Strategic Social Media

Learn the theory and practice of social media strategies that inspire behavior change in any digital landscape In Strategic Social Media: From Marketing to Social Change, authors L. Meghan Mahoney and Tang Tang combine best social media marketing practices with the application of traditional communication, behavior change, and marketing theories. The first textbook of its kind, this comprehensive resource teaches readers how to craft social media messages that reach intended audiences, ignite dialogue, and promote behavior change. Reader-friendly chapters cover key areas of strategic social media: landscape, messaging, marketing and business models, social change, and the future. The authors offer powerful strategies for using social media to break down barriers with institutions of power, achieve greater transparency, mobilize users, and much more. This fully revised edition incorporates 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. Strategic Social Media: From Marketing to Social Change, Second Edition, 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.