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Digital Strategies

Data-Driven Public Relations, Marketing, and Advertising

Regina Luttrell, Susan Emerick, and Adrienne Wallace

Publication Date - 16 March 2021

ISBN: 9780190925437

256 pages

Advances understanding of the social web and how emerging technologies deliver new capabilities


Digital Strategies explains the role of social media in public relations, marketing, and business decisions. In plain language and engaging case studies this book lays out the strategies, tactics, successes, and challenges of the contemporary media environment so that students learn the fundamentals through practical examples. It is designed to improve the readiness of students entering the field of communications and advance the reader's understanding of the social web and how emerging technologies rooted in artificial intelligence bring new capabilities and insights from social intelligence to the profession.


  • Comprehensive Model: Written using an evidence-based approach that explains various strategies and techniques that can be utilized to drive market influence
  • Case studies: Incorporates detailed case studies that put data-driven decision making at the center of strategic planning, execution, and measurement.
  • Data-driven: Provides readers with an understanding of why data-driven decision-making matters in developing successful initiatives.
  • Accessible language: Written in a pragmatic tone that is easy to understand.

About the Author(s)

REGINA LUTTRELL, PH.D. is currently the associate dean of research and creative activity and director of the W20 Emerging Insights Lab at the S.I. Newhouse School of Public Communications at Syracuse University where she teaches public relations and social media.

SUSAN F. EMERICK is a globally recognized business and marketing innovator, building online brands for organizations around the world. Recognized as one of the top 25 Internet Marketing Leaders and Innovators by iMedia, listed in the TopRank top 25 Women That Rocked Social Media, and honored as one of the top 50 Influential Women in Digital Marketing.

ADRIENNE A. WALLACE, PH.D. is an assistant professor at Grand Valley State University, with more than 20 years of professional experience in both the public and private sectors ranging in scope from nonprofit, health, education, government, hospitality, politics, and lobbying, to finance.

Table of Contents

    Part 1: Foundations of Data-driven Insights

    Chapter 1: An Era of Artificial Intelligence
    Chapter 2: LUPE Model - Developing Data-driven Campaigns
    Chapter 3: Anything Can be Measured, Measure What Counts

    Part 2: Case Studies

    Chapter 4: Convergence of Social Media, Search, and Content Marketing
    Chapter 5: Data-driven Influencer Strategy
    Chapter 6: Creating Compelling Content through Visual Storytelling
    Chapter 7: Corporate Social Responsibility & Corporate Activism
    Chapter 8: Engagement through Crowdsourcing & User Generated Content
    Chapter 9: Social Customer Experience (CX)
    Chapter 10: Crisis Communications in a Data-driven World
    Chapter 11: Geofencing and Hypertargeting Strategies
    Chapter 12: Future Implications of Data-Driven Decisions

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