Social Media
How to Engage, Share, and Connect
5th Edition
Published on 13. November 2025
Book
Paperback/Softback
336 pages
978-1-5381-6712-0 (ISBN)
Description
WINNER 2026 Textbook Excellence Award - Textbook & Academic Authors Association
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.
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.
Reviews / Votes
Well-written and engaging, this book covers all the relevant areas for a social media strategies course. Luttrell positions social media as an important piece of a brand's larger public relations structure and includes interesting examples in each chapter that appeal to students and promote classroom discussion. -- Erin Doss, Indiana University Kokomo, USA This is a book of recipes for effective social media campaign development and execution. Succinct, well-written, and filled with super content. -- Ann Summerall Jabro, Robert Morris University, USAMore details
Edition
5th edition
Language
English
Place of publication
United States
Publishing group
Bloomsbury Publishing Plc
Target group
College/higher education
Product notice
Paperback (trade)
Unsewn / adhesive bound
Illustrations
44 bw illus
Dimensions
Height: 252 mm
Width: 178 mm
Thickness: 22 mm
Weight
703 gr
ISBN-13
978-1-5381-6712-0 (9781538167120)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
E-Book
08/2025
5th Edition
Bloomsbury Academic
€31.49
Available for download
E-Book
08/2025
5th Edition
Bloomsbury Academic
€31.49
Available for download
Person
Regina Luttrell is Associate Dean of Research and Creative Activities and Assistant Professor of Public Relations at the S.I. Newhouse School of Public Communications at Syracuse University, USA. A contributor to PR Tactics and PR News as well as peer-reviewed journals, she is a noted speaker as well as a Knight Foundation Tow Journalism Fellow. She has authored several books, including Social Media and Society: An Introduction to the Mass Media Landscape; Public Relations Campaigns: An Integrated Approach; The PR Agency Handbook; and The Millennial Mindset: Unraveling Fact from Fiction.
Content
Introduction
Part I: Foundations of Social Media
1. Comprehensive Communication
2. The Evolution of Social Media
3. Law, Privacy, and Ethics in the Social Media Age
4. Generative AI
Part II: Strategic Approaches to Social Media
5. Developing a Social Media Plan
6. Measuring Social Media's Impact and Value
7. Storytelling in Social Media
8. Social Media Channels
9. Content Creation and Curation
10. Sticky Social Media
11. Visual Content
12. Media and Influencer Relations
13. Crisis Management
14. The Future of Social Media
Appendix A: Public Relations and Social Media Planning Template
Appendix B: Campaign Planning and Execution Template with Idea Integration
Appendix C: Social Media Audit
Glossary
Part I: Foundations of Social Media
1. Comprehensive Communication
2. The Evolution of Social Media
3. Law, Privacy, and Ethics in the Social Media Age
4. Generative AI
Part II: Strategic Approaches to Social Media
5. Developing a Social Media Plan
6. Measuring Social Media's Impact and Value
7. Storytelling in Social Media
8. Social Media Channels
9. Content Creation and Curation
10. Sticky Social Media
11. Visual Content
12. Media and Influencer Relations
13. Crisis Management
14. The Future of Social Media
Appendix A: Public Relations and Social Media Planning Template
Appendix B: Campaign Planning and Execution Template with Idea Integration
Appendix C: Social Media Audit
Glossary