Getting the message out: Social media daily activity

plan

July 6, 2012

By Ana Adi and Darren G Lilleker  

Open research

This independent guide was created by Ana Adi, Lecturer in Marketing and Corporate Communication, and Dr Darren G. Lilleker, Director of Centre for Public Communication Research at Bournemouth University. This

guide is published under the principle of Open Research and is intended to support communicators at no cost.

The Creative Commons License is Attribution-NonCommercial-ShareAlike 2.0 UK: England & Wales (CC BY-NC-SA 2.0) at http://creativecommons.org/licenses/by-nc-sa/2.0/uk/. This guide is intended for you to read,

utilize and share with others; if you do so, please provide attribution to Ana Adi and Dr Darren G. Lilleker.  

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Table of Contents

Executive summary 3  

Social media – what is it and who is it for? 5  

Get your goals right 6  Ed  Balls,  Labour  and  Co-­‐‑operative  MP  for  Morley  &  Outwood  and  Shadow  Chancellor  .................................................................................................................................  7  Grant  Shapps,  Member  of  Parliament  for  Welwyn  Hatfield  in  Hertfordshire,  England  ....................................................................................................................................................  8  Labour  Lords  Website  .............................................................................................................  8  

Your daily plan for using social media 9  Step  1.  Listen  .............................................................................................................................  9  Step  2.  Engage  ........................................................................................................................  10  Step  3.  Create  ..........................................................................................................................  10  Step  4.  Share  &  Integrate  ......................................................................................................  12  Step  5.  Repeat  .........................................................................................................................  12  

Things for you to track and measure 13  Idea  acceleration  ....................................................................................................................  13  Sentiment  ................................................................................................................................  14  Loyalty  .....................................................................................................................................  15  Share  of  Voice  .........................................................................................................................  15  

Overview 16  

About 17  The  Guide  ...............................................................................................................................  17  The  Media  School  @  Bournemouth  University  .................................................................  17  The  authors  .............................................................................................................................  18  

Consultancy @ BU 19  

Contact the authors 19  

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Executive summary

Social media penetration and usage has increased dramatically in the past years. Twitter, the micro-blogging network currently counts more than 10 million active users

in the UK and 140 million active users worldwide1. LinkedIn2, the professional network

reports having 161 million members in over 200 countries and territories, more than 9

million of them being in the UK. Finally, out of Facebook’s 900 million registered users

worldwide, more than 30 million of them report their residence as being in the UK3.

With such high numbers of users and increasing popularity, it is not surprising that the number of companies and organizations adopting social media is increasing as well. However, although more widely adopted, social media is still used in an ad-hoc,

unplanned, random manner exposing in that way the organizations using them to more

threats than if they hadn’t adopted it all.

Social media is not a must, it is an option. While it is very true that digital and social

media are affecting the way we communicate and do business, they are also just

another “media channel”. So, rather than considering that you and your organization

have to be on social media because “everybody is”, you should start asking yourself

whether social media is relevant to you and your organization and whether your

audience is indeed online; if there is relevance and an audience it is then important to

consider how best to use social media to meet your professional or organizational

objectives.

Social media is increasingly important in political communication as well. The

majority of people do not actively pursue political news or campaigning communication.

Increasingly, and in particular among heavy users of the Internet, they find political

content by accident. Furthermore, there are a range of local and national journalists who

scour social media seeking quotes and content for their columns. Hence, social media

has the ability to attract new audiences online as well as through traditional media. There

are three caveats to this however. Firstly you may be found but you may not be read: it

must engage the browser you want to communicate to. Secondly, to stand out you have

to say something of value and possibly something a little controversial – getting the

balance between being controversial and damaging your reputation worries some.

Thirdly social media is about two-way communication not broadcasting – embracing

social media means opening yourself and your organization to the cultures of

                                                                                               1 http://www.guardian.co.uk/technology/2012/may/15/twitter-uk-users-10m 2 http://press.linkedin.com/about 3 http://www.clicky.co.uk/2012/02/uk-facebook-statistics-february-2012/    

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modification and co-creation common in online environments. The trick is to engage,

interest and harness the online user.

This guide is intended primarily for people who want to use and social media in a strategic manner. It will outline a daily recommended routine of social media usage

emphasizing goals and objectives and how they can be met using a fairly effortless

routine. While doing so, the guide will also provide case studies of UK political

communication, propose platforms to aid with monitoring an organization and help

identify “social media worthy” subjects and suggest metrics that can be linked with the

organizations’ social media objectives.

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Social media – what is it and who is it for? If you search the Internet for social media definitions you’ll soon see that there are

plenty of attempts but not an agreed definition. Chris Lake4 writing for E-consultancy

lists 34 definitions and Heidi Cohen5 proposes some other 30. Although very different,

they all seem to have in common several elements: participation, conversation,

connectivity, transparency, technology, community and amplification.

Fred Cavazza6 sums things up nicely:

In “Social Media” there is “Media“, which means that social

media are digital places for publication.

In “Social Media” there is “Social“, which implies sharing (files,

tastes, opinions…) but also social interactions (individuals

gathering into groups, individual acquiring notoriety and

influence…).

So, social media is intrinsically related to the tools that represent its environment. Once you know the tools and learn the rules (their function, vocabulary, etiquette) working with social media should be fairly easy.

Learning the rules can be

facilitated by categorizing the

functions that social media

platforms play. One can share,

express, network or play, Fred

Cavazza’s visualization being

extremely helpful. How many of

the platforms he lists, can you

recognize and how many do

you use?

If you think of functions, then

social networking should be a

                                                                                               4 http://econsultancy.com/uk/blog/3527-what-is-social-media-here-are-34-definitions 5 http://heidicohen.com/social-media-definition/ 6 http://www.fredcavazza.net/2012/02/22/social-media-landscape-2012/    

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“friends and family space”, professional networking should be a “business place”,

multimedia sharing platforms should be a platform for content exchange, micro-

blogging and blogging platforms should be places where one can express themselves

while gaming platforms should be places for fun.

While in today’s landscape most of these functions seem to converge, keeping in mind

the function with which a platform was launched can help you decide on the type of

content that you can find and share there as well as identify the type of audience that

would use them

Social media is for everyone. However, your success depends very much on how and why you want to use it.

Get your goals right One of the keys to success on social media is determining what you want it to do for

you. Do you want people to know about you and your opinions? Do you want to share

or discuss your opinions? Do you want to support a cause? Or is it that you want to

establish yourself and/or your organization as an opinion leader in your area of activity?

In communication there are two major goals: relationships (creating, changing or

maintaining) and reputation (creating, changing or maintaining). In order to meet the

reputation goals, the relationship goal needs to be fulfilled first. In order to achieve that,

other objectives have to be met such as raising awareness, increasing visibility, obtaining

a higher share of voice or agenda setting. All these require the realization of a

meaningful and relevant dialogue between you/your organization and your target

audience.

Therefore, the question that emerges is which of the social media platforms would be

best to reach such goals?

If you think of the functions, networking-like platforms are the best to create

relationships. Facebook, Twitter, LinkedIn, Quora but also forums, discussion groups are

the best places where relationships can be formed. This includes raising awareness and

increasing visibility. However, if your goal is to set the agenda and therefore become an

important part in the discussion of a particular matter, than generating content and

sharing it is what you are after. Under these circumstances, content creating and sharing

platforms such blogs, video sharing (YouTube, Vimeo, Viadeo), audio sharing

(Audioboo, Ipadio) sites are the best.

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Ed Balls, Labour and Co-operative MP for

Morley & Outwood and Shadow Chancellor

Ed Balls for instance, uses Twitter

to reach out to his constituency.

With more than 57,000 followers, it

can be said that Ed Balls has captured the interest of the Twitter audience by both

sharing and engaging with content related to British politics, government, taxation,

economy and education. In doing so, Ed Balls’ tweets present a balanced mix7 between

sharing his own content and views and engaging with other users’ content through

sharing links, re-tweeting and replying. This provides him with the opportunity to share

his opinions but also engage with others while maintaining authenticity. Moreover, Ed

Balls joins conversations about matters relevant to him, his activity and his followers by

using hashtags like #labourdoorstep, #ukyouth or #labour4equalmarriage in correlation

with links, images or comments.

His choice of accounts to follow is equally important. Although following only a little bit

more than 1,100 people, Ed Balls is reading tweets from a mix of mainly media and

politics people and institutions, 800 of these accounts being UK based8. These include

@BBCBusiness, @Daily_Telegraph,

@Lccpressoffice or @LabourParty.

To amplify his messages but also give

himself a platform to better expand and

explain his points of view, Ed Balls also has a

website (http://www.edballs.co.uk/) where

the content he shares is generated by

himself and his team.

                                                                                               7 http://foller.me/edballsmp 8 https://followerwonk.com  

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Grant Shapps, Member of Parliament for

Welwyn Hatfield in Hertfordshire, England

Grant Shapps, like Ed Balls, is

using social media in an integrated

manner. He has a Twitter account

(@grantshapps) and a website

(http://www.shapps.com/) but also a YouTube Channel9 where he and his team share

videos in which local issues of concern to the MP are highlighted. Having only 51

subscribers and 54 videos uploaded, the channel still registers more than 60,000 views,

quite a big number considering that the content is only of local relevance. Perhaps

Shapps’ success is due to the inclusion clips from shows where he is featured but that

are satirical rather than political such as his most recent appearance on BBC’s Have I

Got News for You. While Shapps’ channel lacks conversation, his adoption of the

platform as a place to share his multimedia files and then integrate them with his Twitter

account and website is a positive example for social media use for political

communication as it enables him to use it as a visibility, awareness and reputation

management tool.

Labour Lords Website

The Labour Lords’ website is updated with

content by and about Labour Members of the

House of Lords. Operating on the principle of

a blog, the website is designed as an

information sharing platform through which

the Labour Members of the House of Lords

can keep media and their constituencies up to

date about debates within the House, and

latest news and comments from the

frontbench. This also enables the Lords to use

the platform to raise awareness or increase

visibility of their actions as well as try to be part of the wider political discussions online

and in the media. To achieve that, the Labour Lords’ website has an associated Twitter

account through which content is shared when new posts are added to the site and

amplified by Labour MPs via their individual accounts.

                                                                                               9 http://www.youtube.com/user/GrantShapps

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Your daily plan for using social media Because the audiences on social media are very fragmented and there are many

platforms and channels out there through which messages can be disseminated, shared

and engaged with. Here is a simple routine that can help you be relevant and successful

online.

Step 1. Listen

Once you have defined your goals and objectives, and before you start creating and

sharing your own content, it is best for you to listen, as in search, track and monitor

what is updated on the web in relation to you, your organization, your competitors or

the issues that are of relevance to you. To do that:

• Set up Google Alerts10 (for your name, your organization, your competitors

and your interest topics. You will receive emails every time new content about

those selected items is made available online)

• Set up Google Reader (or Netvibes). This will enable you to keep up to date

with websites, blogs or social media presences of people and organizations you

are interested in as your RSS feed will be updated every time they add and/or

share more content. Unlike Google Alerts which is web-wide, Google Reader

enables you to customize your feed and determine which sources you want to

get your information from.

• Use TwitterSearch11 to check what content is shared on Twitter about you,

your organization, your competitors or issues that matter to you. Alternatively

use 3rd party applications like Hootsuite12, Seesmic13 or Tweetdeck14 to monitor

hashtags, keyterms, mentions and DMs.

• Identify trends based on increasing mention frequency using Google Trends,

Whatthetrend15, Addict-o-matic16 or Twazzup17.

                                                                                               10 http://www.google.com/alerts 11 https://twitter.com/search 12 http://hootsuite.com/ 13 https://seesmic.com/ 14 http://www.tweetdeck.com/ 15 http://whatthetrend.com/ 16 http://addictomatic.com/ 17 http://www.twazzup.com/  

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Step 2. Engage

Now that you know what is said about you, your organization, your competitors or the

issues relevant to you, and knowing whom you want to reach and what you aim to

achieve you can start a conversation by:

o Sharing content produced by others on your own social media accounts

(news found via RSS, blogs, news items, social media content)

o Repeat someone else’s content, acknowledging the source of course.

You can do this on Twitter by using the RT (re-tweet function), by

sharing a link on your own or by embedding the content (if the option is

possible) on your own blog.

o Ask questions/set up polls to find out what your blog readers, Facebook

friends and Twitter followers think about the content and opinions you

offer online.

See Grant Shapps’ example for some content engagement inspiration.

Step 3. Create

Say something new, say something different, be

opinionated, share content that inspires you, infuriates

you, makes you laugh and you will find that many people

out there will respond with their opinions and open up

conversations with you.

James Debono, Socialmediatoday.com (May 2012)18

With fresh information from the web but also with answers from your audience, you can

now start to create your own content. Remember that the web is a dynamic and

dialogical environment, so when you create content you need to keep in mind the rules

of the platforms you use. Rather than auto-posting the same message and content to all

your social media accounts, which is a feature made available by platforms like

Tweetdeck, Hootsuite and Seesmic, take time to create separate messages for each

platform. While some of your audience might overlap, you are still very likely to address

specific groups using specific platforms.

                                                                                               18 http://socialmediatoday.com/node/513583

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For example, blogs enable you to integrate content from social media by importing or

embedding content from multimedia sharing platforms including YouTube, Flickr or

Picasa. When you do that, make sure you acknowledge the sources. Similarly, when you

write a blog post do take time to reference the information you found from other

sources by using hyperlinks. Finally, do take the time to explain your ideas and in

presenting them do use the formatting options made available to you such as headings

and paragraphing.

Also, when you tweet, craft carefully your message as you have so few characters to

use. While authenticity and informality are appreciated, so are correct grammar and a

logical sentence structure. Also, consider whether your message would gain more value

if you added links, images or videos to it. Finally, learn to use hashtags [#] (or a

combination of them) correctly and as a means of reaching bigger audiences. For a

good example check Ed Balls’ Twitter account and activity.

When on Facebook, never forget the nature of the platform: it is after all, still a personal,

social space. Also, remember why you are there and stay true to your goals. Therefore,

the content that you generate should reflect that.  

Do Don’t • Remember what you want from

and why you use social media

• Listen to what others have to say

• Be respectful of what others have

to say

• Be responsible (and remember that

what you post stays on the

Internet)

• Get your facts straight

• Provide background to your

arguments

• Acknowledge sources (and give

credit where it is due)

• Track comments proactively (both

positive and negative)

• Take time to answer to comments

• Talk just about yourself or your

organization

• Badmouth your competitors (if you

challenge them bring facts not

slander)

• Highjack conversations (If you

want to read more about this

check the Habitat UK story19)

• Ignore negative comments

• Always auto-post

• Post when in doubt

Ideas for type of content you can create:

                                                                                               19  http://socialmediatoday.com/index.php?q=SMC/103334  

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• Write up/share your own opinion and analysis of a news item or piece of

information related to your activity or area of interest

• Answer/react to someone’s content (on the platform where the comment

was made, or on your blog/videoblog where you can include a more

elaborate answer)

• Write/share information about your latest projects, plans and their

development or your latest achievements

Step 4. Share & Integrate

Once you created your content, remember to share it with your networks. Before you

do that try to remember what your goals are: to raise awareness, share your opinion,

start a conversation, generate traffic, increase visibility? Of course it also depends on

the type of content you produce. Generally, if you create a video, write a blog post or

put together a photo story (which require more time and resources to be created) you

would want people to see and engage with your content on the platform where you

shared it. This is why platforms like Facebook and Twitter can help you amplify the

reach of your content as they enable hyperlinking, reposting, sharing, and RTing.

Similarly, if you are interested in finding out other people’s opinions, then you can post

your question(s) on more than one platform.

Remember that when it comes to communication online, there is always a start-point for

your information. That is usually the platform where you share your content first and

that is the place where you should ideally respond should any comments and questions

arise.

Step 5. Repeat

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Things for you to track and measure  

There is no magic bullet and no definitive set of metrics for social media.

Susan Etlinger, Altimeter Group

There are many things that you can track, monitor and measure on social media and an

equally huge number of tools – either free or fee-based – that can help you with this

task. However, when you deal with goals related to reputation and relationship there are

several elements that you should pay special attention to. These are idea acceleration,

sentiment, loyalty and share of voice.

Idea acceleration

Idea acceleration is a speed and volume related metric. This is one of the first metrics

that you will want to use to assess the speed with which your messages are picked up. If

you think of objectives like visibility, awareness or even agenda setting, your interest is

to see your messages receive attention and be shared quickly. One way to calculate idea

acceleration is to use Susan Etlinger’s formula below:

Number of [IDEA] Topic Mentions in [END DATE] ---------------------------------------------------------

Number of [IDEA] Topic Mentions in [START DATE]

Other ways of assessing idea acceleration is to undertake volumetric searches of

keywords related to the idea/news item that you want to share. Google Insights for

Search20 will allow you to visualize and compare the fluctuations of Google searches of

keywords you input. The tool provides you with a series of filters including time frame

and location.

The Social Analytics tools from TopsyLabs21 allow you to search and compare up to 3

queries (keywords, usernames, hashtags) using timeframe filters such as “past day”,

“past week” or “past month”. The results, based on Twitter mentions, provide a

                                                                                               20 http://www.google.com/insights/search/ 21 http://analytics.topsy.com/  

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visualization of mention frequency evolution as well as excerpts of qualitative data which

you can later analyse using sentiment analysis. The platform also provides metrics for

momentum which combines scores of popularity of the searched item with the speed

of propagation, velocity (which measures the speed of increasing popularity) and peak

(which calculates the maximum number of mentions during a 24 hours timeframe).

Facebook’s “people talking about this” number might be the one to keep track of over

the period of time during which you promote a particular idea. Etlinger’s formula can be

applied here as well; just replace “brand” with the “people talking about this” number.

Sentiment

Sentiment analysis aims to establish the attitude expressed through a message. In

assessing sentiment several elements need to be taken into account – the message

itself, its tone and any signs and symbols expressing emotion such as smileys or

LOLspeak.

When text samples are small, sentiment analysis is best done manually. However, when

the material for analysis is substantial, it is recommended that a mix of automated

sentiment analysis results and human analysis are used. One of the reasons why

verification is needed is because computed aided analysis cannot make the difference

between sarcasm or double negatives. Additionally, automated analysis will automatically

assign a negative evaluation to a message that includes negations or words that are by

default negative such as “sad”, “injustice”, “malfunction”. Similarly, computer aided

analysis needs to be programmed to interpret symbols, related images or abbreviated

speech such as LOLspeak.

From the free tools out there we recommend,    o SocialMention22 for general web searches but also specific social media

environments such as video sharing sites or micro-blogging

o Twendz23 for Twitter Sentiment

o The advanced functions of Twitter Search which enable filtering of

content based on positive, negative tone or their inclusion of question

marks.

A good resource about automated sentiment analysis is written by Maria Ogneva on

Mashable24.

                                                                                               22 http://socialmention.com/ 23 http://twendz.waggeneredstrom.com/  24  http://mashable.com/2010/04/19/sentiment-analysis/  

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Loyalty

When aiming to build or maintain both relationships and reputation, loyalty is a

particularly important element to track and measure as it helps identify who are the

people who return to or make often references to you or your organization.

Depending on the goal you relate it and the platform you measure it on loyalty can be

measured in a number of ways:

• For blogs and websites, loyalty is reflected in the number of subscriptions (if

such an option is made available) and the number of return visits. It is also

reflected in the number of people who comment frequently on the post shared.

Platforms like Google Analytics can help identify these metrics.

• For Twitter, loyalty can be measured by number of mentions and RTs coming

from the same user. The higher the number of mentions and RTs, the higher the

probability that that user is paying attention to what you tweet. Platforms like

MentionMap25, The Archivist from Visit Mix26, Twitonomy27, TweetStats28 and

TwentyFeet 29 . An evaluation of some of these tools is offered by Garin

Kilpatrick30 and Ana Adi31.

• For Facebook, loyalty is reflected by the number of people “talking about this”

and the number of people commenting often on the page or group. Most of

these metrics are automatically provided by Facebook Insights.

• For YouTube, loyalty is a combination between the number of subscribers to a

channel and the number of people frequently commenting on the content

shared. While the number of views is a good metric for popularity, it is by no

means a metric for loyalty. Information about YouTube activity and metrics is

automatically provided by YouTube Analytics.

Share of Voice

Share of voice is an important overall metric. Unlike loyalty or sentiment that looks at the

activity of users in relation to your account or your organization, share of voice focuses

on the amount of attention dedicated to you or your organization in comparison to the

                                                                                               25  http://mentionmapp.com/ 26 http://archivist.visitmix.com/ 27 http://www.twitonomy.com/ 28 http://tweetstats.com/ 29 https://www.twentyfeet.com/ 30 http://twittertoolsbook.com/10-awesome-twitter-analytics-visualization-tools/ 31 http://www.anaadi.net/2010/11/06/30-twitter-tools-for-research/  

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total of mentions of your competitors on social media. To calculate share of voice, use

Susan Etlinger’s formula below:

Brand Mentions ---------------------------------------------------------

Total Competitive Mentions on Social Channels [Brand + Competitor A + Competitor B + Competitor C ...]

When combined with sentiment analysis, share of voice can be a very powerful metric

as it enables you not only to identify how much coverage your messages actually

receive but also whether they are referred to in a positive or negative way.

For a more complete and complex guide on metrics for social media please check

Susan Etlinger’s A Framework for Social Analytics report and Olivier Blanchard’s book

Social Media ROI.

Overview  Successful political communication needs to be founded around interesting and

innovative ideas. There are many ideas already out there in cyberspace, but to be seen

as an generator of new thinking this environment needs to be monitored, the users

engaged with, and for you to produce your own content. But production is not the end

of the process. For ideas to gain purchase they need to be accelerated within

communities. The online environment offers a range of ways in which to extend the

reach for your/your organisations’ ideas. The extent of acceleration, how ideas are

received, the size of the following you build and the extent to which you can dominate

or lead online discussion can all be monitored. Importantly you can also measure how

your thoughts, opinions and ideas filter between online and traditional media.

The speed of idea acceleration, positive sentiment connects you to others, developing

relationships across the online community. Relationship building is the foundation for a

strong following and a high share of voice which underpin a reputation as a political

activist worth listening to. It does not matter if you are a member of the Cabinet, a

backbench MP, councillor or the person driving a campaign to save one 1,000 year old

oak tree in a village of twenty residents: Being heard is to have influence.

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About

The Guide

This guide is dedicated to communicators intending to better utilize and track social

media by creating a daily routine that reflects their social media objectives and which

links them which social media metrics and analytics. The guide proposes a series of free

tools that generate social media analytics and visualizations as a pretext for

introspection, reflection and analysis of their social media activity. Your feedback and

suggestions are very welcomed.  

The Media School @ Bournemouth University

Bournemouth University (BU) is among the most dynamic and fast-growing universities

in the UK, with around 17,000 students. In 2012, BU was ranked 42nd out of about 140

UK universities by independent research by the Guardian newspaper. BU has a strong

profile in attracting funding, conducting and managing large international research and

consultancy projects. In 2010, we started 241 such projects. We have research and

enterprise relationships with nearly 700 businesses of all types (including local, national

and international governmental bodies). The European Commission is among our most

recent international clients.

BU’s Media School is one of the largest – if not the largest – media and communication

education centres in Europe, renowned not only for its high-quality research and

education but also for its close connection to the professional and industrial world.

Researchers specialize in the development, production and impact of media in its

broadest forms, with work focusing on motion pictures as well as the more humble

campaign flyer. The Politics & Media Research Group, led by Dr Darren Lilleker, is

widely respected for its work on the intersections between consumerism and politics,

the marketisation of politics and media and, more recently, in analyzing the potential

social media offers for political engagement.

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The authors

Ana ADI is a Lecturer in Marketing and Corporate

Communications in the Media School of Bournemouth

University where she delivers courses related to emerging

media and digital communication. Before joining BU she

worked in Romania, Belgium, USA and Bahrain. Ana has a

background in Public Relations, Strategic Communication,

Management and Business Communication. She obtained

her degrees from in Romania, the United States and

Scotland. Ana is also a Public Relations Consultant specialising in social media strategies

and training for small and medium companies. She has served American and European

clients, both from the profit and the non-profit sector including Netlog from Belgium,

Help Our World from Brazil, Coca-Cola in Romania and Deloitte in the USA.

Dr Darren G. Lilleker is Director of the Centre for Public

Communication in The Media School, Bournemouth University.

Dr Lilleker’s expertise is in public engagement in politics, and in

particular how public engagement can be facilitated using

technological innovations. His research has included the

development of a number of tools designed for the analysis of

web-based portals and the creation of benchmarks for best

practice in online communication. Work around this topic has

been presented at a number of major international conferences, including the

International Communication Conference, as well as events designed for practitioner

engagement. He has worked with a number of non-governmental organisations, UK

government departments and political parties as a communication advisor, and has been

consulted by candidates for election to the national UK parliament and the European

parliament. Dr Lilleker recently led a project which analysed the online presences of the

European parliament and its elected members as part of the Plan D for Democracy, Dialogue & Debate European Union initiative. Dr Lilleker has published widely on the

professionalisation and marketisation of political communication including the textbook

Key Concepts in Political Communication (Sage, 2006), and Political Campaigning, Elections and the Internet (Routledge, 2011) and has co-edited The Marketing of Political Parties (MUP, 2006), Voters or Consumers (CSP, 2008) and Political Marketing in Comparative Perspective (MUP, 2005).

  19  

Consultancy @ BU

The Creative Enterprise Bureau provides a range of commercial research, consultancy

and support services, delivered by academics and practitioners based in the Media

School at Bournemouth University.

Many of our projects are also supported by final year undergraduate students who have

completed an industry placement as part of their degree programme.

We aim to support companies of all sizes by providing a range of cost effective services

based on the expertise and knowledge held in the Corporate and Marketing Communications and Journalism and Communication academic groups.

For more information about any of the services we provide please contact:

Liam Toms at +44 (0)1202 962020 or ltoms@bournemouth.ac.uk.

Contact the authors Ana ADI www.anaadi.net

@ana_adi

aadi@bournemouth.ac.uk

Bespoke reports and consultancy

Academic literature reviews

Custom research studies

Marketing audits

Strategic planning

Market studies

Marketing support for SME's

Campaign planning

Digital strategies

News content production

Press relations

Evaluation and measurement

 

Dr Darren Lilleker @DrDGL

darrenlilleker.blogspot.com

dlilleker@bournemouth.ac.uk