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The Social Media Communication Matrix by Beki Winchel, Kenneth D. Plowman

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Notes

Chapter 1

1. See http://www.prsa.org/AboutPRSA/PublicRelationsDefined#.UlXNAFCshcY

2. For more on standards, see Michaelson and Stacks (2014) and the Institute for Public Relations (www.instituteforpr.org) for more on what standards are and how they impact public relations.

Chapter 2

1. Stacks (2011; Stacks and Michaelson 2010; Michaelson and Stacks 2014) argues that each objective, whether strategic or research, should have its own SWOT analysis conducted and then during the program or campaign that they are carefully and periodically reviewed for changes in the categories.

2. A net graphic tells you what your key public or audience does on the Internet or World Wide Web (Stacks 2011).

Chapter 3

1. Adopters broken into classes: innovators, ...

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