Social media rules of engagement why your online narrative is the best weapon during a crisis
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...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Milton, Queensland :
Wiley
2015.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629684606719 |
Tabla de Contenidos:
- ""Social Media Rules of Engagement""; ""Contents""; ""About the author""; ""Author note""; ""Preface""; ""PART I Rules of engagement""; ""1 Social media crisis communications: a seismic shift in the risk profile""; ""Communications born again, but the fundamentals still apply""; ""It�s all about narrative""; ""Optimus Prime: are you conditioning your audience for sales or LOLs?""; ""2 Ready, aim � misfire: why you must be social media data savvy""; ""The social media iceberg""; ""From marketeers to info ops: this will blow your pixels off""
- ""The narrative in your numbers: what story is your social data telling you?""""Why social numbers don�t always add up to Klout, influence, votes, dollars, sales and raving fans""; ""3 The hurt locker: getting inside is easy; escaping an art""; ""The information vacuum: why going AWOL on social media isn�t an option""; ""From battlefield to boardroom � the threat posed by information vacuums""; ""Say something! Just not anything �""; ""Overexposed: why trashing your brand has never been easier""; ""Hashtag horror! Why things go terribly wrong""
- ""4 Mission recon: why knowing your audience is critical to success""""Mission: getting to know your target audience""; ""Recon: pin it, IG it, tumble it �""; ""Mission: audience segmentation""; ""Psychosocial considerations""; ""Mission: audience sentiment analysis""; ""5 Classified: is your enemy an adversary or an opportunity?""; ""Social warfare: why it�s not just the military�s problem""; ""Brand you: social media jihad collateral damage""; ""Is your organisation at risk?""; ""Where to source information and support for crisis communications planning""
- ""How to communicate during a critical incident or terrorist attack""""Full-spectrum dominance � oh and social media""; ""6 Socially transmitted disasters (STDs): The Clap (#PRFail) is now more contagious than ever""; ""Sex Ed 101: the birds, the bees � and Snapchat""; ""The Clap: are you at risk?""; ""Organisational and individual apathy""; ""Data blindness""; ""Risk-taking behaviour""; ""Coitus interruptus: not an effective method of Clap control""; ""Practise safe social media � it�s all about using protection""; ""People""; ""Technology""; ""Corporate governance""
- ""Click-jacking � not as pleasurable as it sounds""""7 Target acquired: social engineering and what it means for you and your organisation""; ""Stalkerbook � I mean Facebook""; ""Socialveillance: who is watching you online and why you should care""; ""Sneaking in that Trojan Horse""; ""The Trojan Horse: epic fail""; ""White collar blue: espionage and hacking is a corporate problem too""; ""8 Social media information operations: much more than military propaganda""; ""Why influence is key to mission success from battlefield to boardroom""; ""The influence equation""
- ""Propaganda in your pocket � influence in everyday life""
