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Chapter 1: Who Needs a Social Media Strategy?

• Defining Social Media

• Who Can Benefit from a Social Media Strategy?

• So What?

• Conclusion

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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

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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

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Chapter 4: The Social Media Cosmos

• Functional Perspective

• Dynamics Perspective

• Experiential Perspective

• Conclusion