Social Media Campaigns

Strategies for Public Relations and Marketing
1. Auflage 2016
ISBN: 978-1-138-94859-4
Verlag: Taylor & Francis Ltd

Buch, Englisch, 182 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 386 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 Mae

Fachgebiete

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

Inhaltsverzeichnis

Table of Contents
List of Figures
Dedication
Chapter 1: Introduction
Social Organizational Culture
The Social Principle
Developing and Defining Online Communities
Developing Engagement with Social Media Communities
Developing a Social Media Process
Chapter 2: Listening
Foundational Background
Social Landscape
Sense Making
Chapter 3: Strategic Design
Social Media Strategic Plan
Social Media Campaign Design
Social Media Ethics
Chapter 4: Creative Engagement
Leaders in Creative Social Media
Elements of Meaningful Communication
Identifying Appropriate Strategies and Tactics
Social Media Golden Rules
Chapter 5: Implementation & Monitoring
Content Calendars
Engaging Through a Campaign
Social Media and Crises
Social Fatigue
Chapter 6: Evaluation
Data Use Throughout A Social Media Campaign
Components to Evaluation
The 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.