Social Media Campaigns

Strategies for Public Relations and Marketing

Carolyn Mae Kim

• Éditeur: Routledge
• Année: 2016
• ISBN:
  9781317312871
• Édition: 1
• Sujet: Commerce
• Sous-sujet: Relations publiques

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.

Table des matières

• Cover
• Title
• Copyright
• Contents
• List of Illustrations
• Dedication and Acknowledgments
• Social Media Campaigns at a Glance
• 1 Social Influence—Understanding the Development, Value, and Role of Social Media for Organizations
• 2 Step 1: Listening—Developing Research, Discovering Data, and Applying Meaning
• 3 Step 2A: Strategic Design—Developing a Data-Informed Social Media Campaign
• 4 Step 2B: Strategic Design—Designing Creative Engagement in Brand Communities
• 5 Step 3: Implementation and Monitoring—Joining Conversations and Creating Purposeful Interaction
• 6 Step 4: Evaluation—Showcasing Success and Growth Opportunities
• Index