Social Media Campaigns

Carolyn Mae Kim is an assistant professor of public relations at Biola University. Her research specialties include credibility, digital strategy, media ecology and public relations education.

Table of Contents


List of Figures


Dedication


Chapter 1: Introduction


Social Organizational Culture


The Social Principle


Developing and Defining Online Communities


Developing Engagement with Social Media Communities


Developing a Social Media Process


Chapter 2: Listening


Foundational Background


Social Landscape


Sense Making


Chapter 3: Strategic Design


Social Media Strategic Plan


Social Media Campaign Design


Social Media Ethics


Chapter 4: Creative Engagement


Leaders in Creative Social Media


Elements of Meaningful Communication


Identifying Appropriate Strategies and Tactics


Social Media Golden Rules


Chapter 5: Implementation & Monitoring


Content Calendars


Engaging Through a Campaign


Social Media and Crises


Social Fatigue


Chapter 6: Evaluation


Data Use Throughout A Social Media Campaign


Components to Evaluation


The Future of Social Media