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Social media campaigns : strategies for public relations and marketing / Carolyn Mae Kim.

By: Kim, Carolyn Mae [author.].
Material type: TextTextPublisher: New York : Routledge, Taylor & Francis Group, 2016Copyright date: ©2016Description: viii, 181 pages : illustratons ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781138948594 (hbk); 1138948594 (hbk); 9781138948600 (pbk); 1138948608 (pbk).Subject(s): Internet in public relations | Internet marketing | Social media | Public relationsAdditional physical formats: Online version:: Social media campaignsDDC classification: 658.8/72 LOC classification: HD59 | .K558 2016
Contents:
Social media campaigns at a glance -- Social influence: understanding the development, value, and role of social media for organizations : Social organizational culture ; The social principle ; Developing and defining online communities ; Developing engagement with social media communities ; The need for more than just tactics ; Developing a social media process -- Step 1. Listening: developing research, discovering data, and applying meaning : Foundational background ; Social landscape ; Sense making -- Step 2A. Strategic design: developing a data-informed social media campaign : Social media strategic plan ; Social media campaign ; Social media ethics -- Step 2B. Strategic design: designing creative engagement in brand communities : Leaders in creative social media ; Elements of meaningful communication ; Identifying appropriate strategies and tactics ; Social media golden rules -- Step 3. Implementation and monitoring: joining conversations and creating purposeful interaction : Content calendars ; Engaging during a campaign ; Social media and crises ; Social fatigue -- Step 4. Evaluation: showcasing success and growth opportunities : Data use throughout a social media campaign ; Components to evaluation ; The future of social media campaigns.
Summary: "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." -- Publisher's description
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Item type Current location Call number Status Date due Barcode
Book University of Texas At Tyler
Stacks - 3rd Floor
HD59 .K558 2016 (Browse shelf) Available 0000002302511

Includes bibliographical references and index.

Social media campaigns at a glance -- Social influence: understanding the development, value, and role of social media for organizations : Social organizational culture ; The social principle ; Developing and defining online communities ; Developing engagement with social media communities ; The need for more than just tactics ; Developing a social media process -- Step 1. Listening: developing research, discovering data, and applying meaning : Foundational background ; Social landscape ; Sense making -- Step 2A. Strategic design: developing a data-informed social media campaign : Social media strategic plan ; Social media campaign ; Social media ethics -- Step 2B. Strategic design: designing creative engagement in brand communities : Leaders in creative social media ; Elements of meaningful communication ; Identifying appropriate strategies and tactics ; Social media golden rules -- Step 3. Implementation and monitoring: joining conversations and creating purposeful interaction : Content calendars ; Engaging during a campaign ; Social media and crises ; Social fatigue -- Step 4. Evaluation: showcasing success and growth opportunities : Data use throughout a social media campaign ; Components to evaluation ; The future of social media campaigns.

"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." -- Publisher's description

Reviews provided by Syndetics

CHOICE Review

Kim provides valuable, useful social media guidelines for students and practitioners. She also explores the implications of speed and the ethics of encouraging people to "like" a product or service. The book promotes a four-step model for social media campaigns: "Listening," "Strategic Design," "Implementation and Monitoring," and "Evaluation." Case studies highlight the importance of community and platform. Discussions of popular campaigns integrate easily understandable definitions of technical terms into the text. Each chapter contains an "Expert Insight" section, a "Key Spotlight" section, a suggested reading list, and references. The book appears to ignore two of the recent major social media campaigns--Trump's tweets and Chipolte's reputation repair. However, the techniques and strategies presented in the book enable the reader to analyze recent campaigns and apply them to future ones. The book is well organized and thorough, yet manages to maintain a handbook-style presentation. Research is explained in enough detail to provide a sophisticated level of understanding. This book could serve as a course textbook, reference source, or seminar takeaway. Summing Up: Recommended. Upper-division undergraduates through faculty. --Eileen G. Ferris, Branford Hall Career Institute

Author notes provided by Syndetics

<p>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.</p>

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