Titlebook: Strategic Social Media Management; Theory and Practice Karen E. Sutherland Textbook 20211st edition The Editor(s) (if applicable) and The A

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Creating Compelling Images, Graphics, Memes and Infographicst do not perform well in isolation. They need to work together to achieve the best results. A study by Brubaker and Wilson (2018) found that while visual content is effective in attracting attention on a newsfeed, it is written copy accompanying the visual element that helps convert the audience’s a

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Producing Videos that Popds of social media for the coming year and video is nearly always on the list (Ahmad, 2019; Goodwin, 2019; O’Brien, 2019). These predictions about video are incorrect. Video is not a future trend. Video has been an essential part of strategic social media for many years. This is why it is crucial fr

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The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapor

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Social Media Strategy Developmentence (Freberg, 2018; Kim, 2016; Quesenberry, 2018). Without conducting in-depth research that informs social media activities, Social Media Managers are merely guessing as to what will work for their organisation or clients. It is a rare business or organisation that has an unlimited supply of funds, time and staff to support such guesswork.

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Stop Selling, Start Helping: Prescribing Tactics to Win Over Target Audiencess, disadvantages and application of each tactic investigated in this chapter. With such a brief scope, it will be of greater benefit to provide guidance on the process of researching, innovating, selecting and implementing relevant tactics that connect with and convert a target audience.

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