Social Media Strategy

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