Dedication and acknowledgments
Social media campaigns at a glance
Social influence: understanding the development, value, and role of social media for organizations. Social organizational culture ; The social principle ; Developing and defining online communities ; Developing engagement with social media communities ; The need for more than just tactics ; Developing a social media process
Step 1. Listening: developing research, discovering data, and applying meaning. Foundational background ; Social landscape ; Sense making
Step 2A. Strategic design: developing a data-informed social media campaign. Social media strategic plan ; Social media campaign ; Social media ethics
Step 2B. Strategic design: designing creative engagement in brand communities. Leaders in creative social media ; Elements of meaningful communication ; Identifying appropriate strategies and tactics ; Social media golden rules
Step 3. Implementation and monitoring: joining conversations and creating purposeful interaction. Content calendars ; Engaging during a campaign ; Social media and crises ; Social fatigue
Step 4. Evaluation: showcasing success and growth opportunities. Data use throughout a social media campaign ; Components to evaluation ; The future of social media campaigns
