By L. Meghan Mahoney, Tang Tang
Strategic Social Media is the 1st textbook to move past the selling plans and how-to courses, and supply an outline of the theories, motion plans, and case reports helpful for instructing scholars and readers approximately using social media to satisfy advertising goals.
- Explores the easiest advertising and marketing practices for achieving company ambitions, whereas additionally offering ideas that students/readers can practice to any prior, current or destiny social media platform
- Provides entire remedy of social media in 5 particular sections: panorama, messages, advertising and marketing and company types, social switch, and the future
- Emphasizes social accountability and ethics, and the way this pertains to capitalizing on marketplace share
- Highlights advertising suggestions grounded in learn that explains how practitioners can impact viewers behaviour
- Each bankruptcy introduces conception, perform, motion plans, and case experiences to coach scholars the facility and optimistic probabilities that social media hold
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Extra info for Strategic social media : from marketing to social change
Mangold and Faulds (2009) explain how the first purpose of Internet communication is consistent with traditional mass media tools – to communicate to a large audience. In the early 1990s, most online content resembled traditional published mass media material, where users accessed content created by a relatively small number of publishers who had control over the content. A decade later, in the early 2000s, as participatory technology became more readily available, users began interacting with the content, rather than just consuming the content.
New York: Harper & Bros. Levine, P. (2007) The Future of Democracy: Developing the Next Generation of American Citizens. Lebanon, NH: University Press of New England. Mangold, W. & Faulds, D. (2009) Social media: the new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. Manoff Group (2012) Defining social and behavior change communication (SBCC) and other essential health communication terms. pdf (accessed June 8, 2016). Oblinger, D. & Oblinger, J. (2005) Is it age or IT: first steps toward understanding the net generation.
However, we know from Chapter 1 that audiences are participatory in the information-exchange process. Diffusion of innovations theory demonstrates how unlikely it is for individuals to complete all five stages of the adoption process. They could fall off of the process at any point. Only a small percentage of your audiences will actually reach the adoption phase. Therefore, social media practitioners must learn as much as they can about their audiences to ensure whether audiences actually desire the information that they are hoping to disseminate.