Strategic Social Media provides an essential tool for contemporary
public relations, tying new technologies and strategies of social
media use to foundational PR values. Introducing readers to various
social media channels available for use in PR campaigns, the text
also provides a theoretical framework to gird the use of these
channels and maintain high standards of PR practice. The text
focuses on categories of social media (blogs, wikis, podcasts,
social networking and social bookmarking), examining strengths,
weaknesses, and opportunities among the options. Author Kelli
Matthews works with Michelle Honald to provide readers with the
context for social media use in public relations, the theories
applicable to guide this practice, and the processes and steps
involved. They also address the varying technology literacies among
instructors and students, and provide current, easy-to-follow
activities and case studies to help both students and teachers
enhance their social media savvy. The book's companion website
provides social media resources and "how-to" guidance; assignments
and activities; an instructor guide; and a bibliography with links
to relevant sites and online publications. Bridging the gap between
the "how-to" publications for practitioners and the planning and
campaign textbooks for the classroom, Strategic Social Media
provides a practical guide for teaching social media in the PR and
strategic communication context.
|Country of origin:
||Routledge Communication Series
||Electronic book text
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