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Discusses the future of public relations and professional practice in the world of social media amidst the new ways of having conversations and sharing information in this follow-up to Share This: The Social Media Handbook for PR Professionals .
List of contents
List of Contributors vii
Foreword - Brian Solis ix
Introduction - Rob Brown and Stephen Waddington xiii
Part I. The Future of Public Relations 1
1 Digital PR is Dead: Social goes mainstream - Rob Brown 3
2 The Shift to Conversation: Content, context and avoiding cheap talk - Dom Burch 11
3 Content Frameworks: Using content to achieve marketing communications goals - Robin Wilson 21
Part II. Audiences and Online Habits 31
4 Planning: Audiences, media and networks - Ged Carroll 33
5 Digital Anthropology - Kate Matlock 41
6 Understanding Social Capital - Adam Parker 49
7 The Unsocial Web - Dr Mark Pack 59
Part III. Conversations 67
8 Gamification: Engaging audiences through play - Sharon O'Dea 69
9 Community Management - Paul Fabretti 79
10 Curation - Michael Litman 89
11 Live Social Events - Russell Goldsmith 97
Part IV. New Channels, New Connections 105
12 Mobile Media - Stephen Davies 107
13 To App or not to App - Scott Seaborn 115
14 The Visual Web - Dan Tyte 123
15 Finding Your Way Around - from Foursquare to Google Glass - Matt Appleby 131
16 Connected Employees - Kevin Ruck 139
Part V. Professional Practice 149
17 Social Media and the Law - Hanna Basha 151
18 Online Crisis Management - Chris Norton 159
19 Wikipedia and Reputation Management - Stephen Waddington 169
20 The Rise and Rise of Digital Pharma - Becky McMichael 179
21 Social in Corporate Communications - Rachel Miller 191
22 Putting the Social into Corporate Social Responsibility - Stuart Bruce 201
23 Building a Personal Brand Online - Richard Bailey 209
24 The Social CEO - Jane Wilson 217
25 Working across Borders and Boundaries - Juilo Romo 225
Part VI. Business Change and Opportunities for the Public Relations Industry 233
26 Laying the Foundations for a Social Business - Jed Hallam 235
27 Social Commerce: Show me the money - Katy Howell 241
28 How to Change Organizational Mindset - Gemma Griffiths 251
29 The Six Influence Flows - Philip Sheldrake 259
Part VII. Future Proofing the Public Relations Industry 269
30 Metrics that Matter - Richard Bagnall 271
31 Quantified Self - Drew Benvie 279
32 Network Topology - Andrew Bruce Smith 287
33 The Public Relations Power of "Big Data" - Simon Collister 295
Index 305
Report
"Is it an essential purchase? In a word, yes. To use the digital parlance of relationships, if Share This was a flash of ankle, this is the kiss, deeper and more rewarding, hinting at what is to come - if you put the work into it." (The Drum, September 2013)
