Social Media Campaigns
Strategies for Public Relations and Marketing
Seiten
2020
|
2nd edition
Routledge (Verlag)
978-0-367-89620-1 (ISBN)
Routledge (Verlag)
978-0-367-89620-1 (ISBN)
Focusing on the core principles of how social media craft reciprocal, one-to-one connections with brands, this second edition outlines a four-step process for developing a successful social media campaign.
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
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
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.
1. Introduction 2. Listening 3. Strategic Design 4. Creative Engagement 5. Implementation & Monitoring 6. Evaluation
| Erscheinungsdatum | 15.01.2021 |
|---|---|
| Zusatzinfo | 30 Line drawings, black and white |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Gewicht | 317 g |
| Themenwelt | Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft |
| Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft | |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 0-367-89620-6 / 0367896206 |
| ISBN-13 | 978-0-367-89620-1 / 9780367896201 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
Mehr entdecken
aus dem Bereich
aus dem Bereich
Eine Einführung
Buch | Softcover (2022)
Springer VS (Verlag)
CHF 39,15
Buch | Softcover (2024)
Springer Gabler (Verlag)
CHF 69,95
