{"product_id":"social-media-how-to-engage-share-and-connect-9781538154410","title":"Social Media: How to Engage, Share, and Connect","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eTHIRD EDITION DESCRIPTION\u003cbr\u003e\u003cbr\u003eUpdated to reflect the latest technological innovations—and challenges—Social Media: How to Engage, Share, and Connect helps students understand and successfully use today’s social media tools. \u003cbr\u003e\u003cbr\u003eLuttrell’s text offers:\u003cbr\u003e– a thorough history of social media and pioneers of the field;\u003cbr\u003e– chapters on specific subjects such as photo-sharing, video, crisis communication, ethics, and “sticky social,” among others;\u003cbr\u003e– discussions on appropriate use of social media in public relations, where the profession stands today and where it is headed in the future; and\u003cbr\u003e– real-world examples of successful social media campaigns.\u003cbr\u003e\u003cbr\u003eThis 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 \u003cbr\u003e\u003cbr\u003e\u003cbr\u003eAUTHOR'S REVISION PLAN\u003cbr\u003e\u003cbr\u003eIn addition to updating some of the links and refreshing the case studies throughout, this document contains specific updates that are necessary to keep Social Media: How to Engage, Share, \u0026amp; Connect current and relevant in the marketplace.\u003cbr\u003e \u003cbr\u003eGlobal Changes:\u003cbr\u003e\u003cul\u003e\u003cli\u003e\u003cul\u003e\n\u003cli\u003eUpdates to statistics and numbers throughout the book.\u003c\/li\u003e\n\u003cli\u003eUpdates to in-text examples of brands using social media. \u003c\/li\u003e\n\u003cli\u003eUpdates to all case studies.\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\u003c\/ul\u003eChapter 4: The Roadmap to Success: Developing a Social Media Plan\u003cbr\u003e\u003cul\u003e\u003cli\u003eDiversity First Approach: \u003cul\u003e\n\u003cli\u003eA 21st century look at the United States reveals that we are more ethnically and racially diverse than we have been historically, yet we continue to see gaffes in public relations campaigns that are simply unacceptable. \u003c\/li\u003e\n\u003cli\u003eThese examples are all discussed in Chapter 12 Crisis Communication: Dove Beauty, Kent State, Gucci, Pepsi Co. and H\u0026amp;M are a few companies that have dealt with high-level embarrassing crisis situations due to incomprehensible social media and PR campaigns. \u003c\/li\u003e\n\u003cli\u003eI’d like to add content surrounding the ‘diversity first’ approach. In doing so, from the initial stages of research through evaluation we can teach our students how to develop more inclusive campaigns. Making diversity and inclusion top of mind when developing social media strategies for is needed in this next edition.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/li\u003e\u003c\/ul\u003eChapter 7: Social Networks\u003cbr\u003eThis chapter highlights the major social networking sites including Facebook, Twitter, LinkedIn, Snapchat, and Pinterest. In addition to updating the chapter with new statistics for the platforms currently listed, the addition of TikTok is necessary. \u003cbr\u003e\u003cul\u003e\u003cli\u003eTikTok: \u003cul\u003e\u003cli\u003eTikTok used in PR\u003cul\u003e\u003cli\u003eWith 500 million monthly users TikTok surpassed Facebook, Instagram, Snapchat and YouTube in monthly downloads in the U.S. this year. Brands are starting to use for PR and marketing efforts. The first two companies to adopt a strategy were Guess and Universal Pictures. Both campaigns were extremely successful. The book needs to be updated to include this platform because it is the next SM tool used in our profession. Students must understand how to employ a strategy around TikTok. It is only a matter of time before the app introduces advertising and formal influencer marketing programs like other platforms.\u003c\/li\u003e\u003c\/ul\u003e\n\u003c\/li\u003e\u003c\/ul\u003e\n\u003c\/li\u003e\u003c\/ul\u003eChapter 10: Measuring Social Media’s Impact \u0026amp; Value\u003cbr\u003e\u003cul\u003e\u003cli\u003e\u003cul\u003e\u003cli\u003eData in PR\u003cul\u003e\n\u003cli\u003eIn its current form this chapter addresses the fundamentals of measurement. We are in a new age where the consumer is in control. An unprecedented growth rate of social media adoption, where every interaction creates “big data” that can be tracked, mined and analyzed to inform strategic decisions. Those who understand how to harness the power of advanced analytics, social media analytics, social media listening and then apply data driven insights to precision targeting, engagement planning and content optimization, will reap the benefits and capture market opportunity.\u003c\/li\u003e\n\u003cli\u003eTo this chapter, I want to add the importance of data driven decisions in the profession. Everything we share on social media is in the public domain. This creates a massive opportunity to glean intelligence down to the level of an individual, giving way to the endless possibilities on how measure and target individuals based on their personality traits, habits, preferences, relationships and even political views … all from their digital footprints.\u003c\/li\u003e\n\u003cli\u003eArtificial Intelligence (AI), NLP, and data will be included. The content here will support the changes suggested in chapter 11.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/li\u003e\u003c\/ul\u003e\u003c\/li\u003e\u003c\/ul\u003e \u003cbr\u003eChapter 11: Social Media Ethics \u003cbr\u003e\u003cul\u003e\u003cli\u003e\u003cul\u003e\u003cli\u003eEthics of SM:\u003cul\u003e\n\u003cli\u003eBecause of its transformative capacity across multiple domains, artificial intelligence (AI) is considered a textbook case in industry disruption. Algorithm-powered machines are taking on tasks faster and with fewer errors than those once completed by humans. This illustrates that AI has gained both momentum and importance within society over the past few years – and within PR and social media. AI can complement a communication professionals’ skills such as predicting trends of publics, monitoring social media conversations, detecting fake news stories in an effective manner, speech recognition, decision-making, visual enhancements, and historical data. With all of this though, we must contend with the ethical dilemmas AI and data bring to the profession. \u003c\/li\u003e\n\u003cli\u003eTo that end, I’d like to add a section in the ethics chapter on the implications of AI, data, and privacy.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/li\u003e\u003c\/ul\u003e\u003c\/li\u003e\u003c\/ul\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePreface\u003cbr\u003eIntroduction: “But I Already Know Social Media”\u003cbr\u003ePart I The Advancement of an Industry\u003cbr\u003e1 The Four Quadrants of Public Relations\u003cbr\u003e2 The Evolution of Social Media\u003cbr\u003e3 Status: “It’s Complicated”\u003cbr\u003e \u003cbr\u003ePart II Formulating a Strategy\u003cbr\u003e4 Social Press\u003cbr\u003e5 Sharing Expertise\u003cbr\u003e6 Social Networks\u003cbr\u003e7 Photo Sharing\u003cbr\u003e8 Video\u003cbr\u003e9 “Sticky” Social Media\u003cbr\u003e10 Crisis Management on the Social Sphere\u003cbr\u003e11 Social Media Ethics\u003cbr\u003e12 Rules of Engagement\u003cbr\u003e13 Online Media Centers in a Connected World\u003cbr\u003e14 Measuring Social Media’s Impact and Value\u003cbr\u003e \u003cbr\u003ePart III The Social Media Plan\u003cbr\u003e15 The Roadmap to Success: Developing a Social Media Plan\u003cbr\u003ePath to Success\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eStrategic and Tactical Social Media Plan Templates\u003cbr\u003eCase Studies\u003cbr\u003eGlossary","brand":"Rowman \u0026 Littlefield","offers":[{"title":"Default Title","offer_id":51041200537943,"sku":"9781538154410","price":65.7,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781538154410.jpg?v=1750949328","url":"https:\/\/bookcurl.com\/products\/social-media-how-to-engage-share-and-connect-9781538154410","provider":"Book Curl","version":"1.0","type":"link"}