book

Social Media Communication, 4th Edition

by Jeremy Harris Lipschultz

July 2023

Intermediate to advanced

442 pages

15h 16m

English

Routledge

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What Makes Social Media Communication Transformative?Social Media Concepts and TheoriesSocial Media in JournalismSocial Media in PRTrustInfluence and EngagementSocial Media in Advertising and MarketingNew MediaAheadDiscussion Questions: Strategies and Tactics
IdentityInternet HistorySocial Network Site (SNS) DefinitionsInteractionCommunityDiffusion of New IdeasUses and GratificationsOnline Culture and PowerCMC and Social MediaDiscussion Questions: Strategies and Tactics

Journalism TheoriesCitizen JournalismCrowdsourcingMicroblogging and CurationJournalism Case StudiesBloggersSocial Media CelebrityDiscussion Questions: Strategies and Tactics
PR ManagementPR History and TacticsPR TheoriesCredibilitySocial Capital, Conflict and CollaborationSocial Media TacticsPR Newsrooms and Message TargetingPR Blogging and Case StudiesCorporate Social Responsibility (CSR)Non-ProfitsDiscussion Questions: Strategies and Tactics
Advertising and Marketing TheoriesConsumer Psychology and Electronic Word-of-Mouth (eWOM)BrandingPromotions, Market Research and SegmentationIntegrated Marketing Communication (IMC)Social Media Strategic Planning, Awareness and EngagementSearch Engine Optimization (SEO)Return on Investment (ROI)Cost of Ignoring (COI)Advertising and Marketing Case StudiesReal-Time Social MarketingDiscussion Questions: Strategies and Tactics
Social Media MeasuresThe Barcelona Principles 3.0 and SMART GoalsSee, Say, Feel, DoGoogle AnalyticsFacebook InsightsTwitter Analytics and Instagram InfluenceSocial Network Analysis (SNA)Other Social Network Measurement IssuesDiscussion Questions: Strategies and Tactics
EntrepreneursAngel Investors and Start-UpsBig Ideas and Business“Crush It” and the Thank You EconomyCrowdfundingEmergence of New and Mobile MediaImplications of Revolutionary Mobile and Social MediaTwitter ImpactMobile GeotaggingGoogle Glass, Snapchat Spectacles and ARDiscussion Questions: Strategies and Tactics
Privacy DevelopmentTikTok, Instagram and Twitter PoliciesBig Data and PrivacyFTC RegulationPrivacy and Legal ImplicationsDiscussion Questions: Strategies and Tactics
Free Expression and the First AmendmentInternet LibelFacebook, Twitter and the LawInternational Social MediaPrior Restraint and TerrorismUS Internet IndecencyRegulated Media TechnologiesFTC Regulation: Advertising, PR and Social MediaCopyright Infringement, File Sharing and Fair UseSocial Perspectives on LawSocial Media Privacy IssuesDiscussion Questions: Strategies and Tactics
Theories and PhilosophiesIdealism and RelativismMoral DevelopmentTrust and TransparencyHuman Dignity FrameworksPractical Social Media EthicsEquality and FairnessNatural Law and HarmReconsidering CommunityLimitations of EthicsDiscussion Questions: Strategies and Tactics
Mobile Media and CMCNewspapers, Magazines and Journalism RevisitedRadio, Audio and Podcast Mobile AppsTelevision, Branding and Live From the SceneTop Media Sites on Social MediaBloggingBlogs for Public Relations and Social Media MarketingHelpful ToolsGetting Ahead of the Social Media PackPerilsIT, Collaboration, Virtual Teams and Other TrendsDiscussion Questions: Strategies and Tactics
Media LiteracyLife-Long Learning and Media LiteracyGlobal Media CorporationsFraming of Media MessagesPotential Effects From Applied Media LiteracyEngagement, Networked Communicators, Trust and InfluenceDiscussion Questions: Strategies and Tactics

Content preview from Social Media Communication, 4th Edition

Social Media Communication

This updated fourth edition presents a wide-scale, interdisciplinary guide to social media communication. Examining platforms like Facebook, Instagram, Snapchat, TikTok, Twitter and YouTube, the book analyzes social media’s use in journalism, public relations, advertising and marketing.

Lipschultz focuses on key concepts, best practices, data analyses, law and ethics – all promoting the critical thinking that is needed to use new, evolving and maturing networking tools effectively within social and mobile media spaces. Featuring historical markers and contemporary case studies, essays from some of the industry’s leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives ...