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Test Bank (Downloadable Product) for Social Media for Strategic Communication Creative Strategies and Research-Based Applications By Karen Freberg, ISBN: 9781506387109, ISBN: 9781544354750

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Downloadable Instructor Test Bank for Social Media for Strategic Communication Creative Strategies and Research-Based Applications Freberg

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Test Bank for Social Media for Strategic Communication Creative Strategies and Research-Based Applications Freberg

Downloadable Instructor Test Bank for Social Media for Strategic Communication Creative Strategies and Research-Based Applications By Karen Freberg, ISBN: 9781506387109, ISBN: 9781544354750

Table Of Content

Foreword
About the Author
PART I. FOUNDATION FOR CREATING A STRATEGIC MINDSET
Chapter 1. Introduction to Social Media: An Art and Science

Learning Objectives

Humans of Social Media

Introduction

How Do We Define Social Media?

How Has Social Media Evolved?

Using Social Media Strategically

Bridging the Science and Practice of Social Media

Chapter Summary

Thought Questions

Exercises

References

Chapter 2. Ethical and Legal Fundamentals in Social Media

Learning Objectives

Humans of Social Media

Introduction

What Is Ethics?

Legal Fundamentals

Social Media Policies

Chapter Summary

Thought Questions

Exercises

References

Chapter 3. Personal and Professional Branding

Learning Objectives

Humans of Social Media

Introduction

What Is a Personal Brand?

Benefits and Challenges for Personal Brands

How to Establish a Personal Brand

Chapter Summary

Thought Questions

Exercises

References

Chapter 4. Industry Qualifications and Roles

Learning Objectives

Humans of Social Media

Introduction

Who Hires Social Media Professionals?

Where to Work in Social Media

Definition of Key Social Media Roles

How Much Do Social Media Professionals Get Paid?

Chapter Summary

Thought Questions

Exercises

References

Chapter 5. Research in Social Media: Monitoring, Listening, and Analysis

Learning Objectives

Humans of Social Media

Introduction

Importance of Research for Social Media and Strategic Communication

Why Do We Need Research in Social Media?

What Are the Differences Between Monitoring and Listening in Social Media?

Platform-Based Metrics, Tools and Services, and KPIs

What Is the Bridge Between Monitoring and Listening?

Tying Everything Together With Analysis

Do and Don’t in Social Media Research and Analysis

Chapter Summary

Thought Questions

Exercises

References

PART II. UNDERSTANDING SOCIAL MEDIA STRATEGY (CREATIVE AND SCIENTIFIC APPROACHES)
Chapter 6. Strategic Planning for Social Media

Learning Objectives

Humans of Social Media

Introduction

What Is a Strategic Plan?

Components of a Strategic Plan

Final Words of Wisdom and Recommendations

Chapter Summary

Thought Questions

Exercises

References

Chapter 7. Strategic Writing for Social Media

Learning Objectives

Humans of Social Media

Introduction

Content Creation Versus Content Curation

Understanding the Difference Between Tone and Voice

Best Practices for Social Media Writing

Chapter Summary

Thought Questions

Exercises

References

Chapter 8. Audience Segmentation and Analysis

Learning Objectives

Humans of Social Media

Introduction

Types of Audiences

Communities, Influencers, and Creators

Campaigns Using Audience Segmentation

Best Practices

Chapter Summary

Thought Questions

Exercises

References

Chapter 9. Creating, Managing, and Curating Content

Learning Objectives

Humans of Social Media

Introduction

Overview of Content Marketing

Types of Content Media

Tools to Create Content

Curating Content

Best Practices

Chapter Summary

Thought Questions

Exercises

References

Chapter 10. Measurement, Evaluation, Budget, and Calendar

Learning Objectives

Humans of Social Media

Introduction

Measurement and Evaluation

Budget

Further Considerations for Measurement, Evaluation, and Budget

Chapter Summary

Thought Questions

Exercises

References

PART III. APPLICATION AND FUTURE CONSIDERATIONS
Chapter 11. How Social Media Is Applied: Exploring Different Specializations, Part I

Learning Objectives

Introduction

Humans of Social Media: Social Media and Entertainment

Overview of Social Media and Entertainment

Humans of Social Media: Social Media and Crisis Communication

Overview of Social Media and Crisis Communication

Humans of Social Media: Social Media and Journalism

Overview of Social Media and Journalism

Humans of Social Media: Social Media and Sports

Overview of Social Media and Sports

Chapter Summary

Thought Questions

Exercises

References

Chapter 12. How Social Media Is Applied: Exploring Different Specializations, Part II

Learning Objectives

Introduction

Humans of Social Media: Social Media and Social Care

Overview of Social Media and Social Care

Humans of Social Media: Social Media and Nonprofits

Overview of Social Media and Nonprofits

Humans of Social Media: Social Media and Health Care

Overview of Social Media and Health Care

Humans of Social Media: Social Media and International Campaigns

Overview of Social Media and International Campaigns

Chapter Summary

Thought Questions

Exercises

References

Chapter 13. What Does the Social Media World Have That Is New?

Learning Objectives

Introduction

Current (So Far) State of Social Media

Final Words of Wisdom and Recommendations

Chapter Summary

Thought Questions

Exercises

References

Glossary
Index