Strategic Social Media Management
Foreword
Preface
Why This Text Is Different
Students
Educators
Practitioners and Business Owners
Social Media: The Only Constant Is Change
Part 1: Social Media Strategy Development
Chapter 3: Let’s Start from the Beginning – Understanding Your Audience
Chapter 4: Managing Reputation, Ethics, Risk, Issues and Crises
Chapter 5: The Foundational Components of Strategy
Chapter 6: Stop Selling, Start Helping: Prescribing Tactics to Win over Target Audiences
Chapter 7: Social Media Monitoring, Measurement, Analysis and Big Data
Chapter 8: Social Media Scheduling and Account Management Platforms
Part 2: Strategic Content Curation
Chapter 10: Ethical Content Curation
Chapter 11: The Content Curation Process
Chapter 12: Techniques to Share Curated Content to Engage with Target Audiences
Part 3: Strategic Content Creation
Chapter 14: Writing for Social Media
Chapter 15: Creating Compelling Images, Graphics, Memes and Infographics
Chapter 16: Producing Social Media Videos that Pop
Chapter 17: Conclusion: Social Media – The Only Constant Is Change
Additional Helpful Features
Interviews with Social Media Managers and Experts from Around the Globe
Templates
Useful Links
Practical Exercises
Employability Advice
Contents
1: Introduction
1.1 Social Media Growth Has Been Consistent and Steady
1.2 Social Media Technology Continues to Grow in Complexity
1.3 Social Media Is More Than a Marketing Tool
1.4 Social Media Involves More Than Advertising
1.5 Social Media Is an Effective Long-Term Relationship Management Tool
References
I: Social Media Strategy Development
2: Social Media Strategy Development
2.1 The Stages Involved in Developing a Social Media Strategy
2.2 The Components of a Social Media Strategy
References
3: Let’s Start from the Beginning: Understanding Audiences
3.1 Introduction
3.2 Research Approaches and Methods
3.2.1 Primary Research
3.2.2 Quantitative Research
3.2.3 Qualitative Research
3.2.4 A Mixed-Methods Approach
3.2.5 Secondary Research
3.2.6 Five Key Questions to Ask to Assess the Relevance of Secondary Research Sources
3.3 The Six Key Steps Involved with Audience Research
3.3.1 Step 1. Client Research
3.3.1.1 Client Research Questions
3.3.2 Step 2. Social Media Audit
3.3.3 The Visual Representation of the Brand on Each Social Media Profile
3.3.4 The Textual Representation of the Brand on Each Social Media Profile
3.3.5 Previous Social Media Activity
3.3.6 Social Media Performance
3.3.7 Vanity Metrics (Indicators of Content Interaction)
3.3.8 Conversion Metrics
3.4 Step 3. Competitor Analysis
3.5 Step 4: Audience Analysis
3.5.1 The Aim of Audience Analysis
3.5.2 What is an Algorithm?
3.5.2.1 Leveraging the Algorithm
3.5.3 Target Audiences are People Too
3.5.4 Methods to Gather Demographic Information
3.5.5 Psychographic Information
3.5.6 Methods to Gather Psychographic Information
3.5.7 Social Media Habits
3.5.8 Methods to Gather Data on Audience Social Media Habits
3.6 Step 5. Creating Customer Personas
3.7 Step 6. Tracking the Customer Journey
Conclusion
3.7.1 Interview: Gemma Donahoe - Social Media Manager, Seven Network, Australia
References
Further Reading
Helpful Links
Audience Engagement Measurement Tools
Secondary Audience Research Sources
4: Managing Reputation, Ethics, Risk, Issues and Crises
4.1 Introduction
4.2 What Is Risk?
4.3 Social Media Risks
4.4 Social Media Risk Management
4.4.1 Risk Management Practice 1: Ethical Practices
4.4.2 Risk Management Practice 2: Superior Social Customer Service Delivery
4.4.3 The Power of the People
4.4.4 Risk Management Practice 3: A Relationship Management Focus
4.4.5 Risk Management Practice 4: Proactive Governance
4.4.6 Risk Management Practice 5: Social Media Influencer Risk Reduction Strategies
4.4.7 What Is Social Media Influence?
4.4.8 What Is a Social Media Influencer?
4.4.9 Two-Step Flow Theory
4.4.10 Brand Benefits
4.4.11 Potential Risks and Reputational Damage when Working with Social Media Influencers and KOLs
4.4.11.1 Threatin - the European Tour Based on Lies
4.4.11.2 False Impressions Sell Festival Tickets to Fyre
4.4.12 A Risk Management Approach to Influencer Engagement
4.5 Issues and Crisis Management
4.5.1 What Is an Issue?
4.5.2 What Is a Crisis?
4.5.3 Risk Assessment to Determine If a Situation Is an Issue or a Crisis
4.5.4 How Does an Issue Turn into a Crisis?
4.5.5 Planning for an Issue or Crisis
4.5.6 Practice Makes Perfectly Prepared
4.5.7 Managing an Issue or Crisis
Conclusion
Case Study: Hong Kong Airlines Avoids Crisis with Social Listening
4.6 Interview: Mariana Pérez Díaz, Digital Strategist & Social Media Manager, TERAN\TBWA, Mexico
References
Further Reading
Helpful Links
5: The Foundational Components of Strategy
5.1 Introduction
5.1.1 A Continual Journey
5.1.2 An Integrated Approach Is Vital
5.2 IMC (Integrated Marketing Communication)
5.3 Social Media Strategy Structure
5.3.1 Social Media Strategies: Integration between Short-Term and Long-Term
5.4 Structural Components of a Social Media Strategy
5.4.1 Goals
5.4.2 The Appropriate Number of Goals to Include in a Social Media Strategy
5.4.3 Crafting Goals for a Social Media Strategy
5.4.4 SMART Objectives Explained
5.4.5 Be Transparent
5.4.6 The Appropriate Number of SMART Objectives to Include in a Social Media Strategy
5.4.7 Key Messages Defined
5.4.8 Core Functions of Key Messages
5.4.9 Crafting Key Messages
5.4.10 The Appropriate Number of Key Messages to Include in a Social Media Strategy
5.4.11 Key Messages: Show Don’t Tell
5.4.11.1 Trusted House Sitters Use Customer Testimonials to Show and Not Tell
5.4.12 How a Budget Can Impact a Social Media Strategy
5.4.13 Budget Can Impact Content Production
5.4.13.1 Budget Can Impact Reach
5.4.13.2 Budgets Can Impact Tools
5.4.13.3 Budgets Can Impact Time
5.4.14 Budget Approaches: Top Down and Bottom Up
5.4.14.1 What to Include in a Budget
5.4.14.2 Tips to Negotiate a Budget with a Client or Organisational Decision Maker
Conclusion
Case Study: Casper Uses IMC to Launch New Sleep Channel
5.5 Interview: Camilla Billman, Social Media Manager – CB Sociala Medier, Gothenburg, Sweden
References
Further Reading
Social Media Strategy
Defining Goals
SMART Objectives
Key Messages
Budgets
Helpful Links
6: Stop Selling, Start Helping: Prescribing Tactics to Win Over Target Audiences
6.1 Introduction
6.2 What Are Tactics?
6.2.1 Tactics: There Is Strength in Numbers
6.2.2 Without Trust There Is No Relationship
6.3 Social Media Tactics: Focus on Giving Instead of Receiving
6.3.1 IBM Increase Sales by 400% Using Social Media Content and Employee Advocacy
6.3.2 What Is ‘Pull Marketing’?
6.3.3 Client Confusion with Problem-Solving Content
6.3.4 What Is ‘Push Marketing’?
6.3.5 Too Much Too Soon
6.3.6 Customer Focus Continues Even After a Purchase
6.4 Quality Storytelling Creates Tactics that Connect
6.4.1 The Importance of Story Structure
6.4.2 Effective Stories Activate Emotions
6.4.3 Document, Don’t Create
6.4.4 Not All Emotions Should Be Activated
6.4.5 Use Less of the Before and More of the After
6.5 Create Deeper Audience Connection with Offline Tactics and Online Events
6.5.1 Justifying Online and Offline Events as Tactics to Clients
6.5.2 Blending Social Media and Offline Events
6.5.3 Social Media Amplifies
6.6 How to Select Relevant Tactics for a Target Audience
6.7 Test, Monitor and Refine
6.8 Tactic Categories
Conclusion
Case Study: Starbucks’ #WhiteCupContest Proves to Be a UCG Winner
6.9 Interview: Hemalata Moolrajani, Account Manager, Everymedia, Mumbai, India
References
Further Reading
Storytelling
Events
Paid Tactics
Helpful Links
7: Social Media Monitoring, Measurement, Analysis and Big Data
7.1 Introduction
7.2 The Four Key Steps to Social Media Monitoring and Measurement
7.3 Monitoring
7.3.1 The Importance of Social Media Monitoring
7.3.1.1 Lack of Monitoring Results in ASOS Bot Debacle
7.3.2 Planning
7.3.3 Method
7.3.4 Social Media Monitoring for Improved Customer Relationships and Continuous Improvement
7.4 Social Listening
7.4.1 Benefits of Social Listening
7.4.1.1 Identifying Reputation Gaps
7.4.1.2 When a Hashtag Becomes a Bashtag: #McDStories
7.4.1.3 Understanding the Conversation to Avoid Tone Deaf Posts
7.4.1.4 Identifying Opportunities to Make a Valuable Contribution
7.4.1.5 Gauging Response to Campaigns and Product Launches
7.4.2 Planning
7.4.3 Developing a Social Listening Plan
7.4.4 Method
7.4.4.1 Manual Approaches to Social Listening
7.4.4.2 Automated Approaches to Social Listening
Pros of Automated Social Listening Tools
Cons of Automated Social Listening Tools
7.4.5 Metrics
7.4.5.1 Data Analysis
7.4.6 Developing Actionable Recommendations
7.5 Social Media Measurement
7.5.1 When to Measure
7.5.2 What to Measure
7.5.2.1 Measuring Offline Conversion
7.5.3 Planning
7.5.4 Measurement Tools
7.5.4.1 Use Native Measurement Tools First
Google Analytics Is Essential
7.6 Big Data
7.6.1 Gathering Big Data from Social Media Platforms
7.6.2 Big Data Analysis of Social Media
7.6.3 Visualisation of Big Data
7.6.3.1 Predicting the Mood of a Nation Using Big Data from Social Media
7.7 Reporting Social Media Activities and Performance
7.7.1 Developing a Social Media Report
7.7.2 Audience
7.7.3 Results Section
7.7.4 Articulating Actionable, Evidence-Based Recommendations
Conclusion
Case Study: Chilli’s Bar & Grill Hit a Nerve Through Social Listening
7.8 Interview: Dennis Yu, CEO, BlitzMetrics, USA
References
Further Reading
Helpful Links
Social Media Monitoring Dashboard Tools
Automated Listening Tools
AMEC Social Media Measurement Framework
Native Measurement Tools
Data Visualization Tools
Visual Data Presentation
8: Social Media Scheduling and Account Management Platforms
8.1 Introduction
8.2 What Is Social Media Scheduling?
8.2.1 What Is a Content Calendar?
8.3 The Difference Between a Content Calendar and Content Scheduling
8.4 Benefits to Scheduling Social Media Content
8.5 Disadvantages
8.6 Oreo Leverages Blackout to Achieve Social Media Success
8.7 American Red Cross Profile Confusion Results in Embarrassing Tweet
8.8 Identifying the Best Times to Schedule Social Media Content
8.9 School of Thought 1. Posting at Times When the Majority of a Target Audience Is Not Using Social Media
8.9.1 This Approach Is Not a Popular One and Is Not Recommended for the Following Reasons
8.10 School of Thought 2. Posting at Times When the Majority of a Target Audience Is Not Using Social Media
8.10.1 The Best Time to Schedule Content Is
8.10.2 Leverage Audience Research
8.10.3 Experiment Strategically
8.10.4 Scheduling Across Multiple Countries and Time Zones
8.11 Social Media Account Management Platforms
8.11.1 Sole Operators
8.11.2 Agencies and In-House Social Media Teams
CASE STUDY: Orange Leverages Social Media Management Tool, Socialbaker, to Coordinate Team Activities Across 29 Markets
8.12 Key Considerations When Selecting a Social Media Management Platform
Conclusion
8.13 Types of Platforms and their Features
8.14 Interview: Leo Morejon - VP of Content, Strategy & Enablement, Build and Inspire, USA
References
Further Reading
Helpful Links
II: Strategic Content Curation
9: Strategic Content Curation
References
10: Ethical Content Curation
10.1 Introduction
10.2 Benefits of Content Curation
10.2.1 Curated Content Can Reduce Time, Resources and Workload
10.2.2 Curating Content Can Position You as an Expert
10.2.3 Communicating Nutrition Facts Using Curated Content
10.2.4 Audiences Appreciate Your Efforts
10.2.5 Ethical Content Curation Can Foster Professional Relationships and Collaborations
10.3 Disadvantages of Content Curation
10.3.1 It Can Be Overused
10.3.2 Too Much Can Be Perceived as Laziness
10.3.3 If Unchecked, Curated Content May Be Inaccurate
10.4 Legal Issues to Avoid when Curating Social Media Content
10.4.1 Plagiarism
10.4.2 Copyright
10.4.3 Fraud
10.5 Curating Accurate Content in a Misinformation and Fake News Era
10.5.1 Fake News
10.5.1.1 Christmas Light Decision Generates Viral Fake News Causing Anti-Muslim Sentiment
10.5.2 Hoaxes
10.5.3 Incorrect Memes
10.5.4 Satirical News Sites
10.6 How to Check the Accuracy of Curated Content
10.7 Content Curation Vs Content Aggregation
10.8 Content Aggregation and Automation
Case Study: Facebook Hacking Hoax
10.9 Content Curation and the Human Element
Conclusion
10.10 Theoretical Framework Underpinning Content Curation
10.10.1 Tool = The Internet
10.10.2 Subject = The Content Curator (e.g. The Social Media Manager)
10.10.3 Object
10.10.4 Community
10.10.5 Division of Labor
10.10.6 Rules
10.10.7 Outcome
10.10.8 Best Practice #1: Never Produce an Article in its Entirety
10.10.9 Best Practice #2: Try Not to Use All, or Even the Majority, of Articles Available from a Single Source
10.10.10 Best Practice #3: Prominently Identify the Source of the Article
10.10.11 Best Practice #4: Whenever Possible, Link to the Original Source of the Article
10.10.12 Best Practice #5: Whenever Possible, Provide Context or Commentary for the Material you Use
10.10.13 Best Practice #6: When Sharing Images, Unless You Have Explicit Permission to Share a Full-Size Image, Always Share a Thumbnail Image at Most
10.10.14 Best Practice #7: Link Back to the Original Article Prominently, Not Buried All the Way Down at the End of the Post
10.10.15 Best Practice #8: If You Are Reposting an Excerpt from the Original Article, Make Sure Your Excerpt Only Represents a Small Portion of the Original Article
10.10.16 Best Practice #9: If You Are Reposting an Excerpt from an Original Article, Make Your Commentary Longer than the Excerpt You Are Reposting
10.10.17 Best Practice #10: Retitle Any and All Content You Curate
10.10.18 Best Practice #11: Don’t Use No-Follows on Your Links to the Original Publisher’s Content
10.11 Interview: Ethan Wall - Law Attorney, Author, Marketing Consultant, Keynote Speaker and President of The Social Media Law Firm and Social Media Law and Order, Miami, USA
References
Further Reading
Podcast
Helpful Links
11: The Content Curation Process
11.1 Introduction
11.2 Curated Content: Quality vs Quantity
11.3 Goals
11.4 SMART Objectives
11.5 Audience
11.6 Key Messages
11.7 Points of Parity
11.8 Points of Difference
11.9 Tactics
11.10 The Content Curation Process
11.10.1 Step One: Goal
11.10.2 Step Two: Topics
11.10.3 Step Three: Sense-Making
11.10.4 Step Four: Sharing
11.11 The Ideal Content Curation Practice
11.12 Different Approaches to Content Curation: Manual vs Automated
11.13 Manual Content Curation
11.13.1 Benefits
11.13.2 Disadvantages
11.14 Automated – Benefits and Disadvantages
11.14.1 Benefits
11.14.2 Disadvantages
11.14.3 Automating Quotes on Twitter Does Not Generate High Engagement Rates
11.14.4 Automated Content Curation Tools
11.14.5 Developing the Best Content Curation Approach for Your Client or Organisation
Conclusion
Case Study: American Apparel’s Content Curation Disaster
11.15 Interview: Albin Lix – Founder & Managing Director at Digital Business Lab, Hong Kong
References
Further Reading
Helpful Links
12: Techniques to Present Curated Content to Engage with Audiences
12.1 Introduction
12.2 Step 1. Begin with a Purpose
12.3 Step 2. Identify Your Audience
12.4 Step 3. Select the Most Appropriate Social Media Platform
12.5 Step 4. Develop a Plan for the Content that Incorporates the Curated Piece/s
12.6 Key Points to Remember When Presenting Curated Content
12.6.1 All Curated Content Must Add Value to the Audience and Strengthen the Piece Being Posted
12.6.2 Never Add Curated Content Purely for the Sake of Adding It
12.6.3 You are Providing Readers with Something New to Consider About Each Piece of Curated Content
12.6.4 Remember, It Is Always About the Audience. It is Not About You
12.7 Ways that Curated Content Can Help to Share Brand Stories
12.7.1 Different Purposes for Curated Content that Support Brand Storytelling: As Part of a List (the Top Five… Etc.)
12.8 How to Share Curated Content that Aligns with Brand Voice
12.8.1 Aligning Content with Brand Voice: Real Stories of Country Women
Conclusion
12.9 Planning for Content Curation Success
12.9.1 Structure
12.9.2 Flow
12.9.3 Revelation
12.9.4 Juxtaposition
12.9.5 Rhythm
12.10 Ways to Avoid Presenting Curated Content
12.10.1 Including Long Web Addresses
12.10.2 Not Including Commentary
12.10.3 Not Captioning Images with a Link to Their Source
12.10.4 Not Linking Through to Content to Save the Reader Googling
12.10.5 Not Tagging Content Creators in a Curated Post
Case Study: Using Curated Content for Paid Ads on Social Media
12.11 Appropriate Ways to Present Curated Content on Mainstream Social Media Platforms
12.12 Interview: Shelby McQueen - PPC (Pay-Per-Click) Consultant - Reload Digital, London
References
Further Reading
Helpful Links
III: Strategic Content Creation
13: Strategic Content Creation
References
14: Writing for Social Media
14.1 Introduction
14.2 Why Text-Based Content Is Important
14.2.1 Provides Context for Visual Elements
14.2.2 Is Searchable
14.2.3 Reduces Misinterpretation
14.2.4 Increases Accessibility
14.2.5 Increases Reach
14.3 Fundamental Principles for Good Writing
14.3.1 Goals, Objectives and Purpose
14.3.2 Accuracy
14.3.3 Correct and Consistent Grammar, Spelling and Punctuation
14.3.4 Style
14.3.5 Brevity
14.3.6 Clarity
14.3.7 Structure
14.3.8 Narrative
14.3.9 Tone of Voice and Brand Personality
14.3.10 Key Message/s and Call-to Action
14.3.11 Lead Strongly
14.3.12 ...See More
14.3.13 Audience Appropriateness
14.3.14 SEO
14.3.15 Social Media Platform Suitability
14.4 The Copywriting Process
14.5 Writing for Specific Social Media Channels
14.5.1 Facebook
14.5.1.1 Written Copy Categories
14.5.1.2 Maximum Characters
14.5.1.3 Recommended Character Length
14.5.1.4 Hashtags
14.5.1.5 Emojis
14.5.1.6 Links
14.5.2 Rules Can Be Broken with a Large and Highly Engaged Audience
14.5.3 Twitter
14.5.3.1 Written Copy Categories and Maximum Characters
14.5.3.2 Recommended Character Length
14.5.3.3 Hashtags
14.5.3.4 Emojis
14.5.3.5 Links
14.5.4 Instagram
14.5.4.1 Written Copy Categories and Maximum Characters
14.5.4.2 Recommended Characters
14.5.4.3 Hashtags
14.5.4.4 Emojis
14.5.4.5 Links
14.5.5 LinkedIn
14.5.5.1 Written Copy Categories and Maximum Characters (Johnson, 2019)
14.5.5.2 Recommended Characters
14.5.5.3 Hashtags
14.5.5.4 How Emojis Can Help with Personal Branding on LinkedIn
14.5.5.5 Links
14.5.6 YouTube
14.5.6.1 Written Copy Categories and Maximum Characters
14.5.6.2 Recommended Characters
14.5.7 Primal Video’s Video Descriptions Demonstrate how a Business Can Have Less AND More
14.5.7.1 Hashtags
14.5.7.2 Emojis
14.5.7.3 Links
14.5.8 Snapchat
14.5.8.1 Written Copy Categories and Maximum Characters
14.5.8.2 Hashtags
14.5.8.3 Emojis
14.5.8.4 Links
14.5.9 TikTok
14.5.9.1 Written Copy Categories and Maximum Characters (Stelzner, 2019)
14.5.9.2 Recommended Characters
14.5.9.3 Hashtags
14.5.9.4 Emojis
14.5.9.5 Links
14.5.10 Weibo
14.5.11 Written Copy Categories and Maximum Characters
14.5.11.1 Hashtags
14.5.11.2 Emojis
14.5.11.3 Links
14.5.12 Blogs
14.5.12.1 Recommended Length
14.5.12.2 Topics
14.5.12.3 Format
14.5.12.4 A Strategy to Repurpose Blog Content
14.5.13 Chatbots
14.5.14 Voice Assistants
14.6 Crafting Responses to Complaints
Conclusion
Case Study: BabyCentre UK’s Chatbot Increases Engagement Rate by 1428% Compared with Email
14.7 Interview: Umang Malik Aggarwal, Founder/ CEO – the Social Mango & the Tender Curve, Mumbai, India
References
Further Reading
Helpful Links
Chatbot Builder
Copywriting Tools
Search Engine Optimisation (SEO)/ Keyword Tools
Adding Emojis to YouTube
15: Creating Compelling Images, Graphics, Memes and Infographics
15.1 Introduction
15.2 Why Visual Content Is Important on Social Media
15.3 Visual Content Enhances Storytelling
15.4 Visual Content Increases Visibility of a Brand, Product and Service Rather than Describing It Using Text
15.5 Visual Content Builds Connections Between People behind a Brand and Their Target Audience
15.6 Visual Content Conveys Information in Small Bites
15.7 Visual Content Attracts Attention and Increases Views
15.8 Visual Content Can Generate Greater Engagement than Text Alone
15.9 People Remember Visual Content More than Text
15.9.1 Semiotics
15.9.2 Gestalt Principles
15.9.3 Applying Gestalt Principles to Social Media Content
15.10 Social Media Photography
15.10.1 Process
15.10.1.1 Pre-Production Phase
15.10.1.2 Production Phase
15.10.1.3 Post-Production Phase
15.10.2 Filters
15.10.3 A Word of Warning
15.10.4 Image Editing Tools
15.10.5 Briefing a Photographer
Conclusion
15.11 Graphical Social Media Content
15.11.1 Graphics
15.11.2 Graphical Components
15.11.3 Helpful Graphic Design Tools
15.11.4 Infographics
15.11.5 Memes
15.11.6 Why Use Memes?
15.11.7 How to Create Memes
15.11.8 GIFs
15.11.9 Why Use GIFS?
15.11.10 How to Create GIFs
15.11.11 Filters and Geofilters
15.11.12 Why Use Filters/Geofilters?
15.11.13 Australian Liberal Party Slammed for Using Snapchat Filter to Lure Younger Voters
15.11.14 How to Create Filters/Geofilters
15.11.15 Briefing a Graphic Designer
15.12 Increasing Accessibility of Visual Content with Alt Text
Case Study: Canva Generates 11.4 k Social Shares with Image Size Infographic
15.13 Visual Content Requirements for Specific Social Media Platforms
15.14 Interview: Mongezi Lupindo, Social Media Manager, Africa and Middle East at Sage, Johannesburg, South Africa
References
Further Reading
Helpful Links
Photography
Graphic Design
Infographics
Memes
GIFs
Filters/Geofilters
16: Producing Videos that Pop
16.1 Introduction
16.2 Why Video?
16.3 Video Formats
16.4 Social Media Platforms Supporting Videos
16.5 Ongoing Social Media Video Debates
16.5.1 Vertical Vs Square Vs Landscape
16.5.2 Native Vs Linked
16.5.3 In-House Production Vs a Professional Video Producer
16.5.4 How to Brief a Professional Videographer
16.6 Pre-Production
16.6.1 Video Shooting Script and Storyboarding
16.6.1.1 Video Shooting Script
16.6.1.2 Video Storyboards
16.6.2 The Four Components of a One Minute Video
16.6.3 The First 3–10 Seconds Are Crucial for All Videos
16.6.4 Talent
16.6.5 Video Equipment
16.7 Production
16.7.1 Be Flexible
16.7.2 Grouping Shots
16.8 Post-Production
16.8.1 Step 1: Gathering all Video Components
16.8.2 Step 2: Load Video, Graphics and Music Files into the Video Editing Software
16.8.3 Video Editing Software
16.8.4 Step 3: Arranging the Video Components in Order
16.8.5 Key Editing Principles
16.8.6 Music
16.8.7 Thumbnails
16.8.8 Closed Captions
16.8.9 Step 4 Rendering the Video and Preparing for it to Posted on Relevant Social Media Channels
16.8.10 Outsourcing Video Editing Is Also an Option
Conclusion
Case Study: Filter Deception Uncovered During Live-Video Glitch
16.9 Interview: String Nguyen, Global Video Influencer and Founder of the Trusted Voice, Australia
References
Further Reading
Helpful Links
Live-Streaming Video Tools
Video Conferencing Tools
Video Production Equipment
Editing Tools
Closed Caption Tools
Music
17: Conclusion: Social Media the Only Constant Is Change
17.1 Introduction
17.2 The Evolution of Social Media Management
17.2.1 Stage 1. It Is Just Another Task
17.2.2 Stage 2. The Social Media Generalists
17.2.3 Stage 3. Social Media Specialist Team
17.3 The T-Shaped Professional
17.4 Fostering Continual Growth as a Social Media Professional
17.5 Potential Risks Working as a Social Media Manager
17.6 Self-Care Strategies for the Social Media Manager
Conclusion
17.7 Interview: Brian Solis, Digital Analyst, Speaker, Author of ‘Lifescale’, USA
References
Further Reading
Helpful Links
Social Media Commentators
Social Media Platform Newsrooms
Blogs
Courses and Certifications
Online Groups
Conferences
LinkedIn Local
Industry Bodies
Podcasts
Social Media Marketing
Social Media Advertising
Public Relations
Twitter Chats
Appendix 1 and 2