Social Media for Strategic Communication

2021-06-30 Business & Economics

Author : Karen Freberg
Release : 2021-06-30
Genre : Business & Economics
Kind : eBook
Book Rating : 875/5 ( reviews)

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Book Synopsis Social Media for Strategic Communication by : Karen Freberg

Download or read book Social Media for Strategic Communication written by Karen Freberg. This book was released on 2021-06-30. Available in PDF, EPUB and Kindle. Book excerpt: Social Media for Strategic Communication: Creative Strategies and Research-Based Applications Second Edition teaches students the skills and principles needed to use social media in persuasive communication campaigns. This book combines cutting edge research with practical, on-the-ground instruction to prepare students for the real-world challenges they’ll face in the workplace. By focusing on strategic thinking and awareness, this book gives students the tools they need to adapt what they learn to new platforms and technologies that may emerge in the future. A broad focus on strategic communication – from PR, advertising, and marketing, to non-profit advocacy—gives students a broad base of knowledge that will serve them wherever their careers may lead. The Second Edition features new case studies and exercises and increased coverage of diversity and inclusion issues and influencer marketing trends.

Strategic Communication, Social Media and Democracy

2015-08-11 Business & Economics

Author : W. Timothy Coombs
Release : 2015-08-11
Genre : Business & Economics
Kind : eBook
Book Rating : 914/5 ( reviews)

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Book Synopsis Strategic Communication, Social Media and Democracy by : W. Timothy Coombs

Download or read book Strategic Communication, Social Media and Democracy written by W. Timothy Coombs. This book was released on 2015-08-11. Available in PDF, EPUB and Kindle. Book excerpt: Today almost everyone in the developed world spends time online and anyone involved in strategic communication must think digitally. The magnitude of change may be up for debate but the trend is unstoppable, dramatically reconfiguring business models, organisational structures and even the practice of democracy. Strategic Communication, Social Media and Democracy provides a wholly new framework for understanding this reality, a reality that is transforming the way both practitioners and theoreticians navigate this fast-moving environment. Firmly rooted in empirical research, and resisting the lure of over-optimistic communication dreams, it explores both the potential that social media offers for changing the relationships between organisations and stakeholders, and critically analyses what has been achieved so far. This innovative text will be of great interest to researchers, educators and advanced students in strategic communications, public relations, corporate communication, new media, social media and communication management.

Social Media for Strategic Communication

2018-07-13 Language Arts & Disciplines

Author : Karen Freberg
Release : 2018-07-13
Genre : Language Arts & Disciplines
Kind : eBook
Book Rating : 098/5 ( reviews)

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Book Synopsis Social Media for Strategic Communication by : Karen Freberg

Download or read book Social Media for Strategic Communication written by Karen Freberg. This book was released on 2018-07-13. Available in PDF, EPUB and Kindle. Book excerpt: "At last, a book that covers social media strategy in a practical, timely way that will help guide our students as they transition to the professional world." —Gina Baleria, San Francisco State University Social Media for Strategic Communication: Creative Strategies and Research-Based Applications teaches students the skills and principles needed to use social media in persuasive communication campaigns. The book combines cutting-edge research with practical, on-the-ground instruction to prepare students for the real-world challenges they’ll face in the workplace. The text addresses the influence of social media technologies, strategies, actions, and the strategic mindset needed by social media professionals today. By focusing on strategic thinking and awareness, it gives students the tools they need to adapt what they learn to new platforms and technologies that may emerge in the future. A broad focus on strategic communication—from PR, advertising, and marketing, to non-profit advocacy—gives students a broad base of knowledge that will serve them wherever their careers may lead. Visit the author’s blog at http://karenfreberg.com/blog/ to get tips for teaching the course, industry related news, & more! The free, open-access Student Study site at study.sagepub.com/freberg features carefully selected video links, flashcards, social media accounts to follow, and more! Instructors, sign in at study.sagepub.com/freberg for additional resources!

Social Media Influencers in Strategic Communication

2021-12-21 Language Arts & Disciplines

Author : Nils S. Borchers
Release : 2021-12-21
Genre : Language Arts & Disciplines
Kind : eBook
Book Rating : 341/5 ( reviews)

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Book Synopsis Social Media Influencers in Strategic Communication by : Nils S. Borchers

Download or read book Social Media Influencers in Strategic Communication written by Nils S. Borchers. This book was released on 2021-12-21. Available in PDF, EPUB and Kindle. Book excerpt: This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.

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