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Social Media Influencers In Strategic Communication
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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 and published by Routledge. This book was released on 2021-12-21 with total page 164 pages. 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.
Book Synopsis Social Media for Strategic Communication by : Karen Freberg
Download or read book Social Media for Strategic Communication written by Karen Freberg and published by SAGE Publications. This book was released on 2021-06-30 with total page 489 pages. 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.
Book Synopsis Social Media for Strategic Communication by : Karen Freberg
Download or read book Social Media for Strategic Communication written by Karen Freberg and published by SAGE Publications. This book was released on 2018-07-13 with total page 334 pages. 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!
Book Synopsis Social Media for Strategic Communication by : Karen Freberg
Download or read book Social Media for Strategic Communication written by Karen Freberg and published by SAGE Publications. This book was released on 2021-07-02 with total page 477 pages. 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.
Book Synopsis Social Media and Strategic Communications by : Hana S. Noor Al-Deen
Download or read book Social Media and Strategic Communications written by Hana S. Noor Al-Deen and published by Springer. This book was released on 2013-05-20 with total page 238 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social Media and Strategic Communications provides truly comprehensive and original scholarly research that exhibits the strategic implementation of social media in both advertising and public relations.
Book Synopsis Strategic Communications for PR, Social Media and Marketing by : Christopher E. Wilson
Download or read book Strategic Communications for PR, Social Media and Marketing written by Christopher E. Wilson and published by . This book was released on 2019 with total page 341 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Research Handbook on Strategic Communication by : Jesper Falkheimer
Download or read book Research Handbook on Strategic Communication written by Jesper Falkheimer and published by Edward Elgar Publishing. This book was released on 2022-12-13 with total page 523 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic communication as a research field and a professional practice is becoming increasingly relevant for organizations. Bringing together contributions from almost 60 leading international scholars, this dynamic Research Handbook on Strategic Communication is a timely contribution to a vivid and developing academic field.
Book Synopsis The Emerald Handbook of Computer-Mediated Communication and Social Media by : Jeremy Harris Lipschultz
Download or read book The Emerald Handbook of Computer-Mediated Communication and Social Media written by Jeremy Harris Lipschultz and published by Emerald Group Publishing. This book was released on 2022-06-27 with total page 516 pages. Available in PDF, EPUB and Kindle. Book excerpt: Uniquely relating social media communication research to its computer-mediated communication foundation, as well as digital and emerging media trends, this handbook is an indispensable resource whether you're a graduate student or a seasoned practitioner.
Book Synopsis Social Media for Progressive Public Relations by : Outi Niininen
Download or read book Social Media for Progressive Public Relations written by Outi Niininen and published by Taylor & Francis. This book was released on 2022-11-10 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edited book presents a comprehensive, research-led coverage of the progressive ways public relations (PR) and social media is utilised today. It offers innovative research approaches to explore PR and social media initiatives, and in so doing, provides guidance on how to direct PR communication across the complex canvas of social media where some of the communication can be highly emotional varying from overt expressions of loyalty to brandjacking. Progressive organisations are carefully engaging with their audiences in multiple social media channels with organisational goals including commercial success, sustainability or employee morale. The analytics offered by social media channels help organisations to learn about their audiences as well as design highly personalised content. This book extends our understanding of the ways PR and social media can be utilised for communication that resonates with target audiences in varying context. Through the academic research presented, readers can also learn innovative ways to investigate and improve their own PR and social media practice. The book’s main themes include the power of engagement, progressive management use of social media channels, business influence, social-influencing for non-profit causes and political impacts of targeted social media communications. Social Media for Progressive Public Relations is for scholars, researchers and students of PR and communications.
Book Synopsis Strategic Communications in Africa by : Hugh Mangeya
Download or read book Strategic Communications in Africa written by Hugh Mangeya and published by Routledge. This book was released on 2021-12-24 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic communication is a pre-requisite for the achievement of organisational goals, and an effective strategic communication plan is vital for organisational success. However, systems and models dominant in the West may not necessarily be best suited for the sub-Saharan Africa reality, where many organisations lack adequate financial resources to develop and implement an effective strategic communication plan. This book examines current practices in sub-Saharan Africa, as well as the challenges faced and the intersection with culture. It packages inspiring debates, experiences and insights relating to strategic communication in all types of institutions, including private and public sector organisations, governmental organisations and NGOs, political parties as well as social movements in the sub-Saharan context. It explores how culture is integral to the attainment of strategic communication goals, and diverse case studies across socio-economic contexts offer insights into the successes of organisations across Africa, including Zimbabwe, Tanzania, Lesotho and Nigeria. This unique edited collection is a valuable resource for worldwide scholars, researchers and students of strategic communication and organisational studies, as well as related fields including public relations, advertising, political and health communication and international studies.
Book Synopsis Handbook on Digital Corporate Communication by : Vilma Luoma-aho
Download or read book Handbook on Digital Corporate Communication written by Vilma Luoma-aho and published by Edward Elgar Publishing. This book was released on 2023-05-09 with total page 483 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive Handbook offers an extensive overview of current knowledge of corporate communication from a digital perspective. It provides a state-of-the-art view of the ubiquitous impact, both positive and negative, of digital technologies and digitalisation processes on corporate communication.
Book Synopsis Strategic Communications for Pr Social Media and Marketing by : Laurie J. Wilson
Download or read book Strategic Communications for Pr Social Media and Marketing written by Laurie J. Wilson and published by . This book was released on 2019-03-27 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Research Perspectives on Social Media Influencers and Brand Communication by : Brandi Watkins
Download or read book Research Perspectives on Social Media Influencers and Brand Communication written by Brandi Watkins and published by Rowman & Littlefield. This book was released on 2020-11-12 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Perspectives on Social Media Influencers and Brand Communication examines the myriad ways in which social media and the unique characteristics of the internet have changed brand communication for both brands and consumers, focusing on the social media influencer as a brand communicator. As brands have noticed the rise of social media influencers as tastemakers and leaders in public opinion, they have increasingly begun to incorporate social media influencers into their brand communication strategies. Each chapter of this book represents a unique theoretical and methodological approach to examining the emergence and growing legitimacy of the social media influencer as a brand communicator from a variety of perspectives and contexts, discussing challenges and opportunities afforded to brands by social media influencers and providing an overview of the current research on the use of these branding approaches. Scholars of media studies, communication, and marketing will find this book particularly useful.
Book Synopsis Industry 5.0 by : Carolina Feliciana Machado
Download or read book Industry 5.0 written by Carolina Feliciana Machado and published by Springer Nature. This book was released on 2023-03-23 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book brings together chapters from leading world experts that signpost the way forward for industry and commerce in the coming decade, as we emerge from the Covid emergency to a new era of challenges and opportunities. It has the following aims, to: - Keep at the forefront of innovative theories and strategies relate with industry 5.0, both on an international and transnational level.- Develop and improve our knowledge about industry 5.0 implications in sustainable and competitive organizations.- Communicate and share knowledge and experience in industry 5.0. The book will be of interest to all those concerned with the development of industry and its relationship to commerce and human development.
Book Synopsis Portfolio Building Activities in Social Media by : Karen Freberg
Download or read book Portfolio Building Activities in Social Media written by Karen Freberg and published by SAGE Publications. This book was released on 2021-08-23 with total page 151 pages. Available in PDF, EPUB and Kindle. Book excerpt: Featuring 125 real-world activities across various social media platforms! Portfolio Building Activities in Social Media shows students how to communicate on social media professionally and strategically by giving them hands-on experiences with real-world challenges. From brand analyses to budget assignments to pitch activities, this practical exercise guide offers students multiple opportunities to create and build their portfolio of work. Designed to be used with Freberg’s Social Media for Strategic Communication, but flexible enough to bundle with any PR textbook, these exercises are useful to any professor looking to incorporate more activities around social media and digital brand development.
Book Synopsis Marketing Innovation Strategies and Consumer Behavior by : Barbosa, Belem
Download or read book Marketing Innovation Strategies and Consumer Behavior written by Barbosa, Belem and published by IGI Global. This book was released on 2024-04-09 with total page 490 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility.
Book Synopsis Research Perspectives on Social Media Influencers and their Followers by : Brandi Watkins
Download or read book Research Perspectives on Social Media Influencers and their Followers written by Brandi Watkins and published by Rowman & Littlefield. This book was released on 2021-03-15 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Perspectives on Social Media Influencers and their Followers argues that the brands that find the most success on social media are the ones that acknowledge the real key to social media marketing—it’s all about the followers. This collection, edited by Brandi Watkins, explores how social media has shifted power dynamics away from brands and toward the consumers themselves—the social media users who choose to like, share, and engage with brands online. This dynamic has paved the way for the rise of the social media influencer (SMI); a unique category of social media user who has a large platform and compelling content that attracts a number of loyal and devoted followers.. It’s the followers that make SMI relevant and appealing to brands as a marketing strategy. Contributors discuss emerging trends in research related to the SMI and their followers; as the influencer marketing industry continues to grow and evolve, they argue, so too should our understanding of the influencer-follower relationship that makes this marketing strategy successful. Each chapter of this collection presents a variety of research perspectives, questions, and methodologies that can be used to analyze this trend. Scholars of media studies, communication, technology studies, celebrity studies, marketing, and economics will find this book particularly useful.
