Chapter 1: Who Needs a Social Media Strategy?

Summary  •  Outline  •  Study Questions  •  Quiz

"Many people intuitively understand the “social” dimensions of social media, some appreciate the “media” properties of social media, but only a few fully fathom the unique synergistic possibilities and perils of combining social sensibilities with media capabilities."   – Dr. So What

Chapter Summary

This chapter begins by defining social media as “an electronic form of communication for users to share images and text within their selected communities, which are governed by the rules of platform providers,” and elaborates on its distinct features. A wide range of users in a variety of roles can potentially benefit from social media, ranging from senior leaders to R&D professionals to journalists. Several broader implications emerge from the definition, including: 1) what works in your personal world may not translate into your professional world, 2) consensus about the effectiveness of social media and the ethical use of it remains elusive, and 3) because social media touches so many different departments, it requires a strategic mindset to sync communications across the organization.

Chapter Outline

  • Defining Social Media
  • Who Can Benefit from a Social Media Strategy?
  • So What?
  • Conclusion

 Chapter Deep Dive Study Questions

These exercises are designed to enhance your understanding of key principles, approaches and ideas.

#1
a) Using the definition of social media, discuss why email, text messaging and video conferencing would not be considered social media. b) Develop three arguments about why it is important to distinguish social media from other communication tools.

#2
Craft three arguments you could provide to a skeptical leader about the need for a social media strategy. Provide you supporting evidence with examples, statistics or testimonials from experts.

#3
Describe how the social media strategy needs of a Fortune 100 CEO differ from the needs of a local entertainer. Provide three specific differences.

[qdeck]
[q] Social
[a] People interacting to exchange information, solicit advice, entertain, console, motivate and/or inspire action.
[q] Media
[a] Electronic channels such as social media platforms (e.g. Facebook, Twitter), television, and texting.
[q] Social Media
[a] An electronic form of communication for users to share images and text within their selected communities, which are governed by rules of platform providers.
[/qdeck]

Chapter Quiz

Take the Chapter 1 Quiz now!