Social Media: How to Engage, Share, and Connect

by Regina Luttrell

Overview

Social Media: How to Engage, Share, and Connect will help readers understand and successfully use social media tools through
·a thorough history of social media and pioneers of the field;
·chapters on specific subjects such as photo-sharing, video, networks, and crisis communication, 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.

Product Details

ISBN-13:	9781442226128
Publisher:	Bloomsbury Academic
Publication date:	08/14/2014
Edition description:	Older Edition
Pages:	260
Product dimensions:	6.00(w) x 8.90(h) x 0.70(d)
Age Range:	18 Years

About the Author

Regina Luttrell is assistant professor of public relations and social media at Eastern Michigan University.

Table of Contents

Foreword, Ryan Schram
Introduction

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 – Formulating a Strategy: Social Media Tools used by PR Practitioners
Chapter 4: Social Press
Chapter 5: Sharing Expertise
Chapter 6: Social Networks
Chapter 7: Photo Sharing
Chapter 8: Video
Chapter 9: Crisis Management on the Social Sphere
Chapter 10: Rules of Engagement: Developing an Effective Social Media Policy for Your Company & Employees
Chapter 11: Online Media Centers in a Connected World
Chapter 12: Measuring Social Media’s Impact and Value

Part III -The Social Media Plan
Chapter 13: The Roadmap to Success: Developing a Social Media Plan

Index
About the Author

Editorial Reviews

Regina Luttrell’s book provides a valuable guide for how organizations can leverage the power of social media to strategically build, engage and sustain relationships with their key publics.

Patricia Swann

A well-researched book based on years of teaching, research, and practice, Luttrell captures the necessity of social media use for communications practitioners in a variety of organizations while noting the ethical and legal responsibilities inherent in today’s interactive, on-demand, world.

Karen McGrath

The book is fill of real-world examples of successful social media campaigns that organizations can utilize to adapt to their own social media planning. . . .Overall, this book is a good hands-on reference guide for public relations practitioners to use social media in their daily routines.

Communication Booknotes Quarterly

Well-written and engaging, this book covers all the relevant areas for a social media strategies course. Luttrell positions social media as an important piece of a brand's larger public relations structure and includes interesting examples in each chapter that appeal to students and promote classroom discussion.” —Erin Doss, Indiana University Kokomo, USA

“This is a book of recipes for effective social media campaign development and execution. Succinct, well-written, and filled with super content.” —Ann Summerall Jabro, Robert Morris University, USA

From the Publisher

The fourth edition of Social Media: How to Engage, Share, and Connect is a comprehensive text that provides immense value for students and social media professionals alike. Luttrell is methodical and engaging, balancing the use of hard research with the incorporation of case studies and real resources giving readers the tools to be on the forefront of the field. I can’t recommend this book enough for anyone who desires to have a deeper understanding of strategic social media communication in the business world.

Sarah LeBlond

I have used Social Media: How to Engage, Share, and Connect in my courses the past four years because it provides an accessible and informative introduction to social media strategy. Luttrell offers a great framework for understanding and practicing social media and this fourth edition features great new examples, links, and a focus on small business.

Erin F. Doss

Regina Luttrell’s work provides an important bridge between social media theory and practice. It’s one of the best books for helping students learn how to both understand and “do” social media. The 4th Edition provides many vital updates on this ever-changing subject matter and several key insights into today’s volatile social media environment.

Rob Baron

The fourth edition of Social Media: How to Engage, Share, and Connect is a comprehensive text that provides immense value for students and social media professionals alike. Luttrell is methodical and engaging, balancing the use of hard research with the incorporation of case studies and real resources giving readers the tools to be on the forefront of the field. I can’t recommend this book enough for anyone who desires to have a deeper understanding of strategic social media communication in the business world. 

Sarah Pfeffer

The new edition of Social Media is timely, practical and impactful. PR students and practitioners of social media strategy and tactics need this book. Each chapter is chock full of resources, including social media expert profiles, case studies, discussion questions, templates, and the latest social media stats and examples. Too few public relations books and publications approach social media management through the lens of a business and the perspective of the C-suite. This book will help future and current PR professionals more strategically use social media to achieve business goals and objectives in keeping with corporate character and brand purpose.

Matthew W. Ragas

This engaging book combines Dr. Luttrell’s proven expertise with fresh media innovations. Readers will learn how to see personal social media platforms as powerful professional tools. With a solid public relations framework and current, real-world examples, this book is a must-have for anyone using social media in strategic communication.

Anne Oeldorf-Hirsch

An excellent choice for undergraduates. Employing accessible and engaging language, Luttrell provides relevant examples of industry practice and interesting insights from professionals. The second edition puts strong emphasis on recent developments in social media; new chapters and topics cover ethical issues and consumer behaviors. It is clear that these revisions and additions keep the book current in the rapidly-evolving new media advertising industries.

Kenneth C. C. Yang

Without hesitation I recommend the second edition of Social Media. Luttrell is truly an experienced PR expert whose text is useful both in an academic setting as well as for PR practitioners. The text is well-written, well-researched, and rich with examples that nicely illustrate the theories in a practical element.

Anna D'Aloisio

I am not familiar with another text that does such a comprehensive job of not only covering social media but also providing recent, relevant, and practical exercises and activities. This second edition of Social Media uses very current events as illustrations and examples, and it teaches how to incorporate social media platforms into ad strategies. This is one of the tightest, most integrated texts on a discipline I have ever seen.

Tim Chandler

I learned from Luttrell's book, and I am certain others will as well. The campaigns and cases she cites are contemporary, exhibit best practices, and show a link between business needs and social media strategy, usage, and outcomes. The book discusses the importance of social media strategy in a way that students can understand and apply.

Jennifer Jiles

A clear and practical guidebook for social media students and practitioners. As more students are asked to take on social media responsibilities in their internships and careers, this book will remain a useful reference after their course ends. Luttrell approaches social media from a public relations perspective and provides advice and guidelines, supported by case studies and theory, for developing an effective social media strategy for an organization. This book makes clear that even as social media tools change rapidly, the importance of engaging with audiences remains the same.

Michelle Calka

There is much to admire about Luttrell’s approach to social media, but two things stand out above the rest. The first is the combination of professional applications of social media with the insistence that practitioners have a critical and reflexive perspective. Readers of this book are positioned to see themselves as citizens with the power to influence business and culture through social media. Second, Luttrell’s commitment to interactivity with the reader is a model all professors and professionals should imitate. When you discuss the material with #LRNSMPR, it is like you have a co-teacher in Luttrell.

Christopher A. Medjesky

There is much to admire about Dr. Luttrell’s approach to social media, but two things stand out above the rest. The first is the combination of professional applications of social media with the insistence that practitioners have a critical and reflexive perspective. Readers of this book are positioned to see themselves as citizens with the power to influence business and culture through social media. Second, Dr. Luttrell’s commitment to interactivity with the reader is a model all professors and professionals should imitate. When you discuss the material with #LRNSMPR, it is like you have a co-teacher in Dr. Luttrell.

Chris Medjesky