Social Media

How to Engage, Share, and Connect
Rowman & Littlefield Publishers
  • 3. Auflage
  • |
  • erschienen am 2. August 2018
  • |
  • 244 Seiten
E-Book | ePUB mit Adobe DRM | Systemvoraussetzungen
978-1-5381-1080-5 (ISBN)
Updated to reflect the latest technological innovations-and challenges- 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
Third Edition
  • Englisch
  • Blue Ridge Summit
  • |
  • USA
  • 56,49 MB
978-1-5381-1080-5 (9781538110805)
weitere Ausgaben werden ermittelt
By Regina Luttrell

List of Figures

Foreword by Gary Grates


Introduction: "But I Already Know Social Media"

1 The Four Quadrants of Public Relations

The Four Quadrants of Public Relations Explained

Quadrant 1: Media Relations

Quadrant 2: Community Relations

Quadrant 3: Business Relations

Quadrant 4: Government Relations

Applying an Interconnected Approach

2 The Evolution of Social Media

What Is Social Media?

Social Media's Rise

Pioneers of Social Media

Global Perspectives

Components of Social Media

Where Do We Go from Here?

3 Status: "It's Complicated"

The Field of Public Relations Today

Mindful Listening in Social Media

SoMe Drives Engagement

Can't We All Just Get Along? Integrating Public Relations, Social Media, Marketing, and Advertising

Market without Selling and Still Be Profitable Why "Or"? Why Not "And"?

4 Social Press

Ushering in a Wave of New(s) Consumers

Community of New Influencers

New Tools of the Trade

Where Do We Go from Here?

5 Sharing Expertise

Content Reigns Supreme



Internet Radio

Role Mommy


Socializing Business

Sharing Expertise

6 Social Networks

Setting the Stage


The Outdoor Advertising Association of America




Five Steps to a Successful Company Page on LinkedIn



Social Networks: The Platform/Social Networking Sites: The Channel

#LRNSMPR: Effective Uses of Social Networking Sites

7 Photo Sharing

Before Instagram and Flickr

Show, Not Tell


Ford Fiesta

Instagram in Europe

Measuring Matters


The Upsurge in Visual Social Media

Photo Sharing on the Social Web

8 Video

1.8 Million Words

Idea to Implementation

Using Video in Europe and Succeeding



"Smash the Rainbow. Taste the Rainbow."

Instagram Video

Video Apps Taking Center Stage

YouTube, Vine, Instagram, Meerkat, Periscope, or Live?

Video on the Social Web

9 "Sticky" Social Media

Creating Shareable Social Content


Social Currency



Sharing in the European Twittersphere

Dove and Kmart

Go Forth and Create Sticky Content

Sticky, Contagious, and Viral

10 Crisis Management on the Social Sphere

Millennial-Era Crises

Five Stages of Crisis Management in the Digital Age

Trouble for TalkTalk

Smart Companies, Unfortunate Crises

Burger King's Damaging Lettuce Debacle

Today's Reality

Crisis Communication 11 Social Media Ethics

Doing What's Right

Practicing Good Ethics within Social Media

CIPR Code of Ethics

Social Media and the Law

Should Ethics Combine with Social Media Policies?

Deceptive Practices

Ethics in Social Media

12 Rules of Engagement

Establishing the Groundwork

Rolling Out the Policy

Key Sections

Advice for Employers from the CIPR

National Labor Relations Board

Ubiquitous Sphere

#LRNSMPR: Social Media Guidelines

13 Online Media Centers in a Connected World

Make a Good First Impression

Accessibility in France

Online Newsrooms

Modern Press Releases

Fostering Online Media Centers and Social Media Press Releases

Online Media Centers & Social Media Press Releases

14 Measuring Social Media's Impact and Value

We've Listened, Now What?


The New Frontier: Social Media Models and Framework

Understanding Media Platforms: Paid, Earned, Shared, Owned

Social Media Measurement

15 The Roadmap to Success: Developing a Social Media Plan

Path to Success

Strategic and Tactical Social Media Plan Template

Global + Local = "Glocal"

Ben and Jerry's City Churned

Oreo "Daily Twist" Campaign Case Study

Discover Everything That Is Pure Michigan

The Burgeoning Horizon: A Look Forward

Creating Social Media Plans


Index About the Author

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