000			02377cam a22003258i 4500
001			on1176316166
003			OCoLC
007			ta
008			210304s2021 nyu b 001 0 eng
010			_a 2020031483
020			_a9780367896201 (pbk.)
020			_a0367896206 (pbk.)
020			_a9780367896294 (hbk.)
020			_a036789629X (hbk.)
035			_a(OCoLC)1176316166
050			_aHD59 _b.K56 2021
100	1		_aKim, Carolyn Mae.
245	1	0	_aSocial media campaigns : _bstrategies for public relations and marketing / _cCarolyn Mae Kim.
250			_a2nd ed.
260			_aNew York : _bRoutledge, _c2021.
300			_axvi, 209 p. : _bill.
500			_aRevised edition of the author's Social media campaigns, 2016.
504			_aIncludes bibliographical references and index.
520			_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".
650		4	_aInternet in public relations.
650		4	_aInternet marketing.
650		4	_aSocial media.
650		4	_aPublic relations.
942			_2lcc _cBK
999			_c1515 _d1515