Social media: how to engage, share, and connect
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Lanham
Rowman & Littlefield
[2022]
|
| Ausgabe: | Fourth edition |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032885453&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032885453&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | xv, 245 Seiten Illustrationen |
| ISBN: | 9781538154427 9781538154410 |
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Datensatz im Suchindex
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|---|---|
| adam_text | List of Figures Preface xiii xv Introduction: “But I Already Know Social Media” Part I 1 1 The Advancement of an Industry 3 The Four Quadrants of Public Relations 5 The Four Quadrants of Public Relations Explained 5 Spotting Trends 7 Quadrant 1 : Media Relations 8 Quadrant 2: Community Relations Quadrant 3: Business Relations 10 12 Quadrant 4: Government Relations 13 Applying an Interconnected Approach 14 Theory into Practice: Okay to Say 15 #LRNSMPR: Learn Social Media and Public Relations 17 2 The Evolution of Social Media 19 Embracing Social Media Social Media’s Rise 20 Pioneers of Social Media Engaging Globally 19 24 27 Where Do We Go from Here? 29 Theory into Practice: The Lincoln Project 29 #LRNSMPR: Learn Social Media and Public Relations 30 3 Status: “It’s Complicated” 33 The Field of Public Relations Today 33 Can’t We All Just Get Along? Integrating Public Relations, Social Media, Marketing, and Advertising 34 Mindful Listening in Social Media 37 Social Media Drives Engagement; Data Drives Decisions 38
viii Contents Market without Selling and Still Be Profitable 39 Why “Or”? Why Not “And”? 40 Theory into Practice: Barbie: A More Diverse and Inclusive Doll #LRNSMPR: Learn Social Media and Public Relations 42 Part II 40 Strategic Planning: Public Relations and Social Media 45 4 The Road Map to Success: Developing a Social Media Plan 47 Success Begins with an IDEA Interview with Woody Woodyard 48 50 The Significance of Research and Planning 51 Circular Model of SoMe for Social Communication 53 Social Media Plan in Six Steps 57 Theory into Practice: A Bright IDEA 64 #LRNSMPR: Learn Social Media and Public Relations 65 5 Contemporary Media Relations 67 Ushering in a Wave of New(s) Consumers Earned Media in PR 67 69 Community of New Influencers Earned Media Strategy 75 New Tools of the Trade 75 70 The Bloß Post Heard around the World 80 Where Do We Go from Here? Online Media Centers and Social Media Press Releases 83 Theory into Practice: HARO: Help a Reporter Out 84 #LRNSMPR: Learn Social Media and Public Relations 84 6 Content Creation and Curation 89 Content Reigns Supreme 89 Content Creation versus Content Curation Corporate Website Blogging 90 92 93 Gettinß Started Podcasting 95 97 Podcasting Statistics 98 Public Relations and Social Media Podcasts That Resonate Email Marketing Influencers 99 100 User-Generated Content 100 99
Socializing Business 100 Theory into Practice: Evaluating Owned Media 101 ÜLRNSMPR: Learn Social Media and Public Relations 101 7 Visual Content on the Social Sphere 105 Images Boost Understanding and Retention Show, Not Tell Video 105 106 106 Simplicity of Video YouTube 109 109 Create a Spark Infographics 112 112 GIFs and Memes 113 The Upsurge in Visual Social Media 115 Theory into Practice: Aussie #CURLPOWER Campaign 116 #LRNSMPR: Learn Social Media and Public Relations 119 8 Social Media Channels Setting the Stage 121 121 Social Network, Social Networking Site, Social Networking Facebook 123 Google 126 Twitter 127 Linkedln 130 Pinterest 133 Snapchat 134 Instagram 135 TikTok 123 137 Building Loyalty through Social Media 137 Theory into Practice: Life Is Butter in Vermont 138 #LRNSMPR: Learn Social Media and Public Relations 9 “Sticky” Social Media 143 Creating Shareable Social Content Storytelling 140 143 144 Social Currency Influencers 149 Shareability 151 147 Turkey Joints—Yum! Wait, What? 152 Go Forth and Create Sticky Content 153 Theory into Practice: Women’s March: Worldwide Solidarity 153 #LRNSMPR: Learn Social Media and Public Relations 157
10 Measuring Social Media’s Impact and Value Significance of Social Media Analytics Social Media Measurement 159 159 161 SocialBlade: PR ’s Newest Best Asset 164 Social Media Models and Framework 164 Understanding Media Platforms: Paid, Earned, Shared, Owned Theory into Practice: Creating a Social Listening Strategy in Five Simple Steps 169 #LRNSMPR: Learn Social Media and Public Relations 170 165 Part III Strategic Management: Public Relations and Social Media 173 11 Social Media Ethics Doing What’s Right 175 175 Practicing Good Ethics within Social Media Social Media and the Law 177 178 Alternative Facts and Fake News 180 Artificial Intelligence and the Impact on PR 181 Combining Ethics with Social Media Policies? 182 Theory into Practice: The Lip-Syncing Obama 183 #LRNSMPR: Learn Social Media and Public Relations 183 12 Crisis Management on the Social Sphere Millennial-Era Crises 187 Five Stages of Crisis Management in the Digital Age Social Media Crisis or Not? 188 189 Smart Companies, Unfortunate Crises Amy Neumann on Crisis Communication Today’s Reality 187 190 192 194 Theory into Practice: Social-Mediated Crisis Communication Model 195 #LRNSMPR: Learn Social Media and Public Relations 196 13 Rules of Engagement 199 Losing Control and Going #Rogue 199 The 4 Ps ofSocial Governance 200 Establishing the Groundwork 200 Inspiring Employees through Social Media Guidelines 204 Rolling Out the Guidelines Key Sections 204 204 Ubiquitous Sphere 205 Theory into Practice: National Labor Relations Board 205 #LRNSMPR: Learn Social Media and Public Relations 207
14 The Future of PR and Social Media The Burgeoning Horizon: A Look Forward 209 209 Eight Ways Public Relations Can Fuel Successful Content Marketing Theory into Practice: Pink Power: The Pussyhat Project 214 #LRNSMPR: Learn Social Media and Public Relations 216 Appendix A: Public Relations and Social Media Planning Template Appendix B: Social Media Audit 223 Appendix C: Resources in Public Relations and Social Media Appendix D: Social Media Guidelines Glossary Index 231 239 About the Author 245 229 225 219 212
Updated to reflect the latest technological Innovations and challenges, the fourth edition of Social Media: How to Engage, Share, and Connect helps students understand and suc cessfully use today s social media tools as PR professionals and personal users. 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, eth ics, sticky social media, and strategic campaigns. This book will become your go-to reference guide for all things social media-related as they apply to public relations and the everyday duties of PR professionals. Features of the fourth edition Include: • Chapter objectives and learning outcomes • Social Media Expert (SME) profiles • Theory into Practice boxes • #LRNSMPR (Learn Social Media and Public Relations) boxes • Comprehensive glossary of terms • Coverage of additional social media channels (Including Clubhouse and TlkTok) and visual content In the social sphere • New appendix with social media guidelines template
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| discipline | Allgemeines Soziologie |
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| id | DE-604.BV047484025 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T19:20:48Z |
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| isbn | 9781538154427 9781538154410 |
| language | English |
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| physical | xv, 245 Seiten Illustrationen |
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| title | Social media how to engage, share, and connect |
| title_auth | Social media how to engage, share, and connect |
| title_exact_search | Social media how to engage, share, and connect |
| title_full | Social media how to engage, share, and connect Regina Luttrell |
| title_fullStr | Social media how to engage, share, and connect Regina Luttrell |
| title_full_unstemmed | Social media how to engage, share, and connect Regina Luttrell |
| title_short | Social media |
| title_sort | social media how to engage share and connect |
| title_sub | how to engage, share, and connect |
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| topic_facet | Öffentlichkeitsarbeit Social Media |
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