Social Media Campaigns

Strategies for Public Relations and Marketing
1. Auflage 2016
ISBN: 978-1-138-94860-0
Verlag: Taylor & Francis Ltd

Buch, Englisch, 182 Seiten, Format (B × H): 154 mm x 231 mm, Gewicht: 301 g

Social media has ushered in a new era of communication between organizations and key stakeholders. This text guides readers through a four-step process of developing a robust social media campaign. Covering the latest industry standards and best practices to engage digital audiences through social listening, strategic design, creative engagement and evaluation, each chapter also includes expert insights from social media professionals. Focusing on principles rather than a specific platform, this is a text dedicated to developing social media competency that can adapt to any organization or environment.

Autoren/Hrsg.

Kim, Carolyn Mae (Biola University, USA)

Kim, Carolyn M.

Kim, Carolyn Mae

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations

Inhaltsverzeichnis

Table of ContentsList of FiguresDedicationChapter 1: IntroductionSocial Organizational CultureThe Social PrincipleDeveloping and Defining Online CommunitiesDeveloping Engagement with Social Media CommunitiesDeveloping a Social Media ProcessChapter 2: ListeningFoundational BackgroundSocial LandscapeSense MakingChapter 3: Strategic DesignSocial Media Strategic PlanSocial Media Campaign DesignSocial Media EthicsChapter 4: Creative EngagementLeaders in Creative Social MediaElements of Meaningful CommunicationIdentifying Appropriate Strategies and TacticsSocial Media Golden RulesChapter 5: Implementation & MonitoringContent CalendarsEngaging Through a CampaignSocial Media and CrisesSocial FatigueChapter 6: EvaluationData Use Throughout A Social Media CampaignComponents to EvaluationThe Future of Social Media

Über Autor(innen)

Carolyn Mae Kim is an assistant professor of public relations at Biola University. Her research specialties include credibility, digital strategy, media ecology and public relations education.