Social Media: How to Engage, Share, and Connect, 3rd Edition

Updated to reflect the latest technological innovations—and challenges—Social Media: How to Engage, Share, and Connect will help readers 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

Table of Contents

Part I The Advancement of an Industry
Chapter 1 The Four Quadrants Of Public Relations
Chapter 2 The Evolution Of Social Media
Chapter 3 Status: “It’S Complicated”

Part II Strategic Planning: Public Relations and Social Media
Chapter 4 The Road Map To Success
Chapter 5 Contemporary Media Relations
Chapter 6 Content Creation And Curation
Chapter 7 Social Networks
Chapter 8 Visual Content On The Social Sphere
Chapter 9 “Sticky” Social Media
Chapter 10 Measuring Social Media’S Impact And Value

Part III Strategic Management: Public Relations and Social Media
Chapter 11 Social Media Ethics
Chapter 12 Crisis Management On The Social Sphere
Chapter 13 Rules Of Engagement
Chapter 14 The Future Of Pr And Social Media