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.Tang Tang is Associate Professor and Director of Graduate Studies in the School of Communication at The University of Akron. She has published articles in the Journal of Broadcasting & Electronic Media, International Journal on Media Management, Mass Communication & Society, Journalism & Mass Communication Educator, and Journal of Sports Media. She is a Faculty Fellow of the National Association of Television Program Executives, and has held leadership positions in the Broadcast Education Association and the International Communication Association.

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• Introduction 1Reference 3Part 1 Social Media in Convergence1 Understanding Social Media and Social Behavior Change 7Introduction 7Bridging Communication Theories and Social Media Practitioners 10Linear Communication Models to Modern Transactional Processes 10Marketing and Behavior Change Theory 13Summary 20References 212 Information Diffusion 23Introduction 23Diffusing Your Message 24Web 1.0 to 2.0 Technology Structure 26Transparency, Control and Public Relations 29Summary 40References 413 Establishing Community 44Introduction 44Community Development Theory 45Behavior Change and the Power of Social Networks 50Brand Authenticity 52Summary 57References 594 Mobilizing Your Audience 61Introduction 61Social Media Mobilization 62The Power of User-Generated Content 65Offline Advocacy 68Summary 74References 75Part 2 Social Media Users and messages5 Transforming Audiences into Users 81Introduction 81Transforming Passive Audiences to Empowered Users 82Predicting Social Media Use and Audience Behavior 86Social Media User Profile 90Summary 94References 966 Active Within Structures 99Introduction 99Theory of Active Within Structures 100The Role of Structure 103Recognizing Constrained Active Choices 107Summary 112References 1137 Best Practices for Social Media Engagement 115Introduction 115The Theory of Dialogic Communication 116Online Engagement and Virtual Communities 118The Dialogic Loop 123Summary 127References 1288 Mobile Marketing and Location-based Applications 130Introduction 130Mobile Digital Projections 132Peer Influence and a Shared Social Journey 135Generating Return Visits 137Summary 140References 142Part 3 Social Media Marketing and Business Models9 Reconsidering the Long Tail 147Introduction 147Power-Law Distribution 148Theory of the Long Tail 149Inbound Marketing 152Summary 158References 15910 Social Media Business Models 161Introduction 161Developing a Business Model 162The Return on Investment of Social Media 167One Business Model Doesn’t Fit All 172Summary 175References 17611 Social Media Marketing Strategies 180Introduction 180Transitioning from Traditional Marketing 181Applied Strategic Theory 183Branded Social Experience 189Summary 193References 19412 Evaluating Social Media Marketing 196Introduction 196Current Social Media Marketing Measurements 197Building on the Focus Group 200Audience Reception Approach 201Summary 206References 208Part 4 Marketing for Social Good13 Social Media and Health Campaigns 213Introduction 213Activation Theory of Information Exposure 215Health Belief Model 218Mobile Reach 222Summary 226References 22714 Social Media and Civic Engagement 230Introduction 230Historical Shifts of Civic Engagement 232Civic Engagement and the Individual Self 235Technology and Political Communication 238Summary 243References 24415 Communication for Development 247Introduction 247Introduction to Communication for Development 248Modernization, Dependency and Participatory Approaches to Behavior Change 250Opportunities and Challenges of Communication for Development Approaches 254Summary 260References 26116 Social Media and Entertainment-Education 264Introduction 264Theoretical Underpinnings of Entertainment-Education 266Entertainment-Education and Public Health 268MARCH Model of Behavior Change 269Summary 276References 277Part 5 Social Media for Social and Behavior Change17 Integrating Old with New 281Introduction 281The Culture of Convergence 282Remediation Theory 286Integrating Social Media in a Post-Convergence Era 287Summary 292References 29418 Social Media for Social Behavior Change 297Introduction 297We First 298Role of the User 301Identification through Social Behavior 304Summary 308References 31019 Arguing for a General Framework for Social Media Scholarship 312Introduction 312The Six Paradigms of Communication Theory 313A General Framework for Mass Media Scholarship 318Key Intersections of Social Media Scholarship 320Summary 323References 32420 The Future of Social Media 326Introduction 326The Future Social Media Landscape 327Web 3.0: Asynchronous Mass Delivery 331Conclusions and Recommendations 332Summary 337References 339Index 343