Strategic Social Media : From Marketing to Social Change.

Intro -- Strategic Social Media -- Contents -- Introduction -- Reference -- Part 1 Social Media in Convergence -- 1 Understanding Social Media and Social Behavior Change -- Introduction -- Bridging Communication Theories and Social Media Practitioners -- Linear Communication Models to Modern Transactional Processes -- Marketing and Behavior Change Theory -- Case Study: Warby Parker -- Summary -- References -- 2 Information Diffusion -- Introduction -- Diffusing Your Message -- Web 1.0 to 2.0 Technology Structure -- Social media -- Mass media -- Shift to Web 2.0 -- Transparency, Control and Public Relations -- Create additional transparency -- Transparency of your product -- Planned and perceived obsolescence -- Additional elements of brand transparency -- Case Study: Shell Arctic Ready -- Summary -- References -- 3 Establishing Community -- Introduction -- Community Development Theory -- Behavior Change and the Power of Social Networks -- Brand Authenticity -- Case Study: Grey Poupon -- Summary -- References -- 4 Mobilizing Your Audience -- Introduction -- Social Media Mobilization -- The Power of User-Generated Content -- Offline Advocacy -- Case Study: Breast Cancer Meme -- Summary -- References -- Part 2 Social Media Users and Messages -- 5 Transforming Audiences into Users -- Introduction -- Transforming Passive Audiences to Empowered Users -- Uses and gratifications theory -- Social cognitive theory -- Mood management theory -- Selective exposure theory -- Predicting Social Media Use and Audience Behavior -- Social Media User Profile -- Case Study: Weixin -- Summary -- References -- 6 Active Within Structures -- Introduction -- Theory of Active Within Structures -- The Role of Structure -- Search -- User profiles -- Recommendation -- Messaging/chat -- Hyperlink -- Catalog of content -- Connection to groups/people.

Recognizing Constrained Active Choices -- Case Study: NBCs Social Olympics -- Summary -- References -- 7 Best Practices for Social Media Engagement -- Introduction -- The Theory of Dialogic Communication -- Online Engagement and Virtual Communities -- The Dialogic Loop -- Case Study: Second Life -- Summary -- References -- 8 Mobile Marketing and Location-based Applications -- Introduction -- Mobile Digital Projections -- Peer Influence and a Shared Social Journey -- Generating Return Visits -- Case Study: Renren -- Summary -- References -- Part 3 Social Media Marketing and Business Models -- 9 Reconsidering the Long Tail -- Introduction -- Power-Law Distribution -- Theory of the Long Tail -- Inbound Marketing -- Spreadability of media content -- Content blogging -- Brand collaboration -- Search engine optimization -- Questioning the long tail -- Case Study: Video on Demand -- Summary -- References -- 10 Social Media Business Models -- Introduction -- Developing a Business Model -- Value proposition -- Customer segmentation -- Competitive strategy -- Marketing strategy -- Revenue stream -- Cost structure -- Organizational development -- Developing a Business Model Action Plan -- The Return on Investment of Social Media -- One Business Model Doesnt Fit All -- Case Study: Xing -- Summary -- References -- 11 Social Media Marketing Strategies -- Introduction -- Transitioning from Traditional Marketing -- Applied Strategic Theory -- Goals -- Target audience -- Social media choice -- Resources -- Policies -- Monitoring -- Activity plan -- Branded Social Experience -- Case Study: Orkut -- Summary -- References -- 12 Evaluating Social Media Marketing -- Introduction -- Current Social Media Marketing Measurements -- Building on the Focus Group -- Audience Reception Approach -- Case Study: @WalmartLabs -- Summary -- References.

Part 4 Marketing for Social Good -- 13 Social Media and Health Campaigns -- Introduction -- Activation Theory of Information Exposure -- Health Belief Model -- Mobile Reach -- Case Study: Diabetes: A Family Matter -- Summary -- References -- 14 Social Media and Civic Engagement -- Introduction -- Historical Shifts of Civic Engagement -- Civic Engagement and the Individual Self -- Technology and Political Communication -- Case Study: Kony 2012 -- Summary -- References -- 15 Communication for Development -- Introduction -- Introduction to Communication for Development -- Modernization, Dependency and Participatory Approaches to Behavior Change -- Opportunities and Challenges of Communication for Development Approaches -- Case Study: WITNESS -- Summary -- References -- 16 Social Media and Entertainment-Education -- Introduction -- Theoretical Underpinnings of Entertainment-Education -- Entertainment-Education and Public Health -- MARCH Model of Behavior Change -- Case Study: Makgabaneng -- Summary -- References -- Part 5 Social Media for Social and Behavior Change -- 17 Integrating Old with New -- Introduction -- The Culture of Convergence -- Convergence culture -- Remediation Theory -- Integrating Social Media in a Post-Convergence Era -- Case Study: ABCs Rising Star -- Summary -- References -- 18 Social Media for Social Behavior Change -- Introduction -- We First -- Role of the User -- Identification through Social Behavior -- Case Study: Global Reporting Initiative -- Summary -- References -- 19 Arguing for a General Framework for Social Media Scholarship -- Introduction -- The Six Paradigms of Communication Theory -- Social psychological theories -- Psychological models -- Drama theories -- Audience-centered theories -- Contextual theories -- Hybrid theories -- A General Framework for Mass Media Scholarship.

Key Intersections of Social Media Scholarship -- Case Study: CIRCLE -- Summary -- References -- 20 The Future of Social Media -- Introduction -- The Future Social Media Landscape -- Mobile marketing -- Stand-alone applications -- Wearables -- Visual social media -- Web 3.0: Asynchronous Mass Delivery -- Conclusions and Recommendations -- The tipping point of push -- Privacy concerns -- Case Study: Looking Ahead at Facebook -- Summary -- References -- Index -- EULA.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.