strategies for public relations and marketing Kim, Carolyn Mae. creator text bibliography nyu New York Routledge 2021 2nd ed. monographic eng

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xvi, 209 p. : ill. "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". Carolyn Mae Kim. Revised edition of the author's Social media campaigns, 2016. Includes bibliographical references and index. Internet in public relations Internet marketing Social media Public relations HD59 .K56 2021 9780367896201 (pbk.) 0367896206 (pbk.) 9780367896294 (hbk.) 036789629X (hbk.) 2020031483 210304 on1176316166