Updated to reflect the latest technological innovations and challenges, the fourth edition of Social Media: How to Engage, Share, and Connect helps students understand and successfully use today’s social media tools as PR professionals and personal users. Regina (Gina) Luttrell presents a thorough history of social media and pioneers of the field within chapters on specific subjects such as content-sharing, crisis communication, ethics, “sticky” social media, and strategic 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.
Features of the fourth edition include:
New appendix with social media guidelines template
Regina Luttrell is professor of public relations and social media and associate dean for research and creative activity at Syracuse University. She is the author of Social Media and Society: An Introduction to the Mass Media Landscape and Gen Z: The Superhero Generation.
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. Strategic Planning: Public Relations and Social Media
4. The Road Map to Success: Developing a Social Media Plan
5. Contemporary Media Relations
6. Content Creation and Curation
7. Visual Content on the Social Sphere
8. Social Media Channels
9. “Sticky” Social Media
10. Measuring Social Media’s Impact and Value
Part III. Strategic Management: Public Relations and Social Media
11. Social Media Ethics
12. Crisis Management on the Social Sphere
13. Rule of Engagement
14. The Future of PR and Social Media
Appendix A: Public Relations and Social Media Planning Template
Appendix B: Social Media Audit
Appendix C: Resources in Public Relations and Social Media
Appendix D: Social Media Guidelines Template
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.
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.
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.