Social Media: How to Engage, Share, and Connect

by Regina Luttrell

Overview

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:

• Chapter objectives and learning outcomes
• Social Media Expert profiles
• Theory into Practice boxes
• #LRNSMPR (Learn Social Media and Public Relations) boxes
• Comprehensive glossary of terms
• Coverage of additional social media channels (including Clubhouse and TikTok) and visual content in the social sphere

New appendix with social media guidelines template

Product Details

ISBN-13:	9781538154427
Publisher:	Rowman & Littlefield Publishers, Inc.
Publication date:	07/08/2021
Edition description:	Fourth Edition
Pages:	264
Sales rank:	955,386
Product dimensions:	7.01(w) x 10.10(h) x 0.58(d)
Age Range:	18 Years

About the Author

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.

Table of Contents

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. 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

Glossary

Editorial Reviews

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

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.

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 4^th Edition provides many vital updates on this ever-changing subject matter and several key insights into today's volatile social media environment.

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.

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 Pfeffer

Beginning with an in-depth history behind the pioneers of social media to present day media tactics and popular outlets, Luttrell walks the reader through the various types of technology within media in today’s world.. . Graduate students, scholars and professionals interested in media and technology might find this book to be a helpful tool.

Communication Booknotes Quarterly

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

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

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