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This third edition continues to give students a foundation in the principles of social media strategic communication and marketing necessary for today's communications professionals.
In many ways, organizations now have access to more data and connection points than ever before. Yet, this abundance requires more strategic and nuanced efforts. At its core, however, one aspect remains the same: The drive to create authentic human connection. Focusing on the principles for effective strategic communication via social media, this text allows readers to learn techniques and skills that transfer to different social media platforms. This edition again takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. This third edition includes:
New insights on AI, ethics, and organizational strategy that reflect the changing landscape of social media.Expanded insights from industry professionals to equip students with diverse perspectives on leading social media hot topics.Updated case studies and real-world examples that showcase how successful brands are navigating the latest trends in earned media, influencer marketing, and community management.
This is an ideal text for undergraduate and post-graduate courses in social/digital media marketing and public relations, or a secondary text in broader campaign planning and writing courses.
Accompanying gratis online resources include chapter reviews, PowerPoint slides, sample syllabi, in-class exercises, and more.
In many ways, organizations now have access to more data and connection points than ever before. Yet, this abundance requires more strategic and nuanced efforts. At its core, however, one aspect remains the same: The drive to create authentic human connection. Focusing on the principles for effective strategic communication via social media, this text allows readers to learn techniques and skills that transfer to different social media platforms. This edition again takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. This third edition includes:
New insights on AI, ethics, and organizational strategy that reflect the changing landscape of social media.Expanded insights from industry professionals to equip students with diverse perspectives on leading social media hot topics.Updated case studies and real-world examples that showcase how successful brands are navigating the latest trends in earned media, influencer marketing, and community management.
This is an ideal text for undergraduate and post-graduate courses in social/digital media marketing and public relations, or a secondary text in broader campaign planning and writing courses.
Accompanying gratis online resources include chapter reviews, PowerPoint slides, sample syllabi, in-class exercises, and more.
"Dr. Kim's Social Media Campaigns (2nd ed) offers a delightful guide for brands and companies to effectively use social media to connect and engage with stakeholders and audiences. Informed by recent research and infused with numerous real-world examples, this text is a must-read primer for anyone who is interested in digital strategic communications or looking to design data-driven social media campaigns." -Rita Linjuan Men, University of Florida, USA
"The key strength of this book is its focus on using social media to build communities, cultivate relationships and generate engagement between brands and their followers. It is this attention to two-way communication and relationship-building that is the foundation of any successful social media campaign. Social Media Campaigns demonstrates Dr Kim's expertise as a leader in social media education." - Karen Sutherland, University of the Sunshine Coast, Australia
"The first edition of Social Media Campaigns: Strategies for Public Relations and Marketing has been a go-to book for me and my students for years. In the new edition of Social Media Campaigns, Carolyn Mae Kim remains true to what I loved about the first edition: The emphasis on the importance of learning the timeless skill of strategic planning and helping readers develop a social mindset that prioritizes ethics, relationships, and critical thinking. In this text, Dr. Kim masterfully looks beyond the surface of changing trends and tools. She dives into how society and technology are fundamentally changing, artfully illustrating how organizations must adapt. Dr. Kim is an expert and leader in the social media space as an educator, scholar, and practitioner. I am continuously impressed by her ability to draw connections between the macro and the micro, to identify the implications for professional communicators, and to distill this knowledge into actionable steps for her readers. Whether you are picking up this book as a student learning strategic social media, as a new social media professional, or as seasoned practitioner, your copy will soon be filled with highlights, notes and dog ears. Bravo, Dr. Kim!" - Matthew J. Kushin, Shepherd University, USA
"Carolyn Mae Kim's Social Media Campaigns book is a must have for any professional and student entering the social media field. I have used Kim's first edition in my advanced social media class for years at the University of Louisville, and I will be using this new edition immediately! It's a great balance between research and practice in social media, which is refreshing and wonderful to see. Kim has made sure to discuss the importance of understanding not only what are the major platforms and characteristics to note in social media, but how we can use them strategically. This is a much-needed marketable skill for professionals and students to master entering the workplace in the 21st century, and this is captured throughout Kim's Social Media Campaigns book. I highly recommend adding this new edition to your library - it's a must have." -Karen Freberg, University of Louisville, USA
"The key strength of this book is its focus on using social media to build communities, cultivate relationships and generate engagement between brands and their followers. It is this attention to two-way communication and relationship-building that is the foundation of any successful social media campaign. Social Media Campaigns demonstrates Dr Kim's expertise as a leader in social media education." - Karen Sutherland, University of the Sunshine Coast, Australia
"The first edition of Social Media Campaigns: Strategies for Public Relations and Marketing has been a go-to book for me and my students for years. In the new edition of Social Media Campaigns, Carolyn Mae Kim remains true to what I loved about the first edition: The emphasis on the importance of learning the timeless skill of strategic planning and helping readers develop a social mindset that prioritizes ethics, relationships, and critical thinking. In this text, Dr. Kim masterfully looks beyond the surface of changing trends and tools. She dives into how society and technology are fundamentally changing, artfully illustrating how organizations must adapt. Dr. Kim is an expert and leader in the social media space as an educator, scholar, and practitioner. I am continuously impressed by her ability to draw connections between the macro and the micro, to identify the implications for professional communicators, and to distill this knowledge into actionable steps for her readers. Whether you are picking up this book as a student learning strategic social media, as a new social media professional, or as seasoned practitioner, your copy will soon be filled with highlights, notes and dog ears. Bravo, Dr. Kim!" - Matthew J. Kushin, Shepherd University, USA
"Carolyn Mae Kim's Social Media Campaigns book is a must have for any professional and student entering the social media field. I have used Kim's first edition in my advanced social media class for years at the University of Louisville, and I will be using this new edition immediately! It's a great balance between research and practice in social media, which is refreshing and wonderful to see. Kim has made sure to discuss the importance of understanding not only what are the major platforms and characteristics to note in social media, but how we can use them strategically. This is a much-needed marketable skill for professionals and students to master entering the workplace in the 21st century, and this is captured throughout Kim's Social Media Campaigns book. I highly recommend adding this new edition to your library - it's a must have." -Karen Freberg, University of Louisville, USA