Social Media for Strategic Communication - International Student Edition (häftad)
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Social Media for Strategic Communication - International Student Edition (häftad)

Social Media for Strategic Communication - International Student Edition

Creative Strategies and Research-Based Applications

Häftad Engelska, 2021-10-26

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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.
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Fler böcker av Karen Freberg

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Karen Freberg (@kfreberg) is an Associate Professor in Strategic Communications at the University of Louisville.

She is also an adjunct faculty member for the West Virginia University IMC Graduate Online program. Freberg has presented at several U.S. and international research conferences, including ones in Australia, Brazil, China, Ireland, Greece, Italy, Ireland, Slovenia, Spain, Sweden, The Netherlands, and the United Kingdom. In 2019, she was appointed Associate Adjunct Instructor during her sabbatical to Australia at the University of the Sunshine Coast.

In addition to academic conferences, Freberg has presented at professional and trade conferences such as PRSA, Adobe Creative Campus, SXSWedu, and Cannes Lions, as well as been invited to do industry workshops and talks to the Dallas Mavericks, Kentucky Organ Donors Affiliates, and Signature Healthcare on social media trends and strategies.

Freberg is also a research consultant in social media and crisis communications and has worked with several organizations and agencies such as Firestorm Solutions, Hootsuite, Kentucky Derby Festival, IMC Agency, DHS, CDC, National Center for Food Protection and Defense (NCFPD), Kentucky Organ Donor Affiliates, and the Colorado Ski Association. This experience lead her to be a 2015 Plank Center Fellow for General Motors (GM), where her responsibility was to work with the PR and social media teams forming best practices and recommendations on social media measurement strategies and influencer marketing practices. 

Freberg has coordinated and advised various companies on the areas of social media pedagogy and certification programs, such as Hootsuite (Advanced Social Media Certification and #HootAmb), Meltwater (certification program and contributor), Adobe (EDUMax Thought Leader), HubSpot (Education program and podcast), and Facebook Blueprint (Subject Matter Expert).

Along with her teaching, Frebergs research has been published in several book chapters and in academic journals such as Public Relations Review, Media Psychology Review, Journal of Contingencies and Crisis Management and Health Communication.  She also serves on the editorial board for Psychology for Popular Media Culture, Corporate Communication, Marketing Education Review, Journal of Public Relations Research, and Case Studies in Strategic Communication (CSSC). 

In addition to academic publications, Freberg has been interviewed for popular press publications such as USA Today, USA Today College, and Forbes. Freberg is also professionally active serving on the executive committee for the PRSA Entertainment and Sports section and is on the Technology Chapter Committee for the Commission for Public Relations Education (CPRE). Freberg is also a regular contributor and a young professionals award judge for Front Office Sports.

Before coming to t...


PART I * FOUNDATION FOR CREATING A STRATEGIC MINDSET Chapter 1 * Introduction to Social Media: An Art and Science Chapter 2 * Ethical and Legal Fundamentals in Social Media Chapter 3 * Personal and Professional Branding for Social Media Chapter 4 * Diversity and Inclusion in Social Media Chapter 5 * Industry Qualifications and Roles in Social Media Chapter 6 * Research in Social Media: Monitoring, Listening, and Analysis PART II * UNDERSTANDING SOCIAL MEDIA STRATEGY (CREATIVE AND SCIENTIFIC APPROACHES) Chapter 7 * Strategic Planning for Social Media Chapter 8 * Influencer Marketing Chapter 9 * Paid Media Chapter 10 * Strategic Writing for Social Media Chapter 11 * Audience Segmentation and Analysis Chapter 12 * Creating, Managing and Curating Content (Strategies, Tactics, and Key Messages) Chapter 13 * Measurement, Evaluation, Budget and Calendar Considerations for Social Media PART III * APPLICATION AND FUTURE CONSIDERATIONS Chapter 14 * How social media is applied: Exploring different specializations + case studies I Chapter 15 * How social media is applied: Exploring different specializations + case studies II Chapter 16 * What does the Social Media World have that is new?