Social Media - How to Engage, Share, and Connect

Reflecting the latest technological innovations and challenges of the social media landscape, the fifth edition of Social Media: How to Engage, Share, and Connect helps students build success in integrated PR practice. Regina 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. New features of the fifth edition include: Chapter 4: Generative AI covers the technology''s uses and implications for strategic communication Chapter 7: Storytelling in Social Media emphasizes the art of crafting narratives that resonate with audiences Sticky Social Media boxes apply chapter concepts to real brand cases ROSTIR (Research, Objectives, Strategy, Tactics, Implementation, Reporting) Campaigns in Action boxes feature case studies of strategic, integrated PR, social media, and digital campaigns Storytelling: Communicate, Captivate, Connect boxes provide insight into how storytelling enhances communication strategies Online resources (bloomsbury.pub/luttrellsocialmedia5e) include lecture slides and other teaching materials for instructors and students.

Product details

• Authors: Regina Luttrell, Luttrell Regina
• Publisher: Bloomsbury Academic
• Languages: English
• Product format: Paperback / Softback
• Released: 21.08.2025
• EAN: 9781538167120
• ISBN: 978-1-5381-6712-0
• No. of pages: 336
• Dimensions: 176 mm x 252 mm x 24 mm
• Subjects: Social sciences, law, business > Media, communication > General, dictionaries; Media Studies, Public Relations, SOCIAL SCIENCE / Media Studies, LANGUAGE ARTS & DISCIPLINES / Communication Studies, Digital lifestyle, E-commerce: business aspects, Communication Studies, Sales & marketing, Media studies: internet, digital media and society, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing, Online marketing / Social media marketing