Digital Strategies Data-Driven Public Relations, Marketing, and Advertising

by Luttrell, Regina; Emerick, Susan; Wallace, Adrienne

• ISBN13: 9780190925390
• ISBN10: 0190925396
• Format: Paperback
• Copyright: 2021-03-16
• Publisher: Oxford University Press

Summary

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.

Author Biography

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.

Table of 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