Social media : how to engage, share, and connect / Regina Luttrell
- Author:
- Luttrell, Regina, 1975-
- Published:
- Lanham : Rowman & Littlefield, [2019]
- Copyright Date:
- ©2019
- Edition:
- Third edition.
- Physical Description:
- 1 online resource
Access Online
- ezaccess.libraries.psu.edu , Access Limited to Three Users, try again later if unavailable.
- 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, and 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
- 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.
- Subject(s):
- ISBN:
- 9781538110805 (electronic bk.)
1538110806 (electronic bk.) - Bibliography Note:
- Includes bibliographical references and index.
- Endowment Note:
- Textbook and Educational Resource Endowment
View MARC record | catkey: 30865339