THIRD EDITION DESCRIPTION Updated 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. Luttrell's text
offers: - a thorough history of social media and pioneers of the
field; - chapters on specific subjects such as photo-sharing,
video, crisis communication, ethics, and "sticky social," among
others; - discussions on appropriate use of social media in public
relations, where the profession stands today and where it is headed
in the future; and - real-world examples of successful social media
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 AUTHOR'S REVISION PLAN In
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, &
Connect current and relevant in the marketplace. Global Changes:
Updates to statistics and numbers throughout the book. Updates to
in-text examples of brands using social media. Updates to all case
studies. Chapter 4: The Roadmap to Success: Developing a Social
Media Plan Diversity First Approach: A 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.
These examples are all discussed in Chapter 12 Crisis
Communication: Dove Beauty, Kent State, Gucci, Pepsi Co. and
H&M are a few companies that have dealt with high-level
embarrassing crisis situations due to incomprehensible social media
and PR campaigns. I'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. Chapter 7: Social Networks This 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. TikTok: TikTok used in PR With
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. Chapter 10: Measuring Social Media's Impact
& Value Data in PR In 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. To 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. Artificial Intelligence (AI), NLP, and data will be
included. The content here will support the changes suggested in
chapter 11. Chapter 11: Social Media Ethics Ethics of SM: Because
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. To that end,
I'd like to add a section in the ethics chapter on the implications
of AI, data, and privacy.
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