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.
Regina Luttrell is associate professor of public relations and social media at Eastern Michigan University and author of The Millennial Mindset: Unraveling Fact from Fiction (2016).
Foreword by Chad W. Wiebesick Preface Part I: The Advancement of an Industry Introduction Chapter 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 Practitioners Chapter Four: Social Press Chapter Five: Sharing Expertise Chapter Six: Social Networks Chapter Seven: Photo Sharing Chapter Eight: Video Chapter Nine: "Sticky" Social Chapter Ten: Crisis Management On The Social Sphere Chapter Eleven: Social Media Ethics Chapter 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 Plan Chapter Fifteen: The Roadmap to Success: Developing a Social Media Plan Conclusion Glossary Index About the Author