Book Summary: Social Media for Strategic Communication: Creative Strategies and Research-Based Applications by Karen Freberg (2019)

Karen Freberg’s “Social Media for Strategic Communication: Creative Strategies and Research-Based Applications” offers a comprehensive guide for public relations professionals navigating the ever-evolving landscape of social media. Grounded in research and enriched with practical insights, the book covers a variety of strategic approaches and creative tactics. The aim is to empower PR practitioners to harness social media effectively for communication strategies.

Freberg establishes the necessity of understanding the foundations of social media for effective communication. Social media is not just an additional channel; it’s a pivotal element in comprehensive strategic communication plans.

Action: Begin by conducting a thorough audit of current social media platforms to identify where your audience spends the most time and what type of content resonates with them.

To develop a robust social media strategy, Freberg emphasizes the importance of setting clear, measurable objectives aligned with organizational goals. She introduces the S.M.A.R.T (Specific, Measurable, Achievable, Relevant, Time-bound) framework for goal setting.

Example: If a company’s goal is to increase brand awareness, a S.M.A.R.T objective could be to gain 500 new followers on Instagram over the next quarter by posting daily content and engaging with followers.

Action: Use the S.M.A.R.T framework to define specific social media goals, such as increasing engagement rates or driving traffic to a website. Ensure each goal supports broader business objectives.

Freberg underscores the importance of understanding and segmenting your audience for targeted communication. She advocates using social media analytics tools to gather insights into audience demographics, preferences, and behaviors.

Example: A beauty brand might find that its primary audience consists of young women aged 18-24 who are interested in skincare trends.

Action: Use tools such as Facebook Insights or Twitter Analytics to collect data on your audience. Segment the audience based on factors like age, gender, interest, and behavior to tailor content more effectively.

Effective content is at the heart of any social media strategy. Freberg discusses various content types—text, images, videos, live streams—and emphasizes the importance of storytelling. She encourages mixing original content with curated third-party content relevant to the audience.

Example: A food brand might post original recipes (owned content) and share cooking tips from food bloggers (curated content).

Action: Develop a content calendar that outlines the types of content to be posted, ensuring a mix of original and curated material that aligns with audience interests and organizational goals.

Building a community requires more than just posting content; it involves active engagement. Freberg emphasizes interactions through comments, likes, shares, and direct messages. She introduces the concept of “social listening” to monitor and respond to audience conversations.

Example: A fashion retailer can enhance community engagement by hosting Q&A sessions on Instagram Live and responding to customer inquiries promptly.

Action: Implement social listening tools like Hootsuite or Brandwatch to track brand mentions and engage in conversations. Respond to comments and messages to foster a sense of community and build stronger relationships with your audience.

Freberg stresses the importance of maintaining ethical standards and being transparent in social media communication. Ethical practices include proper disclosure of sponsored content and the accurate portrayal of information.

Example: Influencers must disclose paid partnerships using hashtags such as #ad or #sponsored.

Action: Develop a social media policy that includes guidelines for ethical behavior and transparency. Train team members on these guidelines to ensure consistency.

Social media adds a layer of complexity to crisis management by accelerating the spread of information. Freberg highlights the necessity of having a crisis communication plan that includes social media protocols.

Example: During a product recall, a food company can use social media to issue prompt updates and answer customer questions transparently.

Action: Create a social media crisis management plan that outlines procedures for monitoring, responding, and communicating during a crisis. Ensure the plan is regularly updated and communicated to all relevant team members.

Freberg highlights the importance of measuring and evaluating social media efforts to understand their effectiveness. Key performance indicators (KPIs) and return on investment (ROI) should be regularly assessed.

Example: For a campaign designed to drive website traffic, monitor KPIs such as the number of click-throughs, duration of visits, and conversion rates.

Action: Utilize analytics tools like Google Analytics or social media platform insights to track and analyze KPIs. Use the data to refine strategies and improve future campaigns.

Freberg advises that social media should complement traditional media efforts rather than replace them. Integrated campaigns can leverage the strengths of both mediums.

Example: A PR campaign can use traditional media for broad awareness while driving deeper engagement through social media platforms.

Action: Plan integrated campaigns where press releases, news features, and print advertisements are supported by social media activities like hashtag challenges, influencer collaborations, and interactive content.

The book offers numerous case studies that illustrate successful social media strategies. These examples provide practical insights and inspirations for implementing theoretical concepts.

Example: A case study on the “Share a Coke” campaign by Coca-Cola shows how personalized content on social media can significantly boost engagement and sales.

Action: Study case studies relevant to your industry to understand the strategies and tactics employed. Apply these learnings to your own social media efforts while adapting them to fit your unique context.

Freberg’s “Social Media for Strategic Communication” is a valuable resource for public relations professionals aiming to optimize their social media efforts. By combining research-based applications with creative strategies, the book provides a roadmap for effective social media communication. From strategic planning and content creation to community engagement and crisis management, the insights and actions outlined can help practitioners navigate the dynamic social media landscape and achieve their communication goals.

By following these structured actions, PR professionals can enhance their strategic communication efforts on social media, fostering stronger connections with their audience and achieving substantive results for their organizations.