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  • Textbook
  • © 2021

Strategic Social Media Management

Theory and Practice

Palgrave Macmillan

Authors:

  1. Karen E. Sutherland

    1. University of the Sunshine Coast, Sippy Downs, Australia

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  • Includes innovative tools such as social media strategy templates, content calendars, video shooting schedules and video edit scripts

  • Places a strong emphasis on building students' employability skills

  • Provides advice on self-care to help students and practitioners with their social media health and well being

  • Takes a 'learning by doing' approach underpinned by strong theory to help students develop strong critical thinking skills

  • Includes International coverage, with many compelling cases and examples from around the world

Sections

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  • ISBN: 978-981-15-4658-7
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Table of contents (17 chapters)

  1. Front Matter

    Pages I-XVI
    PDF

  2. Introduction

    • Karen E. Sutherland
    Pages 1-4

  3. Social Media Strategy Development

    1. Front Matter

      Pages 5-5
      PDF

    2. Social Media Strategy Development

      • Karen E. Sutherland
      Pages 7-10

    5. The Foundational Components of Strategy

      • Karen E. Sutherland
      Pages 75-101

  4. Strategic Content Curation

    1. Front Matter

      Pages 199-199
      PDF

    2. Strategic Content Curation

      • Karen E. Sutherland
      Pages 201-203

    3. Ethical Content Curation

      • Karen E. Sutherland
      Pages 205-230

    4. The Content Curation Process

      • Karen E. Sutherland
      Pages 231-254

  5. Strategic Content Creation

    1. Front Matter

      Pages 281-281
      PDF

    2. Strategic Content Creation

      • Karen E. Sutherland
      Pages 283-285

    3. Writing for Social Media

      • Karen E. Sutherland
      Pages 287-324

    5. Producing Videos that Pop

      • Karen E. Sutherland
      Pages 359-390
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About this book

This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Aside from focusing on practical application of marketing strategy, the textbook also takes students through the process of strategy development, ethical and accurate content curation, and strategy implementation, through detailed explanations of content creation.

Combining theory and practice, Strategic Social Media Management teaches students how to take a strategic approach to social media from an organisational and business perspective, and how to measure results. Richly supported by robust and engaging pedagogy and cases in each chapter, it integrates perspectives from public relations, marketing and advertising, and examines key topics such as risk, ethics, privacy, consent, copyright issues, and crises management. It also provides dedicated coverage of content strategy and campaign planning and execution.

Reflecting the demands of contemporary practice, advice on self-care for social media management is also offered, helping to protect people in this emerging profession from the negativity that they can experience online when managing an organisation’s social media presence. After reading this textbook, students will be able to develop a social media strategy, curate accurate and relevant content, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives.

This is an ideal textbook for students studying social media strategy, marketing and management at undergraduate level. It will also be essential reading for marketing, public relations, advertising and communications professionals looking to hone their social media skills and strategies.

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Keywords

  • Social Media Management
  • Organisations and Social Media Management
  • Businesses and Social Media Management
  • Pedagogy and Social Media Management
  • Public Relations and Social Media Management
  • Marketing and Social Media Management
  • Advertising and Social Media Management
  • Risks and Social Media Management
  • Ethics and Social Media Management
  • Privacy and Social Media Management
  • Copyright and Social Media Management
  • Consent and Social Media Management
  • Crises Management and Social Media
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Authors and Affiliations

  • University of the Sunshine Coast, Sippy Downs, Australia

    Karen E. Sutherland

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About the author

Karen Sutherland is a Senior Lecturer in Public Relations at the University of the Sunshine Coast in Australia. She is the Program Coordinator of the Bachelor of Communication (Social Media) and holds curriculum development responsibility for the Social Media Minor, Social Media Major, and degree program. Dr Sutherland is also a Co-Founder of digital marketing agency, Dharana Digital and brings a strong blend of teaching, research and industry experience to the table.
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Bibliographic Information

  • Book Title: Strategic Social Media Management

  • Book Subtitle: Theory and Practice

  • Authors: Karen E. Sutherland

  • DOI: https://doi.org/10.1007/978-981-15-4658-7

  • Publisher: Palgrave Macmillan Singapore

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2021

  • Softcover ISBN: 978-981-15-4657-0Published: 22 December 2020

  • eBook ISBN: 978-981-15-4658-7Published: 21 December 2020

  • Edition Number: 1

  • Number of Pages: XVI, 424

  • Number of Illustrations: 5 b/w illustrations, 157 illustrations in colour

  • Topics: Marketing, Management, Social Media

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Access via your institution
eBook USD 39.99
Price excludes VAT (USA)
  • ISBN: 978-981-15-4658-7
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 54.99
Price excludes VAT (USA)
Learn about institutional subscriptions