Strategies for public relations and marketing. Social Media Campaigns
Item
-
Title
-
Strategies for public relations and marketing. Social Media Campaigns
-
Creator
-
Mae Kim, Carolyn
-
Publisher
-
Routledge, Taylor & Francis Group
-
Description
-
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.
-
Date
-
2016. First Edition
-
Language
-
Eng.
-
Subject
-
Social Media Campaigns
Social Media - Strategies
MAR301
MAR302
-
isbn
-
9781315652375
-
Table Of Contents
-
List of Illustrations vii
Dedication and Acknowledgments ix
Social Media Campaigns at a Glance xi
1 Social Influence—Understanding the Development,
Value, and Role of Social Media for Organizations 1
Social Organizational Culture 1
The Social Principle 5
Developing and Defining Online Communities 8
Developing Engagement with Social Media Communities 13
The Need for More than Just Tactics 15
Developing a Social Media Process 16
2 Step 1: Listening—Developing Research, Discovering
Data, and Applying Meaning 23
Foundational Background 23
Social Landscape 32
Sense Making 48
3 Step 2A: Strategic Design—Developing a Data-Informed
Social Media Campaign 53
Social Media Strategic Plan 53
Social Media Campaign Design 72
Social Media Ethics 79
4 Step 2B: Strategic Design—Designing Creative
Engagement in Brand Communities 88
Leaders in Creative Social Media 89
Elements of Meaningful Communication 91
Identifying Appropriate Strategies and Tactics 116
Social Media Golden Rules 116
5 Step 3: Implementation and Monitoring—Joining
Conversations and Creating Purposeful Interaction 122
Content Calendars 122
Engaging During a Campaign 128
Social Media and Crises 135
Social Fatigue 141
6 Step 4: Evaluation—Showcasing Success and Growth
Opportunities 146
Data Use Throughout a Social Media Campaign 147
Components to Evaluation 149
The Future of Social Media Campaigns 174
Index 178
-
Extent
-
195 pages.
-
Type
-
Book
