Includes index.

Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms., this book offers practical guidance on creating, implementing and evaluating social media strategies and tactics. Because social media is constantly evolving, the book focuses on enduring strategic principles and uses case studies and exercises throughout to help readers build the fundamental competencies needed by today's social media managers.

Understanding the fundamentals of social media. Who needs a social media strategy? --
What is a social media strategy? --
What are the benefits of a social media strategy? --
The social media cosmos --
Crafting your strategy. Understanding the competitive environment --
Coordinates --
Channels --
Content --
Connections --
Corrections --
Syncing the strategy dots and crafting action plans --
Assessing results. Developing the assessment protocol --
Measuring social media effectiveness / Laleah Fernandez --
Crafting the social media assessment report / Jena Richter Landers --
Conclusion. The mindset of a strategist, the sensibilities of a professional, and the zeal of an enthusiast.