This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of
social media management with international examples and perspectives. Aside from focusing on
practical application of marketing strategy the textbook also takes students through the
process of strategy development ethical and accurate content curation and strategy
implementation through detailed explanations of content creation. Combining theory and
practice Strategic Social Media Management teaches students how to take a strategic approach
to social media from an organisational and business perspective and how to measure results.
Richly supported by robust and engaging pedagogy and cases in each chapter it integrates
perspectives from public relations marketing and advertising and examines key topics such as
risk ethics privacy consent copyright issues and crises management. It also provides
dedicated coverage of content strategy and campaign planning and execution. Reflecting the
demands of contemporary practice advice on self-care for social media management is also
offered helping to protect people in this emerging profession from the negativity that they
can experience online when managing an organisation's social media presence. After reading this
textbook students will be able to develop a social media strategy curate accurate and
relevant content and create engaging social media content that tells compelling stories
connects with target audiences and supports strategic goals and objectives. This is an ideal
textbook for students studying social media strategy marketing and management at undergraduate
level. It will also be essential reading for marketing public relations advertising and
communications professionals looking to hone their social media skills and strategies.
