Table of Contents
Preface xi
Acknowledgments xvii
Introduction 1
Part I An Overview of Social Media
1 The Scale and Scope of Social Media 7
The Rise of Social Media 8
The Size of Social Influence 13
The Maturing of Social Media 16
Mini Case: Kony 2012 19
Social Media Change Leads to Opportunity 20
Box: Broadcasting vs. Narrowcasting 21
Theoretically Speaking: Interactivity and Two-Way Communication 22
Chapter 1 Checklist 23
Social Plan Part 1: Discover and Explore 24
Key Concepts 24
Questions for Discussion 24
Additional Exercises 25
2 Shifting Influences and the Decline of Push Marketing 30
When Push Comes to Shove 31
Mobile First Media 34
Box: Push versus Pull 37
Mass Media to Consumer Communication 38
Mini Case: Sony Europe 41
Box: Social Media Command Center 42
Theoretically Speaking: Social Presence and Media Richness 45
Chapter 2 Checklist 46
Social Plan Part 2 Adding to the Noise 46
Key Concepts 47
Questions for Discussion 47
Additional Exercises 47
3 Point of View from Control to Engagement 52
The Mass Media Age Is Over 53
Mini Case: Queensland Tourism 55
From Communication Interruption to Engagement 59
Careers in Social Media 64
Box: Social Media Manager Mental Health 68
Theoretically Speaking: The Four Ps to the Four Cs 71
Chapter 3 Checklist 72
Social Plan Part 3 Quantifying Engagement 72
Key Concepts 72
Questions for Discussion 73
Additional Exercises 73
Part II A Strategic Process for Social Media
4 A Foundation for Social Media Strategy 79
Plans, Campaigns, and Goal Setting 80
Situational Analysis, Target, and Objectives 83
Mini Case: Old Spice New Target 88
Box: Objectives Should Meet SMART Guidelines 93
Listen with a Social Media Audit 94
Theoretically Speaking: Market Segmentation 100
Chapter 4 Checklist 101
Social Plan Part 4 Objectives, Target, Situation Analysis, and Audit 101
Key Concepts 102
Questions for Discussion 102
Additional Exercises 102
5 Customer Experience and Customer Engagement 108
Fix Operations, Product, and Service Issues 109
Social Media Marketing Cycle 112
Big Ideas and Being Interesting 118
Box: What Is Account Planning? 119
Telling a Story in Social Media 124
Mini Case: Chipotle Scarecrow 127
Theoretically Speaking: Ethnographic Observational Research 129
Chapter 5 Checklist 129
Social Plan Part 5 Repair Plan and Big Idea 130
Key Concepts 130
Questions for Discussion 130
Additional Exercises 131
6 Cross-Discipline Integration through Social Media 135
The Real Convergence 136
Box: The Attention Economy 140
Think Like an Expert in All Fields 141
Mini Case: Burger King Subservient Chicken 145
Social Media Advertising 146
Social Media Analytics 151
Box: Social Media Strategic Plan 154
Theoretically Speaking: Corporate and Marketing Communication, Public Relations, and Advertising 155
Chapter 6 Checklist 155
Social Plan Part 6 Integrate Traditional Marketing with Social Strategy 156
Key Concepts 156
Questions for Discussion 157
Additional Exercises 157
Part III Choose Social Options for Target, Message, and Idea
7 Social Networks, Blogs, and Forums 165
Choosing Social Options 166
Social Networks 168
Facebook 168
LinkedIn 172
Messaging Apps 175
Blogs and Forums 178
WordPress 180
Bloger 180
Mini Case: GM Fastlane Blog 181
Tumblr 182
Forums 183
Chapter 7 Checklist 185
Social Plan Part 7 Select Social Networks, Blog Platforms, and Forums 186
Key Concepts 186
Questions for Discussion 186
Additional Exercises 186
8 Microblogging and Media Sharing 193
Microblogging 194
Twitter 195
Pinterest 198
TikTok 200
Mini Case: Pharrell's "Happy" 203
Media Sharing 204
YouTube 204
Instagram 207
Snapchat 211
Chapter 8 Checklist 214
Social Plan Part 8 Choose Most Strategic Content Sharing 214
Key Concepts 214
Questions for Discussion 215
Additional Exercises 215
9 Geosocial, Live Video, Ratings, and Reviews 223
Geosocial 224
Foursquare 225
Social App Locations 226
Google My Business 229
Social Live Video 230
Ratings and Reviews 235
Mini Case: McDonald's Q&A 236
Yelp 237
TripAdvisor 239
Amazon 240
Chapter 9 Checklist 242
Social Plan Part 9 Strategic Use of Location, Ratings, and Reviews 243
Key Concepts 243
Questions for Discussion 243
Additional Exercises 244
10 Social Bookmarking and Social Knowledge 252
Social Bookmarking 253
Reddit 255
Digg 257
BuzzFeed 258
Mini Case: Behr Paints BuzzFeed 260
Social Knowledge 261
Wikipedia 262
Yahoo! Answers 263
Quora 265
Podcasts 267
iTunes 269
Chapter 10 Checklist 272
Social Plan Part 10 Buzz Building and Knowledge Sharing 272
Key Concepts 273
Questions for Discussion 273
Additional Exercises 274
Part IV Integrating Social Media across Organizations
11 Social Media Insights and Crowdsourcing 282
Leveraging Social Media Insights 283
Box: Social Media Research Process 287
Crowdsourcing the Wisdom of the Crowd 290
Mini Case: Fiat Mio 292
Box: Crowdsourcing Surprise and Delight 295
Theoretically Speaking: Local Search Constrains R&D 297
Chapter 11 Checklist 298
Social Plan Part 11 Adding Crowdsourcing into a Campaign 299
Key Concepts 299
Questions for Discussion 299
Additional Exercises 300
12 Content Marketing and Influencer Marketing 305
Personas and User-Generated Content 306
Engagement through Content Marketing 309
Mini Case: Dove Real Beauty Sketches 313
Advocates and Brand Ambassadors 314
Box: How to Find a Brand Evangelist 318
Influencer Marketing 319
Theoretically Speaking: Consumer-Brand Relationships 323
Chapter 12 Checklist 324
Social Plan Part 12 Creating Brand Content and Motivating Brand Evangelists 324
Key Concepts 325
Questions for Discussion 325
Additional Exercises 325
13 Social Care and Social Selling 332
The Customer Is Always Right 333
Mini Case: Hertz 24/7 Social Care 336
Social Care Is No Longer a Choice 336
Box: Types of Social Information Impacting Customer Service 338
Crisis Communication and Reputation Management 342
Box: How Does COVID-19 Impact Social Media Strategy? 345
Social Selling and B2B Sales Strategy 348
Theoretically Speaking: Word-of-Mouth in a Service Context 353
Chapter 13 Checklist 353
Social Plan Part 13 Creating Cross-Functional Social Care and Social Sales 354
Key Concepts 354
Questions for Discussion 355
Additional Exercises 355
Part V Pulling It All Together
14 Write Your Plan, Plan Your Sell 363
Slow and Steady Wins the Race 364
Social Media Content Creation 367
Social Media Content Calendar 371
Social Media Metrics and Analytics 374
Box: Dark Social 378
Social Media Budget 380
Artificial Intelligence 382
Theoretically Speaking: Uses and Gratification 384
Leap of Faith? 385
Chapter 14 Checklist 386
Mini Case: Saucony Find Your Strong 387
Social Plan Part 14 Compile the Parts and Sell the Story 388
Key Concepts 389
Questions for Discussion 390
Additional Exercises 390
15 Social Media Law, Ethics, and Etiquette 396
Social Media Laws and Regulations 397
Box: The FTC Takes Action 402
Social Media Ethics 406
Mini Case: Wal-Marting Across America 407
Social Media Etiquette 410
Box: Personal Branding 412
Consumer Data Privacy and Security 416
Theoretically Speaking: Elaboration Likelihood Model 419
Chapter 15 Checklist 420
Social Plan Part 15 Checking the Plan for Law and Ethical Considerations 421
Key Concepts 421
Questions for Discussion 422
Additional Exercises 422
Appendixes
A Three-Part Social Plan 428
B Social Media Tools and Resources 436
Glossary 445
Index 465
About the Author 473
