Social Media Campaigns : Strategies for Public Relations and Marketing

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/9780367896201ISBN : 9780367896201 Cover Endorsements Half Title Title Page Copyright Page Dedication Contents List of Figures Author’s Biography Preface 1. Introduction: 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 2. Step 1: Listening—Developing Research, Discovering Data, and Applying Meaning Listening in Organizational Stakeholder Relationships Foundational Background Social Landscape Sense-making 3. Step 2: Strategic Design Part A—Developing a Data-Informed Social Media Campaign Social Media Strategic Plan Social Media Campaign Design Social Media Ethics 4. Step 2: Strategic Design Part B—Designing Creative Engagement in Brand Communities Approaches to Effective Engagement in Social Media Elements of Meaningful Communication Identifying Appropriate Strategies and Tactics Social Media Golden Rules 5. Step 3: Implementation and Monitoring—Joining Conversations and Creating Purposeful Interaction Social Care Content Calendars Engaging During a Campaign Social Media and Crises Organizational Social Fatigue 6. Step 4: Evaluation—Showcasing Success and Growth Opportunities Data Use throughout a Social Media Campaign Principles of Research Components of Evaluation The Future of Social Media Campaigns Beyond Evaluation: Stewardship in Social Media Index 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. In addition, this enhanced eBook version weaves supplemental online resources into the text itself. Without having to leave the eBook, in each chapter readers can find Chapter Learning Outcomes, Main Concept Recaps, and Key Vocab pop-up boxes. 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 "Focusing on the core principles of how social media craft reciprocal, one-to-one connections with brands, this book 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 end-of-chapter activities to guide students in the initial campaign planning phase added content on influencers and crowd-funding 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"-- Provided by publisher Gives 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 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.