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TitleSocial media campaigns : strategies for public relations and marketing
Author Carolyn Mae Kim
ImprintNew York : Routledge, Taylor & Francis Group, 2016
Descript viii, 181 pages : illustratons ; 24 cm

SUMMARY

"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." -- Publisher's description


CONTENT

Social media campaigns at a glance -- Social influence: understanding the development, value, and role of social media for organizations : Social organizational culture ; The social principle ; Developing and defining online communities ; Developing engagement with social media communities ; The need for more than just tactics ; Developing a social media process -- Step 1. Listening: developing research, discovering data, and applying meaning : Foundational background ; Social landscape ; Sense making -- Step 2A. Strategic design: developing a data-informed social media campaign : Social media strategic plan ; Social media campaign ; Social media ethics -- Step 2B. Strategic design: designing creative engagement in brand communities : Leaders in creative social media ; Elements of meaningful communication ; Identifying appropriate strategies and tactics ; Social media golden rules -- Step 3. Implementation and monitoring: joining conversations and creating purposeful interaction : Content calendars ; Engaging during a campaign ; Social media and crises ; Social fatigue -- Step 4. Evaluation: showcasing success and growth opportunities : Data use throughout a social media campaign ; Components to evaluation ; The future of social media campaigns


Internet in public relations Internet marketing Social media Public relations

LOCATIONCALL#STATUS
Central Library (4th Floor)658.872 K49S 2016CHECK SHELVES

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