Social Media Campaigns

Strategies for Public Relations and Marketing
2. New Auflage 2020
ISBN: 978-0-367-89629-4
Verlag: Taylor & Francis Ltd

Buch, Englisch, 226 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 580 g

This new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to adapt to the quickly evolving world of digital media. It takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. Thoroughly updated, this second edition includes:

• new strategies to guide students in the initial campaign planning phase

• added content on influencers, social care teams, and newsjacking

• coverage of research evaluation, the implications of findings, and articulating the ROI

• expanded discussion of ethical considerations in campaign design and data collection and analysis.

The book is suited to both undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations or a secondary text in broader public relations and marketing campaign planning and writing courses.

Accompanying online resources include chapter reviews with suggestions for further resources; instructor guides; in-class exercises; a sample syllabus, assignments, and exams; and lecture slides. Visit www.routledge.com/9780367896201

Autoren/Hrsg.

Kim, Carolyn Mae (Biola University, USA)

Kim, Carolyn Mae

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1. Introduction 2. Listening 3. Strategic Design 4. Creative Engagement 5. Implementation & Monitoring 6. Evaluation

Über Autor(innen)

Carolyn Mae Kim, an award-winning public relations expert, blends academic insight and industry expertise to craft data-driven strategies that build trust and foster authentic connections. She has held leadership roles with the Public Relations Society of America, the Association for Education in Journalism and Mass Communication Public Relatiosn Division, and the Commission on Public Relations Education. Dr. Kim also served as chief research editor for the Institute for Public Relations. As the founding Chair of Biola University’s Public Relations & Strategic Communication Department, she launched innovative programs and guided the Public Relations Student Society of America Chapter to national acclaim. Carolyn is passionate about equipping others to create communication that inspires and transforms.