Strategic Social Media: From Marketing to Social Change

Introduction

The Foundational Principles of Behavior Change

• Introduction
• Bridging Communication Theories and Social Media Practices
• Linear Communication Models to Transactional Processes
• Marketing and Behavior Change Theory
• Summary

Information Diffusion

• Introduction
• Diffusing Your Message
• Web 1.0 to Web 2.0 Technology Structure
• Transparency, Control, and Public Relations
• Summary

Establishing Community

• Introduction
• Community Development Theory
• Behavior Change and the Power of Social Networks
• Brand Authenticity
• Summary

Mobilizing Your Users

• Introduction
• Social Media Mobilization
• The Power of User‐Generated Content
• Offline Brand Advocacy
• Summary

Social Media Uses

• Introduction
• Transforming Passive Audiences to Participatory Users
• Predicting Social Media Use
• Social Media User Profile
• Summary

Active Within Structures

• Introduction
• Active Within Structures
• The Role of Structure
• Recognizing Constrained Active Choices
• Summary

Social Media Messages for Engagement

• Introduction
• The Theory of Dialogic Communication
• Social Media Engagement and Virtual Communities
• The Dialogic Loop
• Summary

Social Media for Personal Branding

• Introduction
• Personal Branding
• Public/Private Identity
• Omnichannel Personal Marketing
• Summary

The Long Tail and Social Media Business Models

• Introduction
• Theory of the Long Tail
• Developing a Business Model
• One Business Model Doesn’t Fit All
• Summary

Social Media Marketing Strategies

• Introduction
• Transitioning from Traditional Marketing
• Applied Strategic Theory
• Branded Social Experience
• Summary

Mobile Marketing and e‐Commerce

• Introduction
• Mobile Digital Projections
• Peer Influence and a Shared Social Journey
• Generating Return Visits
• Summary

Evaluating Social Media Marketing

• Introduction
• Current Social Media Marketing Measurements
• Building on the Focus Group
• Audience Reception Approach
• Summary

Social Media for Social Behavior Change

• Introduction
• We First
• Role of the User
• Identification Through Social Behavior
• Summary

Social Media and Health Campaigns

• Introduction
• Activation Theory of Information Exposure
• Health Belief Model
• Mobile Reach
• Summary

Social Media and Civic Engagement

• Introduction
• Historical Shifts of Civic Engagement
• Civic Engagement and the Individual Self
• Technology and Political Communication
• Summary

Communication for Development

• Introduction
• Exploring Communication for Development
• Modernization, Dependency, and Participatory Approaches to Behavior Change
• Opportunities and Challenges of Communication for Development Approaches
• Summary

Social Media and Entertainment–Education

• Introduction
• Theoretical Underpinnings of Entertainment–Education
• Entertainment–Education and Public Health
• MARCH Model of Behavior Change
• Summary

Social Media in a Post‐convergence Era

• Introduction
• The Culture of Convergence
• Remediation Theory
• Integrating Social Media in a Post‐convergence Era
• Summary

Arguing for a General Framework for Social Media Scholarship

• Introduction
• The Six Paradigms of Communication Theory
• A General Framework for Mass Media Scholarship
• Key Intersections of Social Media Scholarship
• Summary

The Future of Social Media

• Introduction
• The Future Social Media Landscape
• Artificial Intelligence (AI)
• Opportunities and Concerns
• Conclusions in the Future Social Media Landscape
• Summary