Fusing the academic with the applied, this book provides a comprehensive introduction to social media for future communications professionals.
While most social media texts approach the subject through either a theoretical, scholarly lens or a professional, practical lens, this text offers a much-needed linkage of theory to the practical tactics employed by social media communicators. Concise and conversational chapters break down the basics of both social media theory and practice and are complemented by sidebars written by scholars and industry professionals, chapter summaries and end-of-chapter exercises.
This book is ideal for introductory social media courses in communication, public relations and mass communication departments, as well as courses in digital media and public relations.
Author(s): Whitney Lehmann
Publisher: Routledge
Year: 2023
Language: English
Pages: 219
City: New York
Cover
Half Title
Title
Copyright
Dedication
Contents
List of Contributors
Introduction
Part 1 What Is Social Media?
1 Defining Social Media
2 Evolution of Social Media
3 Categories of Social Media
4 Social Media by Demographics, Psychographics and Location
Part 2 Social Media and Theory
5 Theory and Communications Research
6 Mass Communication Approaches
7 Human Communication and Integrated Approaches
8 Developing a Strategic Social Media Presence
Part 3 Social Media Practice and Strategy
9 Social Media Projects, Programs and Campaigns
10 Content Strategies
11 Writing for Social Media
12 Customer Service and Crisis Management
13 Social Media Policies, Laws and Ethics
Conclusion
Index
