Social Media Guidebook

This 8-chapter Social Media Guidebook focuses on communicating in a mobile and social world, winning the attention of audiences on the platforms most important to PR and marketers, social media listening strategy and technology, creating integrated social media strategies, social media measurement and the growing importance of live streaming.



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Overview | Chapters | Featured Companies | Samples | Buy Now


Overview

Can you imagine living in a world without indoor plumbing or electric lights? It’s a
bit hard to conceptualize how people lived without those conveniences, and we’re
approaching a point where you could say the same about social media. It’s not just
that the various social media platforms are so deeply ingrained into our daily lives;
just as indoor plumbing and electric light were invented long before you were born,
so it is with social media and a generation of young consumers growing quickly into
adulthood.

One implication of this is the necessity of fluency. We are not just communicating with people
like us who have adopted and learned the ways of social media as if acquiring a foreign language;
we are also communicating with native speakers, as it were. Incongruities in the grammar of
our social media use are thus laid bare. Slips of the tongue are met with derision. Stutters and
malapropisms are compiled in clickbait articles with titles like “Social Media Fails.”

For all these difficulties, though, social media has given us numerous avenues to spread our
messages in ways unimaginable in the recent past, all framed and phrased in a way that’s entirely
under our control—if we have what it takes to communicate effectively. This requires, among
other things, being familiar enough with various platforms to know if they’re a good fit for your
brand, coming up with content strategies that feel natural and authentic to those platforms,
harnessing extra help in the form of influencers, brand ambassadors and user-generated content
and being able to analyze how well it all is working. In these pages, our experts—brand managers,
agency practitioners, academics and more—will show you how to do just that, and more.

Since our first Social Media Guidebook, the advent of live streaming video has spread across the
social landscape like wildfire, so we urge readers to take particular note is the chapter on live
streaming. It’s that rare area where you can be a pioneer right now—and perhaps our readers will
be learning from your groundbreaking work in a future edition of this book.

Chapters

  • Impressions, Engagement Rates, Analytics, Oh My: Tips & Tricks for Sharing Social Success By Jordan Bath
  • Critical Capabilities for Measurement: Knowing Tech Is Here to Stay By Kevin J. Kautzky
  • Brand Journalism and Coca-Cola Journey: Developing Custom Metrics Tracking By Doug Busk
  • How Social Analytics Improve the Value of PR (and How to Do It Cost-Efficiently) By William J. Comcowich
  • Share of Voice as the Key Metric in Measuring Success in Real Time By Collin Berglund & Rachelle Grey
  • How to Encourage Employees to Get ‘Social’ Through Advocacy By Michelle Jamieson
  • Whether to Use New or Established Sites During Special Events or Crises? By Stacey L. Knott
  • Cures for the Reporting Rut: Objectives, Tracking and the Roadmap to Success By Chris Lueking
  • Social Budgets: How to Spend Few Dollars on Social and Get Large Rewards By PR News Editors
  • Tips for Creating a Measurable Video Strategy Across Platforms By PR News Editors
  • Close Chapter
  • Advocacy on Facebook: How to Build Momentum for a Cause Amid the Noise By Adam Daley
  • Cutting Through the Facebook Clutter: Quick Tips for Crafting a Winning Post By Amelia Collins
  • How to Use Custom Audiences and Conversions to Capitalize on Engagement By Dave Klein
  • Humanizing Your Organization Through Facebook: 5 Key Areas to Work On By Lauren Sparks
  • 6 Tips on How to Manage Your Brand’s Facebook Account During a PR Crisis By Samantha Strong
  • How to Create Content That Will be Shared on Facebook But Won’t Cost Much By PR News Editors
  • Close Chapter
  • Is Snapchat Right for Your Organization? An Examination of Its Pros and Cons By Digna Joseph
  • How to Harness Employee Takeovers to Tell an Engaging Snapchat Story By Carmen Collins
  • How to Grow Your Snapchat Content and Following From a Blank Slate By Christine Wilson
  • Measuring Snapchat: What to Do While Awaiting More Robust Metrics By PR News Editors
  • How to Develop a Top-Notch Snapchat Strategy Without Breaking the Bank By PR News Editors
  • Should Your Brand Be on Snapchat? and Other Essential Questions About the App By PR News Editors
  • Close Chapter
  • How to Refine Your Brand Through Twitter Despite Quirks of Analytics By Paulo Acuña
  • 5 Steps to a Successful #Retweet to Win Giveaway, From Beginning to End By the SSPR Social Media Team
  • How to Prove the Value of Twitter for the Enterprise to Leaders and Clients By Emily Carey
  • Using Twitter Ambassadors to Humanize a Complex Product and Establish Credibility By Nation Hahn
  • How to Plan and Host an Engaging Twitter Chat to Build Your Online Community By Jessica L. Thompson
  • Report Card: How 9 Brands Handled Being in Trump’s Crosshairs on Twitter By Katie Paine
  • Close Chapter
  • Instagram Doesn’t Wear a Suit: How to Create Scroll-Stopping Video Ads By Kaity Dunn & Victoria Sabato
  • How to Get More Out of Your Instagram Budget Through User-Generated Content By Scott Palmer
  • Beyond Likes, Shares and Comments: 6 Metrics to Gauge Video Effectiveness By Melony Shemberger
  • Tips From PR Pros to Help You Strengthen Your Instagram and IG Stories Efforts By PR News Editors
  • Picture This: How to Visualize Your Brand’s Stories With Instagram and Why You Should By PR News Editors
  • Why Certified Angus Beef Values User Experience Over Numbers on Instagram By PR News Editors
  • Fashion Brands Used Instagram to Dominate Consumer Engagement During Grammys By PR News Editors
  • Close Chapter
  • Reaching for the Stars: Successful Influencer Engagement on YouTube By Amelia Burke-Garcia & Dasha Afanaseva
  • YouTube Video Marketing Guide: How to Make YouTube Videos Work for Your PR By Cheryl Joy
  • How to Approach YouTube Influencer Partnerships to Co-Create Content By Jennifer Reilly
  • Pros on YouTube, Part I: How to Energize Your Channel Without a Hollywood Budget By PR News Editors
  • Pros on YouTube, Part II: Tips for Measuring Your Organization’s YouTube Efforts By PR News Editors
  • Close Chapter
  • How to Livestream Like a Pro on Facebook: A Tech Guide to Getting Started By Stephen C. Baldwin
  • Twitch: Tapping the Newest Innovation in Live Streaming to Reach New Audiences By Eric Hollreiser
  • Streaming an Event? How to Supplement Before, During and After By Regina Pappalardo and Julio A. Rodriguez-Rentas
  • How You Can Take the Fear Out of Going Live on Facebook and Periscope By PR News Editors
  • How Brands Are Using Facebook Live to Build Audiences on a Modest Budget By PR News Editors
  • How Steinway & Sons Tuned Into Its Audience With Facebook Live By Anthony Gilroy
  • How a Hospital Communicator Uses Live Streaming for Brand Awareness By PR News Editors
  • Communications Pros See Facebook Live Dominating, Urge Authenticity in Videos By PR News Editors
  • Close Chapter
  • 7 Tips to Build a Blog That Builds Your Brand and Earns Readers By Jackie Allder
  • Finding the Voice Within: Developing Your Company Blog Brand Voice By Tim Johnson
  • How Monster.com Organizes Branded Content Site as a Newsroom By PR News Editors
  • Believe It or Not, Your Technical Product’s Blog Doesn’t Have to Be Stuffy By Krysta Pellegrino & Michael Sullivan
  • Creating Winning Content and Audience Engagement via User-Generated Blogging By Nancy A. Wiencek
  • Close Chapter

Featured Companies

This guidebook features case studies and contributions from companies like:

Social Media Guidebook Featured Company
Social Media Guidebook Featured Company
Social Media Guidebook Featured Company
Social Media Guidebook Featured Company
Social Media Guidebook Featured Company
Social Media Guidebook Featured Company

Samples

Here’s a sample of some of the exclusive content in this guidebook:

Social Media Guidebook Sample Article

A sample article: Impressions, Engagement Rates, Analytics, Oh My: Tips & Tricks for Sharing Social Success By Jordan Bath

Social Media Guidebook Sample Article

An excerpt from Whether to Use New or Established Sites During Special Events or Crises? By Stacey L. Knott

Social Media Guidebook Sample Article

An excerpt from Cutting Through the Facebook Clutter: Quick Tips for Crafting a Winning Post By Amelia Collins

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Social Media Guidebook


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