This text guides students through the essential elements and structures of a social media campaign, beginning with conception and finishing with evaluation. Designing engagement with audiences through listening; strategic design; engagement; and evaluation, it outlines the process for public relations students and professionals to use when developing digital strategies.
Using a set structure for learning key elements to managing social media, this text presents a holistic cycle in which students can understand communication processes in a social media environment. It will also serve practitioners who have had little or no formal training in producing and executing social media campaigns.
Carolyn Mae Kim is an assistant professor of public relations at Biola University. Her research specialties include credibility, digital strategy, media ecology and public relations education.
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