Social Media: How to Engage, Share, and Connect

Social Media: How to Engage, Share, and Connect

by Regina Luttrell

Paperback(Second Edition)

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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

Product Details

ISBN-13: 9781442265240
Publisher: Rowman & Littlefield Publishers, Inc.
Publication date: 08/19/2016
Edition description: Second Edition
Pages: 224
Product dimensions: 7.00(w) x 9.90(h) x 0.60(d)
Age Range: 18 Years

About the Author

Regina Luttrell is associate professor of public relations and social media at Syracuse University and author of The Millennial Mindset: Unraveling Fact from Fiction and A Practical Guide to Ethics in Public Relations.

Table of Contents

List of Figures
Foreword by Gary Grates
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: Coca-Cola1
#LRNSMPR: The Four Quadrants of Public Relations in Action
2 The Evolution of Social Media
What Is Social Media?

Social Media’s Rise
Pioneers of Social Media
An Interview with Howard Rheingold
Global Perspectives
International Relations: Global Social Channels
Components of Social Media
Theory into Practice: The Truth Campaign
Where Do We Go from Here?
#LRNSMPR: The History of Social Media
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
Theory into Practice: Integrating Efforts
Market without Selling and Still Be Profitable
International Relations: WATERisLIFE Hijacks #FirstWorldProblems
Why “Or”? Why Not “And”?
#LRNSMPR: Social Media Campaigns
Part II Formulating a Strategy
4 Social Press
Ushering in a Wave of New(s) Consumers
International Relations: Practicing PR in Spain
Community of New Influencers
Theory into Practice: Pitching Journalists via Social Media
New Tools of the Trade
Where Do We Go from Here?
Gas Prices Pitch
#LRNSMPR: Social Press
5 Sharing Expertise
Content Reigns Supreme
Five Helpful Blogging Tips
Evaluate Your Company Blog
Podcasting Statistics
Internet Radio
Theory into Practice: Role Mommy
Socializing Business
#LRNSMPR: Sharing Expertise
6 Social Networks
Setting the Stage
Theory into Practice: The Outdoor Advertising Association of America
Get Inspired: Five Steps to a Successful Company Page on LinkedIn
LinkedIn Lingo
Pinterest Patois
The Chitchat of Snapchat
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
Theory into Practice: Ford Fiesta
What Is Instagram?
International Relations: Instagram in Europe
Measuring Matters
The Upsurge in Visual Social Media
#LRNSMPR: Photo Sharing on the Social Web
8 Video
1.8 Million Words
Idea to Implementation
International Relations: Using Video in Europe and Succeeding
Mind-Numbing YouTube Stats and Figures
Theory into Practice: Skittles: “Smash the Rainbow. Taste the Rainbow.”
Instagram Video
Video Apps Taking Center Stage
Mobile and Video Are Making an Impact
YouTube, Vine, Instagram, Meerkat, Periscope, or Live?
Video Newcomers
#LRNSMPR: Video on the Social Web
9 “Sticky” Social Media
Creating Shareable Social Content

Social Currency
International Relations: Sharing in the European Twittersphere
Theory into Practice: Dove and Kmart
Go Forth and Create Sticky Content
#LRNSMPR: Sticky, Contagious, and Viral
10 Crisis Management on the Social Sphere
Millennial-Era Crises
Five Stages of Crisis Management in the Digital Age
Social Media Crisis or Not?
International Relations: Trouble for TalkTalk
Smart Companies, Unfortunate Crises
Theory into Practice: Burger King’s Damaging Lettuce Debacle
Amy Neumann on Crisis Communication
Today’s Reality
#LRNSMPR: Crisis Communication
11 Social Media Ethics
Doing What’s Right
Practicing Good Ethics within Social Media
International Relations: CIPR Code of Ethics
Social Media and the Law
Should Ethics Combine with Social Media Policies?
Theory into Practice: Deceptive Practices
#LRNSMPR: Ethics in Social Media
12 Rules of Engagement
Establishing the Groundwork
Rolling Out the Policy
Key Sections
International Relations: Advice for Employers from the CIPR
Theory into Practice: National Labor Relations Board
Ubiquitous Sphere
#LRNSMPR: Social Media Guidelines
13 Online Media Centers in a Connected World
Make a Good First Impression
International Relations: Accessibility in France
Theory into Practice: Online Newsrooms
Modern Press Releases
The Blog Post Heard around the World
Fostering Online Media Centers and Social Media Press Releases
#LRNSMPR: Online Media Centers & Social Media Press Releases
14 Measuring Social Media’s Impact and Value
We’ve Listened, Now What?
International Relations: Measurement
The New Frontier: Social Media Models and Framework
Theory into Practice: Understanding Media Platforms: Paid, Earned, Shared, Owned
#LRNSMPR: Social Media Measurement
Part III The Social Media Plan
15 The Roadmap to Success: Developing a Social Media Plan
Path to Success

Strategic and Tactical Social Media Plan Template
International Relations: Global + Local = “Glocal”
Theory into Practice: Ben and Jerry’s City Churned
Theory into Practice: Oreo “Daily Twist” Campaign Case Study
Theory into Practice: Discover Everything That Is Pure Michigan
The Burgeoning Horizon: A Look Forward
#LRNSMPR: Creating Social Media Plans
About the Author

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