Introduction to social media : an art and science -- Ethical and legal fundamentals of social media -- Personal and professional branding for social media -- Diversity and inclusion in social media -- Industry qualifications and roles in social media -- Research in social media : listening, monitoring, and analysis -- Strategic planning for social media -- Influencer marketing -- Paid media -- Strategic writing for social media -- Audience segmentation and analysis -- Creating, managing and curating content (strategies, tactics, and key messages) -- Measurement, evaluation, budget and calendar considerations for social media -- How social media is applied : exploring different specializations + case studies I -- How social media is applied : exploring different specializations + case studies II -- What does the social media world have that is new?

"Portfolio Building Activities in Social Media features over 125 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"--