Social Media Strategy (eBook)

LIST OF TABLES AND FIGURES
PREFACE
ACKNOWLEDGMENTS
PART I: UNDERSTANDING THE FUNDAMENTALS OF SOCIAL MEDIA
1. WHO NEEDS A SOCIAL MEDIA STRATEGY?
Defining Social Media
Who Can Benefit From a Social Media Strategy?
So What?
Conclusion
Key Terms
Deep Dives
Notes
2. WHAT IS A SOCIAL MEDIA STRATEGY?
The Essence of a Superior Social Media Strategy
Conclusion
Key Terms
Deep Dives
Notes
3. WHAT ARE THE BENEFITS OF A SOCIAL MEDIA STRATEGY?
The Benefits of Strategy
Conclusion
Key Terms
Deep Dives
Notes
4. THE SOCIAL MEDIA COSMOS
Functional Perspective
Dynamics Perspective
Experiential Perspective
Conclusion
Key Terms
Deep Dives
Notes
PART II: CRAFTING YOUR STRATEGY
5. UNDERSTANDING THE COMPETITIVE ENVIRONMENT
Stage 1: Facts—Collect Relevant Facts
Stage 2: Anchors—Isolate the Essential Analytical Anchors Implied by the Facts
Stage 3: Judgments—Make Judgments Based on the Analytical Anchors
Stage 4: Validation—Validate Your Judgments
Conclusion
Key Terms
Deep Dives
Notes
6. COORDINATES
Characteristics of Superior Coordinates
Principles for Formulating Coordinates
A Discussion Protocol for Crafting Coordinates
Conclusion
Key Terms
Deep Dives
Notes
7. CHANNELS
Channel Dynamics
Principles for Selecting Channels
Strategic Channel Selection
Conclusion
Key Terms
Deep Dives
Notes
8. CONTENT
What Are My Content Options?
Who Generates the Content?
How Do I Select the Right Content?
Conclusion
Key Terms
Deep Dives
Notes
9. CONNECTIONS
Understanding Connectivity
Connection Principles
Connections Matrix
Crafting Network Strategy
Conclusion
Key Terms
Deep Dives
Notes
10. CORRECTIONS
Sources of Errors
Organizational Structures, Procedures, and Protocols
Corrections Matrix
So What?
Conclusion
Key Terms
Deep Dives
Notes
11. SYNCING THE STRATEGY DOTS AND CRAFTING ACTION PLANS
Test 1: The Coordinates Test
Test 2: The Synergy Test
Test 3: The Translation Test
Test-Taking Advice
Conclusion
Key Terms
Deep Dives
Notes
PART III: ASSESSING RESULTS
12. DEVELOPING THE ASSESSMENT PROTOCOL
How We Fool Ourselves
Purpose of Assessments
Developing a Social Media Assessment Tool
So What?
Conclusion
Key Terms
Deep Dives
Notes
13. MEASURING SOCIAL MEDIA EFFECTIVENESS
Step 1: Master Metric Language
Step 2: Dive Deeper Into the Measures and Analytics
Step 3: Avoid the Metric Minefield
Step 4: Match Metrics With Your Assessment Plan for the 5 Cs
Conclusion
Key Terms
Deep Dives
Notes
14. CRAFTING THE SOCIAL MEDIA ASSESSMENT REPORT
Key Principles
Main Sections of the Assessment Report
Conclusion
Key Terms
Deep Dives
PART IV: CONCLUSION
15. THE MINDSET OF A STRATEGIST, THE SENSIBILITIES OF A PROFESSIONAL, AND THE ZEAL OF AN ENTHUSIAST
Strategic Mindset
Professional Sensibilities
Enthusiasts’ Zeal
Conclusion
Key Terms
Deep Dives
Notes
APPENDIX 1. SOCIAL MEDIA PLATFORM FACT SHEETS
APPENDIX 2. DEALING WITH ANGER ONLINE: STRATEGIES FOR SOCIAL MEDIA MANAGERS
APPENDIX 3. CASE STUDIES
GLOSSARY
INDEX
ABOUT THE AUTHORS
ABOUT THE CONTRIBUTORS