ABSTRACT
Social media has ushered in a new era of communication between organizations and key stakeholders. This text guides readers through a four-step process of developing a robust social media campaign. Covering the latest industry standards and best practices to engage digital audiences through social listening, strategic design, creative engagement and evaluation, each chapter also includes expert insights from social media professionals. Focusing on principles rather than a specific platform, this is a text dedicated to developing social media competency that can adapt to any organization or environment.
TABLE OF CONTENTS
chapter 1|22 pages
Social Influence
Understanding the Development, Value, and Role of Social Media for Organizations
chapter 5|24 pages
Step 3: Implementation and Monitoring
Joining Conversations and Creating Purposeful Interaction