1st Edition

Social Media Campaigns
Strategies for Public Relations and Marketing

ISBN 9781138948600
Published July 5, 2016 by Routledge
194 Pages

USD $56.95

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Book 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. 

Table of Contents

Table of Contents

List of Figures


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

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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.

Support Material

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