Zagging: Building Advocacy Through Digital and Social Media serves as a resource manual guidebook for students, professionals, and organizational advocacy leaders looking to develop their ability to effectively manage various digital and social media communication tools during and beyond the COVID-19 Pandemic. Social media consumption and engagement experienced a meteoric increase as over 4 billion globally now use social media since the Pandemic began in March 2020.
Most of us understand that in traditional marketing, we are usually competing against organizations that sell or promote the same things you do. On social media today, we are competing against the crowded news feed, which lets everyone know what else is going on globally and in real-time. Getting noticed or grabbing attention on social media today is at a premium considering there are over 60 billion posts made every 24-hours in addition to the 4,000 to 10,000 paid ads depending on which DMA (designated market area) you reside. Taking a ‘Zagging’ approach within this guidebook will help you navigate this crowded space and become the signal within the noise.
The first step for any organization is to start by determining and answering the question, why do you need to use social media at all? What value are you looking to gain from using it? The key is to focus on what your organization is trying to achieve and determine how digital and social media strategies align by supporting your goals and outcomes.
Authors Guy Danhoff and Lauren Krebs fill the need for a central resource that includes social media marketing industry reports, practical examples with peer-reviewed academic research, and best practices serving as the foundation for strategic digital and social media planning. Zagging: Building Advocacy Through Digital and Social Media incorporates strategies and tactics of growing influence, engagement, and impact through digital and social media using data analytics and key performance indicators to support its applied approach.
- Develop digital and social media materials to promote advocacy campaigns
- Analyze and evaluate the effectiveness of advocacy campaigns through data analytics
- Identify and demonstrate the best practices for digital and social media marketing
- Implement an integrated approach using digital and social media strategies and tactics
- Recognize the issues and challenges using social media platforms and tools
Value-Added Book Features
- Zagging: Building Advocacy Through Digital and Social YouTube Channel Book Companion, which provides the added benefit of updating book content in real-time, book reviews, how-to content (i.e., How to create a weekly show that gets views, How to develop and grow a YouTube channel, How to turn your Zig into a Zag, etc.) and live streaming webinars
- 21 Best Practices for effectively using digital and social media to drive desired outcomes
- Public Serve Announcements for addressing Cyberbullying & Cyber Harassment and Social Media & Mental Health
- Tips and tools managing digital and social media analytics for using data to drive decision making
- Featured Spotlights of several professionals from the field sharing their front-line insights and experiences
Foreword (written by Stephanie Morris, CEO of SHAPE America)
CHAPTER 1 Why Organizations Need an Integrative Approach for Advocacy Campaigns
CHAPTER 2 Developing a Comprehensive Digital and Social Media Plan
CHAPTER 3 Digital and Social Media Platforms, Tools, and Apps
CHAPTER 4 Digital and Social Media Data Analytics
CHAPTER 5 Social Media Issues and Challenges
CHAPTER 6 Implementing and Managing the Plan
CHAPTER 7 Measuring the Effectiveness of the Plan
APPENDIX A Public Service Announcement—Cyberbullying and Cyber Harassment
APPENDIX B Public Service Announcement—Social Media and Mental Health
Guy Danhoff is the co-author of Health Fitness Management, Third Edition, the authoritative guide to operating a successful health or fitness club. He crafted the strategies, best practices, and tips for managing social media pages that provide the reader practical ways to maximize marketing efforts and grow the business using data analytics. He serves as an assistant professor of health and sport sciences, teaching courses in sport and social media, sport marketing, sport entrepreneurship, and fitness management while serving as the graduate program coordinator for the Fitness Management Program at Missouri Baptist University (MBU).
Another area of expertise for the 2018-19 MBU Distinguished Professor of the Year includes digital and social media marketing as he consults as a digital media strategist for the Missouri Society of Health and Physical Educators (MOSHAPE), Missouri Healthy Schools (MHS), and the Society of Health and Physical Educators (SHAPE America) during their national conventions. His live streaming and video advocacy work at MHS, funded through the 1801 Centers for Disease Control and Prevention (CDC) Healthy Schools Grant and the 1801 CDC COVID-19 Supplemental Grant, has been requested by ABC News in New York, the CDC for School Success Stories, and endorsed by Missouri Governor Mike Parson for producing #TastyTuesday and #SpakerSpot weekly live shows. The Central District of SHAPE America announced the 2021 recipients of the Kathleen Kinderfather Award for Public Service and presented it to the MOSHAPE Social Media Team in April. Danhoff (also the host of #MOHealthMedia and #OnTheMove), alongside two colleagues, recognized their transformative work in bringing the MOSHAPE advocacy message and communications to a national audience.
Guy is a keynote speaker and offers a Masterclass with co-author Lauren Krebs through ZAGPro Academy for school leaders, teachers, nurses, and other school staff as well as state or national organizational leaders looking to develop their confidence in the ability to effectively manage various digital media communication tools for multiple purposes during and beyond the COVID-19 Pandemic.
Danhoff completed all his coursework towards his Doctor of Business Administration (DBA) degree from Walden University and is in the process of completing his doctoral research capstone on Social Media Marketing Strategies to Increase Revenue in the Health and Fitness Industry.