Social media for strategic communication : creative strategies and research-based applications /
"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 prepar...
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
Thousand Oaks, CA :
Sage,
c2019.
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| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
| LEADER | 02865nam a2200325Ia 4500 | ||
|---|---|---|---|
| 001 | 99896333504151 | ||
| 005 | 20220906093300.0 | ||
| 008 | 220906s2019 caua b 001 0 eng d | ||
| 020 | |a 9781506387109 |q (paperback) | ||
| 020 | |a 1506387101 |q (paperback) | ||
| 035 | |a (OCoLC)1343724300 | ||
| 035 | |a (OCoLC)on1343724300 | ||
| 040 | |a U@S |b spa |c U@S | ||
| 049 | |a U@SA | ||
| 050 | 4 | |a HM742 |b .F743 2019 | |
| 100 | 1 | |a Freberg, Karen June. | |
| 245 | 1 | 0 | |a Social media for strategic communication : |b creative strategies and research-based applications / |c Karen Freberg. |
| 260 | |a Thousand Oaks, CA : |b Sage, |c c2019. | ||
| 300 | |a xx, 313 p. : |b il. ; |c 26 cm. | ||
| 504 | |a Incluye referencias bibliográficas e índice. | ||
| 505 | 0 | |a Part I. Foundation for creating a strategic mindset: 1. Introduction to Social Media: An Art and Science -- 2. Ethical and Legal Fundamentals in Social Media -- 3. Personal and Professional Branding -- 4. Industry Qualifications and Roles -- 5. Research in Social Media: Monitoring, Listening, and Analysis -- Part II. Understanding social media strategy (creative and scientific approaches): 6. Strategic Planning for Social Media -- 7. Strategic Writing for Social Media -- 8. Audience Segmentation and Analysis -- 9. Creating, Managing, and Curating Content -- 10. Measurement, Evaluation, Budget, and Calendar -- Part III. Application and future considerations: 11. How Social Media Is Applied: Exploring Different Specializations, Part I -- 12. How Social Media Is Applied: Exploring Different Specializations, Part II -- 13. What Does the Social Media World Have That Is New? -- Glossary. | |
| 520 | |a "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." --Descripción del editor. | ||
| 650 | 0 | |a Social media. | |
| 650 | 0 | |a Communication. | |
| 650 | 0 | |a Internet in publicity. | |
| 650 | 0 | |a Persuasion (Psychology) | |
| 650 | 7 | |a Medios sociales. |2 UDESA | |
| 650 | 7 | |a Comunicación. |2 UDESA | |
| 650 | 7 | |a Publicidad por Internet. |2 UDESA | |
| 650 | 7 | |a Persuasión (Psicología) |2 UDESA | |