Social Media

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...
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