Introduction 1 Reference 3 Part 1 Social Media in Convergence 1 Understanding Social Media and Social Behavior Change 7 Introduction 7 Bridging Communication Theories and Social Media Practitioners 10 Linear Communication Models to Modern Transactional Processes 10 Marketing and Behavior Change Theory 13 Summary 20 References 21 2 Information Diffusion 23 Introduction 23 Diffusing Your Message 24 Web 1.0 to 2.0 Technology Structure 26 Transparency, Control and Public Relations 29 Summary 40 References 41 3 Establishing Community 44 Introduction 44 Community Development Theory 45 Behavior Change and the Power of Social Networks 50 Brand Authenticity 52 Summary 57 References 59 4 Mobilizing Your Audience 61 Introduction 61 Social Media Mobilization 62 The Power of User-Generated Content 65 Offline Advocacy 68 Summary 74 References 75 Part 2 Social Media Users and Messages 5 Transforming Audiences into Users 81 Introduction 81 Transforming Passive Audiences to Empowered Users 82 Predicting Social Media Use and Audience Behavior 86 Social Media User Profile 90 Summary 94 References 96 6 Active Within Structures 99 Introduction 99 Theory of Active Within Structures 100 The Role of Structure 103 Recognizing Constrained Active Choices 107 Summary 112 References 113 7 Best Practices for Social Media Engagement 115 Introduction 115 The Theory of Dialogic Communication 116 Online Engagement and Virtual Communities 118 The Dialogic Loop 123 Summary 127 References 128 8 Mobile Marketing and Location-based Applications 130 Introduction 130 Mobile Digital Projections 132 Peer Influence and a Shared Social Journey 135 Generating Return Visits 137 Summary 140 References 142 Part 3 Social Media Marketing and Business Models 9 Reconsidering the Long Tail 147 Introduction 147 Power-Law Distribution 148 Theory of the Long Tail 149 Inbound Marketing 152 Summary 158 References 159 10 Social Media Business Models 161 Introduction 161 Developing a Business Model 162 The Return on Investment of Social Media 167 One Business Model Doesn''t Fit All 172 Summary 175 References 176 11 Social Media Marketing Strategies 180 Introduction 180 Transitioning from Traditional Marketing 181 Applied Strategic Theory 183 Branded Social Experience 189 Summary 193 References 194 12 Evaluating Social Media Marketing 196 Introduction 196 Current Social Media Marketing Measurements 197 Building on the Focus Group 200 Audience Reception Approach 201 Summary 206 References 208 Part 4 Marketing for Social Good 13 Social Media and Health Campaigns 213 Introduction 213 Activation Theory of Information Exposure 215 Health Belief Model 218 Mobile Reach 222 Summary 226 References 227 14 Social Media and Civic Engagement 230 Introduction 230 Historical Shifts of Civic Engagement 232 Civic Engagement and the Individual Self 235 Technology and Political Communication 238 Summary 243 References 244 15 Communication for Development 247 Introduction 247 Introduction to Communication for Development 248 Modernization, Dependency and Participatory Approaches to Behavior Change 250 Opportunities and Challenges of Communication for Development Approaches 254 Summary 260 References 261 16 Social Media and Entertainment-Education 264 Introduction 264 Theoretical Underpinnings of Entertainment-Education 266 Entertainment-Education and Public Health 268 MARCH Model of Behavior Change 269 Summary 276 References 277 Part 5 Social Media for Social and Behavior Change 17 Integrating Old with New 281 Introduction 281 The Culture of Convergence 282 Remediation Theory 286 Integrating Social Media in a Post-Convergence Era 287 Summary 292 References 294 18 Social Media for Social Behavior Change 297 Introduction 297 We First 298 Role of the User 301 Identification through Social Behavior 304 Summary 308 References 310 19 Arguing for a General Framework for Social Media Scholarship 312 Introduction 312 The Six Paradigms of Communication Theory 313 A General Framework for Mass Media Scholarship 318 Key Intersections of Social Media Scholarship 320 Summary 323 References 324 20 The Future of Social Media 326 Introduction 326 The Future Social Media Landscape 327 Web 3.0: Asynchronous Mass Delivery 331 Conclusions and Recommendations 332 Summary 337 References 339 Index 343.