Digital Strategies

Data-Driven Public Relations, Marketing, and Advertising

Luttrell, Emerick, Wallace

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English

Oxford University Press Inc
08 June 2021

Communication studies; Public relations

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.

By: Luttrell, Emerick, Wallace
Imprint: Oxford University Press Inc
Country of Publication: United States
Dimensions: Height: 155mm, Width: 234mm, Spine: 20mm
Weight: 480g
ISBN: 9780190925390
ISBN 10: 0190925396
Pages: 272
Publication Date: 08 June 2021
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

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

REGINA LUTTRELL, PH.D. is currently the associate dean of research and creative activity and director of the W20 Emerging Insights Lab at the S.I. Newhouse School of Public Communications at Syracuse University where she teaches public relations and social media. SUSAN F. EMERICK is a globally recognized business and marketing innovator, building online brands for organizations around the world. Recognized as one of the top 25 Internet Marketing Leaders and Innovators by iMedia, listed in the TopRank top 25 Women That Rocked Social Media, and honored as one of the top 50 Influential Women in Digital Marketing. ADRIENNE A. WALLACE, PH.D. is an assistant professor at Grand Valley State University, with more than 20 years of professional experience in both the public and private sectors ranging in scope from nonprofit, health, education, government, hospitality, politics, and lobbying, to finance.