Strategic Social Media: From Marketing to Social C hange

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

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.