Public Relations, 4th Edition

7Social media

Deirdre Quinn-Allan and Emma Bennett

In this chapter

1. Introduction
2. From Web 1.0 to interactive engagement Web 2.0
3. Social etiquette
4. Social media tactics
5. Forming strategic relationships
6. Advocacy and networking
7. Online video and storytelling
8. Broadening the focus
9. Challenging social media's myths
10. Conclusion

Introduction

Social media is a category of internet communication platforms that shares some characteristics with other online platforms but is inherently different in the way it supports user interaction and collaboration. Kaplan and Haenlein (2010: 62) define social media as 'a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated ...