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Strategic Development of Social Media Communication Plans

DOI: 10.15340/978-625-00-9894-3_7

Published: 2021 | Pages: 141 - 157

Yeonsoo Kim
Public Relations, School of Communication Studies, James Madison University, Harrison Hall, MSC 2106, USA

Kim28yx@jmu.edu

When social media communications are approached as sparse, fragmented communications without a more prominent strategic framework, such attempts cannot guarantee any meaningful communication outcomes. An evidence-based examination of how to strategically pull together a communication plan to achieve the intended outcomes of social media communications is greatly needed. Utilizing the theoretically established model of strategic public relations (i.e., the four-step process of strategic communication planning), this chapter addresses how to incorporate social media into the mix. In addition, three social media approaches, including the stakeholder information communication strategy, stakeholder response strategy, and stakeholder involvement strategy, are introduced for consideration.

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Yeonsoo Kim is an Associate Professor in the School of Communication Studies, and faculty associate of scholarship programs for the Center for Faculty Innovation at James Madison University. She earned her B.A. and M.A. in journalism from Ewha Women’s University, Seoul, Korea, and another M.A. and Ph.D. in mass communication with an emphasis on public relations (PR) from the University of Florida. She founded and serves as faculty director of Bluestone Communications, JMU’s student-run PR agency, and advises the campus chapter of the Public Relations Student Society of America (PRSSA), and was awarded Lambda Pi Eta SCOM Professor of the Year. Her research interests include corporate social responsibility, strategic communication and social media strategies for public relations, and communication campaigns. Her research is published in major public relations and business ethics journals, including Journal of Public Relations, Public Relations Review, Journal of Business Ethics, Corporate Communication: An International Journal, Journal of Promotion Management, and Journalism Studies.

 

Cite this chapter as:

Kim, Y. (2021). Strategic Development of Social Media Communication Plans. In: Bakan U. & Lengel M. L. (eds) Social Media Archaeology from Theory to Practice (pp. 141-157). MacroWorld Pub. https://doi.org/10.15340/978-625-00-9894-3_7


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