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Social Media for Strategic Communication
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Table of Contents

Foreword
About the Author
PART I. FOUNDATION FOR CREATING A STRATEGIC MINDSET
Chapter 1. Introduction to Social Media: An Art and Science
Learning Objectives
Humans of Social Media
Introduction
How Do We Define Social Media?
How Has Social Media Evolved?
Using Social Media Strategically
Bridging the Science and Practice of Social Media
Chapter Summary
Thought Questions
Exercises
References
Chapter 2. Ethical and Legal Fundamentals in Social Media
Learning Objectives
Humans of Social Media
Introduction
What Is Ethics?
Legal Fundamentals
Social Media Policies
Chapter Summary
Thought Questions
Exercises
References
Chapter 3. Personal and Professional Branding
Learning Objectives
Humans of Social Media
Introduction
What Is a Personal Brand?
Benefits and Challenges for Personal Brands
How to Establish a Personal Brand
Chapter Summary
Thought Questions
Exercises
References
Chapter 4. Industry Qualifications and Roles
Learning Objectives
Humans of Social Media
Introduction
Who Hires Social Media Professionals?
Where to Work in Social Media
Definition of Key Social Media Roles
How Much Do Social Media Professionals Get Paid?
Chapter Summary
Thought Questions
Exercises
References
Chapter 5. Research in Social Media: Monitoring, Listening, and Analysis
Learning Objectives
Humans of Social Media
Introduction
Importance of Research for Social Media and Strategic Communication
Why Do We Need Research in Social Media?
What Are the Differences Between Monitoring and Listening in Social Media?
Platform-Based Metrics, Tools and Services, and KPIs
What Is the Bridge Between Monitoring and Listening?
Tying Everything Together With Analysis
Do and Don’t in Social Media Research and Analysis
Chapter Summary
Thought Questions
Exercises
References
PART II. UNDERSTANDING SOCIAL MEDIA STRATEGY (CREATIVE AND SCIENTIFIC APPROACHES)
Chapter 6. Strategic Planning for Social Media
Learning Objectives
Humans of Social Media
Introduction
What Is a Strategic Plan?
Components of a Strategic Plan
Final Words of Wisdom and Recommendations
Chapter Summary
Thought Questions
Exercises
References
Chapter 7. Strategic Writing for Social Media
Learning Objectives
Humans of Social Media
Introduction
Content Creation Versus Content Curation
Understanding the Difference Between Tone and Voice
Best Practices for Social Media Writing
Chapter Summary
Thought Questions
Exercises
References
Chapter 8. Audience Segmentation and Analysis
Learning Objectives
Humans of Social Media
Introduction
Types of Audiences
Communities, Influencers, and Creators
Campaigns Using Audience Segmentation
Best Practices
Chapter Summary
Thought Questions
Exercises
References
Chapter 9. Creating, Managing, and Curating Content
Learning Objectives
Humans of Social Media
Introduction
Overview of Content Marketing
Types of Content Media
Tools to Create Content
Curating Content
Best Practices
Chapter Summary
Thought Questions
Exercises
References
Chapter 10. Measurement, Evaluation, Budget, and Calendar
Learning Objectives
Humans of Social Media
Introduction
Measurement and Evaluation
Budget
Further Considerations for Measurement, Evaluation, and Budget
Chapter Summary
Thought Questions
Exercises
References
PART III. APPLICATION AND FUTURE CONSIDERATIONS
Chapter 11. How Social Media Is Applied: Exploring Different Specializations, Part I
Learning Objectives
Introduction
Humans of Social Media: Social Media and Entertainment
Overview of Social Media and Entertainment
Humans of Social Media: Social Media and Crisis Communication
Overview of Social Media and Crisis Communication
Humans of Social Media: Social Media and Journalism
Overview of Social Media and Journalism
Humans of Social Media: Social Media and Sports
Overview of Social Media and Sports
Chapter Summary
Thought Questions
Exercises
References
Chapter 12. How Social Media Is Applied: Exploring Different Specializations, Part II
Learning Objectives
Introduction
Humans of Social Media: Social Media and Social Care
Overview of Social Media and Social Care
Humans of Social Media: Social Media and Nonprofits
Overview of Social Media and Nonprofits
Humans of Social Media: Social Media and Health Care
Overview of Social Media and Health Care
Humans of Social Media: Social Media and International Campaigns
Overview of Social Media and International Campaigns
Chapter Summary
Thought Questions
Exercises
References
Chapter 13. What Does the Social Media World Have That Is New?
Learning Objectives
Introduction
Current (So Far) State of Social Media
Final Words of Wisdom and Recommendations
Chapter Summary
Thought Questions
Exercises
References
Glossary
Index

About the Author

Karen Freberg (@kfreberg) is a Professor in Strategic Communications at the University of Louisville. Freberg is also the director of The Bird’s Nest, a student-run strategic communication agency at the University of Louisville. In 2019, Freberg received the honor of being named a visiting Adjunct Associate Professor in Creative Communication at the University of the Sunshine Coast.

Freberg is also a research consultant in social media and crisis communications and has worked with several organizations and agencies such as Kentucky Derby, Sun Tan City, GE Appliances, Korbel, Brown-Forman, Churchill Downs, Kentucky Derby, Facebook, Adobe, HubSpot, Chipotle, Firestorm Solutions, Hootsuite, The Breeders’ Cup, IMC Agency, DHS, CDC, and General Motors. This experience led her to be a 2015 Plank Center Fellow for General Motors (GM), where her responsibility was to work with the PR and social media teams, forming best practices and recommendations on social media measurement strategies and influencer marketing practices.

In addition, Freberg is an award-winning author and has written several books including The Roadmap in Teaching Social Media (Amazon, self-published), Digital Media Writing for Strategic Communication (TopHat with Emily Kinsky and Amber Hutchins), and Social Media for Strategic Communications: Creative Strategies and Research-Based applications (with SAGE, which was named 2020 NCA Public Relations Division’s Outstanding Textbook Award Winner). She’s published her second TopHat book with Kinsky titled Concepts in Social and Digital Communication.

Freberg has coordinated and advised various companies on the areas of social media pedagogy and certification programs, such as Cannes Lions (Co-Chair of the Cannes Lions Educator Summit), Hootsuite (Advanced Social Media Certification and #HootAmb), Meltwater (certification program and contributor), Adobe (EDUMax Thought Leader and Adobe Education Leader), Meta Blueprint (Subject Matter Expert), and HubSpot (Education Founding Member). Freberg also launched a social media educators community on FB and Twitter (now X) (@SMprofessors and #SMprofs) for professors, practitioners, and professionals in the education industry to share resources, brainstorm ideas, and collaborate on projects to bridge the gap between education and practice.

In addition to academic publications, Freberg has been interviewed for popular press publications such as The New York Times, The Drum, Newsweek, Adweek, USA Today, The Next Web, MONEY, USA Today College, and Forbes.

xxxiiBefore coming to the University of Louisville, Freberg earned a Ph.D. in communication and information at the University of Tennessee in May 2011 and a master’s degree in strategic public relations at the Annenberg School for Communication at the University of Southern California in August 2007. Freberg received her bachelor of science degree in public relations at the University of Florida in August 2005.

Freberg is also a four-time All-American, two-time SEC champion, and 2004 Olympic Trials finalist in the shot put. She loves coffee (it’s a major food group), traveling, and being with her Australian Shepherd, Mando Wade, and believes everyone needs to be on #TeamRyanReynolds as he is the only one who can call her Dr. K.

Reviews

"At last, a book that covers social media strategy in a practical, timely way that will help guide our students as they transition to the professional world."
*Gina Baleria*

"This is a detailed exploration of not only how social media practitioners carry out their duties effectively and with great care, but why they are and why they should."
*Dante Mozie*

"The title helps students move ahead from their own often limited use of social media, integrates well with our program, and connects many of the finer details of PR practice to undergrad and graduate backgrounds."
*G. De Blasio*

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