Strategic Social Media - Paperback Book - From Marketing to Social Change - by L. Meghan Mahoney - 9781119890362 - John Wiley and Sons Ltd

Strategic Social Media: From Marketing to Social Change, Second Edition 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.

The media environment of today is more mobile, visual, and personalized than ever before. In the second edition of Strategic Social Media, 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.

Covers all key aspects of strategic social media: landscape, messages, marketing and business models, social change, and the future

Highlights opportunities to break down barriers with institutions of power, achieve greater transparency, and mobilize users through social media

Contains social media strategies readers can apply to any past, present, or future social media platform

Helps practitioners make better decisions about brand objectives and evaluate and monitor social media marketing efforts

Provides clear guidance on crafting social media messages that reach intended audiences and ignite dialogue and behavior change