185 results on '"INTERNET in public relations"'
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2. ARTIFICIAL INTELLIGENCE IN DIGITAL PUBLIC RELATIONS: A DELPHI STUDY.
- Author
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ÇATALDAŞ, İbrahim and ÖZGEN, Ebru
- Subjects
INTERNET in public relations ,ARTIFICIAL intelligence ,TECHNOLOGICAL innovations ,DELPHI method ,DIGITAL transformation - Abstract
Copyright of Etkileşim: Academic Journal of Uskudar University Faculty of Communication is the property of Etkilesim and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Published
- 2023
- Full Text
- View/download PDF
3. Social Media Strategy : Marketing, Advertising, and Public Relations in the Consumer Revolution
- Author
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Keith A. Quesenberry and Keith A. Quesenberry
- Subjects
- Internet advertising, Internet marketing, Internet in public relations, Social media
- Abstract
The fourth edition of Social Media Strategy is an essential step-by-step blueprint for innovating change, supporting traditional marketing, advertising, and PR efforts, and leveraging consumer influence in the digital world.With a completely integrated marketing, advertising, and public relations framework, Keith Quesenberry's up-to-date textbook goes beyond tips and tricks to systematically explore the unique qualities, challenges, and opportunities of social media. Students learn core principles and proven processes to build unique social media plans that integrate paid, earned, shared, and owned media based on business objectives, target audiences, big ideas, and social media categories.This classroom- and industry-proven text has been updated with a new infographics and concise reading sections with frequent tables, checklists, and templates. New and updated case studies in each chapter engage students in contemporary examples from small businesses, large corporations, and non-profit organizations. Focusing on cross-disciplinary strategic planning, content creation, and reporting, this accessible and highly practical text is an essential guide for students and professionals alike.Features:Each chapter includes a preview, chapter objectives, case studies, pull quotes, video links, bulleted lists, infographics, tables, and templates.Chapters end with a chapter checklist, key terms and definitions, and Experiential Learning sections with questions, exercises, and Discover and Explore activities.Keywords are bolded and defined in the text, at the end of each chapter, and in a comprehensive glossary.Template worksheets for key strategy components with business context examples.New to the Fourth Edition:Fully redesigned, robust graphics engage students visually.New figures include average online advertising costs, uses of AI in social media, and the latest generative AI integrations by company and platform.Fact sheets for each social media platform provide essential data for easy reference. Data includes daily and monthly user activity, main user demographics, advertising CPC and CPM, and content insights.Recurring College Cupcakes business example allows students to follow a strategic process in context.Appendix with a list of practical resources to keep students current in the world of social media, recommended professional certifications, personal branding, and a section on the negative effects of social media on mental health and society.Instructor Support Materials: https://textbooks.rowman.com/quesenberry4eTest banksTemplate worksheetsCase BriefsSample syllabiPowerPoint slidesStudent FlashcardsFind additional templates and social media strategy updates on the author's blog: https://www.postcontrolmarketing.com
- Published
- 2025
4. Sociable : Bâtir une culture d'entreprise forte dans un monde hybride
- Author
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Rachelle Houde Simard and Rachelle Houde Simard
- Subjects
- Internet in public relations, Corporate culture, Business communication
- Abstract
Quels sont les ingrédients d'une culture hybride forte? Comment une entreprise peut-elle faire vivre ses valeurs lorsque ses employés ne se présentent plus au bureau cinq jours sur cinq? Quel est l'antidote à une culture qui ne semble plus répondre aux besoins des employés, qui cherchent davantage à se déconnecter du monde virtuel? Quel style de leadership est mieux adapté aux réalités d'un groupe de personnes qui communiquent majoritairement à travers un écran? Sociable ne porte pas sur les médias sociaux. Il s'adresse aux dirigeants et gestionnaires (entre autres) qui cherchent à renforcer la culture de leur entreprise en maitrisant le potentiel de la technologie tout en ayant une approche humaine. Il s'adresse aussi aux gestionnaires de communauté qui cherchent à développer leur leadership et à mettre sur pied une approche stratégique afin de se rapprocher de leurs communautés. Ce livre invite le lecteur à reconsidérer sa vision de la gestion de communauté, à voir l'entreprise comme une communauté vivante remplie d'animaux sociaux. Il stimule sa compassion afin de créer des cultures hybrides décidément humaines qui répondent directement aux besoins des membres des communautés, peu importe la vitesse à laquelle la technologie évolue.
- Published
- 2023
5. Portfolio Building Activities in Social Media : Exercises in Strategic Communication
- Author
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Karen Freberg and Karen Freberg
- Subjects
- Internet in public relations, Internet in publicity, Internet marketing, Social media
- Abstract
Featuring 125 real-world activities across various social media platforms! Portfolio Building Activities in Social Media shows students how to communicate on social media professionally and strategically by giving them hands-on experiences with real-world challenges. From brand analyses to budget assignments to pitch activities, this practical exercise guide offers students multiple opportunities to create and build their portfolio of work. Designed to be used with Freberg's Social Media for Strategic Communication, but flexible enough to bundle with any PR textbook, these exercises are useful to any professor looking to incorporate more activities around social media and digital brand development.
- Published
- 2022
6. The New Rules of Marketing and PR : How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly
- Author
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David Meerman Scott and David Meerman Scott
- Subjects
- Internet in public relations, Internet marketing
- Abstract
The new eighth edition of the pioneering guide to generating attention for your idea or business, jam-packed with new and updated techniques As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, including social audio like Clubhouse, the newest online video tools such as TikTok, and all the other high-tech influences, can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The eighth edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate attention for your business. An international bestseller with nearly half a million copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications—all at a fraction of the cost of traditional advertising! The latest edition of The New Rules of Marketing and PR has been completely revised and updated to present the most innovative methods and cost-effective strategies. The most comprehensive update yet shows you details about the pros and cons of AI and machine learning to automate routine tasks. Your life is already AI-assisted. Your marketing should be too, but there are challenges to be aware of. The definitive guide on the future of marketing, this must-have resource will help you: Incorporate the new rules that will keep you ahead of the digital marketing curve Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you Gain valuable insights through compelling case studies and real-world examplesThe eighth edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes.
- Published
- 2022
7. Anti-Social Media : Conventional Militaries in the Digital Battlespace
- Author
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Kevin Foster and Kevin Foster
- Subjects
- Communication--Political aspects, Mass media and propaganda, Communication--Social aspects, Propaganda, Mass media and war, Social media, Internet in public relations, War and society, Psychology, Military
- Abstract
Over the past decade the gravitational centre of contemporary conflict has shifted from the physical battlefield to the online battlespace, where the ingenuity of non-state actors has vexed governments and tested their militaries. Devising new architectures of participation, Al Qaeda and ISIS have weaponised social media and empowered their dispersed followers to organise, communicate and dominate the information domain. Kevin Foster shows how conventional militaries in the US, Britain, Israel and Australia have responded to this challenge by integrating social media into their systems and operations, and the organisational and cultural impediments they have confronted. Foster traces each military's social media journey, appraising the strategies, doctrine and policies developed to regulate its management and use. From the ADFA Skype sex scandal to the IDF's sophisticated integration of the real and virtual spaces of war, Anti-Social Media examines the good, the bad and the indifferent in the armed forces'halting advance towards social media competence.
- Published
- 2021
8. Social Media Campaigns : Strategies for Public Relations and Marketing
- Author
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Carolyn Mae Kim and Carolyn Mae Kim
- Subjects
- Internet marketing, Internet in public relations, Social media, Public relations
- Abstract
This new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to adapt to the quickly evolving world of digital media. It takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. Thoroughly updated, this second edition includes:• new strategies to guide students in the initial campaign planning phase• added content on influencers, social care teams, and newsjacking• coverage of research evaluation, the implications of findings, and articulating the ROI• expanded discussion of ethical considerations in campaign design and data collection and analysis.The book is suited to both undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations or a secondary text in broader public relations and marketing campaign planning and writing courses.Accompanying online resources include chapter reviews with suggestions for further resources; instructor guides; in-class exercises; a sample syllabus, assignments, and exams; and lecture slides. Visit www.routledge.com/9780367896201
- Published
- 2021
9. Public Relations and Online Engagement : Audiences, Fandom and Influencers
- Author
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Amber L. Hutchins, Natalie T. J. Tindall, Amber L. Hutchins, and Natalie T. J. Tindall
- Subjects
- Social media, Internet in public relations, Public relations
- Abstract
As media continues to evolve, social media has become even more integral to public relations activities, presenting new opportunities and challenges for practitioners. Relationships between publics and organizations continue to be first and foremost, but the process and possibilities for mutually beneficial relationships are being rewritten in situ. This volume aims to explore and understand highly engaged publics in a variety of social media contexts and across networks. The hope is the expansion and extension of public relations theories and models in this book helps move the discipline forward to keep up with the practice and the media environment. Contributors analyzed a range of organizations and industries, including corporate, entertainment, government, and political movements, to consider how public relations practitioners can facilitate ethical and effective communication between parties. A consistent thread was the need for organizations and practitioners to better understand the diverse backgrounds of publics, including age, ethnicity, gender, and sexual orientation, beyond surface-level demographic stereotypes and assumptions.This book will be of interest to researchers, academics, and students in the field of public relations and communication, especially those with a particular interest in online engagement and social media as a PR tool.
- Published
- 2021
10. Creating a Successful Digital Presence : Objectives, Strategies and Tactics
- Author
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Gordon Fletcher, Noel Adolphus, Gordon Fletcher, and Noel Adolphus
- Subjects
- Branding (Marketing), Social media, Public relations, Internet marketing, Internet in public relations
- Abstract
Increasingly graduates, and anyone who is entering employment, need an individual digital presence to stand out and showcase themselves to secure their first professional role. This book takes an employability approach to encourage those currently studying, or about to enter the world of work, to develop a set of skills that enables them to recognise and deliver an effective digital presence, firstly for themselves and then for the organisations who would employ them. It does not assume any prior technical knowledge and emphasises the value and benefits of creating a presence to actively participate in the digital economy.By structuring the chapters incrementally, the reader is guided through the development of their own presence while also being given the concepts and tools that will enable them in the future to scale this activity to suit the needs of a startup, an SME or a social business. By using well-established business principles to design a strategy, the reader is guided through the creation of a personal Theory of Change that will enable them to turn an abstract goal into an individual digital presence through a defined series of stages and intermediate change objectives. The book then proposes a series of tactics to draw out concrete actions. A range of examples and case studies from around the world feature in each chapter to showcase the range of different types of digital presence that can be created.By using a strategic and systematic process, this book draws together academic thinking with tangible and highly practical outcomes. It is essential reading for advanced undergraduate and postgraduate students studying any discipline related to the digital world, particularly digital marketing and digital business, entrepreneurship and strategy, as well as those taking employability and personal professional development programmes.
- Published
- 2021
11. Social Media Strategy : Marketing, Advertising, and Public Relations in the Consumer Revolution
- Author
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Keith A. Quesenberry and Keith A. Quesenberry
- Subjects
- Internet advertising, Internet marketing, Internet in public relations, Social media
- Abstract
Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, Third Edition is a blueprint for the practice of marketing communications, advertising and public relations in a digital world where the consumer holds the power. This new edition presents up-to-date strategies for innovating change, supporting traditional efforts, and leverage consumer influence for the good of the brand. Examples from small businesses, large corporations, and non-profit organizations provide real-world statistics in an accessible and highly practical text.This new and updated edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations. Adopters of the first edition will find the original structure and approach supplemented with updated statistics, features, tactics, and social media platform options. New features include:Expanded discussion of social media careers, ROI, social media plan outline, crisis communication, and content creationChapter Checklists that challenge students to seek out latest developments in rapidly changing social mediaKey Concepts sections appear at the end of chapters as an easy study referenceFull Glossary of all key concepts, including more than 125 new termsEthics-focused questions and new brand examples in each chapterCoverage of new developments such as TikTok, AI and messenger chatbots, as well as links to professional certifications from Hootsuite, HubSpot, Facebook, Google, and moreInstructor resources may be found at https://textbooks.rowman.com/quesenberry3e. These include:Updated case briefs, chapter outlines, and test banks Revised example assignments and syllabi for undergraduate and graduate coursesNew PowerPoint slides for in-person or online lectures Ten downloadable templates and guides to support key strategic tools
- Published
- 2021
12. The New Rules of Marketing and PR : How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly
- Author
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David Meerman Scott and David Meerman Scott
- Subjects
- Internet marketing, Internet in public relations
- Abstract
The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information In the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The seventh edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business. An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications—all at a fraction of the cost of traditional advertising! The latest edition of The New Rules of Marketing & PR has been completely revised and updated to present more innovative methods and cutting-edge strategies than ever. The new content shows you how to harness AI and machine learning to automate routine tasks so you can focus on marketing and PR strategy. Your life is already AI-assisted. Your marketing should be too! Still the definitive guide on the future of marketing, this must-have resource will help you: Incorporate the new rules that will keep you ahead of the digital marketing curve Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you Use web-based communication technologies to their fullest potential Gain valuable insights through compelling case studies and real-world examples Take advantage of marketing opportunities on platforms like Facebook Live and Snapchat The seventh edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes.
- Published
- 2020
13. Public Relations In The Networked Publics
- Author
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Salih Gürbüz, Özlem Dugan, Bayram Oguz Aydin, Salih Gürbüz, Özlem Dugan, and Bayram Oguz Aydin
- Subjects
- Digital media, Information technology--Social aspects, Internet in public relations, Internet marketing
- Abstract
In terms of both public relations and advertising, organizations that use the opportunities of digital media might differentiate from others. This differentiation can provide advantages for organizations. However, there may be threats as well as the opportunities of the digital media. In this regard, it is tried to investigate how organizations benefit from digital media on the researches presented in this book.
- Published
- 2020
14. Organisational Responses to Social Media Storms : An Applied Analysis of Modern Challenges
- Author
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Andy Phippen, Emma Bond, Andy Phippen, and Emma Bond
- Subjects
- Internet in public relations, Social media
- Abstract
This book explores the growing phenomenon of the social media storm in the context of educational establishments. With a methodological approach that draws on aspects of virtual and offline ethnography, the text presents a series of case studies of public online risk-related incidents. Our ethnographic methodology adopts the use of unobtrusive data collection approaches, to explore publicly available data from online interactive behaviours. Drawing on a range of methods from internet mediated research (IMR) to inform our ethnographic account, the book provides an in-depth exploration of the public and organisational discourses arising from four short, clear high-profile internet risk case studies in the education sector ranging from early year to higher education. It considers the social construction of a new ‘risk'culture arising computer-mediated social interactions and its impact on, and response by, the organisations and society.
- Published
- 2020
15. Mediamorphosis of regional newspapers: Utilization of the internet's potential by Kannada media
- Author
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Deepak, B J, Rodrigues, Usha M, and Rani, Padma
- Published
- 2020
16. Digital PR
- Author
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Danny Whatmough and Danny Whatmough
- Subjects
- Public relations, Internet in public relations, Digital communications
- Abstract
Digital changes everything. That's a truth that has played out across industries the world over. And PR is a perfect example of an industry that has been forced to transform. Across every PR discipline, from media relations and content creation through to social media and influencer marketing, digital has changed traditional PR techniques and ushered in a whole new wave of specialisms that previously did not exist. This book acts as a guide to this era of transformation. It's a manual that summaries the trends affecting our industry. It examines the techniques that have changed and also investigates some of the new approaches that are starting to emerge. It poses the questions that modern PR practitioners need to ask, whether working in-house or in an agency, and will be equally relevant for those studying PR or coming into the industry as it will those who are hardened professionals facing a future that looks significantly different to the tried and tested approaches of the past. This is a book about opportunity. A book that shines a light on how adoption of data, audience planning and creativity, seen through a digital lens, can transform an industry, making it more relevant and necessary that ever before. It's a celebration of the power of earned media in a world where we are, as consumers of media, increasingly shunning interruptive marketing and looking for connection and true engagement.
- Published
- 2019
17. The Global PR Revolution : How Thought Leaders Succeed in the Transformed World of PR
- Author
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Maxim Behar and Maxim Behar
- Subjects
- Public relations, Social media, Internet in public relations
- Abstract
“An excellent guide.” —Paul Holmes, The Holmes ReportPR is everything and everywhere. Now more than ever, managing social media is a nuanced and dynamic field that requires the sophisticated touch of a trained professional. What was effective ten or even five years ago is no longer relevant. In The Global PR Revolution, public relations expert Maxim Behar shows readers how to master current approaches, create content that meets a client's needs, and evolve with ever-changing trends. Complete with insights from over seventy PR leaders worldwide, this authoritative guide discusses such topics as: The New Rules of Social MediaHow to Speak the Language of PRModern PR Skills and ToolsHow to Measure ImpactThe Effect of Total Transparency on BusinessesInternational Perspectives on the MediaThe Future of the Industry Behar's knowledge, experience, and down-to-earth writing will keep readers engrossed while refining their understanding of public relations. By the time they finish, they'll be well on their way to becoming experts in the field.
- Published
- 2019
18. Guide de l'e-réputation : Personal Branding - Visibilité sur Internet - Réputation numérique - Gestion des réseaux sociaux
- Author
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Guillaume de Lacoste Lareymondie and Guillaume de Lacoste Lareymondie
- Subjects
- Business communication, Internet in public relations, Corporate image
- Abstract
À l'heure où la majorité des recruteurs vérifie sur Internet les informations des candidats, où dès que l'on veut se renseigner sur un sujet ou une personne, on le'googlise', l'e-réputation est devenue un enjeu majeur pour toute personne ayant quelque activité publique. Que vous soyez artiste, auteur, sportif, politique, mais aussi et surtout professionnel reconnu dans votre domaine, vous devez'gérer'votre image en ligne. Les outils actuels vous en donnent facilement tous les moyens. Si vous voulez vraiment soigner votre réputation et développer votre visibilité, vous devrez y consacrer du temps et vous impliquer. Vous pouvez aussi juste éviter les erreurs pour ne pas donner une mauvaise image de vous. Les règles sont les mêmes dans les deux cas ; c'est à vous de doser votre effort selon vos objectifs. Cet ouvrage vous donne les clés pour prendre en main votre image publique, la contrôler et la développer, en utilisant notamment les réseaux sociaux. Conçu pour l'auto-formation, il est structuré en plusieurs étapes et est construit sous forme de fiches action : des critères d'une bonne visibilité à l'unification de votre communication, en passant par l'optimisation des différents profils sur les réseaux sociaux.
- Published
- 2018
19. Social Media Strategy : Marketing, Advertising, and Public Relations in the Consumer Revolution
- Author
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Keith A. Quesenberry and Keith A. Quesenberry
- Subjects
- Internet advertising, Internet marketing, Internet in public relations, Social media
- Abstract
The third edition of Social Media Strategy is now available! ISBN 9781538138175Social Media Strategy is a blueprint for the practice of marketing communications, advertising, and public relations in a digital world where the consumer has taken control. The consumer revolution is not about giving up or giving in; it is about adjusting methods to effect change, support traditional efforts, and leverage consumer influence for the good of the brand, whether it's a small business, large corporation, or nonprofit organization. The text's real-world examples and statistics make it highly accessible for students.This new and updated edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations. Adopters of the first edition will find the original structure and approach intact with additions that take a more integrated look at social media strategy. It features a new chapter on law, ethics, and etiquette and updates on key topics such as social media careers, personal branding, storytelling, paid social media, messaging apps, live video, influencer marketing, B2B social selling, and all major social media platforms.Pedagogical features include:• social media calendars, metrics, and budgets• chapter checklists to keep statistics updated• expanded chapter previews• new case studies and glossary with more than two hundred key terms• updated online tools and resources
- Published
- 2018
20. Social Media Strategy : Tools for Professionals and Organizations
- Author
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Phillip G. Clampitt and Phillip G. Clampitt
- Subjects
- Communication in organizations, Social media, Internet in public relations
- Abstract
'Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management.'—Ray Begovich, Franklin College Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics. Social media is constantly evolving, so the book focuses on enduring strategic principles and uses case studies and exercises throughout to help readers build the fundamental competencies needed by today's social media managers.
- Published
- 2018
21. Trust Inc. : How Business Wins Respect in a Social Media Age
- Author
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Matthew Yeomans and Matthew Yeomans
- Subjects
- Social media, Corporate image, Internet in public relations
- Abstract
We are entering the age of sustainability – a business era where every company, big and small, must adapt its way of doing business to meet the realities of climate change, a finite supply of natural resources, evolving attitudes about inequality, increasing digitisation and automation. At the same time companies must meet the demands of consumers as they adjust to this rapidly changing way of life. Supercharging this change in consumer behaviour is social media – a communications revolution that is democratising and disrupting society in ways never seen before. In this book, Matthew Yeomans explains why embracing sustainability is key to helping companies articulate their sense of purpose (and their reason to exist) in a world where social media is eroding trust in all institutions. The book shows how social media has made sustainability a mainstream concern for all society, how it compelled companies to be more authentic and accountable in their actions and how it will continue to shape how companies communicate the importance of sustainability to all of society.This book is a powerful guide for both communication and marketing professionals in business, especially Fortune 500, FTSE 250 companies and agencies, on how to use social media to communicate with their audiences and stakeholders in an authentic way. It is also a guide/text book for the growing field of sustainability communication in higher education.
- Published
- 2018
22. Using Twitter to Build Communities : A Primer for Libraries, Archives, and Museums
- Author
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Valerie Forrestal, Tinamarie Vella, Valerie Forrestal, and Tinamarie Vella
- Subjects
- Twitter, Libraries--Public relations, Libraries--Marketing, Archives--Public relations, Archives--Marketing, Museums--Public relations, Museums--Marketing, Internet marketing, Internet in public relations
- Abstract
Using Twitter to Build Communities looks at ways for libraries, archives, and museums to go far beyond Twitter as a “broadcasting” tool, and highlights innovative methods to use the service to spark communication and create ties within your institution's greater community.Appropriate for the social media beginner as well as the experienced user, it covers topics like:Creating a Social Media Strategy/Policy Choosing the Right SoftwareGaining Followers How to curate content How and when to automate your feed How and when to embed your feed How to use cross-platform strategiesUsing AnalyticsThis book condenses years of research and expertise on using Twitter in an institutional setting into one handy reference for launching or reviving your organization's Twitter presence into an impactful medium in your community.
- Published
- 2018
23. Quick Guide Social Relations : PR-Arbeit mit Bloggern und anderen Influencern im Social Web
- Author
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Fabian Gerstenberg, Cornelia Gerstenberg, Fabian Gerstenberg, and Cornelia Gerstenberg
- Subjects
- Social media, Internet in public relations, Public relations
- Abstract
Dieses Buch zeigt, wie PR-Schaffende erfolgreich mit Bloggern und anderen einflussreichen Akteuren des Social Webs interagieren können. Die Autoren bieten in diesem Quick Guide einen schnellen und direkt anwendbaren Zugang zu den neuen Kommunikationsregeln im Internet, konkrete Handlungsempfehlungen für Blogger Relations und zielgerichtete Impulse, um die Öffentlichkeitsarbeit mit reichweitenstarken Multiplikatoren und Influencern im Netz professionell zu optimieren. Außerdem: Erfolgreiche Blogger geben Branchen-Insights und erklären, wie man gut mit ihnen ins Gespräch kommt.Neu in der aktualisierten 2. Auflage: Zahlreiche Transferübungen für die direkte Anwendung in der Praxis.
- Published
- 2018
24. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly
- Author
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David Meerman Scott and David Meerman Scott
- Subjects
- Internet in public relations, Internet marketing
- Abstract
The international bestseller—now in a new edition When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the'next big thing.'The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in twenty-nine languages. In the latest edition of this pioneering guide to the future of marketing, you'll get a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business. You'll learn how get the right information to the right people at the right time—at a fraction of the cost of traditional advertising. The Internet continues to change the way people communicate and interact with each other, and if you're struggling to keep up with what's trending in social media, online videos, apps, blogs, or more, your product or service is bound to get lost in the ether. In The New Rules of Marketing & PR, you'll get access to the tried-and-true rules that will keep you ahead of the curve when using the latest and greatest digital spaces to their fullest PR, marketing, and customer-communications potential. Keeping in mind that your audience is savvy and crunched for time, this essential guide shows you how to cut through the online clutter to ensure that your message gets seen and heard. Serves as the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and non-profit managers Offers a wealth of compelling case studies and real-world examples Includes information on new platforms including Facebook Live and Snapchat Shows both small and large organizations how to best use Web-based communication Finally, everything you need to speak directly to your audience and establish a personal link with those who make your business work is in one place.
- Published
- 2017
25. How to Protect (Or Destroy) Your Reputation Online : The Essential Guide to Avoid Digital Damage, Lock Down Your Brand, and Defend Your Business
- Author
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John David and John David
- Subjects
- Corporate image, Internet in public relations, Social media, Reputation
- Abstract
With virtually nonexistent oversight, the internet can easily become the judge, jury, and executioner for anyone's reputation. Digital attacks and misinformation can cost you a job, a promotion, your marriage, even your business. Whether you've done something foolish yourself, are unfairly linked to another's misdeeds, or are simply the innocent victim of a third-party attack, most of us have no idea how to protect our online reputation.How to Protect (Or Destroy) Your Reputation Online will show you how to:Remove negative content from search results.React and respond to an online attack.Understand and manage online reviews.Use marketing strategies to both improve your online reputation and bolster your bottom line.How to Protect (or Destroy) Your Reputation Online is an indispensable guidebook for individuals and businesses, offering in-depth information about popular review sites like Yelp, TripAdvisor, and Angie's List. John also shows you how to deal with revenge porn, hate blogs, Google's “right to be forgotten” in Europe, the business of online complaint sites, even the covert ops of reputation management.
- Published
- 2017
26. Développez votre identité numérique : Cibler et gagner des clients, se faire connaître, trouver un job avec les réseaux sociaux
- Author
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Samir Zamoum, Christophe Blazquez, Samir Zamoum, and Christophe Blazquez
- Subjects
- Public relations, Internet in public relations
- Abstract
Les ressources du Web 2.0 sont devenues un réflexe et un mode de vie! Comment bien démarrer sur les réseaux sociaux, choisir la bonne stratégie en fonction de ses objectifs, bien cibler ses clients ou ses interlocuteurs? Chefs d'entreprise, étudiants, demandeurs d'emploi, auto-entrepreneurs, artistes, sportifs, personnalités politiques... Vous devez connaître les rouages des différents outils pour arriver rapidement et sûrement au but que vous vous êtes fixé. À travers une approche intergénérationnelle X et Y, les auteurs analysent pour vous les différentes étapes pour faire du Web votre meilleur allié, quels que soient votre âge et votre situation professionnelle. Avec plus de 80 captures d'écran, des cas pratiques et de nombreux exemples commentés, ce livre est un véritable guide 100% actuel et opérationnel pour se familiariser avec les réseaux sociaux et les nouveaux usages du Web.
- Published
- 2017
27. Digital Transformation : Build Your Organization's Future for the Innovation Age
- Author
-
Lindsay Herbert and Lindsay Herbert
- Subjects
- Information technology--Management, Technological innovations--Management, Customer relations--Technological innovations, Internet marketing, Internet in public relations
- Abstract
One book for the entire journey: How to digitally transform your organization Innovation in the face of major external change is critical for any organization's success, but attempting to do so often leads to more questions than actions: Where do you start? How do you get the right resources? How should work be implemented? What data should you measure? For the first time, these questions are answered in a single book that covers the end-to-end execution of digital transformation – from leadership-level strategy, to on-the-ground team implementation. With the biggest revelation of all, Herbert argues, being that true digital transformation only needs to happen once because, at its core, it means becoming more adaptive to change itself.Featuring the'how to'of digital transformation devised from successes across every sector, Herbert distils it into five actionable stages. These stages act as a repeatable framework for continual innovation, allowing you to produce results immediately and grow change incrementally across your organization. In Digital Transformation, Herbert draws on her own experiences in leading change and innovation programmes globally, as well as featuring insights from experts and leaders from organizations as diverse as the World Wildlife Fund, Morgan Stanley, Royal Caribbean Cruises, the United Nations High Commission for Refugees, the Rijksmuseum, the American Cancer Society, The Guardian, Harvard University, and many others.
- Published
- 2017
28. Quick Guide Social Relations : PR-Arbeit mit Bloggern und anderen Multiplikatoren im Social Web
- Author
-
Fabian Gerstenberg, Cornelia Gerstenberg, Fabian Gerstenberg, and Cornelia Gerstenberg
- Subjects
- Social media, Internet in public relations, Public relations
- Abstract
Dieses Buch zeigt, wie PR-Schaffende erfolgreich mit Bloggern und anderen einflussreichen Akteuren des Social Webs interagieren können. Die Autoren bieten in diesem Quick Guide einen schnellen und direkt anwendbaren Zugang zu den neuen Kommunikationsregeln im Internet, konkrete Handlungsempfehlungen für Blogger Relations und zielgerichtete Impulse, um die Öffentlichkeitsarbeit mit reichweitenstarken Multiplikatoren im Netz professionell zu optimieren. Außerdem: Erfolgreiche Blogger geben Branchen-Insights und erklären, wie man gut mit ihnen ins Gespräch kommt.
- Published
- 2017
29. Social Media Campaigns : Strategies for Public Relations and Marketing
- Author
-
Carolyn Mae Kim and Carolyn Mae Kim
- Subjects
- Internet marketing, Internet in public relations, Public relations, Social media
- Abstract
Social media has ushered in a new era of communication between organizations and key stakeholders. This text guides readers through a four-step process of developing a robust social media campaign. Covering the latest industry standards and best practices to engage digital audiences through social listening, strategic design, creative engagement and evaluation, each chapter also includes expert insights from social media professionals. Focusing on principles rather than a specific platform, this is a text dedicated to developing social media competency that can adapt to any organization or environment.
- Published
- 2016
30. Mastering the New Media Landscape : Embrace the Micromedia Mindset
- Author
-
Barbara Cave Henricks, Rusty Shelton, Barbara Cave Henricks, and Rusty Shelton
- Subjects
- Digital media, Internet marketing, Internet in public relations, Information technology--Social aspects
- Abstract
The New Way to Get Noticed The giant brands that once dominated the media landscape—Oprah, the New York Times, NPR, CNN—have seen their monopoly on public attention smashed by the Internet and now find themselves competing with individuals and brands in a sea of micromedia: websites, social media, blogs, podcasts, and more. Ace publicists and marketers Barbara Cave Henricks and Rusty Shelton show that to navigate through this modern terrain, you need to think more like a media executive than a marketer. The key lies in mastering three crucial categories of media—earned, owned, and rented—and knowing how to integrate each for maximum success. By using this proven strategy, you can create a positive feedback loop that will generate massive momentum and grow a large, loyal audience for your message.
- Published
- 2016
31. Social Business Imperative, The : Adapting Your Business Model to the Always-Connected Customer
- Author
-
Clara Shih and Clara Shih
- Subjects
- Internet in public relations, Strategic planning, Information technology--Management, Internet marketing, Social media, Management--Social aspects
- Abstract
Social media is now the dominant online activity and drives more website traffic than online search. The implications for businesses are as profound as the rise of Google 15 years ago. Amidst the demands of running a business, it can be alluring to fully delegate'digital'to the digital team. But in today's wired environment, digital is actually everyone's job. Company leaders and professionals must seek to personally grasp the tectonic changes arising from the always-connected customer, and then rethink traditional business models, business practices, and even their own job responsibilities and careers accordingly. In The Social Business Imperative, Silicon Valley entrepreneur and renowned thought leader Clara Shih identifies powerful new opportunities created by social media across the entire customer lifecycle. As described in the book's foreword, written by Starbucks Chairman and CEO Howard Schultz, this guide is a must-read for all professionals. From boards of directors, CEOs, and Chief Marketing Officers to to front-line sales managers, recruiters, IT, and compliance directors, no role is untouched by the social, mobile, digital transformation. This book explains how to adapt and thrive in this brilliant new world order by understanding the transformation taking place not only in one's own department but across the customer journey. Only with this broader understanding can functional leaders collaborate on delivering a cohesive experience spanning previous organizational silos. Going far beyond her global bestseller The Facebook Era, Shih offers unprecedented insights into why and how traditional organizations must re-imagine their existing business processes to capture “the digital last mile” across social, mobile messaging apps, Internet of Everything, and the collaborative economy. Drawing on her immense experience helping Fortune 500 companies operationalize digital transformation to drive measurable uplift in sales and loyalty, Shih also presents powerful new case studies spanning multiple industries and companies from Wells Fargo to Warby Parker. “A book worth reading, a voice worth listening to, from a leader of real consequence. A clarion call on the promise and potential of social channels to transform business.” —Walter Robb, Co-CEO, Whole Foods Market “This is a must-read for any business leader who wants to thrive in this time of disruptive change.” —Chip Bergh, President & CEO, Levi Strauss & Co.'Whether you're a global brand, small local business, or individual who wants to turn your passion into a livelihood, this book simply and clearly articulates how to channel the power of social media to delight audiences and grow your business.'—Marne Levine, COO of Instagram “Almost overnight, social media has transformed business and the way we as companies interact with our customers. In a way, social media has become part of everyone's job. Clara's book gets right to the heart of the matter and gets us thinking critically about what could be next on this roller coaster ride.” —Robin Hayes, President and CEO, JetBlue “The power of Clara's book is it highlights not only social media practices but fundamental business practices and how company leaders need to entirely rethink customer engagement models. The implications for every business, regardless of industry or geography, of today's social, connected consu
- Published
- 2016
32. Social Media Strategy : Marketing and Advertising in the Consumer Revolution
- Author
-
Quesenberry, Keith A. and Quesenberry, Keith A.
- Subjects
- Internet advertising, Internet marketing, Internet in public relations, Social media
- Abstract
Social Media Strategy is your guide to practicing marketing, advertising, and public relations in a world of social media-empowered consumers. Grounded in a refreshing balance of concept, theory, industry statistics, and real-world examples, Keith Quesenberry introduces readers to the steps of building a complete social media plan and how companies can integrate the social media consumer landscape.This simple, systematic textleads readers through core marketing concepts and how to think critically about the competitive marketplace—even as it shifts the perspective from an outdated communications-control model to a more effective consumer engagement methodprovides a step-by-step roadmap for planning social media marketing strategyemphasizes the need to apply solid marketing principles to social mediaexplores how to integrate social media throughout an entire organizationgives students and other readers skills vital for leveraging consumer knowledge and influence for the good of a brand.The end result delivers the context, process and tools needed to create a comprehensive and unique social media plan for any business or organization.FOR PROFESSORS: Ancillary resources are available for this title, including a sample syllabus and templates for social media audits, content calendars, storylines, and more.
- Published
- 2016
33. Dictionnaire de l’E-réputation - Veille et communication d’influence sur le web
- Author
-
Breillat, Jacques and Breillat, Jacques
- Subjects
- Internet in public relations, Corporate image, Business communication
- Abstract
Aujourd'hui, chaque organisation, chaque marque et chaque dirigeant public ou privé doit pouvoir maîtriser l'évolution de son E-réputation. Il ne s'agit plus seulement de mesurer la notoriété ou la popularité d'une entreprise, d'une association ou d'une collectivité publique. Il faut comprendre les mécanismes et saisir la tonalité des perceptions qui s'expriment sur les différentes sphères du web 2.0. Chacun doit promouvoir et protéger son E-réputation. Le premier Dictionnaire de l'E-réputation est conçu comme un outil pratique au service des professionnels. Il comporte plus de 350 définitions détaillées enrichies par de nombreux shémas et tableaux de synthèse sur les outils, les techniques et les stratégies de l'E-réputation. Cet ouvrage apportera une aide précieuse et de nombreuses références à tous les directeurs généraux, chefs d'entreprise, cadres et dirigeants du secteur public, responsables de communication, présidents d'association et consultants qui désirent mettre en œuvre une stratégie de positionnement, de communication d'influence et de surveillance de leur E-réputation.
- Published
- 2015
34. Handbuch Online-PR : Strategische Kommunikation in Internet und Social Web
- Author
-
Ansgar Zerfaß, Thomas Pleil, Ansgar Zerfaß, and Thomas Pleil
- Subjects
- Internet in public relations, Internet marketing
- Abstract
Die Neuauflage des deutschsprachigen Standardwerks zur Online-Kommunikation zeigt Herausforderungen, Konzepte und Instrumente aus Sicht des Kommunikationsmanagement auf. Namhafte Autoren aus Wissenschaft und Praxis geben in 30 Beiträgen einen systematischen Überblick zu Strukturen, Prozessen, Tools und Best Practices. Der Wandel einzelner Handlungsfelder wie Medienarbeit, interne Kommunikation und Public Affairs wird ebenso thematisiert wie die Besonderheiten von Online-Monitoring, Kampagnenführung im Netz, Personalisierung oder Storytelling. Für die Neuauflage sind Beiträge zu Mobile Media, Facebook-Kommunikation, Employer Branding und Personalkommunikation sowie Evaluation und Erfolgskennzahlen hinzugekommen; zudem wurden alle Texte aktualisiert und erweitert. Die Beiträge zeigen, dass es nicht ausreicht, digitale Kommunikation als neuen Baustein in herkömmliche Strategien einzubauen. Stattdessen ist ein grundlegendes Umdenken notwendig. Das Zeitalter der Massenmedien geht zu Ende. Wer für professionelle Kommunikation verantwortlich ist, muss den Wandel verstehen, soziale und technologische Rahmenbedingungen adaptieren sowie neue Strategien entwickeln. Jenseits schnelllebiger Moden geht es vor allem darum, geeignete Rahmenbedingungen zu schaffen und die Stärken beziehungsweise Schwächen verschiedener Ansätze zu verstehen. Dies leistet das wissenschaftlich fundierte und zugleich praxisnahe'Handbuch Online-PR'mit zahlreichen Fallbeispielen.
- Published
- 2015
35. Social Media Rules of Engagement : Why Your Online Narrative Is the Best Weapon During a Crisis
- Author
-
Nicole Matejic and Nicole Matejic
- Subjects
- Internet in public relations, Social media--Planning, Crisis management--Case studies
- Abstract
Avoid becoming a #PRFail with a solid social media strategy Social Media Rules of Engagement guides you in the development of a bullet-proof social media strategy. You can manage any crisis effectively by having a plan before you actually need one—and by understanding and influencing your audience with military precision. This original, engaging, and informative text with case studies from the coalface offers you the tools you need to avoid scandal and media crises, and to learn how to leverage social media, big data, and influence in your communications strategies. Social media has established itself as a critical part of any external communications strategy—but the very nature of social media leads to crises that organisations are not always prepared to face. To execute an effective social media strategy, you need to build influence, while leveraging the data that supports a targeted approach. This innovative guide focuses on how to create a holistic social media strategy, and how to defend your organization from social media crisis. Develop a risk management strategy that protects your social media interactions around the clock Avoid common mistakes by reading case studies of business faux pas—and learning exactly what not to do in a crisis Cultivate influence both in the boardroom and on the information battlefield by defining your story and knowing your audience segments Leverage digital interactivity features to enrich the content in the book Social Media Rules of Engagement is an integral resource to guide your social strategy toward success.
- Published
- 2015
36. Développez votre identité numérique : Cibler et gagner des clients, se faire connaître, trouver un job... avec les réseaux sociaux - Regards croisés des générations X et Y sur l'e-réputation
- Author
-
Samir Zamoum, Christophe Blazquez, Samir Zamoum, and Christophe Blazquez
- Subjects
- Public relations, Internet in public relations
- Abstract
Les ressources du Web 2.0 sont devenues un réflexe et un mode de vie! Comment bien démarrer sur les réseaux sociaux, choisir la bonne stratégie en fonction de ses objectifs, bien cibler ses clients ou ses interlocuteurs? Chefs d'entreprise, étudiants, demandeurs d'emploi, auto-entrepreneurs, artistes, sportifs, personnalités politiques... Vous devez connaître les rouages des différents outils pour arriver rapidement et sûrement au but que vous vous êtes fixé. A travers une approche intergénérationnelle X et Y, les auteurs analysent pour vous les différentes étapes pour faire du Web votre meilleur allié, quels que soient votre âge et votre situation professionnelle. Avec plus de 80 captures d'écran et de nombreux exemples commentés, ce livre est un véritable guide pour se familiariser avec les réseaux sociaux et les nouveaux usages du Web.
- Published
- 2015
37. Manipurated : How Business Owners Can Fight Fraudulent Online Ratings and Reviews
- Author
-
Daniel Lemin and Daniel Lemin
- Subjects
- Public opinion, Customer relations, Internet in public relations, Business enterprises--Ratings and rankings, Internet marketing, Reputation
- Abstract
“Manipurated” is a manifesto for business owners struggling against an online ratings and reviews industry that is holding their businesses hostage through manipulative practices. “Manipurated” uniquely combines an exposé of the shifty inner workings of this industry with a step-by-step playbook to empower the 30 million American business owners desperately trying to fight back. In today's hyperconnected world, business owners are confronted with the challenge of managing their online reputation right out of the gate. The first weekend for a new deli, salon, café, or boutique store can be make-or-break with online reviews. Few business owners understand that amazing businesses can be permanently damaged with a few bad reviews. Managing a reputation online requires skills and tactics that are not always intuitive to business owners. “Manipurated” gives business owners an insider's view of how the multibillion-dollar ratings and reviews machine systematically stacks the cards against them — and more important, empowers business owners to fight back with a six-step playbook to defend, control, and enhance their business's online reputation. Both a warning and a call to action, “Manipurated” is a must-read for all small business owners who depend on online reviews.
- Published
- 2015
38. Managing Online Reputation : How to Protect Your Company on Social Media
- Author
-
Charlie Pownall and Charlie Pownall
- Subjects
- Reputation, Social media, Internet in public relations, Corporate image
- Abstract
Managing Online Reputation is a comprehensive look at online reputation management. Drawing on recent examples of organizations managing their online reputations effectively and ineffectively, it provides a practical and visual tool-kit of processes and techniques to help limit and respond effectively to negative situations on social media.
- Published
- 2015
39. Faire du marketing sur les réseaux sociaux : 12 modules pour construire sa stratégie social média
- Author
-
Alexandre Jouanne, Olivier Murat, Mélanie Hossler, Alexandre Jouanne, Olivier Murat, and Mélanie Hossler
- Subjects
- Communication in marketing, Internet marketing, Internet in public relations, Online social networks
- Abstract
Comment intégrer les réseaux sociaux dans sa stratégie marketing? Comment lancer une marque sur les médias sociaux? Quelles plateformes choisir, comment les gérer et comment contrôler les interactions? Conçu comme un véritable guide pratique, cet ouvrage répond à toutes ces questions et permet de construire votre stratégie à partir d'une cartographie détaillée des possibilités offertes par les médias sociaux. À l'aide de nombreux cas commentés, les auteurs vous guident dans la construction de votre démarche et proposent des méthodes adaptées à chaque objectif marketing : gérer sa réputation en ligne, développer sa notoriété, générer du trafic, manager et fidéliser sa communauté, gérer sa relation client, entretenir la relation avec les blogueurs, communiquer en interne et recruter, piloter et mesurer sa stratégie sur les médias sociaux.
- Published
- 2014
40. PR 2.0 : How Digital Media Can Help You Build a Sustainable Brand
- Author
-
John Friedman and John Friedman
- Subjects
- Mass media and business, Public relations, Digital media, Internet in public relations
- Abstract
Digital media offer many of the same characteristics – immediacy, transparency and interactivity – that make one-to-one the most effective form of communication. And yet many organizations do not fully embrace them. They simultaneously underestimate and fear the power of digital communications. And yet these tools, when used strategically, can be an effective part of your communications plan.PR 2.0 will help you:1. understand how the increasing emphasis on transparency driven by corporate responsibility has changed the ways that effective organizations communicate with their stakeholders;2. develop a communications plan for your organization that reaches, and engages, the right stakeholders, using the most appropriate tools and channels;3. demonstrate the value and “sell” the use of digital media to skeptical internal stakeholders, including in the c-suite, as part of your mission-advancing communications plan.You can make the most of the irrevocable changes in the way people create, share, receive, judge and interact with information. This book offers real-world examples and practical tools to help your organization to live its values and effectively engage with those most essential to your success.
- Published
- 2014
41. Bad buzz : Gérer une crise sur les médiaux sociaux
- Author
-
Anthony Babkine, Mounira Hamdi, Anthony Babkine, and Mounira Hamdi
- Subjects
- Internet in public relations, Crisis management, Social media
- Abstract
Comment soigner son image et gérer une crise en ligne quand la communication vacille entre une marque et ses publics? Comment la marque doit-elle réagir face aux propos virulents d'une communauté mécontente sur les médias sociaux? La digitalisation des marques et de leur communication a considérablement bouleversé l'attitude et les messages de l'entreprise face à ses publics : consomacteurs, influenceurs, blogueurs, fans Facebook, followers et bien d'autres. Peu d'entreprises peuvent encore prétendre pouvoir répondre de manière automatique et quasi-indifférente à une crise contemporaine. En quelques heures, une marque peut être confrontée à un phénomène de bad buzz sur les médias sociaux et voir l'ensemble de ses communications malmenées, critiquées, voire massivement déformées et relayées. Cet ouvrage répond à toutes les problématiques liées à la communication de crise digitale avec : de nombreux cas pratiques ; des témoignages et règles d'or d'experts de la communication et du digital ; des astuces juridiques.
- Published
- 2013
42. The FORA Framework : A Fuzzy Grassroots Ontology for Online Reputation Management
- Author
-
Edy Portmann and Edy Portmann
- Subjects
- Social media--Research, Public relations--Technological innovations, Internet in public relations, Mass media and business
- Abstract
Online reputation management deals with monitoring and influencing the online record of a person, an organization or a product. The Social Web offers increasingly simple ways to publish and disseminate personal or opinionated information, which can rapidly have a disastrous influence on the online reputation of some of the entities. The author focuses on the Social Web and possibilities of its integration with the Semantic Web as resource for a semi-automated tracking of online reputations using imprecise natural language terms. The inherent structure of natural language supports humans not only in communication but also in the perception of the world. Thereby fuzziness is a promising tool for transforming those human perceptions into computer artifacts. Through fuzzy grassroots ontologies, the Social Semantic Web becomes more naturally and thus can streamline online reputation management. For readers interested in the cross-over field of computer science, information systems, and social sciences, this book is an ideal source for becoming acquainted with the evolving field of fuzzy online reputation management in the Social Semantic Web area.
- Published
- 2013
43. Développez votre idéntité numérique : Regards croisés des générations X et Y sur l'e-réputation - Trouver un job, gagner des clients, se faire connaître... avec les réseaux sociaux !
- Author
-
Christophe Blazquez, Samir Zamoum, Christophe Blazquez, and Samir Zamoum
- Subjects
- Public relations, Internet in public relations
- Abstract
Les ressources du Web 2.0 sont devenues un réflexe et un mode de vie! Comment bien démarrer sur les réseaux sociaux, choisir la bonne stratégie en fonction de ses objectifs, bien cibler ses clients ou ses interlocuteurs? Chefs d'entreprise, étudiants, demandeurs d'emploi, auto-entrepreneurs, artistes, sportifs, personnalités politiques... Vous devez connaître les rouages des différents outils pour arriver rapidement et sûrement au but que vous vous êtes fixé. A travers une approche intergénérationnelle X et Y, les auteurs analysent pour vous les différentes étapes pour faire du Web votre meilleur allié, quels que soient votre âge et votre situation professionnelle. Avec plus de 80 captures d'écran et de nombreux exemples commentés, ce livre est un véritable guide pour se familiariser avec les réseaux sociaux et les nouveaux usages du Web.
- Published
- 2013
44. Renegades Write the Rules : How the Digital Royalty Use Social Media to Innovate
- Author
-
Amy Jo Martin and Amy Jo Martin
- Subjects
- Internet in public relations, Social media, Digital communications--Social aspects
- Abstract
Learn the rules to building loyal (and lucrative) digital followings Renegades Write the Rules reveals the innovative strategies behind the social media success of today's top celebrities, brands, and sports icons, and how you can follow their lead. Author Amy Jo Martin is the founder of Digital Royalty and the woman who pioneered how professional sports integrate social media. In this book she shows how to build a faithful following and beat the competition clamoring for people's attention by continually delivering value - when, where, and how people want it. People want to be heard, to be involved, to be entertained, to be adventurous, to be informed. Reveals the winning strategies for using social media to achieve dramatic results Shows how to gain influence with social media that requires an unprecedented (and potentially uncomfortable) level of accessibility and ongoing affinity Filled with illustrative examples of social media successes (including Dwayne'The Rock'Johnson, Shaquille O'Neal, and Nike) that show how humanizing a brand through social media leads to monetization Explores how Amy Jo Martin and other successful entrepreneurs are becoming renegades by using social media to innovate their personal and professional lives The book reveals one of the basic rules of digital media success: Humans connect with humans, not logos and creative taglines.
- Published
- 2012
45. Handbuch Online-PR : Strategische Kommunikation in Internet und Social Web
- Author
-
Ansgar Zerfaß, Thomas Pleil, Ansgar Zerfaß, and Thomas Pleil
- Subjects
- Internet in public relations
- Abstract
Die Neuauflage des deutschsprachigen Standardwerks zur Online-Kommunikation zeigt Herausforderungen, Konzepte und Instrumente aus Sicht des Kommunikationsmanagement auf. Namhafte Autoren aus Wissenschaft und Praxis geben in 30 Beiträgen einen systematischen Überblick zu Strukturen, Prozessen, Tools und Best Practices. Der Wandel einzelner Handlungsfelder wie Medienarbeit, interne Kommunikation und Public Affairs wird ebenso thematisiert wie die Besonderheiten von Online-Monitoring, Kampagnenführung im Netz, Personalisierung oder Storytelling. Für die Neuauflage sind Beiträge zu Mobile Media, Facebook-Kommunikation, Employer Branding und Personalkommunikation sowie Evaluation und Erfolgskennzahlen hinzugekommen; zudem wurden alle Texte aktualisiert und erweitert. Die Beiträge zeigen, dass es nicht ausreicht, digitale Kommunikation als neuen Baustein in herkömmliche Strategien einzubauen. Stattdessen ist ein grundlegendes Umdenken notwendig. Das Zeitalter der Massenmedien geht zu Ende. Wer für professionelle Kommunikation verantwortlich ist, muss den Wandel verstehen, soziale und technologische Rahmenbedingungen adaptieren sowie neue Strategien entwickeln. Jenseits schnelllebiger Moden geht es vor allem darum, geeignete Rahmenbedingungen zu schaffen und die Stärken beziehungsweise Schwächen verschiedener Ansätze zu verstehen. Dies leistet das wissenschaftlich fundierte und zugleich praxisnahe »Handbuch Online-PR« mit zahlreichen Fallbeispielen.
- Published
- 2012
46. Agir sur l'e-réputation de l'entreprise : Développer et défendre son identité numérique
- Author
-
Benjamin Rosoor and Benjamin Rosoor
- Subjects
- Internet in public relations, Internet marketing--Moral and ethical aspects, Online social networks--Moral and ethical aspects
- Abstract
Alors que le Web social est en pleine évolution, l'e-réputation est un enjeu stratégique majeur pour les entreprises qui souhaitent se différencier de leurs concurrents et générer des ventes. Mais dans cette multitude d'usages et de supports, comment contrôler ce qui se dit sur Internet à propos de sa marque et de son image? En s'appuyant sur de nombreux cas, cet ouvrage propose une méthodologie détaillée pour engager au nom de votre entreprise la conversation sur les réseaux sociaux de manière fiable et efficace. Il présente, témoignages d'experts à l'appui, tous les outils pour construire, défendre et développer sa réputation sur Internet via le micro-blogging (Twitter), les réseaux sociaux (Facebook, Google+), les sites participatifs, etc. Illustré de nombreux cas, il montre concrètement comment organiser sa défense lors d'un bad buzz, déterminer ses stratégies d'action, ses lieux d'intervention, mais également choisir son community manager et optimiser son brand content. Un ouvrage opérationnel avec de nombreuses études de cas Le point sur la législation et les bonnes pratiques L'avis de professionnels Des fiches métiers complètes : gestionnaire des médias sociaux, community manager, veilleur stratégique
- Published
- 2012
47. Trust Inc.
- Author
-
Yeomans, Matthew
- Subjects
CORPORATE sustainability ,CORPORATE image ,SOCIAL media in business ,INTERNET in public relations ,SOCIAL responsibility of business ,INSTITUTIONAL advertising - Abstract
Sustainability is one of the most important issues in business today. To remain competitive, companies must actively work to combat global warming and social injustice. In Trust Inc., Matthew Yeomans uses real-world examples to define the parameters of successful corporate sustainability initiatives. He argues that by using social media to discuss the progress of their sustainability efforts, companies can win the public’s trust.
- Published
- 2018
48. Zero to 100,000 : Social Media Tips and Tricks for Small Businesses
- Author
-
Sarah-Jayne Gratton, Dean A. Gratton, Sarah-Jayne Gratton, and Dean A. Gratton
- Subjects
- Internet marketing, Internet in public relations, Small business marketing, Customer relations, Social media
- Abstract
“I work in digital media publishing, yet I've struggled, like most of the business world, to understand how to make social media work for me. Sarah-Jayne and Dean tackled the challenge with an energy that has to be seen to be believed. These two are now my #1 source of information and have provided simple and effective strategies that have helped me to monetize social media.” —Vince Holton, Publisher, Incisor.TV “A fantastic, timely, and enjoyable book with serious appeal. Great work from beginning to end. I can't recommend it enough.” —2morrowKnight, Huffington Post “Zero to 100,000: Social Media Tips and Tricks for Small Businesses makes it so easy to understand the way to successfully take your business into the ‘real world'of social media! It both entertained and educated me. I would recommend this book to my friends, business associates, and to educational institutions. Brilliantly done!” —Debra Cincioni, @MomsofAmerica on Twitter “From building a bigger presence for yourself or your business, this book gets you in on the ground floor, lays the foundation, and helps you get a jump start on becoming a social media success. And the advice is real, not just from Sarah-Jayne and Dean, who are awesome, but from several other success stories they explain in the book. In a word, this book is useful.” —Jason Falls, CEO of Social Media Explorer and author of No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing “Leveraging social media is vital for businesses of all sizes, but it is a quirky and nuanced world where getting it wrong can have disastrous consequences. @GrattonGirl is one of the people I see in the social space who really understands the art of communicating with her audience. If you want to know how to connect with the crowd effectively through social media, I can think of no one better to hold your hand on that journey than Sarah-Jayne and Dean Gratton.” —Kate Russell, Technology Reporter, BBC Website and App Reviewer YOUR COMPLETE PLAN FOR FINDING 100,000 NEW FRIENDS, SUPPORTERS, AND CUSTOMERS! Close your eyes. Now, envision 100,000 people who are passionate about you, your business, and your brand! We're talking about people who buy your stuff, and then tell their friends how incredibly great you are—without being paid to do it. People who follow your every move, look to you for guidance, and can't wait to hear what you're up to next. Your 100,000 people. Your two football stadiums full of cheering fans. They're out there, looking for you. Here's your easy, low-cost social media plan for finding them…connecting with them…giving them what they want—so they can make you stunningly, incredibly successful! 10 STEPS TO YOUR 100,000(with all the details, examples, and expert advice you'll ever need) 1. Listen first, engage second2. Craft your most authentic voice3. Find and attract influencers4. Don't be a narcissist (you know what we mean)5. Build community that lasts6. Freshen up your brand7. Become an electrifying &ldquo
- Published
- 2011
49. Online Relations : Leitfaden für moderne PR im Netz
- Author
-
Dominik Ruisinger and Dominik Ruisinger
- Subjects
- Public relations, Internet in public relations, Online social networks
- Abstract
Social Networks, Blogs und Google AdWords zählen mittlerweile zum Standard-Repertoire jedes PR-Verantwortlichen. Gleichzeitig gilt es die anderen Instrumente professioneller Online-PR, wie Websites oder E-Mail-Newsletter, nicht zu vernachlässigen. - Wie sehen die jüngsten Trends aus? - Welche Online-Instrumente sind sinnvoll? - Wie stimmt man diese optimal aufeinander ab?Der für die Neuauflage komplett überarbeitete Leitfaden erläutert die verschiedenen Werkzeuge und zeigt Chancen und Risiken der modernen Online-PR auf. Zuverlässige Entscheidungs- und Gestaltungshilfe.
- Published
- 2011
50. Web Strategy in Museums: An Italian Survey Stimulates New Visions.
- Author
-
Orlandi, Sarah Dominique, Calandra, Gianfranco, Ferrara, Vincenza, Marras, Anna Maria, Radice, Sara, Bertacchini, Enrico, Nizzo, Valentino, and Maffei, Tiziana
- Subjects
- *
WEBSITES , *MUSEUMS & technology , *INTERNET , *INTERNET in public relations , *CULTURAL property , *SEMANTIC Web , *AUDIENCE participation - Abstract
Museums must adapt to the increasingly massive use of the Internet, and use it to reach new audiences and find new ways of enhancing culture, or consolidate the relationship with their existing public. Therefore, defining an online strategy that conforms to the museum's mission may prove difficult. One of the challenges cultural organisations face in this regard is how to define, measure and evaluate their efficiency and approach. In the present article, we will study the digital instruments adopted by Italian museums to communicate on and promote their heritage collections on the web, and enhance the involvement and participation of audiences in the digital environment. Our aim is to present and discuss the results of the first online web strategy survey conducted in 2017, by ICOM Italy and the Italian Ministry of Culture (MiBAC). The survey and its findings show that Italian museums have risen to the challenge, by working on defining and developing their digital web strategy. The conclusion will highlight the gaps and some points for future reflection with a focus on open data. We hope that a wider museum community can adopt our monitoring tool, the 17 web strategy parameters, and share results. [ABSTRACT FROM AUTHOR]
- Published
- 2018
- Full Text
- View/download PDF
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