehensive coverage of both the theory and practice of facilitating behavior change in social media audiences, \u003ci\u003eStrategic Social Media: From Marketing to Social Change, Second Edition,\u003c\/i\u003e 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.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eReference 3\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Convergent Social Media 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 The Foundational Principles of Behavior Change 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 7\u003c\/p\u003e \u003cp\u003eBridging Communication Theories and Social Media Practices 10\u003c\/p\u003e \u003cp\u003eLinear Communication Models to Transactional Processes 10\u003c\/p\u003e \u003cp\u003eMarketing and Behavior Change Theory 13\u003c\/p\u003e \u003cp\u003eSummary 21\u003c\/p\u003e \u003cp\u003eReferences 22\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Information Diffusion 24\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 24\u003c\/p\u003e \u003cp\u003eDiffusing Your Message 25\u003c\/p\u003e \u003cp\u003eWeb 1.0 to Web 2.0 Technology Structure 27\u003c\/p\u003e \u003cp\u003eTransparency, Control, and Public Relations 31\u003c\/p\u003e \u003cp\u003eSummary 41\u003c\/p\u003e \u003cp\u003eReferences 43\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Establishing Community 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 45\u003c\/p\u003e \u003cp\u003eCommunity Development Theory 46\u003c\/p\u003e \u003cp\u003eBehavior Change and the Power of Social Networks 51\u003c\/p\u003e \u003cp\u003eBrand Authenticity 54\u003c\/p\u003e \u003cp\u003eSummary 59\u003c\/p\u003e \u003cp\u003eReferences 61\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Mobilizing Your Users 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 63\u003c\/p\u003e \u003cp\u003eSocial Media Mobilization 64\u003c\/p\u003e \u003cp\u003eThe Power of User- Generated Content 67\u003c\/p\u003e \u003cp\u003eOffline Brand Advocacy 71\u003c\/p\u003e \u003cp\u003eSummary 75\u003c\/p\u003e \u003cp\u003eReferences 77\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Social Media Users and Messages 79\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Social Media Uses 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 81\u003c\/p\u003e \u003cp\u003eTransforming Passive Audiences to Participatory Users 82\u003c\/p\u003e \u003cp\u003ePredicting Social Media Use 85\u003c\/p\u003e \u003cp\u003eSocial Media User Profile 89\u003c\/p\u003e \u003cp\u003eSummary 94\u003c\/p\u003e \u003cp\u003eReferences 96\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Active Within Structures 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 99\u003c\/p\u003e \u003cp\u003eActive Within Structures 100\u003c\/p\u003e \u003cp\u003eThe Role of Structure 105\u003c\/p\u003e \u003cp\u003eRecognizing Constrained Active Choices 110\u003c\/p\u003e \u003cp\u003eSummary 113\u003c\/p\u003e \u003cp\u003eReferences 114\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Social Media Messages for Engagement 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 117\u003c\/p\u003e \u003cp\u003eThe Theory of Dialogic Communication 118\u003c\/p\u003e \u003cp\u003eSocial Media Engagement and Virtual Communities 121\u003c\/p\u003e \u003cp\u003eThe Dialogic Loop 126\u003c\/p\u003e \u003cp\u003eSummary 130\u003c\/p\u003e \u003cp\u003eReferences 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Social Media for Personal Branding 134\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 134\u003c\/p\u003e \u003cp\u003ePersonal Branding 135\u003c\/p\u003e \u003cp\u003ePublic\/Private Identity 136\u003c\/p\u003e \u003cp\u003eOmnichannel Personal Marketing 140\u003c\/p\u003e \u003cp\u003eSummary 146\u003c\/p\u003e \u003cp\u003eReferences 147\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Social Media Marketing and Business Models 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 The Long Tail and Social Media Business Models 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 153\u003c\/p\u003e \u003cp\u003eTheory of the Long Tail 154\u003c\/p\u003e \u003cp\u003eDeveloping a Business Model 158\u003c\/p\u003e \u003cp\u003eOne Business Model Doesn’t Fit All 165\u003c\/p\u003e \u003cp\u003eSummary 170\u003c\/p\u003e \u003cp\u003eReferences 172\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Social Media Marketing Strategies 175\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 175\u003c\/p\u003e \u003cp\u003eTransitioning from Traditional Marketing 176\u003c\/p\u003e \u003cp\u003eApplied Strategic Theory 177\u003c\/p\u003e \u003cp\u003eBranded Social Experience 184\u003c\/p\u003e \u003cp\u003eSummary 188\u003c\/p\u003e \u003cp\u003eReferences 190\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Mobile Marketing and e- Commerce 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 191\u003c\/p\u003e \u003cp\u003eMobile Digital Projections 193\u003c\/p\u003e \u003cp\u003ePeer Influence and a Shared Social Journey 196\u003c\/p\u003e \u003cp\u003eGenerating Return Visits 199\u003c\/p\u003e \u003cp\u003eSummary 203\u003c\/p\u003e \u003cp\u003eReferences 204\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Evaluating Social Media Marketing 206\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 206\u003c\/p\u003e \u003cp\u003eCurrent Social Media Marketing Measurements 207\u003c\/p\u003e \u003cp\u003eBuilding on the Focus Group 211\u003c\/p\u003e \u003cp\u003eAudience Reception Approach 213\u003c\/p\u003e \u003cp\u003eSummary 219\u003c\/p\u003e \u003cp\u003eReferences 220\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Marketing for Social Good 223\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Social Media for Social Behavior Change 225\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 225\u003c\/p\u003e \u003cp\u003eWe First 226\u003c\/p\u003e \u003cp\u003eRole of the User 230\u003c\/p\u003e \u003cp\u003eIdentification Through Social Behavior 234\u003c\/p\u003e \u003cp\u003eSummary 238\u003c\/p\u003e \u003cp\u003eReferences 240\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Social Media and Health Campaigns 242\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 242\u003c\/p\u003e \u003cp\u003eActivation Theory of Information Exposure 244\u003c\/p\u003e \u003cp\u003eHealth Belief Model 247\u003c\/p\u003e \u003cp\u003eMobile Reach 251\u003c\/p\u003e \u003cp\u003eSummary 253\u003c\/p\u003e \u003cp\u003eReferences 255\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Social Media and Civic Engagement 258\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 258\u003c\/p\u003e \u003cp\u003eHistorical Shifts of Civic Engagement 260\u003c\/p\u003e \u003cp\u003eCivic Engagement and the Individual Self 263\u003c\/p\u003e \u003cp\u003eTechnology and Political Communication 266\u003c\/p\u003e \u003cp\u003eSummary 271\u003c\/p\u003e \u003cp\u003eReferences 273\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Communication for Development 275\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 275\u003c\/p\u003e \u003cp\u003eExploring Communication for Development 276\u003c\/p\u003e \u003cp\u003eModernization, Dependency, and Participatory Approaches to Behavior Change 277\u003c\/p\u003e \u003cp\u003eOpportunities and Challenges of Communication for Development Approaches 282\u003c\/p\u003e \u003cp\u003eSummary 289\u003c\/p\u003e \u003cp\u003eReferences 290\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Social Media and Entertainment–Education 292\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 292\u003c\/p\u003e \u003cp\u003eTheoretical Underpinnings of Entertainment–Education 294\u003c\/p\u003e \u003cp\u003eEntertainment–Education and Public Health 296\u003c\/p\u003e \u003cp\u003eMARCH Model of Behavior Change 298\u003c\/p\u003e \u003cp\u003eSummary 305\u003c\/p\u003e \u003cp\u003eReferences 306\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V Social Media for Social and Behavior Change 309\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 Social Media in a Post- convergence Era 311\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 311\u003c\/p\u003e \u003cp\u003eThe Culture of Convergence 312\u003c\/p\u003e \u003cp\u003eRemediation Theory 316\u003c\/p\u003e \u003cp\u003eIntegrating Social Media in a Post- convergence Era 317\u003c\/p\u003e \u003cp\u003eSummary 323\u003c\/p\u003e \u003cp\u003eReferences 324\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 Arguing for a General Framework for Social Media Scholarship 327\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 327\u003c\/p\u003e \u003cp\u003eThe Six Paradigms of Communication Theory 328\u003c\/p\u003e \u003cp\u003eA General Framework for Mass Media Scholarship 334\u003c\/p\u003e \u003cp\u003eKey Intersections of Social Media Scholarship 336\u003c\/p\u003e \u003cp\u003eSummary 339\u003c\/p\u003e \u003cp\u003eReferences 340\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 The Future of Social Media 343\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 343\u003c\/p\u003e \u003cp\u003eThe Future Social Media Landscape 344\u003c\/p\u003e \u003cp\u003eArtificial Intelligence (AI) 347\u003c\/p\u003e \u003cp\u003eOpportunities and Concerns 350\u003c\/p\u003e \u003cp\u003eConclusions in the Future Social Media Landscape 352\u003c\/p\u003e \u003cp\u003eSummary 355\u003c\/p\u003e \u003cp\u003eReferences 357\u003c\/p\u003e \u003cp\u003eIndex 360\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Sociology \u0026amp; anthropology [\u003ca title=\"See our other books on Sociology \u0026amp; anthropology\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Sociology%20\u0026amp;%20anthropology%20%5BJH%5D%22\"\u003eJH\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley-Blackwell","offers":[{"title":"Brand New","offer_id":52472080924952,"sku":"9781119890362","price":33.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781119890362.jpg?v=1785716455","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/strategic-social-media-from-marketing-to-social-change-paperback-softback-9781119890362","provider":"Freshly Printed Books","version":"1.0","type":"link"}