Be Social
Kogan Page Ltd (Verlag)
9780749465476 (ISBN)
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Management in the internet age has moved towards wider and more strategic applications, encompassing an ever-growing range of online technology. Historical tactical solutions such as the application of search engine optimization, channels including web sites, email, social networks and the like are no longer sufficient in themselves.
Strategies for internal social media influence, risk and issues management, evaluation, interaction, knowledge management and multi-stakeholder and constituency engagement now, unavoidably, have to sit alongside campaign management strategies and become ever more critical to support and achievement of organizational goals. Be Social: A Manager's Guide to Online PR explores techniques for developing broad objectives (encompassing situational research, sustainability, ethics, environment, diversity and the communicative organization issues) and successful corporate and brand strategies that use and deploy a range of tactical solutions.
Full of practical advice to manage the increasing encroachment of the digital age on organizational practices, Be Social: A Manager's Guide to Online PR offers insights and practical steps for the structured management of online communication.
David Phillips is an online public relations pioneer. He has written three books about online PR, lectures at Gloucester University and Escola Superior de Comunicacao Social, Lisbon, Portugal and is also the Head of Digital consultancy at Publicasity. He is a Fellow of Chartered Institute of Public Relations and the Society of New Communications Resarch. He is co-author, with Philip Young, of the CIPR endorsed Online Public Relations, now in its third edition. Philip Young is a senior lecturer in public relations at the University of Sunderland, specialising in social media and media ethics. He is a lead researcher on the European Public Relations Education and Research Association's EuroBlog project and has run the Mediations weblog(http://publicsphere.typepad.com) since April 2004.
Chapter - 1: Intro: Today all communication is online communication
Section - 2: Key Concepts
Chapter - 2.1: Reach
Chapter - 2.2: Timelessness
Chapter - 2.3: Transparency
Chapter - 2.4: Porosity
Chapter - 2.5: Aggregation
Chapter - 2.6: Abundance
Chapter - 2.7: Curation
Chapter - 2.8: Internet agency
Section - 3: Developing strategy
Section - 4: Tactical options
Chapter - 4.1: Channels, platforms, knowledge resources
Chapter - 4.2: Content creation
Chapter - 4.3: Getting noticed
Chapter - 4.4: Engaging stakeholders
Chapter - 4.5: Integration into the organizational and Marketing mix
Chapter - 4.6: Listening, mentoring, crowdsourcing
Chapter - 4.7: Issues management
Chapter - 4.8: Evaluation
Chapter - 4.9: Looking forward and future-proofing strategic thinking
Section - 5: Online toolkit: essential instruments
| Erscheint lt. Verlag | 3.5.2019 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Themenwelt | Mathematik / Informatik ► Informatik ► Web / Internet |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-13 | 9780749465476 / 9780749465476 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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