Includes index.

Table of Contents List of Figures Dedication 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 M

This text guides students through the essential elements and structures of a social media campaign, beginning with conception and finishing with evaluation. Designing engagement with audiences through listening; strategic design; engagement; and evaluation, it outlines the process for public relations students and professionals to use when developing digital strategies. Using a set structure for learning key elements to managing social media, this text presents a holistic cycle in which students can understand communication processes in a social media environment. It will also serve practitioners who have had little or no formal training in producing and executing social media campaigns.