Social Media Campaigns (2nd Ed.) Strategies for Public Relations and Marketing
Auteur : Kim Carolyn Mae
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
1. Introduction 2. Listening 3. Strategic Design 4. Creative Engagement 5. Implementation & Monitoring 6. Evaluation
Carolyn Mae Kim is an associate professor of public relations at Biola University, USA. Her research specialties include credibility, digital strategy, media ecology and public relations education.
Date de parution : 12-2020
15.2x22.9 cm
Date de parution : 12-2020
15.2x22.9 cm
Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).
Prix indicatif 58,78 €
Ajouter au panierThèmes de Social Media Campaigns :
Mots-clés :
ORCID Id; Social Media Brand Communities; social media; communication studies; Brand Community; communication theory; Social Media Campaign; calendars; Social Media Team; campaign; Social Listening; Carolyn; Social Media Communities; Engagement; Content Calendar; strategies; Social Media Strategists; marketing; Social Business; media; Social Media Professionals; monitoring; Social Media Strategic Plan; implementation; Effective Campaign Design; online; Brand Persona; public relations; Custom URL; authentic; Team USA; Quantitative Research; Conversation Building; Social Media Crises; Brand Community Engagement; Social Media Evaluation; Source Credibility Dimensions; Smart Objective; FIFA Woman's World Cup