Social Media: How to Engage, Share, and Connect

Social Media: How to Engage, Share, and Connect

by Regina Luttrell

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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: 9781538110805
Publisher: Rowman & Littlefield Publishers, Inc.
Publication date: 08/02/2018
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 244
Sales rank: 1,164,946
File size: 58 MB
Note: This product may take a few minutes to download.
Age Range: 18 Years

About the Author

Regina Luttrell is associate professor of public relations and social media at Syracuse University and author ofThe 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

Customer Reviews