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Full Description
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.
Contents
Part 1: Foundations of Data-driven Insights
Chapter 1: An Era of Artificial Intelligence
Chapter 2: LUPE Model - Developing Data-driven Campaigns
Chapter 3: Anything Can be Measured, Measure What Counts
Part 2: Case Studies
Chapter 4: Convergence of Social Media, Search, and Content Marketing
Chapter 5: Data-driven Influencer Strategy
Chapter 6: Creating Compelling Content through Visual Storytelling
Chapter 7: Corporate Social Responsibility & Corporate Activism
Chapter 8: Engagement through Crowdsourcing & User Generated Content
Chapter 9: Social Customer Experience (CX)
Chapter 10: Crisis Communications in a Data-driven World
Chapter 11: Geofencing and Hypertargeting Strategies
Chapter 12: Future Implications of Data-Driven Decisions
