Full Description
Updated to reflect the latest technological innovations-and challenges-the second edition of Social Media: How to Engage, Share, and Connect will help readers understand and successfully use today's social media tools. Luttrell's text offers:- a thorough history of social media and pioneers of the field;- chapters on specific subjects such as photo-sharing, video, crisis communication, ethics, and "sticky social," among others;- discussions on appropriate use of social media in public relations, where the profession stands today and where it is headed in the future; and- real-world examples of successful social media 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.
Contents
Foreword by Chad W. WiebesickPreface Part I: The Advancement of an IndustryIntroductionChapter One: The Four Quadrants of Public Relations Chapter Two: The Evolution of Social Media Chapter Three: Status: "It's Complicated" Part II: Formulating a Strategy: Social Media Tools Used by Public Relations PractitionersChapter Four: Social Press Chapter Five: Sharing Expertise Chapter Six: Social Networks Chapter Seven: Photo Sharing Chapter Eight: Video Chapter Nine: "Sticky" SocialChapter Ten: Crisis Management On The Social Sphere Chapter Eleven: Social Media EthicsChapter Twelve: Rules of Engagement: Developing an Effective Social Media Policy for Your Company and Employees Chapter Thirteen: Online Media Centers in a Connected World Chapter Fourteen: Measuring Social Media's Impact and Value Part III: The Social Media PlanChapter Fifteen: The Roadmap to Success: Developing a Social Media Plan Conclusion Glossary Index About the Author
