Strategic Social Media

Introduction 1 Reference 3 Part I Convergent Social Media 5 1 The Foundational Principles of Behavior Change 7 Introduction 7 Bridging Communication Theories and Social Media Practices 10 Linear Communication Models to Transactional Processes 10 Marketing and Behavior Change Theory 13 Summary 21 References 22 2 Information Diffusion 24 Introduction 24 Diffusing Your Message 25 Web 1.0 to Web 2.0 Technology Structure 27 Transparency, Control, and Public Relations 31 Summary 41 References 43 3 Establishing Community 45 Introduction 45 Community Development Theory 46 Behavior Change and the Power of Social Networks 51 Brand Authenticity 54 Summary 59 References 61 4 Mobilizing Your Users 63 Introduction 63 Social Media Mobilization 64 The Power of User- Generated Content 67 Offline Brand Advocacy 71 Summary 75 References 77 Part II Social Media Users and Messages 79 5 Social Media Uses 81 Introduction 81 Transforming Passive Audiences to Participatory Users 82 Predicting Social Media Use 85 Social Media User Profile 89 Summary 94 References 96 6 Active Within Structures 99 Introduction 99 Active Within Structures 100 The Role of Structure 105 Recognizing Constrained Active Choices 110 Summary 113 References 114 7 Social Media Messages for Engagement 117 Introduction 117 The Theory of Dialogic Communication 118 Social Media Engagement and Virtual Communities 121 The Dialogic Loop 126 Summary 130 References 132 8 Social Media for Personal Branding 134 Introduction 134 Personal Branding 135 Public/Private Identity 136 Omnichannel Personal Marketing 140 Summary 146 References 147 Part III Social Media Marketing and Business Models 151 9 The Long Tail and Social Media Business Models 153 Introduction 153 Theory of the Long Tail 154 Developing a Business Model 158 One Business Model Doesn’t Fit All 165 Summary 170 References 172 10 Social Media Marketing Strategies 175 Introduction 175 Transitioning from Traditional Marketing 176 Applied Strategic Theory 177 Branded Social Experience 184 Summary 188 References 190 11 Mobile Marketing and e- Commerce 191 Introduction 191 Mobile Digital Projections 193 Peer Influence and a Shared Social Journey 196 Generating Return Visits 199 Summary 203 References 204 12 Evaluating Social Media Marketing 206 Introduction 206 Current Social Media Marketing Measurements 207 Building on the Focus Group 211 Audience Reception Approach 213 Summary 219 References 220 Part IV Marketing for Social Good 223 13 Social Media for Social Behavior Change 225 Introduction 225 We First 226 Role of the User 230 Identification Through Social Behavior 234 Summary 238 References 240 14 Social Media and Health Campaigns 242 Introduction 242 Activation Theory of Information Exposure 244 Health Belief Model 247 Mobile Reach 251 Summary 253 References 255 15 Social Media and Civic Engagement 258 Introduction 258 Historical Shifts of Civic Engagement 260 Civic Engagement and the Individual Self 263 Technology and Political Communication 266 Summary 271 References 273 16 Communication for Development 275 Introduction 275 Exploring Communication for Development 276 Modernization, Dependency, and Participatory Approaches to Behavior Change 277 Opportunities and Challenges of Communication for Development Approaches 282 Summary 289 References 290 17 Social Media and Entertainment–Education 292 Introduction 292 Theoretical Underpinnings of Entertainment–Education 294 Entertainment–Education and Public Health 296 MARCH Model of Behavior Change 298 Summary 305 References 306 Part V Social Media for Social and Behavior Change 309 18 Social Media in a Post- convergence Era 311 Introduction 311 The Culture of Convergence 312 Remediation Theory 316 Integrating Social Media in a Post- convergence Era 317 Summary 323 References 324 19 Arguing for a General Framework for Social Media Scholarship 327 Introduction 327 The Six Paradigms of Communication Theory 328 A General Framework for Mass Media Scholarship 334 Key Intersections of Social Media Scholarship 336 Summary 339 References 340 20 The Future of Social Media 343 Introduction 343 The Future Social Media Landscape 344 Artificial Intelligence (AI) 347 Opportunities and Concerns 350 Conclusions in the Future Social Media Landscape 352 Summary 355 References 357 Index 360