02494cam a22003378i 4500001001300000003000600013007000300019008004100022010001700063020002500080020002200105020002500127020002200152035002200174050002000196100002200216245009600238250001200334260003500346300002400381500006600405504005100471520140400522650003401926650002401960650001801984650002202002942001202024952010502036999001502141on1176316166OCoLCta210304s2021    nyu      b    001 0 eng    a  2020031483  a9780367896201 (pbk.)  a0367896206 (pbk.)  a9780367896294 (hbk.)  a036789629X (hbk.)  a(OCoLC)1176316166  aHD59b.K56 20211 aKim, Carolyn Mae.10aSocial media campaigns :bstrategies for public relations and marketing /cCarolyn Mae Kim.  a2nd ed.  aNew York :bRoutledge, c2021.  axvi, 209 p. :bill.  aRevised edition of the author's Social media campaigns, 2016.  aIncludes bibliographical references and index.  a"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". 4aInternet in public relations. 4aInternet marketing. 4aSocial media. 4aPublic relations.  2lcccBK  00104070aPNLIBbPNLIBcGENd2021-06-17oHD59 .K56 2021pPNLIB21061329r2021-06-17w2021-06-17yBK  c1515d1515