Holdings: Social media campaigns

Social media campaigns: strategies for public relations and marketing

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Bibliographic Details
Main Author:	Kim, Carolyn Mae (Author)
Format:	Book
Language:	English
Published:	New York ; London Routledge 2021
Edition:	Second edition
Subjects:	Internet in public relations Internet marketing Social media Public relations Öffentlichkeitsarbeit Online-Marketing Social Media
Online Access:	Inhaltsverzeichnis
Physical Description:	xvi, 209 Seiten Illustrationen
ISBN:	9780367896294 9780367896201

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MARC


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Record in the Search Index

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adam_text	Contents List of Figures Author’s Biography Preface 1 2 3 xi xiii xv 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 1 2 6 10 16 18 19 Step 1: Listening—Developing Research, Discovering Data, and Applying Meaning Listening in Organizational Stakeholder Relationships Foundational Background Social Landscape Sense-Making 28 28 30 39 57 Step 2: Strategic Design Part A—Developing a Data-Informed Social Media Campaign Social Media Strategic Plan Social Media Campaign Design Social Media Ethics 65 65 86 93 x CONTENTS 4 Step 2: Strategic Design Part В—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 105 106 112 138 139 5 Step 3: Implementation and Monitoring—Joining Conversations and Creating Purposeful Interaction 147 Social Care 147 Content Calendars 150 Engaging During a Campaign 155 Social Media and Crises 161 Organizational Social Fatigue 168 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 173 174 176 177 195 197 Index 201
adam_txt	Contents List of Figures Author’s Biography Preface 1 2 3 xi xiii xv 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 1 2 6 10 16 18 19 Step 1: Listening—Developing Research, Discovering Data, and Applying Meaning Listening in Organizational Stakeholder Relationships Foundational Background Social Landscape Sense-Making 28 28 30 39 57 Step 2: Strategic Design Part A—Developing a Data-Informed Social Media Campaign Social Media Strategic Plan Social Media Campaign Design Social Media Ethics 65 65 86 93 x CONTENTS 4 Step 2: Strategic Design Part В—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 105 106 112 138 139 5 Step 3: Implementation and Monitoring—Joining Conversations and Creating Purposeful Interaction 147 Social Care 147 Content Calendars 150 Engaging During a Campaign 155 Social Media and Crises 161 Organizational Social Fatigue 168 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 173 174 176 177 195 197 Index 201
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discipline	Allgemeines Wirtschaftswissenschaften
discipline_str_mv	Allgemeines Wirtschaftswissenschaften
edition	Second edition
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spelling	Kim, Carolyn Mae Verfasser (DE-588)114118463X aut Social media campaigns strategies for public relations and marketing Carolyn Mae Kim Second edition New York ; London Routledge 2021 xvi, 209 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Internet in public relations Internet marketing Social media Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Social Media (DE-588)4639271-3 gnd rswk-swf Social Media (DE-588)4639271-3 s Öffentlichkeitsarbeit (DE-588)4043188-5 s Online-Marketing (DE-588)7706419-7 s DE-604 Erscheint auch als Online-Ausgabe 978-1-003-02019-6 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032511747&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Kim, Carolyn Mae Social media campaigns strategies for public relations and marketing Internet in public relations Internet marketing Social media Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Online-Marketing (DE-588)7706419-7 gnd Social Media (DE-588)4639271-3 gnd
subject_GND	(DE-588)4043188-5 (DE-588)7706419-7 (DE-588)4639271-3
title	Social media campaigns strategies for public relations and marketing
title_auth	Social media campaigns strategies for public relations and marketing
title_exact_search	Social media campaigns strategies for public relations and marketing
title_exact_search_txtP	Social media campaigns strategies for public relations and marketing
title_full	Social media campaigns strategies for public relations and marketing Carolyn Mae Kim
title_fullStr	Social media campaigns strategies for public relations and marketing Carolyn Mae Kim
title_full_unstemmed	Social media campaigns strategies for public relations and marketing Carolyn Mae Kim
title_short	Social media campaigns
title_sort	social media campaigns strategies for public relations and marketing
title_sub	strategies for public relations and marketing
topic	Internet in public relations Internet marketing Social media Public relations Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Online-Marketing (DE-588)7706419-7 gnd Social Media (DE-588)4639271-3 gnd
topic_facet	Internet in public relations Internet marketing Social media Public relations Öffentlichkeitsarbeit Online-Marketing Social Media
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032511747&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT kimcarolynmae socialmediacampaignsstrategiesforpublicrelationsandmarketing

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