"With easy-to-understand introductions to blogging, forums, opinion and review sites, and social networks such as Twitter, Facebook, and LinkedIn, this book will help you choose the best -- and avoid the worst -- of the social web's unique marketing opportunities. The Social Media Marketing Book gui
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des you through the maze of communities, platforms, and social media tools so you can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, Dan Zarrella, aka "The Social Media & Marketing Scientist," shows you how to plan and implement campaigns intelligently, and then measure results and track return on investment." (Back cover)
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"The purpose of this document is to highlight cases in which Advocacy, Communication and Social Mobilization (ACSM) interventions have contributed to a positive outcome of tuberculosis (TB) control activities directed to a range of audiences and settings. It is intended for on-the-ground stakeholder
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s who are interested in successfully integrating ACSM strategies and activities into TB control programming, as well as for decision-makers who can provide greater political and financial support for ACSM activities at the national, sub-national and international level. ACSM is a relatively new technical component within the Stop TB Strategy, but its application is increasing quickly. In recent years, many partners and countries have adopted ACSM models – notably including the engagement of communities and patients in TB care and prevention – with the purpose of expanding the reach of TB programmes in innovative and effective ways. A significant differentiator of ACSM strategies is their focus on patient and community empowerment. This element promotes the integration of community-based programming into the otherwise medical and vertical health service delivery model that has traditionally been employed by TB control programmes." (Introduction)
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"Para los que trabajamos en la Representación Patagonia de la Fundación AVINA Argentina fue una oportunidad extraordinaria poder acompañar, muy próximos, a un puñado abierto y generoso de ciudadanos de San Carlos de Bariloche que decidió incidir directamente en el proceso de la reforma de su C
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arta Orgánica. Ello les significó organizarse, capacitarse, obtener recursos, planificar, evaluar durante la marcha y ejecutar una gran variedad de acciones para cumplir con las metas que se fijaron oportunamente. El resultado fue exitoso pues, sobre todo, a través del grupo que conformaron: Vecinos por la Carta, adquirieron una enorme experiencia ciudadana, afianzaron sus relaciones y confianzas mutuas y, más aún, lograron que al menos unos veinte artículos del nuevo texto legal reflejara sus propuestas. También trabajaron para que el Reglamento Interno de la Convención contribuyera decididamente a la participación de todo quien lo quiso hacer. Desde las incipientes reuniones preparatorias quedó en claro que una de las herramientas principales que deberían emplear con profesionalismo, astucia y perseverancia era los medios de comunicación social convertidos como tales pues, los mismos, también contribuyen a informar, formar opinión, alentar intercambios de ideas y pueden llegar a incidir en las reflexiones y propuestas de quienes deben, en última instancia, votar a favor o en contra de las decisiones colegiadas. Entonces comenzó la búsqueda de un conocedor en la materia y, afortunadamente, encontraron a Noelia García Villamil quien, con entusiasmo y ciencia, asumió la tarea de asistir a Vecinos por la Carta en cuanto a la planificación, preparación, ejecución y evaluación de un Plan específico con respecto a los medios de comunicación social como extraordinarios vehículos de información y debate de acceso público. Una vez finalizado el notable proceso de incidencia pública, a través del involucramiento activo y responsable de ciudadanos, Vecinos por la Carta y la Fundación AVINA seguimos mancomunados, con el acompañamiento de Silvana De Falco y los aportes de Ramiro Fernández. Este libro es una sistematización de la tarea realizada exitosamente que busca, entre otras cuestiones, difundir lo realizado para que otros pobladores perciban la importancia de contar con el concurso de profesionales en la materia, analizar el comportamiento de los distintos diarios, cotejar los contenidos y las formas de la inserción en las páginas publicadas, la gravitación pública del grupo autoconvocado con relación a los partidos políticos con abundantes recursos económicos y humanos, etcétera." (Prólogo, páginas 9-10)
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"This guide outlines important, basic steps to ensure that your advocacy is as effective as possible. It draws on learning within the Open Society Foundations’ network, especially the experiences of our advocacy colleagues, as well as resources from other organizations. Understanding of and engage
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ment with advocacy varies from one organization to another. Here is a description that I hope helps clarify what we mean by advocacy: Advocacy is an organized attempt to change policy, practice, and/or attitudes by presenting evidence and arguments for how and why change should happen. As advocates we should always be clear about the values and principles which inform our reason for taking a particular stand. Key to delivering effective advocacy is the evidence we can gather, the messages that we present, and, of course, clarity about the impact that we achieve." (Preface)
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"Many professionals in health, education, and community service roles are caught in a particular bind of identity-they live in a complex social borderland of credibility and professional authority while experiencing or having experienced the same discrimination, violence or trauma that they are comm
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itted to conquering. For some, the disclosure of their own stories of marginalization has become a tool for advocacy, for telling a larger truth; for others, self-disclosure is a more personal action, intended to assist isolated others in developing trust and connection. Linde Zingaro, a lifelong social service worker and activist, interviewed several colleagues who have chosen to speak out in this way, talking with them about their ethics and intentions, and collaborating to identify some of the risks of negative personal and professional consequences for the practitioner. She uses their voices-and her own-to illustrate some of the ways that these people have learned to safely and effectively use the transformative potential of storytelling as significant social action." (Publisher description)
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"This collection of seventeen contributions provides a small but significant window into some of the themes that, in our view, will define research on narrative in the coming years. Some of these themes have already started taking center stage— for example, the diversification of methodological to
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ols, concepts, and contexts in the study of identities in narratives. Others are relatively new, such as the investigation of how mediated communication has changed storytelling practices and our conception of narrative. Yet other questions were already central to narrative research but have taken new directions—for instance, the study of how narratives participate in the construction of the moral order, and the different roles that truth and deception play in varying social practices. What emerges from the chapters in this book is a common emphasis on contexts and practices, a close attention to differences rather than an assumption of homogeneity. These elements confirm a welcome opening up of the field to the realities of postmodern societies." (Introduction, page 5-6)
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"A Comunicação Política é uma área vasta em expansão quer sob o ponto de vista da reflexão teórica praticada nas Academias quer sob o ponto de vista da sua prática em numerosos domínios da vida cívica. Vislumbra-se um claro aprofundamento dos estudos nesta área visível na imprensa unive
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rsitária e especializada, na formação de Grupos de Trabalho nas Sociedades Científicas nacionais e internacionais. O livro surge neste contexto deveras interessante em que a Comunicação Política ganha uma centralidade nos estudos seja de comunicação seja de política, carecendo quer de modelos descritivos quer de reflexões normativas que apreendam a complexidade das modernas sociedades pluralistas." (Sinopse pág. web)
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"Il a fallu 38 ans à la radio pour toucher 50 millions d'utilisateurs, 13 ans à la télévision, 4 ans à Internet... tandis que Facebook a conquis 100 millions de membres en moins de 9 mois ! D'abord destinés aux individus désireux de prolonger ou de nouer des relations, les réseaux sociaux ne
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peuvent plus aujourd'hui être ignorés des entreprises, en tant que puissants vecteurs de collaboration et de création de valeur. Christine Balagué et David Fayon, tout en proposant une approche théorique et critique de ce phénomène, expliquent - exemples concrets à l'appui - comment intégrer les réseaux sociaux dans une stratégie d'entreprise, en fonction de l'objectif visé : communiquer autour d'une marque, générer du buzz, nouer des partenariats, recruter des collaborateurs, élargir un circuit de distribution, améliorer la gestion de la relation client, etc. Ils donnent également des conseils pour optimiser leur utilisation : comment tirer parti de Facebook, Twitter, Linkedln ou Viadeo ? Quels outils intégrer ? Si l'on souhaite doter son entreprise de son propre réseau : quelles fonctions choisir, quelle architecture prévoir ? Au fil du texte, la parole est donnée à de grands acteurs du web, dont Laïc Le Meur (fondateur de Seesmic), Dan Serfaty (fondateur de Viadeo), Michel Gotlib (directeur marketing de Coca-Cola) ou Eric Dupin (blog Presse-citron). Enfin, les auteurs ouvrent de larges perspectives sur les grands enjeux des réseaux sociaux dans la société de demain." (Description de la maison d'édition)
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"El presente texto es una aproximación básica a distintas cuestiones de la producción de radio que son necesarias para comenzar. No aspira a ser un manual de uso, de esos que tienen pasos a seguir para lograr el éxito, sino todo lo contrario: aspira a ser un texto de guía basado en conocimiento
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s obtenidos por la experiencia. Y cada experiencia, al ser distinta, puede generar distintos conocimientos. Por eso, en este texto se encontrarán algunas claves, algunos consejos, y la mención de algunos puntos a tener en cuenta, como para saber de su existencia, poder adentrarse en ellos y, sobre todo, animarse a investigar, intentar, equivocarse y encontrar las formas y estilos propios para encarar una producción radiofónica. Nos manejaremos otorgando conceptos habituales, herramientas útiles, caminos posibles. Hablaremos tanto sobre generalidades de la radio, sus formatos, sus características y posibilidades, la importancia de la radio social, como así también sobre claves para la producción, el guión, la edición y la difusión de contenidos. La intención es brindar herramientas para la producción independiente." (Introducción, página 7)
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"This document outlines basic steps in planning monitoring and evaluation for advocacy and covers: distinctive features of monitoring and evaluation for advocacy; five questions for planning advocacy monitoring and evaluation; special focuses on equity, humanitarian advocacy monitoring and evaluatio
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n, and knowledge management; aeventeen data collection tools for measuring advocacy outputs, outcomes and impacts; dour case studies from Kenya, Nigeria, Tanzania, Mexico, Tajikistan and Iceland; following up with next steps. This is the full version of Chapter 4 in UNICEF’s Advocacy Toolkit." (Page 1)
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"This tool can be used in different places and for different types of advocacy, and helps CAFOD and our partners to think about the wider context of their work as well as their achievements. The levels are cumulative, and require partner organisations to think through the reasons why they might be c
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lassed at one level or another by providing anecdotal evidence in each case. The tool does not prescribe which elements to emphasize in any given level. Organisations may find elements of their work in more than one box but are asked to best approximate their level on a yearly basis." (Page 1)
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"The Advocacy Toolkit provides a broadly accepted definition of advocacy and underscores UNICEF’s unique position and experience in advocacy. The heart of the Toolkit provides detailed steps, guidance and tools for developing and implementing an advocacy strategy. The Toolkit also outlines eight f
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oundational areas that can help strengthen an office’s capacity for advocacy, and covers several crosscutting aspects of advocacy including monitoring and evaluating advocacy, managing knowledge in advocacy, managing risks in advocacy, building relationships and securing partnerships for advocacy, and working with children and young people in advocacy. Special focuses examine a variety of specific topics, including human rights and equity approaches to advocacy, theories of change, and conducting advocacy in humanitarian situations." (About the Advocacy Toolkit, page iv)
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"This report provides a timely review of what is currently known about road safety advertising design and evaluation. Australian and international advertising literature published from 2001 to 2009 was reviewed to determine best practice for road safety mass media campaigns in South Australia. Inste
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ad of determining whether road safety advertising is effective or not, this review focused on what elements of road safety advertising are more effective and for whom. The review describes current psychological theories of behaviour change and social persuasion that are relevant to road safety advertising. In terms of mass media campaign design, factors that can improve campaign effectiveness were identified such as integrating advertising with other activities (e.g. enforcement), tailoring message content and means of communication to the characteristics of the target audience, and using new technology and multiple forms of media to reach the target audience. In addition, the effects of different levels of advertising exposure were considered and the efficacy of threat appeals and alternatives (i.e. positive emotional appeals) were discussed. The review also highlighted the difficulties in establishing the effectiveness of a mass media campaign, considered different evaluation methods and discussed the value of different campaign evaluation measures. Recent campaign evaluations were reviewed to highlight current key issues in campaign evaluation research. The report concludes with constructive recommendations for best practice for road safety mass media campaigns." (Abstract)
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