Joining a thriving field of new media, this collective volume authored by global academics features important research by thought leaders within computer-mediated communication (CMC) and social media. Featuring 40 comprehensive chapters of new research that focuses on what is new, relevant, and cutting edge in the areas of CMC and social media, authors critically explore topics ranging from social media theories to civil rights. Divided into three parts, the handbook begins with theory and methods, which sets the foundation for the text and then moves into the applicability of strategy, tactics, and measurement. The final focus is toward the future of CMC and social media and its impact on the study and practice of communication. Uniquely relating social media communication research to its computer-mediated communication foundation, as well as digital and emerging media trends, this handbook is an indispensable resource whether you're a graduate student or a seasoned practitioner.

Research Perspectives on Social Media Influencers and their Followers argues that the brands that find the most success on social media are the ones that acknowledge the real key to social media marketing-it's all about the followers. This collection, edited by Brandi Watkins, explores how social media has shifted power dynamics away from brands and toward the consumers themselves-the social media users who choose to like, share, and engage with brands online. This dynamic has paved the way for the rise of the social media influencer (SMI); a unique category of social media user who has a large platform and compelling content that attracts a number of loyal and devoted followers.. It's the followers that make SMI relevant and appealing to brands as a marketing strategy. Contributors discuss emerging trends in research related to the SMI and their followers; as the influencer marketing industry continues to grow and evolve, they argue, so too should our understanding of the influencer-follower relationship that makes this marketing strategy successful. Each chapter of this collection presents a variety of research perspectives, questions, and methodologies that can be used to analyze this trend. Scholars of media studies, communication, technology studies, celebrity studies, marketing, and economics will find this book particularly useful.

Research Perspectives on Social Media Influencers and their Followers argues that the brands that find the most success on social media are the ones that acknowledge the real key to social media marketing-it's all about the followers. This collection, edited by Brandi Watkins, explores how social media has shifted power dynamics away from brands and to the consumers themselves, the social media users who choose to like, share, and engage with brands online. This dynamic has paved the way for the rise of the social media influencer (SMI)-while the influencers have the platform, the products, and the content, the followers are what keep them relevant and appealing to brands as a marketing strategy. Contributors discuss emerging trends in research related to the SMI and their followers; as the influencer marketing industry continues to grow and evolve, they argue, so too should our understanding of the influencer-follower relationship that makes this marketing strategy successful. Each chapter of this collection presents a variety of research perspectives, questions, and methodologies that can be used to analyze this trend. Scholars of media studies, communication, technology studies, celebrity studies, marketing, and economics will find this book particularly useful.

Social, Mobile, and Emerging Media around the World: Communication Case Studies is an edited collection of cutting edge research on the practical applications of diverse types of emerging media technologies in a variety of industries and in many different regions of the world. In recent years, emergent social media have initiated a revolution comparable in impact to the industrial revolution or the invention of the Internet. Today, social media's usage statistics are mind-boggling: almost two billion people are Facebook users, over one billion people communicate via What'sApp, over forty billion pictures are posted on Instagram, and over one million snaps are sent on Snapchat daily. This edited collection analyzes the influence of emerging media technologies on governments, global organizations, non-profits, corporations, museums, restaurants, first responders, sports, medicine, television, and free speech. It studies such new media phenomena as brandjacking, crowd-funding, crowd-mapping, augmented reality, mHealth, and transmedia, focusing specifically on new media platforms like Facebook and Facebook Live, Twitter, Sina Weibo, Yelp, and other mobile apps.

Featuring 125 real-world activities across various social media platforms! Portfolio Building Activities in Social Media shows students how to communicate on social media professionally and strategically by giving them hands-on experiences with real-world challenges. From brand analyses to budget assignments to pitch activities, this practical exercise guide offers students multiple opportunities to create and build their portfolio of work. Designed to be used with Freberg's Social Media for Strategic Communication, but flexible enough to bundle with any PR textbook, these exercises are useful to any professor looking to incorporate more activities around social media and digital brand development.