Updated to reflect the latest technological innovations and challenges, the fourth edition of Social Media gives students a comprehensive understanding of the principles behind social media, allowing them to manage social media platforms, including TikTok and Clubhouse, and succeed in the changing field of public relations.
Updated to reflect the latest technological innovations and challenges, the fourth edition of Social Media gives students a comprehensive understanding of the principles behind social media, allowing them to manage social media platforms, including TikTok and Clubhouse, and succeed in the changing field of public relations.
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
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
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