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Social Media
How to Engage, Share, and Connect
- Textbook
Social Media
How to Engage, Share, and Connect
- Textbook
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Description
Updated to reflect the latest technological innovations and challenges, the fourth edition of Social Media: How to Engage, Share, and Connect helps students understand and successfully use today’s social media tools as PR professionals and personal users.
Regina (Gina) Luttrell presents a thorough history of social media and pioneers of the field within chapters on specific subjects such as content-sharing, crisis communication, ethics, “sticky” social media, and strategic campaigns. This book will become your go-to reference guide for all things social media-related as it applies to public relations and the everyday duties of PR professionals.
Features of the fourth edition include:
Chapter objectives and learning outcomesSocial Media Expert profilesTheory into Practice boxes#LRNSMPR (Learn Social Media and Public Relations) boxesComprehensive glossary of termsCoverage of additional social media channels (including Clubhouse and TikTok) and visual content in the social sphereNew appendix with social media guidelines template
Table of Contents
Introduction. “But I Already Know Social Media”
Part I. The Advancement of an Industry
1. The Four Quadrants of Public Relations
2. The Evolution of Social Media
3. Status: “It’s Complicated”
Part II. Strategic Planning: Public Relations and Social Media
4. The Road Map to Success: Developing a Social Media Plan
5. Contemporary Media Relations
6. Content Creation and Curation
7. Visual Content on the Social Sphere
8. Social Media Channels
9. “Sticky” Social Media
10. Measuring Social Media’s Impact and Value
Part III. Strategic Management: Public Relations and Social Media
11. Social Media Ethics
12. Crisis Management on the Social Sphere
13. Rule of Engagement
14. The Future of PR and Social Media
Appendix A: Public Relations and Social Media Planning Template
Appendix B: Social Media Audit
Appendix C: Resources in Public Relations and Social Media
Appendix D: Social Media Guidelines Template
Glossary
Product details
| Published | 08 Jul 2021 |
|---|---|
| Format | Paperback |
| Edition | 4th |
| Extent | 264 |
| ISBN | 9781538154427 |
| Imprint | Rowman & Littlefield Publishers |
| Illustrations | 38 b/w illustrations;14 b/w photos; 8 tables; 67 textboxes |
| Dimensions | 257 x 178 mm |
| Publisher | Bloomsbury Publishing |
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