Regina Luttrell

Social Media (eBook, PDF)

How to Engage, Share, and Connect

• Format: PDF

Produktbeschreibung

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.

New features of the fifth edition include:
· Chapter 4: Generative AI covers the technology's uses and implications for strategic communication
· Chapter 7: Storytelling in Social Media emphasizes the art of crafting narratives that resonate with audiences
· Sticky Social Media boxes apply chapter concepts to real brand cases
· ROSTIR (Research, Objectives, Strategy, Tactics, Implementation, Reporting) Campaigns in Action boxes feature case studies of strategic, integrated PR, social media, and digital campaigns
· Storytelling: Communicate, Captivate, Connect boxes provide insight into how storytelling enhances communication strategies

Online resources (bloomsbury.pub/luttrellsocialmedia5e) include lecture slides and other teaching materials for instructors and students.

Produktdetails

• Verlag: Bloomsbury eBooks US
• Seitenzahl: 336
• Erscheinungstermin: 21. August 2025
• Englisch
• ISBN-13: 9798765154892
• Artikelnr.: 76024668

Autorenporträt

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.

Inhaltsangabe

Preface
Introduction: "But I Already Know Social Media"
Part I The Advancement of an Industry
1 The Four Quadrants of Public Relations
2 The Evolution of Social Media
3 Status: "It's Complicated"
Part II Formulating a Strategy
4 Social Press
5 Sharing Expertise
6 Social Networks
7 Photo Sharing
8 Video
9 "Sticky" Social Media
10 Crisis Management on the Social Sphere
11 Social Media Ethics
12 Rules of Engagement
13 Online Media Centers in a Connected World
14 Measuring Social Media's Impact and Value
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 Templates
Case Studies
Glossary