Social Media Campaigns: Strategies for Public Relations and Marketing

This third edition continues to give students a foundation in the principles of social media strategic communication and marketing necessary for today’s communications professionals.

In many ways, organizations now have access to more data and connection points than ever before. Yet, this abundance requires more strategic and nuanced efforts. At its core, however, one aspect remains the same: The drive to create authentic human connection. Focusing on the principles for effective strategic communication via social media, this text allows readers to learn techniques and skills that transfer to different social media platforms. This edition again takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. This third edition includes:

• New insights on AI, ethics, and organizational strategy that reflect the changing landscape of social media.
• Expanded insights from industry professionals to equip students with diverse perspectives on leading social media hot topics.
• Updated case studies and real-world examples that showcase how successful brands are navigating the latest trends in earned media, influencer marketing, and community management.

This is an ideal text for undergraduate and post-graduate courses in social/digital media marketing and public relations, or a secondary text in broader campaign planning and writing courses.

Accompanying gratis online resources include chapter reviews, PowerPoint slides, sample syllabi, in-class exercises, and more.

Carolyn Mae Kim, an award-winning public relations expert, blends academic insight and industry expertise, specializing in science communication. She has held leadership roles with the Public Relations Society of America, the Association for Education in Journalism and Mass Communication Public Relations Division, the Commission on Public Relations Education, and the Institute for Public Relations. As the founding Chair of Biola University’s Public Relations & Strategic Communication Department, she launched undergraduate and graduate programs.

Matt Prince is a nationally recognized public relations executive with two decades of experience including in-house social marketing and PR for major global brands like The Walt Disney Company and Taco Bell. He’s a leading voice in professional development and founder of For You Path, a resource community and platform dedicated to the mentorship and growth of emerging PR professionals. He serves as an adjunct professor at Chapman University, where he specializes in social media, influencer marketing, and personal branding.