Strategic Social Media Management : Theory and Practice

1. Introduction -- Part I. Social Media Strategy Development -- 2 Social Media Strategy Development -- 3 Let’s Start from the Beginning: Understanding Audiences -- 4. Managing Reputation, Ethics, Risk, Issues and Crises -- 5. The Foundational Components of Strategy -- 6. Stop Selling, Start Helping: Prescribing Tactics to Win Over Target Audiences -- 7. Social Media Monitoring, Measurement, Analysis and Big Data -- 8. Social Media Scheduling and Account Management Platforms -- Part II. Strategic Content Curation -- 9. Strategic Content Curation -- 10. Ethical Content Curation -- 11. The Content Curation Process -- 12. Techniques to Present Curated Content to Engage with Audiences -- Part III. Strategic Content Creation -- 13. Strategic Content Creation -- 14. Writing for Social Media -- 15. Creating Compelling Images, Graphics, Memes and Infographics -- 16. Producing Videos that Pop -- 17. Conclusion: Social Media the Only Constant Is Change.