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This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management, with international perspectives, AI approaches and tools to enhance the learning experience. Aside from focusing on practical application, the textbook takes readers through the process of strategy development and implementation, ethical and accurate content curation, and strategic content creation.Combining theory and practice, Strategic Social Media Management teaches readers how to take a strategic approach to social media from organisational and business perspectives, and how to measure results. Richly supported by robust and engaging pedagogy and case studies, it integrates public relations, marketing and advertising perspectives, and examines key issues including risk, ethics, privacy, consent, copyright, and crisis management.Reflecting the demands of contemporary practice, advice on self-care is also provided, helping to protect emerging Social Media Managers from the negativity they can experience online. By the end, readers will be able to develop a social media strategy, understand accurate and relevant content curation, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives.This is an ideal textbook for students learning social media strategy, marketing and management at undergraduate level. It is also essential reading for business owners, marketing, public relations, advertising and communications professionals looking to hone their social media skills.The first edition of this textbook won a Book Excellence Award, a Silver International Stevie Award for Best Business Book and was named in the Best 100 Public Relations eBooks of All Time by the Book Authority.

This book aims to help readers make sense of our changing world by sharing the views of global thought leaders on some of the most important issues of our time, from US-China relations and global governance to climate change and the COVID-19 pandemic. The ten dialogues in this book were part of the "China and the World" series of online discussions hosted by the Center for China and Globalization (CCG). The series features CCG President Huiyao Wang in conversation with experts from a range of fields, from renowned scholars of international relations, economics, and history, to journalists, policymakers, and business leaders. The speakers featured in this book are Graham Allison, David Blair, Kerry Brown, Anne Case, Li Chen, Wendy Cutler, Angus Deaton, Thomas L. Friedman, Valerie Hansen, Pascal Lamy, Kishore Mahbubani, Joseph S. Nye Jr., Adam Posen, J. Stapleton Roy, John L. Thornton, Huiyao Wang, Martin Wolf, and Zhu Guangyao. These wide-ranging discussions offer unique insights and perspectives on key trends shaping our world in the 21st century. These include the rise of China and shifts in geopolitics, as well as the evolving nature of globalization, transnational threats, and multilateralism.This is an open access book.This is an open access book.

This book offers a practical guide to Chinese ecommerce markets for businesspeople and scholars. China represents a $5.6 trillion retail market, with the highest ecommerce penetration rate in the world. Due to the COVID-19 pandemic, brands are investing more in growing online sales. Written from the heart of the world¿s largest e-commerce platform, Ecommerce Reimagined: Retail and Ecommerce in China is a book that aims to satisfy the growing need of entrepreneurs and businesses hoping to tap into Chinäs market and provide context to students and academics who post an interest in learning about how ecommerce has shaped the Chinese retail space.

Organizational communication is at a crossroads and professional communicators and leaders alike need to up their game. In this insightful and practical guide, leadership psychologist Dr. Laura McHale shows how neuroscience can help, surveying the field to reveal the science that is most applicable to organizations and providing an evidence-based approach to dramatically boost the effectiveness and impact of communications. From structural dynamics to occupational aprosodia, from the threat (and opportunities) of GPT-3 to the neuroscience of Zoom fatigue, she takes the reader on a fascinating journey of how neuroscience can help unlock the potential of communicators and the organizations they work for.