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Introduction

In: Strategic Social Media Management

Author

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  • Karen E. Sutherland

    (University of the Sunshine Coast)

Abstract

Congratulations. Your interest in social media management is extremely timely. We are part of a digital revolution and by learning more about the approaches and tasks required to manage social media, you will be able to use it to your (and your business’ or clients’) greatest advantage. Social media technology has become such a pervasive, and often necessary, part of the everyday lives for so many that social media proficiency is now considered to be one of the top five skills sought by employers (Deloitte, 2018). And more specifically, in a recent study of 396 Australian employers, public relations and customer service expertise were ranked as the most important social media skills above skills such as content production (Sutherland, Freberg, Driver, & Khattab, 2020). As you will learn through this book, social media has grown in more than popularity; it keeps maturing, and so must our approaches to the way that we manage it.

Suggested Citation

  • Karen E. Sutherland, 2021. "Introduction," Springer Books, in: Strategic Social Media Management, edition 1, chapter 1, pages 1-4, Springer.
    • Handle: RePEc:spr:sprchp:978-981-15-4658-7_1
    DOI: 10.1007/978-981-15-4658-7_1
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