Creating a successful digital presence : objectives, strategies and tactics

著者

    • Fletcher, Gordon
    • Adolphus, Noel

書誌事項

Creating a successful digital presence : objectives, strategies and tactics

Gordon Fletcher and Noel Adolphus

Routledge, 2022

  • : pbk

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

Equips students and recent graduates with the tools and confidence to develop their own digital presence, addressing the growth in employability and professional skills courses globally; Unlike competing texts, requires no pre-existing technical knowledge, approaching the subject from a strategic and employability perspective rather than a technical or purely marketing approach; Introduces the new ABCDE framework and a series of practical tools and international case studies

目次

Part I: Concepts 1. What is a digital presence? 2. You need a digital presence 3. You need a strategic digital presence 4. Personas: Understanding your audience 5. Ethical and legal issues Part II: Planning 6. What is a Theory of Change? 7. Tactics for building your presence 8. Content is king Part III: Delivery 9. Build the parts: The components of your digital presence 10. Look and feel: Make your presence reflect you 11. Curation: Sharing with your audience 12. Connect: Find friends and create advocates through social media 13. Search: Build visibility and draw an audience to you 14. Measure: From SMART to SMARTER Part IV: Maintenance 15. Maintaining your digital presence 16. Securing your digital presence Part V: Extending 17. Extend your value proposition 18. Digital by default: Future tools and opportunities

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