Strategic Social Media From Marketing to Social Change

• Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform
• Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future
• Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share
• Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour
• Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold 

L. Meghan Mahoney is Associate Professor in the Department of Communication Studies at West Chester University of Pennsylvania. She regularly publishes research on issues related to new media audiences, social media, and marketing messages for behaviour and social change, most recently in the Journal of Media Education, Journal of Intercultural Communication, Journal of Medical Internet Research, Journal of Development Communication, and theJournal of Media and Communication Studies. She currently serves as Chair of the Management, Marketing & Programming Division of the Broadcast Education Association, and Social Media Coordinator for the Eastern Communication Association.

Introduction 1

Reference 3

Part 1 Social Media in Convergence

1 Understanding Social Media and Social Behavior Change 7

Introduction 7

Bridging Communication Theories and Social Media Practitioners 10

Linear Communication Models to Modern Transactional Processes 10

Marketing and Behavior Change Theory 13

Summary 20

References 21

2 Information Diffusion 23

Introduction 23

Diffusing Your Message 24

Web 1.0 to 2.0 Technology Structure 26

Transparency, Control and Public Relations 29

Summary 40

References 41

3 Establishing Community 44

Introduction 44

Community Development Theory 45

Behavior Change and the Power of Social Networks 50

Brand Authenticity 52

Summary 57

References 59

4 Mobilizing Your Audience 61

Introduction 61

Social Media Mobilization 62

The Power of User-Generated Content 65

Offline Advocacy 68

Summary 74

References 75

Part 2 Social Media Users and messages

5 Transforming Audiences into Users 81

Introduction 81

Transforming Passive Audiences to Empowered Users 82

Predicting Social Media Use and Audience Behavior 86

Social Media User Profile 90

Summary 94

References 96

6 Active Within Structures 99

Introduction 99

Theory of Active Within Structures 100

The Role of Structure 103

Recognizing Constrained Active Choices 107

Summary 112

References 113

7 Best Practices for Social Media Engagement 115

Introduction 115

The Theory of Dialogic Communication 116

Online Engagement and Virtual Communities 118

The Dialogic Loop 123

Summary 127

References 128

8 Mobile Marketing and Location-based Applications 130

Introduction 130

Mobile Digital Projections 132

Peer Influence and a Shared Social Journey 135

Generating Return Visits 137

Summary 140

References 142

Part 3 Social Media Marketing and Business Models

9 Reconsidering the Long Tail 147

Introduction 147

Power-Law Distribution 148

Theory of the Long Tail 149

Inbound Marketing 152

Summary 158

References 159

10 Social Media Business Models 161

Introduction 161

Developing a Business Model 162

The Return on Investment of Social Media 167

One Business Model Doesn’t Fit All 172

Summary 175

References 176

11 Social Media Marketing Strategies 180

Introduction 180

Transitioning from Traditional Marketing 181

Applied Strategic Theory 183

Branded Social Experience 189

Summary 193

References 194

12 Evaluating Social Media Marketing 196

Introduction 196

Current Social Media Marketing Measurements 197

Building on the Focus Group 200

Audience Reception Approach 201

Summary 206

References 208

Part 4 Marketing for Social Good

13 Social Media and Health Campaigns 213

Introduction 213

Activation Theory of Information Exposure 215

Health Belief Model 218

Mobile Reach 222

Summary 226

References 227

14 Social Media and Civic Engagement 230

Introduction 230

Historical Shifts of Civic Engagement 232

Civic Engagement and the Individual Self 235

Technology and Political Communication 238

Summary 243

References 244

15 Communication for Development 247

Introduction 247

Introduction to Communication for Development 248

Modernization, Dependency and Participatory Approaches to Behavior Change 250

Opportunities and Challenges of Communication for Development Approaches 254

Summary 260

References 261

16 Social Media and Entertainment-Education 264

Introduction 264

Theoretical Underpinnings of Entertainment-Education 266

Entertainment-Education and Public Health 268

MARCH Model of Behavior Change 269

Summary 276

References 277

Part 5 Social Media for Social and Behavior Change

17 Integrating Old with New 281

Introduction 281

The Culture of Convergence 282

Remediation Theory 286

Integrating Social Media in a Post-Convergence Era 287

Summary 292

References 294

18 Social Media for Social Behavior Change 297

Introduction 297

We First 298

Role of the User 301

Identification through Social Behavior 304

Summary 308

References 310

19 Arguing for a General Framework for Social Media Scholarship 312

Introduction 312

The Six Paradigms of Communication Theory 313

A General Framework for Mass Media Scholarship 318

Key Intersections of Social Media Scholarship 320

Summary 323

References 324

20 The Future of Social Media 326

Introduction 326

The Future Social Media Landscape 327

Web 3.0: Asynchronous Mass Delivery 331

Conclusions and Recommendations 332

Summary 337

References 339

Index 343

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