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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
Phillip G. Clampitt received his Ph.D. in organizational communication from the University of Kansas. He holds the Blair Endowed Chair of Communication and was previously the Hendrickson Professor of Business at the University of Wisconsin-Green Bay where he is a full professor. Dr. Clampitt is the chair of four units at UWGB: Information & Computing Science, Communication, Computer Science, and Information Science. Sage Publications recently published the sixth edition of his best-selling book, Communicating for Managerial Effectiveness 6e. He co-authored two books with Robert J. DeKoch (President/COO of the Boldt Company): Embracing Uncertainty: The Essence of Leadership and Transforming Leaders into Progress Makers. Phil's work on "Decision Downloading" was featured in the MIT Sloan Management Review and the Wall Street Journal. Additionally, he has published in numerous journals, including The Academy of Management Executive, Journal of Communication Management, Journal of Business Communication and Management Communication Quarterly. He has contributed chapters to numerous works including: Handbook of Communication Audits for Organisations, Communication Audits, and the International Encyclopedia of Organizational Communication. He also is on the editorial board of many professional journals. Over the past thirty years he has worked on communication and leadership issues with many organizations including Nokia, PepsiCo, Schneider National, The Boldt Company, Dental City, National University and the Menasha Corporation. Phil has been a guest speaker at the U.S. Army War College where they use his books in their Strategic Leadership class. In addition to many guest-speaking opportunities in the U.S., he has also been invited to speak internationally at places such as The University of Pisa, The University of Aberdeen, The University of Ulster, as well as to numerous multi-national businesses and professional organizations. His students have heard him ask, "So what?" so often that they started calling him "Dr. So What." Subsequently, he developed a related website (www.drsowhat.com) that highlights his passionate commitment to critical thinking and thoughtful inquiry.
"The strategic content of the book lays a quality groundwork that allows a myriad of applications." -- Dr. Bill Mills "This is the best approach I have ever seen for this course." -- Pj Forrest "Clampitt's social media text makes a valuable addition to organizational social media curriculum. The text effectively merges the academic with the professional; the conceptual with the applied; and strategy with tactics." -- Melissa D. Dodd "A much needed summary of social media concepts and platforms. The title succeeds in introducing students to critical and strategic thinking necessary to inform social media choices. It has application in public relations writing and campaign planning courses." -- Gregory G. De Blasio "This text, which is adaptable for students and professionals, will assist students with grasping the thought strategy behind social media in addition to the "nuts and bolts" of platforms used. In other words, it's two tiered: the foundation of strategy and how to execute it." -- L. Simone Byrd "I like the strategy approach because social media is often perceived to be spur-of-the-moment with little planning; the more that myth is dispelled, the better. Social media is a communication channel and needs as much thought and planning as any other communication medium. Accepting and embracing change are very important when working with the fluid and changing nature of social media." -- Peggy O'Neill-Jones, Ed.D. "This text represents a new era in instructional material for Social Media. Not only does it promote marketing in general, but it serves as a practical guide for analysis and productivity as related to current social media applications." -- Pamela Hill, MLIS "Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom - everything in the book will resonate with and be useful to PR pros already engaged in social media management." -- Ray Begovich