000			02403nam a22003258a 4500
008			160126s2016 nyu 001 0 eng
010			_a 2015048433
020			_a9781138948600
040			_aDLC _beng _cDLC
042			_apcc
050	0	0	_aHD59 _b.K558 2016
082	0	0	_a658.8/72 _223
100	1		_aKim, Carolyn Mae
245	1	0	_aSocial media campaigns : _bstrategies for public relations and marketing _cCarolyn Mae Kim
263			_a1607
260			_aNew York : _bRoutledge, _cc2016.
300			_aviii, 181 p. : _bill. ; _c23 cm.
500			_aIncludes index.
650		0	_aInternet in public relations
650		0	_aInternet marketing
650		0	_aSocial media
650		0	_aPublic relations
035			_a(IMchF)fol16818683
505	0		_aTable 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
520			_aThis 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.
005			20170126101150.0
001			64516
003			UOWD
942			_cREGULAR
999			_c29524 _d29524