Abstract
This book, based on a combination of in-depth interviews with 15 industry professionals from eight countries and secondary research provides a lively introduction to the fast-paced and multi-faceted discipline of social media management, with international perspectives, AI approaches and tools to enhance the learning experience. Aside from focusing on practical application, the book takes readers through the process of strategy development and implementation, ethical and accurate content curation, and strategic content creation.
Combining theory and practice, Strategic Social Media Management guides readers on how to take a strategic approach to social media from organisational and business perspectives, and how to measure results. Richly supported by robust case studies, it integrates public relations, marketing and advertising perspectives, and examines key issues including risk, ethics, privacy, consent, copyright, and crisis management.
Reflecting the demands of contemporary practice, advice on self-care is also provided, helping to protect emerging Social Media Managers from the negativity they can experience online. By the end, readers will be able to develop a social media strategy, understand accurate and relevant content curation, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives.