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The Social Media Communication Matrix by Beki Winchel, Kenneth D. Plowman

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Part II

Strategic Communication and Social Media Platforms

In order to help public relations pros become familiar and knowledgeable with social media—both in theory and in practice—the following five chapters include a look at five major social media platforms: Facebook, Twitter, Pinterest, LinkedIn, and Google+. YouTube is included alongside Google+, as both come from Google, even though they are in no way the same.

Each chapter includes an overview of the social media platform, including the types of accounts, along with an analysis of its strengths, weaknesses, opportunities, and threats. Each chapter also includes a rundown of the social media platform’s key publics, key messaging and strategy along with a scheduling, budget, and analytics ...

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