Introduction to social media : an art and science -- Ethical and legal fundamentals in social media -- Personal and professional branding -- Industry qualifications and roles -- Research in social media : listening, monitoring, and analysis -- Strategic planning for social media -- Strategic writing for social media -- Audience segmentation and analysis -- Creating, managing, and curating content -- Measurement, evaluation, budget and calendar -- How social media is applied : exploring different specializations, part I -- How social media is applied : exploring different specializations, part II -- What does the social media world have that is new?

"Exercises in Social Media for Strategic Communication is comprised of 50 real-world activities across various social media platforms designed to help students engage with social media from the perspective of a professional, strategic communicator. These activities and assignments give students hands-on experiences with real world challenges, and can be used to build a portfolio of work for use with job applications. Designed to be used with Freberg's social media book but flexible enough to bundle with any PR textbook, the exercise guide includes everything from brand analyses to budget assignments to pitch activities"--