Social Media Strategy

Phillip G. Clampitt received his Ph.D. in organizational communication from the University of Kansas. He holds the Blair Endowed Chair of Communication and was previously the Hendrickson Professor of Business at the University of Wisconsin-Green Bay where he is a full professor.  Dr. Clampitt is the chair of four units at UWGB:  Information & Computing Science, Communication, Computer Science, and Information Science. Sage Publications recently published the sixth edition of his best-selling book, Communicating for Managerial Effectiveness 6e. He co-authored two books with Robert J. DeKoch (President/COO of the Boldt Company): Embracing Uncertainty: The Essence of Leadership and Transforming Leaders into Progress Makers.  Phil’s work on “Decision Downloading” was featured in the MIT Sloan Management Review and the Wall Street Journal.  Additionally, he has published in numerous journals, including The Academy of Management Executive, Journal of Communication Management, Journal of Business Communication and Management Communication Quarterly. He has contributed chapters to numerous works including: Handbook of Communication Audits for Organisations, Communication Audits, and the International Encyclopedia of Organizational Communication.  He also is on the editorial board of many professional journals. Over the past thirty years he has worked on communication and leadership issues with many organizations including Nokia, PepsiCo, Schneider National, The Boldt Company, Dental City, National University and the Menasha Corporation.  Phil has been a guest speaker at the U.S. Army War College where they use his books in their Strategic Leadership class. In addition to many guest-speaking opportunities in the U.S., he has also been invited to speak internationally at places such as The University of Pisa, The University of Aberdeen, The University of Ulster, as well as to numerous multi-national businesses and professional organizations.   His students have heard him ask, "So what?" so often that they started calling him “Dr. So What.” Subsequently, he developed a related website (www.drsowhat.com) that highlights his passionate commitment to critical thinking and thoughtful inquiry.

"Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management."

• LIST OF TABLES AND FIGURESPREFACEACKNOWLEDGMENTSPART I: UNDERSTANDING THE FUNDAMENTALS OF SOCIAL MEDIA1. WHO NEEDS A SOCIAL MEDIA STRATEGY?Defining Social MediaWho Can Benefit From a Social Media Strategy?So What?ConclusionKey TermsDeep DivesNotes2. WHAT IS A SOCIAL MEDIA STRATEGY?The Essence of a Superior Social Media StrategyConclusionKey TermsDeep DivesNotes3. WHAT ARE THE BENEFITS OF A SOCIAL MEDIA STRATEGY?The Benefits of StrategyConclusionKey TermsDeep DivesNotes4. THE SOCIAL MEDIA COSMOSFunctional PerspectiveDynamics PerspectiveExperiential PerspectiveConclusionKey TermsDeep DivesNotesPART II: CRAFTING YOUR STRATEGY5. UNDERSTANDING THE COMPETITIVE ENVIRONMENTStage 1: Facts—Collect Relevant FactsStage 2: Anchors—Isolate the Essential Analytical Anchors Implied by the FactsStage 3: Judgments—Make Judgments Based on the Analytical AnchorsStage 4: Validation—Validate Your JudgmentsConclusionKey TermsDeep DivesNotes6. COORDINATESCharacteristics of Superior CoordinatesPrinciples for Formulating CoordinatesA Discussion Protocol for Crafting CoordinatesConclusionKey TermsDeep DivesNotes7. CHANNELSChannel DynamicsPrinciples for Selecting ChannelsStrategic Channel SelectionConclusionKey TermsDeep DivesNotes8. CONTENTWhat Are My Content Options?Who Generates the Content?How Do I Select the Right Content?ConclusionKey TermsDeep DivesNotes9. CONNECTIONSUnderstanding ConnectivityConnection PrinciplesConnections MatrixCrafting Network StrategyConclusionKey TermsDeep DivesNotes10. CORRECTIONSSources of ErrorsOrganizational Structures, Procedures, and ProtocolsCorrections MatrixSo What?ConclusionKey TermsDeep DivesNotes11. SYNCING THE STRATEGY DOTS AND CRAFTING ACTION PLANSTest 1: The Coordinates TestTest 2: The Synergy TestTest 3: The Translation TestTest-Taking AdviceConclusionKey TermsDeep DivesNotesPART III: ASSESSING RESULTS12. DEVELOPING THE ASSESSMENT PROTOCOLHow We Fool OurselvesPurpose of AssessmentsDeveloping a Social Media Assessment ToolSo What?ConclusionKey TermsDeep DivesNotes13. MEASURING SOCIAL MEDIA EFFECTIVENESSStep 1: Master Metric LanguageStep 2: Dive Deeper Into the Measures and AnalyticsStep 3: Avoid the Metric MinefieldStep 4: Match Metrics With Your Assessment Plan for the 5 CsConclusionKey TermsDeep DivesNotes14. CRAFTING THE SOCIAL MEDIA ASSESSMENT REPORTKey PrinciplesMain Sections of the Assessment ReportConclusionKey TermsDeep DivesPART IV: CONCLUSION15. THE MINDSET OF A STRATEGIST, THE SENSIBILITIES OF A PROFESSIONAL, AND THE ZEAL OF AN ENTHUSIASTStrategic MindsetProfessional SensibilitiesEnthusiasts’ ZealConclusionKey TermsDeep DivesNotesAPPENDIX 1. SOCIAL MEDIA PLATFORM FACT SHEETSAPPENDIX 2. DEALING WITH ANGER ONLINE: STRATEGIES FOR SOCIAL MEDIA MANAGERSAPPENDIX 3. CASE STUDIESGLOSSARYINDEXABOUT THE AUTHORSABOUT THE CONTRIBUTORS