ABSTRACT
Book Title: Social Media Campaigns: Strategies for Public Relations and Marketing 2nd Edition
Author: Carolyn Mae Kim
ORCID ID: https://orcid.org/0000-0002-1093-9172
Step 2: Strategic Design Part A—Chapter 3
After the listening stage, the second step is to design the campaign. This chapter covers the elements required to craft goals, objectives, strategies, and tactics that are all directly related to the information gathered in listening. During this step, professionals map out the entire social media campaign. The functionality and capabilities of certain platforms, as well as key business considerations that must go into every campaign, are considered. This chapter gives foundational vocabulary and an outline of structure to guide the creation of a plan that is data-informed and -driven. In addition, this chapter explores ethical foundations to guide strategic design; these are crucial to developing strong plans, ensuring that interaction is not dissected from a commitment to the quality and value of relationships. In this context, the chapter explores the reality of echo chambers and how brands must engage in a commitment to dialogue in order to design a fully effective social media campaign.
