Read more
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 outcomes
Social Media Expert profiles
Theory into Practice boxes
#LRNSMPR (Learn Social Media and Public Relations) boxes
Comprehensive glossary of terms
Coverage of additional social media channels (including Clubhouse and TikTok) and visual content in the social sphere
New appendix with social media guidelines template
List of contents
Preface
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 Formulating a Strategy
4 Social Press
5 Sharing Expertise
6 Social Networks
7 Photo Sharing
8 Video
9 "Sticky" Social Media
10 Crisis Management on the Social Sphere
11 Social Media Ethics
12 Rules of Engagement
13 Online Media Centers in a Connected World
14 Measuring Social Media's Impact and Value
Part III The Social Media Plan
15 The Roadmap to Success: Developing a Social Media Plan
Path to Success
Strategic and Tactical Social Media Plan Templates
Case Studies
Glossary
About the author
Regina Luttrell is associate dean of research and creative activities and assistant professor of public relations at the S.I. Newhouse School of Public Communications at Syracuse University. A contributor to PR Tactics and PR News as well as peer-reviewed journals, she is a noted speaker as well as a Knight Foundation Tow Journalism Fellow. She has authored several books, including Social Media and Society: An Introduction to the Mass Media Landscape with Adrienne Wallace.
Summary
Updated to reflect the latest technological innovations and challenges, the fourth edition of Social Media gives students a comprehensive understanding of the principles behind social media, allowing them to manage social media platforms from Twitter to TikTok and succeed in the changing field of public relations.
