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Social media : how to engage, share, and connect

Author: Regina Luttrell
Publisher: Lanham : Rowman & Littlefield, [2019] ©2019
Edition/Format:   eBook : Document : English : Third editionView all editions and formats
Summary:
Updated to reflect the latest innovations, this third edition of Social Media helps readers understand the foundations of and principles behind social media; manage and participate within online communities; and succeed in the changing field of modern public relations.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Luttrell, Regina, 1975-
Social media.
Lanham : Rowman & Littlefield, [2019]
(DLC) 2018009439
(OCoLC)1025427348
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Regina Luttrell
ISBN: 9781538110805 1538110806
OCLC Number: 1043555579
Description: 1 online resource
Contents: Intro; SOCIAL MEDIA: How to Engage, Share, and Connect; Copyright page; Brief Contents; Contents; List of Figures; Foreword: Hello, It's Me!; Preface; Introduction: "But I Already Know Social Media"; Part: I. THE ADVANCEMENT OF AN INDUSTRY; 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; Theory into Practice; #LRNSMPR; Notes; 2. The Evolution of Social Media; What Is Social Media? Social Media's RisePioneers of Social Media; Global Perspectives; Where Do We Go from Here?; Theory into Practice; #LRNSMPR; Notes; 3. Status: "It's Complicated"; The Field of Public Relations Today; Mindful Listeningin Social Media; Social Media Drives Engagement; Can't We All Just Get Along? Integrating PublicRelations, Social Media, Marketing, and Advertising; Market without Selling and Still Be Profitable; Why "Or"? Why Not "And"?; Theory into Practice; #LRNSMPR; Notes; Part II: STRATEGIC PLANNING:PUBLIC RELATIONS ANDSOCIAL MEDIA; 4. The Road Map to Success: Developing a Social Media Plan The Significance of Research and PlanningCircular Model of SoMe for Social Communication; Social Media Plan in Six Steps; Theory into Practice; #LRNSMPR; Notes; 5. Contemporary Media Relations; Ushering in a Wave of New(s) Consumers; Community of New Influencers; Progressive Media Relations; New Tools of the Trade; Where Do We Go from Here? Online Media Centersand Social Media Press Releases; Theory into Practice; #LRNSMPR; Notes; 6. Content Creation and Curation; Content Reigns Supreme; Content Curation versusContent Creation; Blogging; Theory into Practice; #LRNSMPR; Notes 7. Social NetworksSetting the Stage; Facebook; Google; Twitter; Social Networks: The Platform/Social NetworkingSites: The Channel; Theory into Practice; #LRNSMPR; Notes; 8. Visual Content on the Social Sphere; Images Boost Understanding and Retention; Show, Not Tell; Instagram; GIFs; The Upsurge in Visual Social Media; Theory into Practice; #LRNSMPR; Notes; 9. "Sticky" Social Media; Creating Shareable Social Content; Turkey Joints-Yum! Wait, What?; Go Forth and Create Sticky Content; Theory into Practice; #LRNSMPR; Notes; 10. Measuring Social Media's Impact and Value Significance of Social Media AnalyticsSocial Media Measurement; Social Media Models and Framework; Theory into Practice; #LRNSMPR; Notes; Part: III: STRATEGIC MANAGEMENT:PUBLIC RELATIONS ANDSOCIAL MEDIA; 11. Social Media Ethics; Doing What's Right; Practicing Good Ethics within Social Media; Social Media and the Law; Alternative Facts; Should Ethics Combine with Social Media Policies?; Theory into Practice; #LRNSMPR; Notes; 12. Crisis Management on the Social Sphere; Millennial-Era Crises; Five Stages of Crisis Management in the Digital Age; Smart Companies, Unfortunate Crises
Responsibility: Regina Luttrell.

Abstract:

Updated to reflect the latest innovations, this third edition of Social Media helps readers understand the foundations of and principles behind social media; manage and participate within online  Read more...

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The new edition of Social Media is timely, practical and impactful. PR students and practitioners of social media strategy and tactics need this book. Each chapter is chock full of resources, Read more...

 
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