Section 1: Understanding the Fundamentals of Social Media

Chapter 1: Who Needs a Social Media Strategy?

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

Chapter 2: What is a Social Media Strategy?

The Essence of a Superior Social Media Strategy
- Superior strategists assess the competitive landscape
- Superior strategists make big-picture choices
- Superior strategists coordinate the choices
- Superior strategists coordinate the choices into a coherent path forward
- Superior strategy results in an orchestrated set of tactics
Conclusion

Chapter 3: What are the Benefits of a Social Media Strategy?

The Benefits of Strategy
- A sound strategy helps guide your deployment of scarce resources
- A sound strategy helps coordinate people and resources
- A sound strategy provides a powerful message to educate employees in the organization
- A sound strategy provides stability during tumultuous times and crises
Conclusion

Chapter 4: The Social Media Cosmos

Functional Perspective
Dynamics Perspective
Experiential Perspective
Conclusion