Full Description
Updated to reflect the latest technological innovations-and challenges-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
List of FiguresForeword by Gary GratesPrefaceIntroduction: "But I Already Know Social Media"Part I The Advancement of an Industry1 The Four Quadrants of Public RelationsThe Four Quadrants of Public Relations ExplainedQuadrant 1: Media RelationsQuadrant 2: Community RelationsQuadrant 3: Business RelationsQuadrant 4: Government RelationsApplying an Interconnected ApproachTheory into Practice: Coca-Cola1#LRNSMPR: The Four Quadrants of Public Relations in Action2 The Evolution of Social MediaWhat Is Social Media?Social Media's RisePioneers of Social MediaAn Interview with Howard RheingoldGlobal PerspectivesInternational Relations: Global Social ChannelsComponents of Social MediaTheory into Practice: The Truth CampaignWhere Do We Go from Here?#LRNSMPR: The History of Social Media3 Status: "It's Complicated"The Field of Public Relations TodayMindful Listening in Social MediaSoMe Drives EngagementCan't We All Just Get Along? Integrating Public Relations, Social Media, Marketing, and AdvertisingTheory into Practice: Integrating EffortsMarket without Selling and Still Be ProfitableInternational Relations: WATERisLIFE Hijacks #FirstWorldProblemsWhy "Or"? Why Not "And"?#LRNSMPR: Social Media CampaignsPart II Formulating a Strategy4 Social PressUshering in a Wave of New(s) ConsumersInternational Relations: Practicing PR in SpainCommunity of New InfluencersTheory into Practice: Pitching Journalists via Social MediaNew Tools of the TradeWhere Do We Go from Here?Gas Prices Pitch#LRNSMPR: Social Press5 Sharing ExpertiseContent Reigns SupremeBlogsFive Helpful Blogging TipsEvaluate Your Company BlogPodcastingPodcasting StatisticsInternet RadioTheory into Practice: Role MommyWikisSocializing Business#LRNSMPR: Sharing Expertise6 Social NetworksSetting the StageFacebookTheory into Practice: The Outdoor Advertising Association of AmericaGoogleTwitterLinkedInGet Inspired: Five Steps to a Successful Company Page on LinkedInLinkedIn LingoPinterestPinterest PatoisSnapchatThe Chitchat of SnapchatSocial Networks: The Platform/Social Networking Sites: The Channel#LRNSMPR: Effective Uses of Social Networking Sites7 Photo SharingBefore Instagram and FlickrShow, Not TellInstagramTheory into Practice: Ford FiestaWhat Is Instagram?International Relations: Instagram in EuropeMeasuring MattersFlickrThe Upsurge in Visual Social Media#LRNSMPR: Photo Sharing on the Social Web8 Video1.8 Million WordsIdea to ImplementationInternational Relations: Using Video in Europe and SucceedingYouTubeMind-Numbing YouTube Stats and FiguresVineTheory into Practice: Skittles: "Smash the Rainbow. Taste the Rainbow."Instagram VideoVideo Apps Taking Center StageMobile and Video Are Making an ImpactYouTube, Vine, Instagram, Meerkat, Periscope, or Live?Video Newcomers#LRNSMPR: Video on the Social Web9 "Sticky" Social MediaCreating Shareable Social ContentStorytellingSocial CurrencyInfluencersShareableInternational Relations: Sharing in the European TwittersphereTheory into Practice: Dove and KmartGo Forth and Create Sticky Content#LRNSMPR: Sticky, Contagious, and Viral10 Crisis Management on the Social SphereMillennial-Era CrisesFive Stages of Crisis Management in the Digital AgeSocial Media Crisis or Not?International Relations: Trouble for TalkTalkSmart Companies, Unfortunate CrisesTheory into Practice: Burger King's Damaging Lettuce DebacleAmy Neumann on Crisis CommunicationToday's Reality#LRNSMPR: Crisis Communication11 Social Media EthicsDoing What's RightPracticing Good Ethics within Social MediaInternational Relations: CIPR Code of EthicsSocial Media and the LawShould Ethics Combine with Social Media Policies?Theory into Practice: Deceptive Practices#LRNSMPR: Ethics in Social Media12 Rules of EngagementEstablishing the GroundworkRolling Out the PolicyKey SectionsInternational Relations: Advice for Employers from the CIPRTheory into Practice: National Labor Relations BoardUbiquitous Sphere#LRNSMPR: Social Media Guidelines13 Online Media Centers in a Connected WorldMake a Good First ImpressionInternational Relations: Accessibility in FranceTheory into Practice: Online NewsroomsModern Press ReleasesThe Blog Post Heard around the WorldFostering Online Media Centers and Social Media Press Releases#LRNSMPR: Online Media Centers & Social Media Press Releases14 Measuring Social Media's Impact and ValueWe've Listened, Now What?International Relations: MeasurementThe New Frontier: Social Media Models and FrameworkTheory into Practice: Understanding Media Platforms: Paid, Earned, Shared, Owned#LRNSMPR: Social Media MeasurementPart III The Social Media Plan15 The Roadmap to Success: Developing a Social Media PlanPath to SuccessStrategic and Tactical Social Media Plan TemplateInternational Relations: Global + Local = "Glocal"Theory into Practice: Ben and Jerry's City ChurnedTheory into Practice: Oreo "Daily Twist" Campaign Case StudyTheory into Practice: Discover Everything That Is Pure MichiganThe Burgeoning Horizon: A Look Forward#LRNSMPR: Creating Social Media PlansGlossaryIndexAbout the Author
