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ImplementingaMonitoringandListeningPlan
Platform-BasedMetrics,ToolsandServices,andKPIs
WhatIstheBridgeBetweenMonitoringandListening?
TyingEverythingTogetherWithAnalysis
DosandDon’tsinSocialMediaResearchandAnalysis
ChapterSummary
ThoughtQuestions
Exercises
References
•PartIIUnderstandingSocialMediaStrategy(CreativeandScientificApproaches)
•Chapter6StrategicPlanningforSocialMedia
LearningObjectives
HumansofSocialMedia
Introduction
WhatIsaStrategicPlan?
ComponentsofaStrategicPlan
BackgroundInformation
BrandVoice
VisionandMission
EnvironmentalScanAnalysis
ClientorCompanyinFocus
SocialMediaCommunicationAudit
SituationalAnalysis
SWOT
Goals
Objectives
KeyAudienceMembers
StrategiesandTactics
Evaluation
Budget
Calendar
FinalWordsofWisdomandRecommendations
ChapterSummary
ThoughtQuestions
Exercises
References
Chapter7:StrategicWritingforSocialMedia
LearningObjectives
HumansofSocialMedia
Introduction
ContentCreationVersusContentCuration
UnderstandingtheDifferenceBetweenToneandVoice
HowDoYouFindYourBrandVoiceinYourWritingStyle?
TypesofWritingStylesforSocialMedia
CommonWritingMistakesonSocialMedia
BestPracticesforSocialMediaWriting
ChapterSummary
ThoughtQuestions
Exercises
References
•Chapter8AudienceSegmentationandAnalysis
LearningObjectives
HumansofSocialMedia
Introduction
WhatIsAudienceSegmentation?
TypesofAudiences
Communities,Influencers,andCreators
WhatIsanInfluencer?
EngagingWithInfluencers
IdentifyingFalseInfluencers
Creators
Ambassadors
TrollsorHaters
CampaignsUsingAudienceSegmentation
BestPractices
ChapterSummary
ThoughtQuestions
Exercises
References
•Chapter9Creating,Managing,andCuratingContent
LearningObjectives
HumansofSocialMedia
Introduction
OverviewofContentMarketing
DefinitionofContentMarketing
AlignmentofContent
TypesofContentMedia
ToolstoCreateContent
CuratingContent
BestPractices
ChapterSummary
ThoughtQuestions
Exercises
References
•Chapter10Measurement,Evaluation,Budget,andCalendar LearningObjectives
HumansofSocialMedia
Introduction
MeasurementandEvaluation
ImportanceofMeasurementandEvaluationinSocialMedia
ImportanceofHavingaMeasurementStrategy Outcomes
Budget
AreastoInvestinYourBudget
MetricstoConsiderforBudgetsonSocialMedia
FurtherConsiderationsforMeasurement,Evaluation,andBudget
ChapterSummary
ThoughtQuestions
Exercises
References
•PartIIIApplicationandFutureConsiderations
•Chapter11HowSocialMediaIsApplied:ExploringDifferentSpecializations,PartI LearningObjectives
Introduction
HowSocialMediaIsApplied
HumansofSocialMedia:SocialMediaandEntertainment
OverviewofSocialMediaandEntertainment
HumansofSocialMedia:SocialMediaandCrisisCommunication
OverviewofSocialMediaandCrisisCommunication
HumansofSocialMedia:SocialMediaandJournalism
OverviewofSocialMediaandJournalism
CasesInvolvingSocialMediaandJournalism
BestPracticesandRecommendations
HumansofSocialMedia:SocialMediaandSports
OverviewofSocialMediaandSports
ChapterSummary
ThoughtQuestions
Exercises
References
•Chapter12HowSocialMediaIsApplied:ExploringDifferentSpecializations,PartII
LearningObjectives
Introduction
HumansofSocialMedia:SocialMediaandSocialCare
OverviewofSocialMediaandSocialCare
BestPracticesforSocialCare
HumansofSocialMedia:SocialMediaandNonprofits
OverviewofSocialMediaandNonprofits
BestPracticesforNonprofits
HumansofSocialMedia:SocialMediaandHealthCare
OverviewofSocialMediaandHealthCare
BestPracticesforHealthCareProfessionals
HumansofSocialMedia:SocialMediaandInternationalCampaigns
OverviewofSocialMediaandInternationalCampaigns
BestPracticesforInternationalCampaigns
ChapterSummary
ThoughtQuestions
Exercises
References
•Chapter13WhatDoestheSocialMediaWorldHaveThatIsNew?
LearningObjectives
Introduction
Current(SoFar)StateofSocialMedia
FutureTrendsandDirections
StudentstoStudents:AdviceFromtheSocialMediaClassroomSeat
FinalWordsofWisdomandRecommendations
ChapterSummary
ThoughtQuestions
Exercises
References
Glossary
Index
Foreword
Wehavehearditallinthesocialmediaspaceovertheyears:
Socialmediajobsarejustaphase Theywillnotbearoundforever There’smathinsocialmedia?Ididnotsignupforthat!
Analyticsaretoointimidatingtome!
Allyoudoeverydayistweet,snap,andpostonInsta,right?
Youdonotneedabooktolearnaboutsocialmedia.Onceit’spublished,it’sirrelevant.
Let’sclarifythesestereotypesonceandforall.Yes,wehaveallheardthesepointsinandoutoftheclassroom. However,Iamheretotellyoutheyarenottrue Youcanhavealong-standingcareerinsocialmedia Wedo morethanjustpostupdates thatisthesurface-levelviewofsocialmedia Alothastohappenbelowthe surfacetobringtheseupdatestolight.Analyticsareyourfriends theyhelptoidentifytrendsandpotential issuesthatcouldsavetimeandmoney,andcanbeusedtojustifytheworkandproposedstrategiesinmoving forward Internsaregreattohaveonboardtogiveinsightsonsocialmedia,butitisalsoimportanttolistento andintegratedifferentperspectives.Justbecausesomeoneisyoung,itdoesnotmeanheorsheisanexpertin theuseofstrategicsocialmediaplatforms However,mostinternscomingintotheworkplacearegettingthe training,experience,andeducationtobestrategicinsocialmedia,whichisveryexciting Plus,internsare comingintotheworkplacewithmoreexperienceinclassesandinternships,andwithmoreofan entrepreneurialdrivetotheirwork,thaneverbefore Lastbutnotleast,bookscanprovideamoresustainable viewofsocialmediathatcanbuildonastrategicmindsetforhowtoapproachsocialmedia
Youmaybeasking,“Isthereabookthatdoesthis?”Theanswerisyes.Thisone.
TheoverallgoalofSocialMediaforStrategicCommunicationistohelprisingandestablishedprofessionalsin thefieldtocreateastrategicmindsetforsocialmediaactivities,tools,audiences,conversations,and relationships Socialmediaisthehubofcommunication,integratingvariousdisciplinesandcommunitiesto formulatenewknowledge,connections,andexperiencesvirtually.Socialmediahasbecomearisingareaof focusforpublicrelations,brandmanagement,marketing,journalism,communication,computerscience,and psychology,amongotherdisciplines
Again,onecommonquestionseemstoariseinmostsocialmediaclasses:Touseabookonsocialmediaornot touseabookonsocialmedia that’salwaysthequestion Withafieldthatchangeseveryday,therearemany difficultiesinkeepingupwiththetrends Onceabookispublished,itgoesoutofdate,right?Thisonly happensifthebookisfocusedonplatformfeaturesthatarequicklymadeobsoleteoroncasestudieslike commondigitalfolklore(eg,Oreo’stweetfromthe2013SuperBowlduringtheblackout) Theprofessionof socialmediaisaliving,breathing,andconstantlyadaptingareaofstudyandpracticethatdeservestohavea concentrationandbookdedicatedtonotjustthenewshinyobjectsbutalsothestrategies,behaviors,and mindsetthatconnecteverythingtogether
Socialmedia,likealldisciplines,hassomeconsistentfeaturesandattributes.Socialmediainmanywaysis bothanartandascience,workingtogethertobringforthanintegratedandhybridapproachforthe profession.Mostbooksthatcoversocialmediafocusonlyonitspracticeandexecution,whileothersfocuson theory.Otherbooksskimoverareastheauthorsarenotcomfortablecovering,butnonehasbeenableto addressalloftheaspectsthatpeoplewanttoseeinsocialmedia Ididnotjustwanttowriteabookabout socialmedia.Instead,Iwantedtowritethebookaboutsocialmedia.Nouniversalordedicatedbookhasbeen abletoconnectallofitsdifferentfacets.Thisbookhopestoachievethatandbeacatalystforshapingand changingthefieldtobemoreinterconnectedandtransdisciplinary
SocialMediaforStrategicCommunicationembracesallofthesechallengeshead-ontomakesurestudentshavea comprehensiveviewofthestrategicapproachtosocialmedia.Research,practice,casestudies,andinsights fromprofessionalsareincludedineachchapter,creatingathorough360-degreeperspectiveonstrategicsocial mediapractices
BehindtheScenes
Readingabookthatisoutdatedandnotconnectedtopracticeandwhat’shappeningintheindustryis frustrating Youarenottheonlyonewhohasexperiencedthis BeforewritingSocialMediaforStrategic Communication,Itoowasfrustratedwiththequalityofthebooksavailableforprofessorsandstudents Some weretooelementary,sometoocomplicated,andothersjusthadnoconnectiontowhatwasactuallyhappening inresearchorpractice ItrulyfeltlikeGoldilocks nobookfelt“justright”
Aseachyearwenton,myfrustrationsbecamemorevocal IfeltIwaschannelingEdnaModefromThe Incredibles.Icouldnotbeseenwithsomeofthebooksinthesocialmediamarketbecausetheywerestuckin thepast,which,asEdnawouldsay,distractsfromthenow
ItgottothepointwhereIwasmentioningthisonaregularbasisuntiltheoriginalDr Freberg(akaMom) andDadfinallyrespondedattheholidaydinnertableinawayonlyparentscould Theytoldme: Karen,youknowwhatyouneedtodotofixthis.Youneedtowritethebookonsocialmedia.
Thisputthingsinperspective.Mymomisalsoatextbookwriter(forpsychology),andatthetime,shewas writingthreebooks(Iknow Iamstilltheapprenticeandhavemuchtolearn,Obi-Wan) WasIgoingwrite threebooksatatimeasmyMomwasdoing?Thereisnotenoughcoffeeintheworldformetodothat! However,Ithought,“Well,it’sjustonebook,right?Icandothat.”
Toputatimestamponeverything,thiswas2016afterIhadbeenteachingsocialmediaattheUniversityof Louisvilleforthreeyears So,IdecidedtowriteaproposalandsubmitittoSAGEPublications,andwhenI gotthegreenlight,Istartedwriting.Ayearlater,wearehere.ThisbookhasbeenaprojectforwhichIspent alotofhoursinbetweenclassesandresearchprojects,consumingtonsofcoffee,wakingupearlytowrite beforeheadingtoteachmyownsocialmediaclasses,takingadvantageofbreakslikewritingonairplanesfrom conferencesandpresentations,andmakingsuretobouncearoundideaswithcolleagues,students,family,and friends It’sbeenquitethejourneytogettothispoint
Thenatureofthisbookistobeastrongadvocateandendorserforthesocialmediaindustryasanestablished yetevolvingareaincommunication.Socialmediahasnotreceivedtherespectitshouldgetfrompractitioners, researchers,andeventheindustry Formanyyears,socialmediahasbeenlabeledasa“fad,”“justforfun,” evenforthosewhoareclassifiedasdigitalnatives(eg,GenerationZoryoungeraudiences) Therearealotof perceptionsandstereotypesoutthere,andthisbookinsteadhopestoopenthevastopportunitiesmade possiblebysocialmediabyprovidingabalancedyetfairrepresentationofthefield Nosugarcoatingishere fortheindustry,butitishelpfultoconsiderboththebenefitsandchallengesthatmakesocialmediasucha remarkablefield.
Asayoungscholar,Ihadtojustifymyinterestinandpassionfortheindustryinmyresearchendeavorsand teachingopportunitieswithfellowcolleagues IwastoldIwouldnevergetajobteachingorworkinginsocial mediaandshouldgointosomethingmore“traditional”Yearslater,socialmediaclasses,programs,
OverviewofSocialMediaforStrategicCommunication
Thegoalofthisbookistoprovidestudentswithanintegrated,engaging,andstrategicfocusonsocialmedia asaprofessionandindustry Whilemostbookshavefocusedontacticalexecutionsandspecifictoolsand platforms,thisbookemphasizesthelargerpictureofcreatingalong-standingstrategicmindsetthathelps students,professionals,andbrandsnavigatetheever-changinglandscapewithsustainableactionstepsand fundamentalskillsthatwillneverbeoutdated
Chapters Thebookisformattedintodifferentsectionsandchapters Thefirstsectionfocusesonthe foundationsofcreatingastrategicmindset.Thesechaptersprovideanoverviewofhowsocialmediaisbothan artandascience(Chapter1)whileestablishingethicalandlegalguidelinesforsocialmedia(Chapter2)and proactivemeasurestocreateasustainableandauthenticpersonalbrand(Chapter3) Chapter4outlinesthe keyskills,expectations,andresponsibilitiesofthesocialmediaindustrywhereasChapter5addressesthe growingneedtounderstandresearch,listening,monitoring,andanalyzingthedatafromsocialmedia.The secondsectionofthebookfocusesonunderstandingthestrategicsideofsocialmediawithcampaignplanning (Chapter6)byoutliningkeyelementsforstrategicwritingforsocialmedia(Chapter7),audience segmentationandriseofspecializedaudienceslikeadvocatesandinfluencers(Chapter8),andcreatingand managingcontent(Chapter9) Chapter10isthelastchapterinthissection,connectingallaspectsofthe previouspartstogetherwithmeasurementandbudget/calendarcreation.Thelastpartofthebookexplores theapplicationofsocialmediapracticearoundtheworld.SpecializationsarehighlightedinChapters11and 12withspecificexamplesandbestpractices Chapter13finalizesthebookwhileprovidinginsightsintowhat tolookfornext.Eachchapterfeaturescasestudies,examples,andnotabletakeaways(essentially,the“so what”factor).Icoverrelevantareaslikeethicsandlaw,socialmediastrategies,andwhetherornotsocial mediaisascienceoranart Thebookgoesintogreaterdetailwiththekeycomponentsneededforeffective listeningandmonitoringpracticesonsocialmedia,personalbrandingpractices,theprosandconsof influencerandadvocatemarketing,budgeting(yes socialmediacostsmoney!),andoutliningkeyareasof specializationthatareintegratedwithsocialmediapractices
HumansofSocialMediaFeatures Mostsocialmediabooksstarteachchapterwithacasestudyoranexample ofasocialmediacampaign.Thisbook,however,focusesonsomeoftheleadingvoicesandpeoplebehindthe campaigns,brands,andworkoftenreferencedanddiscussedinsocialmediabooks
TheHumansofSocialMediafeatureisinspiredbytheHumansofNewYorkstories (www.humansofnewyork.com),highlightingtheexperiencesandinsightsoftheprofessionalsleadingtheway forothersinsocialmedia Alldisciplinesandrolesarefeaturedhere publicrelations,marketing,journalism, entrepreneurship,sports,crisiscommunications,andanalytics,tonameafew Likethecoursebook,these storiesrepresentthevastarrayofprofessionalopportunitiesinthefield.
IwouldliketothankallofthegreatprofessionalswhoparticipatedintheHumansofSocialMediafeature, includingDeirdreBreakenridge,ChrisStrub,ChrisYandle,JeffKallin,RichCalabrese,SamanthaHughey, JeremyDarlow,MichaelEhrlich,JarydWilson,DennisYu,KerryFlynn,MelissaAgnes,SimonaMorar,
BellaPortaroKueber,AdamWhite,RussWilde,MarkMurdock,andWhitneyDrake Thankyoufortaking thetimetosupportthisprojectandshareyourstorywitheveryone Specialthankstothosewhohelped engageandsupportthebook,includingMaxStrauss(AtlantaHawks),SreeSreenivasan,AmirZonozi (Zoomph),MarcOppenheim(MEOjobs),GeoffreyBlosat(WashingtonRedskins),JasonFalls,Mark Schaefer,KyleBenison(AtlantaFalcons),RevaLabbe(ESPN/CollegeGameday),JonathanGantt(Clemson Athletics),JeffO’Keefe(ToyotaRacingandGOLIN),ChevalJohn(VallanoMedia),andthegreat communityof#SMsportsand#SMprofs.
AncillariesandAssignments Anotherstruggleforprofessorsandstudents(whomaynotbeabletotakeasocial mediaclassinschool)isthelackofassignmentsprovidedtotestandapplytheknowledgecoveredinthe book.Mostbooksprovideknowledgeandleavereaderswiththefeelingtheyaremissingsomething rarely dosocialmediabooksprovideknowledgewithopportunitiestoactuallyapplytheselessons Ifthereareany applications,theyarenottiedtowhatactuallyhappensinpractice Forgetactualassignments thoseare neverpresent.
Oneofmymotivationsforwritingthisbookinthefirstplacewastoprovidestudentsandprofessorswith enoughexercises,assignments,discussionboardquestions,andicebreakeractivitiestotrulybeabletowalkthe walkaswellastalkthetalkinsocialmediacircles.Alongwiththoughtquestions,eachchapterhasspecific exercisestotestouttheknowledgecoveredinthechapterwithactionableactivities Inaddition,theportfolio buildingworkbookprovidesspecificassignmentsandexercises(50+)toassign,workon,andcreateforclasses, internships,andportfoliomaterials.Tocompensateforthelackofassignmentsintegratedwithinsocialmedia books(oneofmybiggestconcernsaboutthestateofsocialmediatextbooksinacademiaandpractice),this booksuppliesprofessorswithanabundanceofassignmentsandexercisestochoosefromandallowsstudents toworkonexercisesandprojectsinclassandbeyond.
Afterreadingthisbook,studentswillwalkawaywiththeknowledgeandunderstandingnotonlyofwhat socialmediaisbutofhowtouseitstrategicallytoday,andinthefutureaswell Providingresourcesfor studentstoapplywhattheyhavelearnedandreadintheclassroomwiththisbookiscritical It’sonethingto sayyouhavelearnedallaboutsocialmedia,butwhentherubbermeetstheroad(e.g.,whenaskedtoapplyfor asocialmediapositionaftergraduation),thisiswhereitmatters
Irealizethisfieldcanbequitedauntingtocoverinclasses,especiallyforprofessors Asanactiveeducatorand researcherinsocialmediapedagogy,Iunderstandthebalanceneededforprofessorstoprovidecurrent, relevant,andapplicableactivitiesandinsightstobestpreparetheirstudentsfortherealworld Manytimes, likeRemyfromPixar’sRatatouille,wearefacedwiththeAntonEgosoftheindustryandtrytoanswerthe question,“Whatdoesthisprofessorhavethatisnew?”Thissubjectarea,comparedtoothers,canbevery intimidatingandoverwhelming Inmyopinion,socialmediaisoneofthemorechallenging(yetrewarding) classestoteach
Yes,theexpectationsanddemandsarehighforthisareaofresearch,practice,andeducation,buttherewards areendless.Bytakingacomprehensiveviewandbridgingthedifferentaspectsofsocialmedia,youwillbe marketableandrelevanttotheindustrynotjustfortodaybutalsoforthelongterm Approachingsocial
mediapracticeswithastrategicmindsetallowsyoutobeagile,adaptive,andresponsivetowhatishappening andwillhappenintheindustrywhiletyinginbothscientificandcreativeideasforinspiration
TheTeamBehindtheTeam
Therewascertainlyateambehindthisbook,anditcouldn’thavehappenedwithouttheirsupport.Thereare manypeopleIwouldliketodedicatethisbookto First,tomyfamily Youwerewithmefromthevery beginning seeingmetypefuriouslyoverholidaysandbreaks,withcoffeebymysideandRonnie(ourfamily Australianshepherd)keepingmecompany.Withoutthesupport,encouragement,andinspirationforthis book,thisprojectwouldn’thavehappened
IwouldliketothankMom(akatheoriginalDr Frebergandmyinspirationtolookuptoasaprofessor)and Dad(CoachDadfrommytrackandfielddayswhohasalwaysbeenthebiggestsupporterofmywork,from student-athletetoprofessor) Look,MomandDad anotherDr Freberghasenteredthepublishingworld! Luckily,thisbookdoesnotcoverbrainworms(however,ifyouareinterestedinlearningmoreaboutthis, checkouttheoriginalDr.Freberg’sbooksinpsychologyandneuroscience).Thankyou,MomandDad,for yourconstantsupport,encouragement,andwordsofwisdomthroughoutthisjourney.Thisbookisdedicated toyouboth
Majorthankstomysisters,KristinandKarla,andmybrother-in-law,Scott Youallprovidedmewith constantencouragement,praise,andwellwishes,makingsureIhadlotsofcoffeealongtheway.Yourlove andsupportmeantheworldtome!
ManythanksalsotoMomandDad’sAustralianshepherd,Ronnie KeepingmecompanyasIwrotewhile visitingmyfamilyovertheholidays,shewasakeymemberwhosupportedmethroughoutthisprocess!
Iwouldliketoextendaspecialthank-youtomypredecessorandmentorattheUniversityofLouisville, WilliamThompson(akaThompson,asmanyalumsintheDepartmentofCommunicationcallhim),forhis helpgettingmeintothebookbusiness.WithoutWilliam,Iwouldnothavehadthiswonderfulpublishing opportunitywithSAGE.WilliamtookmebytheSAGEboothattheAssociationforEducationin JournalismandMassCommunicationconferencein2016andtoldTerri(mygreateditorforthisbook)that SAGEwouldbe“adamnfool”iftheydidnotsignmeforabook Williamhadawaywithwords,andIam forevergratefulforhissupport,encouragement,andfriendship.IamveryappreciativetoWilliamforbeing confidentandtakingactiononmybehalf Thanks,William!
Ialsowouldliketothankthegreatsocialmediaprofessors’community(#SMprofs)fortheirconstant engagementandinspirationforthefield.Moreandmoreprofessorsarecomingtogethertodedicatetime, resources,andenergytowardmakingthesocialmediafieldandclassroomawonderfulandrelevant environmentforstudents Thankstothosewhohaveledthewayinthisregard,includingSabrinaPage, CarolynKim,KeithQuesenberry,StephenMarshall,AmandaWeed,JeremyLipschultz,WilliamWard, AmberHutchins,EmilyKinsky,MattKushin,andtheentire#SMprofsgroup Thankyouformakingthisa vibrantandwonderfulsubjecttoteach
Inaddition,brandshavebeensupersupportiveandcollaborativeovertheyears,helpingmakethebridge betweeneducationandpracticeevenstronger.WithoutthesupportofcompanieslikeHootsuite(Hootsuite
Academy),HubSpot(HubSpotAcademy),Adobe(#EDUMaxandCreativeCampus),Meltwater, Talkwalker,andBrandwatch,tonameafew,thistaskofaddressingtheprofessionalgapbetweenacademia andindustrywouldhavebeenevenmorechallenging.ThankyoutoAlicia,Sarah,Brit,andNick(Hootsuite) foryourconstantandever-standingsupportformyworkasasocialmediaprofessor.ThankyoutoCarolAnn Vance(Meltwater)foryourengagementandsupportwith#MeltwaterEDUandallowingmetoprovide insightsfromaneducator’spointofview.SebastianDistefano,SuzanneJennings,BenForta,JoeMartin,and therestoftheAdobeteamhavebeeninstrumentalinprovidingtheopportunitiesformetolearn,grow,and createcontentthatisrelevantandstrategicforsocialmediapractices ThankyoutoIsaacMocheofHubSpot AcademyforthededicationandcommitmentHubSpothasplacedoneducatorstobeempoweredinsharing theirstoriesandexperiencesinandoutsideoftheclassroom.
Furthermore,Iwanttodedicatethisbooktoallofmycurrentandformerstudents Youarewhatmakesthis worthwhile,andyourwork,dedication,andcommitmentmakethisexperienceofgivingbacktothefieldtruly remarkableandwonderful.SpecialthankstoformerstudentsSamanthaHughey,Rebecca“Bell”Holder, LizelleLauron,EmilyHayes,andTevinJohnson-Campionfortheircontributionandinsightsforthisbook Veryproudofeachandeveryoneofmy#FrebergAlums!
Ihopeyouenjoythisbookandwhatitoffersinyourcareerandclasses.Pleaseprovidemewithfeedbackand comments Iwouldlovetohearfromyouall!Together,wecanmakesocialmediaatrulyremarkablefield anddiscipline
AbouttheAuthor
Credit:RogerFreberg
KarenFreberg
(@kfreberg)isanassociateprofessorinstrategiccommunicationsattheUniversityofLouisville SheisalsoanadjunctfacultymemberoftheWestVirginiaUniversityonlinegraduateprogramin integratedmarketingcommunications FreberghaspresentedatseveralUS andinternationalresearch conferences,includingonesinAustralia,Brazil,China,Greece,Ireland,Italy,Slovenia,Spain,Sweden, theNetherlands,andtheUnitedKingdom.
Inadditiontoacademicconferences,Freberghaspresentedatprofessionalandtradeconferencessuchas PublicRelationsSocietyofAmerica(PRSA),SXSWEDU,SalesforceHigherEducation,CASE SMC,andCannesLions,aswellasbeeninvitedtodoindustryworkshopsandtalkswiththeDallas Mavericks,KentuckyOrganDonorAffiliates,andSignatureHealthCAREonsocialmediatrendsand strategies
Frebergisalsoaresearchconsultantinsocialmediaandcrisiscommunicationsandhasworkedwith severalorganizationsandagenciessuchasFirestormSolutions,Hootsuite,KentuckyDerbyFestival, IMCAgency,theDepartmentofHomelandSecurity,theCentersforDiseaseControlandPrevention, theNationalCenterforFoodProtectionandDefense(nowknownastheFoodProtectionandDefense Institute),KentuckyOrganDonorAffiliates,andColoradoSkiCountryUSA Thisexperienceledher tobea2015PlankCenterFellowforGeneralMotors,whereherresponsibilitywastoworkwiththe publicrelationsandsocialmediateamstoformbestpracticesandrecommendationsonsocialmedia measurementstrategiesandinfluencermarketingpractices
Freberghascoordinatedandadvisedvariouscompaniesontheareasofsocialmediapedagogyand certificationprograms,suchasHootsuite(AdvancedSocialMediaStrategyCertificationand #HootAmb),Meltwater(certificationprogramandcontributor),Adobe(EDUMaxThoughtLeader), andHubSpot(educationprogramandpodcast) Frebergalsolaunchedasocialmediaeducators’ communityonFacebookandTwitter(@SMprofessors)forprofessors,practitioners,andprofessionalsin theeducationindustrytoshareresources,brainstormideas,andcollaborateonprojectstobridgethegap betweeneducationandpractice
Alongwithherteaching,Freberg’sresearchhasbeenpublishedinseveralbookchaptersandinacademic journalssuchasPublicRelationsReview,MediaPsychologyReview,JournalofContingenciesandCrisis
Management,andHealthCommunication ShealsoservesontheeditorialboardforJournalismandMass CommunicationQuarterly,PsychologyofPopularMediaCulture,CorporateCommunications,Marketing EducationReview,JournalofPublicRelationsResearch,andCaseStudiesinStrategicCommunication FrebergisalsotheChairoftheNCAPublicRelationsDivision.
Inadditiontoacademicpublications,Freberghasbeeninterviewedforpopularpresspublicationssuch asUSAToday,USATodayCollege,andForbes Frebergisalsoprofessionallyactive,servingonthe executivecommitteeforthePRSAEntertainmentandSportsSectionandthetechnologychapter committeefortheCommissiononPublicRelationsEducation.Frebergisaregularcontributoranda youngprofessionals’awardjudgeforFrontOfficeSports.
BeforecomingtotheUniversityofLouisville,FrebergearnedaPhDincommunicationand informationfromtheUniversityofTennesseeinMay2011andamaster’sdegreeinstrategicpublic relationsfromtheAnnenbergSchoolforCommunicationattheUniversityofSouthernCaliforniain August2007 Frebergreceivedherbachelor’sofscienceinpublicrelationsfromtheUniversityof FloridainAugust2005.Beforeenteringacademia,Frebergwasastudent-athleteintrackandfield, wheresheendedhercareerasafour-timeAll-Americanintheshotput,atwo-timeSECChampion, anda2004OlympicTrialsfinalist.
PartIFoundationforCreatingaStrategicMindset
1IntroductiontoSocialMediaAnArtandScience
LearningObjectives
HumansofSocialMedia
Introduction
HowDoWeDefineSocialMedia?
HowHasSocialMediaEvolved?
TheCurrentStateofSocialMedia
Who“Owns”SocialMedia?
UsingSocialMediaStrategically
WhichSocialMediaPlatformsShouldIUse?
WorkinginSocialMedia
BridgingtheScienceandPracticeofSocialMedia
WhatCanScienceTellUsAboutSocialMedia?
HowIsSocialMediaLikeaPractice?
HowCanWeBridgeScienceandArtEffectively?
ChapterSummary
ThoughtQuestions
Exercises
References
LearningObjectives
Afterreadingthischapter,youwillbeableto
Definesocialmedia
Differentiatebetweensocialmediaplatforms
Explaintheevolutionofsocialmediaovertime
Identifythemainconsiderationsforusingsocialmediastrategically
Identifythekeycharacteristicsofthescienceandartofsocialmedia
HumansofSocialMedia
DeirdreBreakenridge,Author,Professor,andCEOofPurePerformance
Introduction
I’vebeenworkinginpublicrelationsandmarketingfor25-plusyears AlthoughIstartedmycareerfocusedonmediarelationsand publicity,todayI’machiefrelationshipagent(CRA)andacommunicationsproblemsolvertohelporganizationstackletheir relationshipchallengesandbuildcredibilityandtrustwiththepublic I’mtheauthoroffiveFinancialTimesPressbooks,including SocialMediaandPublicRelations:EightNewPracticesforthePRProfessional(2012),PuttingthePublicBackinPublicRelations:How SocialMediaIsReinventingtheAgingBusinessofPR(withBrianSolis,2009),andPR20:NewMedia,NewTools,NewAudiences (2008) Mysixthbook,AnswersforModernCommunicators,waspublishedbyRoutledgeinOctober2017 Ialsomovedmyauthoring toanewplatformwhenIwasaskedtobecomeaLyndacomvideoauthorin2014 MyvideocoursesincludePublicRelations Fundamentals,MediaTraining,andHandlinganUnrulyAudience Asanadjunctprofessor,IteachonlinePRandsocialmedia coursesfortheUniversityofMassachusettsAmherstJournalismDepartmentandforRutgersUniversity’sPRcertificateprogram.I alsospeaknationallyandinternationallyonthetopicsofPR,marketing,branding,andsocialmediacommunications
Howdidyougetyourstartinsocialmedia?
IwishIhadsomegreatepiphanybackin2003 However,myjourneybeganwhenIexperiencedanembarrassingsituationwitha clientduringapresentationtolaunchanewtechproduct Iwasanagencyowneratthetime MyteamandIweresharingourPR planforthelaunchofaloadbalancerproductthatrequiredanewmediafocus
Afterwewrappedupourpresentation,theCEOofthecompanylookedatmeandsaid,“Thisisgood,butwhereareallofthenew mediachannels?”Notagoodfeelingwhenyouthoughtyoudeliveredthelateststrategiesandtacticstoreachthemediaandother importantstakeholders Fromthatpointforward,mynewmedia/socialmediaresearchincreasedtenfold By2007,Iwasworkingon amanuscriptforFinancialTimesPressthatwouldeventuallybecomePR20 abooktoeducatePRprofessionalsonhowtobridge thegapbetweentraditional,online,andsocialmedia Ididn’twantotherprostoexperiencethat“uh-oh”momentwiththeirclients orexecutives The“aha”momentisalwaysmuchbetter
Whatisyourfavoritepartofworkinginyoursocialmediaareaof expertise?
Socialmediaisoneofthebestwaystobuildrelationshipswhenyoucan’tmeetandcollaborateinperson Foranyonewhosaysyou can’tbuildarelationshipthroughsocialmedia,Isay,“You’renotusingsocialmediacorrectly”Thereisanincredibleamountof intelligenceyoucangatherthroughsocialmediatohelpyoulearnmoreaboutpeopleandbuildarelationship Socialmedialevelsthe playingfield It’slessabouttitlesandyourpositionandmoreaboutlike-mindedthinkingandpassionatecauses Whenyoutakea peer-to-peerapproach(companieshavetobemorehumanandtransparenttoo),youcanbecomeatrustedresource
MybestexampleofthepowerofsocialmediaandPRstartedwithaFacebookconversation DuringtheearlydaysofFacebook,I wasparticipatinginamarketingtechnologygroup,offeringinformationtoanothergroupmemberwhohadinquiredaboutdata mining AlthoughIdidn’thavetheanswertoherquestion,Iknewthatoneofmycolleagueswouldbeabletohelpher SoIjumped intoaconversationandmadetheintroduction Helpingapeerinthegroupledtoafewsidebarconversationsbetweenthetwoofus Afterafewback-and-forthdiscussions,wemovedtoemail Finally,wetooktherelationshipofflineandmetinperson BeforeI knewit,mymarketingcommunicationsfirmwaslookingatalargeretainerclientforafewyearsaftertheinitialFacebook encounter
Whatisonethingyoucan’tlivewithoutwhileworkinginsocialmedia?
Socialmediaisoneoftheeasiestwaysforyoutoconnectquicklyandcollaboratewithyourcolleagues,media,influencers,clients, andothers Ican’tlivewithouttheinstantaneousinteractionandhowIreceiveanswerstoimportantinquirieswithinminutes It’s thatquickdirectmessage(DM)yousendtoaninfluencertoparticipateinaclientFacebookLiveinterviewatanindustry conference Orit’sthatFacebookmessagetoacolleaguewhenyouhaveagreatopportunitytopartneronaclientaccount It’salso theabilityformystudentstoDMmeonTwitterwhentheyhaveanurgentquestionoranemergencysituation Forme,social mediahasbecomeanindispensablepartofmyPRandmarketingtoolkitthathelpsmetodevelop,maintain,andbuildeven strongerrelationships
Whatisyourfavoritesocialmediaaccount(person,brand,etc.)to follow,andwhy?
AlthoughIreallylikeInstagramandIthinkSnapchatiswhereyoucanfindthebulkofmillennialsandGenerationZ,I’mstill addictedtoTwitter Sincethe2016US presidentialelection,IfindmyselftappingintotheTwitterfeedsofseveralnewsoutlets andpoliticalfigureswhoreportofthestateofouraffairsfromforeignpolicytoeducationandhealthcare Afterall,wehavea presidentwhousesTwittertoannouncepolicyandtosharehisthoughtsin140charactersorless,makingitmygo-toplatform Inaddition,onTwitter,I’mabletocarveoutimportantconversationsregardingmyclientsandwhatwillaffecttheirindustries,the latesttrendsinmedia,andinfluencerconversationsandcommunitydiscussionsthatareimportanttomyowngrowthand professionaldevelopment Mostofall,Twitterisaplacewherecolleagues,peers,academics,influencers,andstudentscanfindme andaskmequestionsfromPRandrelationshipbuildingtoreputationmanagementandthechangingmedialandscape
Whatisthemostchallengingpartofworkinginsocialmedia?
Theever-changingmedialandscapeposesachallengeintwoways First,youalwayshavetobe10stepsaheadofyourcustomers Themedialandscapeisincrediblyfragmentedwithnewsocialmediacommunitiesproliferatingatarapidpace Youhavetostay currentontheplatformsandunderstandhowandwherepeopleconnect Ofcourse,thereisonlysomuchtimeinaday,and professionalsarealwayschallengedtolearnandembracenewmediachannels Atthesametime,makingthedeterminationthat you ’regoingtobecomeapartofasocialmediacommunityandbeahelpfulresourcealsomeansyouhavetomeasureandbe accountableforthetimeandresourcesyouputintoyourengagementefforts Measurementhasalwaysbeenachallenge With changingtechnology,youmayfindyourselfconstantlylearningnewwaystomeasureandreportyourfindings Fromunderstanding whatyouwanttoachieveandthemetricsyouneedtodemonstratevalue,youasaprofessionalmustlearntocapture,filter,and analyzedata.Becauseofsocialmedia,youhavetobemorecomfortablewithdatatoprovehowyourprogramsimpactyourbusiness andhowdatacanalsoimproveyourcommunicationsmovingforward
Whatisyourtakeonyourareaofexpertiseandthesocialmedia industry?
Publicrelationsandsocialmediagohandinhand Traditionally,PRpeoplearethestorytellers Theyaretherelationshipbuilders whocreatethebridgesofgoodwillbetweenorganizationsandtheirpublics PRprofessionalsarealsothebrandpolicewhowork tirelesslytowatch,listento,maintain,andprotectthebrand Ofcourse,socialmediatakesyourbrandtonewheightsofawareness andofferstheabilitytobuildalargerdigitalfootprint Atthesametime,PRhastoberighttherecommunicatingeffectivelyon behalfofanorganizationwhilemaintainingatrustedreputation,whereverthecompanyanditsemployeesparticipate Socialmedia andPRtogethercanpropelyourbrandforward Whenyoufusecommunityandrelationshipswithcollaborativetechnology,the resultisstrongerbonds,customerloyalty,andbrandadvocacy
