Reflecting the latest technological innovations and challenges of the social media landscape, the fifth edition of Social Media: How to Engage, Share, and Connect helps students build success in integrated PR practice.
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, ethics, “sticky” social media, and strategic 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.
Features of the fifth edition include:
New Chapter (4) on Generative AI;
New Chapter (7) on Storytelling in Social Media;
New Feature Boxes:
-Sticky Social Media;
-ROSTIR (Research, Objectives, Strategy, Tactics, Implementation, Reporting): Campaigns in Action,
-Storytelling: Communicate, Captivate, Connect;
Chapter objectives, learning outcomes, and discussion questions;
Glossary of terms;
Updated appendix with social media guidelines templates;
Ancillaries for instructors and students on publisher's website
Empowering students to apply proven strategies in the ever-changing social media landscape, Luttrell's practical textbook presents frameworks for successful integrated PR campaigns across organization types. The fifth edition includes a new chapters on generative AI and on storytelling and updated analytics, discussion questions, and appendixes.
Arvustused
Well-written and engaging, this book covers all the relevant areas for a social media strategies course. Luttrell positions social media as an important piece of a brand's larger public relations structure and includes interesting examples in each chapter that appeal to students and promote classroom discussion. -- Erin Doss, Indiana University Kokomo, USA This is a book of recipes for effective social media campaign development and execution. Succinct, well-written, and filled with super content. -- Ann Summerall Jabro, Robert Morris University, USA
Muu info
Empowering students to apply proven strategies in the ever-changing social media landscape, Luttrells practical textbook presents frameworks for successful integrated PR campaigns across organization types. The fifth edition includes a new chapters on generative AI and on storytelling and updated analytics, discussion questions, and appendixes.
Introduction
Part I: Foundations of Social Media
1. Comprehensive Communication
2. The Evolution of Social Media
3. Law, Privacy, and Ethics in the Social Media Age
4. Generative AI
Part II: Strategic Approaches to Social Media
5. Developing a Social Media Plan
6. Measuring Social Medias Impact and Value
7. Storytelling in Social Media
8. Social Media Channels
9. Content Creation and Curation
10. Sticky Social Media
11. Visual Content
12. Media and Influencer Relations
13. Crisis Management
14. The Future of Social Media
Appendix A: Public Relations and Social Media Planning Template
Appendix B: Campaign Planning and Execution Template with Idea Integration
Appendix C: Social Media Audit
Glossary
Regina Luttrell is Associate Dean of Research and Creative Activities and Assistant Professor of Public Relations at the S.I. Newhouse School of Public Communications at Syracuse University, USA. A contributor to PR Tactics and PR News as well as peer-reviewed journals, she is a noted speaker as well as a Knight Foundation Tow Journalism Fellow. She has authored several books, including Social Media and Society: An Introduction to the Mass Media Landscape; Public Relations Campaigns: An Integrated Approach; The PR Agency Handbook; and The Millennial Mindset: Unraveling Fact from Fiction.
