This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Aside from focusing on practical application of marketing strategy, the textbook also takes students through the process of strategy development, ethical and accurate content curation, and strategy implementation, through detailed explanations of content creation.Combining theory and practice, Strategic Social Media...

This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management, with international perspectives, AI approaches and tools to enhance the learning experience. Aside from focusing on practical application, the textbook takes readers through the process of strategy development and implementation, ethical and accurate content curation, and strategic content creation.Combining theory and practice, Strategic Social Media Manageme...

In an era where AI is revolutionising every aspect of communication, this groundbreaking research monograph provides an essential roadmap for navigating the intersection of artificial intelligence and strategic communication. Drawing on extensive primary research, including interviews with 41 experts and surveys of 400 professionals across three continents and eight countries, this book provides insights from relevant scholars, communication practitioners and AI tool developers.Thi...

This book presents new global research on transmedia storytelling as a form of brand communication. It explores the theoretical underpinnings of transmedia storytelling and its practical application through survey and interview data from creatives, marketing, advertising and public relations practitioners. The final section analyzes contemporary campaigns from various countries and proposes a Transmedia Brand Storytelling Model for Practice, based on primary and secondary research data. Th...

Delivering E-Learning describes a new and better way of understanding e-learning. The author looks at overcoming objections to e-learning and acknowledging poor past practice before presenting a new strategic approach. It places the emphasis firmly on learning, not the technology, de-mystifying the jargon and de-bunking industry myths.The current way most people look at e-learning is flawed, and this means they are missing its full potential. This book provides a clear fra...

The follow up to *Share This: The Social Media Handbook for PR Professionals.Share This* is a practical handbook to the changes taking place in the media and was conceived and written by 24 public relations practitioners using many of the social tools and techniques that it addresses. The book covered the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and t...

Super series are a set of workbooks to accompany the flexible learning programme specifically designed and developed by the Institute of Leadership & Management (ILM) to support their Level 3 Certificate in First Line Management. The learning content is also closely aligned to the Level 3 S/NVQ in Management. The series consists of 35 workbooks. Each book will map on to a course unit (35 books/units).

Clear away the fog surrounding AI in education—and regain your peace of mindAmong teachers, there is a cloud of rumors, confusion, and fear surrounding the rise of artificial intelligence. AI and the Future of Education is a timely response to this general state of panic, showing you that AI is a tool to leverage, not a threat to teaching and learning. By understanding what AI is, what it does, and how it can be used to enhance education, you can let go of...

This is Service Design Thinking introduces an inter-disciplinary approach to designing services. Service design is a bit of a buzzword these days and has gained a lot of interest from various fields. This book, assembled to describe and illustrate the emerging field of service design, was brought together using exactly the same co-creative and user-centred approaches you can read and learn about inside. The boundaries between products and services are blurring and it is time for a differen...

Looking to teach with confidence in the age of AI? Start here.The Norton Guide to AI-Aware Teaching will equip instructors with practical strategies for teaching effectively in the age of AI. AI-aware teaching means understanding how the technology impacts course goals, assignments, and students so that you can adapt with confidence. The guide provides steps for how to do it—whether you're embracing AI, setting firm boundaries, or finding a balance. Flexib...

Learn how to convert website visitors into customersPart science and part art, conversion optimization is designed to turn visitors into customers. Carefully developed testing procedures are necessary to help you fine-tune images, headlines, navigation, colors, buttons, and every other element, creating a website that encourages visitors to take the action you seek. This book guides you through creating an optimization strategy that supports your business goals, us...

Amid the discourse surrounding the controversial role of generative AI in education, Practical AI Strategiesgoes beyond the hype to explore the opportunities and challenges of the technology in K-tertiary education. The book looks past individual applications to explore the broader landscape of generative artificial intelligence, offering educators invaluable insights into its workings and ethical considerations.Divided into six parts, Practical AI Strategies guid...