Title:
Digital strategies : data-driven public relations, marketing, and advertising
Author:
Publication Date:
2022
Publication Information:
New York, New York ; Oxford, England : Oxford University Press, [2022]
©2022
Physical Description:
xv, 249 pages : illustrations ; 24 cm
ISBN:
9780190925437
9780190925390
Abstract:
"Digital Strategies explains the role of social media in public relations, marketing, and business decisions. In plain language and engaging case studies this book lays out the strategies, tactics, successes, and challenges of the contemporary media environment so that students learn the fundamentals through practical examples. It is designed to improve the readiness of students entering the field of communications and advance the reader's understanding of the social web and how emerging technologies rooted in artificial intelligence bring new capabilities and insights from social intelligence to the profession."--Provided by publisher
Contents:
Part I: FOUNDATIONS OF DATA-DRIVEN INSIGHTS -- Era of Artificial Intelligence -- LUPE Model : Developing Data-Driven Campaigns -- Anything Can Be Measured; Measure What Counts -- Part 2: CASE STUDIES -- Convergence of Social Media, Search and Content Marketing -- Data-Driven Influencer Strategy -- Creating Compelling Content Through Visual Storytelling -- Corporate Social Responsibility and Corporate Activism -- Engagement through Crowdsourcing and User-Generated Content -- Social Customer Experience (CX) -- Crisis Communications in a Data-Driven World -- Geofencing and Hypertargeting Strategies -- Future Implications of Data-Driven Decisions.
Subject Term:
Language:
English
