Social Media for Strategic Communication: Creative Strategies and Research-Based Applications
About this ebook
—Gina Baleria, San Francisco State University
Social Media for Strategic Communication: Creative Strategies and Research-Based Applications teaches students the skills and principles needed to use social media in persuasive communication campaigns. The book combines cutting-edge research with practical, on-the-ground instruction to prepare students for the real-world challenges they’ll face in the workplace. The text addresses the influence of social media technologies, strategies, actions, and the strategic mindset needed by social media professionals today. By focusing on strategic thinking and awareness, it gives students the tools they need to adapt what they learn to new platforms and technologies that may emerge in the future. A broad focus on strategic communication—from PR, advertising, and marketing, to non-profit advocacy—gives students a broad base of knowledge that will serve them wherever their careers may lead.
Visit the author’s blog at http://karenfreberg.com/blog/ to get tips for teaching the course, industry related news, & more!
The free, open-access Student Study site at study.sagepub.com/freberg features carefully selected video links, flashcards, social media accounts to follow, and more! Instructors, sign in at study.sagepub.com/freberg for additional resources!
About the author
Karen Freberg is as an assistant professor in Strategic Communications at the University of Louisville since 2011 and has also been serving as a lead adjunct instructor for West Virginia University’s Online Graduate Program in Integrated Marketing Communications. She won the WVU’s teaching award in 2012. Her social media pedagogy practices have been featured in Forbes and in USA Today College publications. She has served as a research consultant in social media and crisis communications and has worked with organizations and agencies including Firestorm Solutions, Hootsuite, DHS, CDC, National Center for Food Protection and Defense (NCFPD), and the Colorado Ski Association. She is currently working as a consultant to update and revise the Hootsuite Advanced Social Media Strategy course (offered to executives) with Dr. William Ward. In 2015, she was named as a Plank Educator Fellow. During this fellowship, she worked at General Motors in Detroit on social media analytics and influencer relations. Her research has been published in several book chapters and in academic journals such as Public Relations Review, Media Psychology Review, Journal of Contingencies and Crisis Management and Health Communication.