Social media and strategic communications

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書誌事項

Social media and strategic communications

edited by Hana S. Noor Al-Deen and John Allen Hendricks

Palgrave Macmillan, 2013

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内容説明・目次

内容説明

Social Media and Strategic Communications provides truly comprehensive and original scholarly research that exhibits the strategic implementation of social media in both advertising and public relations.

目次

  • Dedication List of Appendixes List of Figures List of Tables Foreword
  • Everette E. Dennis Preface Acknowledgements PART I: SOCIAL MEDIA AND ADVERTISING 1. Advertising in Social Network Games - How Consumer Persuasion Knowledge and Advertiser Sincerity Impact eWOM of Marketer-Generated Messages
  • Jin Kyun Lee and Sara Steffes Hansen 2. Twitter as Gateway to Relationship Marketing: A Content Analysis of Relationship Building via Twitter
  • Brandi A. Watkins and Regina Lewis 3. Marketing Techniques and Strategies: Using Social Media as a Revenue- Generating Vehicle
  • Casey Hart, John Allen Hendricks, and Linda Thorsen Bond 4. The Current Trends in Social Media Usage at Corporations: Analysis of Facebook Fan pages of Fortune 500 Companies
  • Jae-Hwa Shin, Heather Carithers, Seungae Lee, Meghan Graham, and Nicole Hendricks PART II: SOCIAL MEDIA AND PUBLIC RELATIONS 5. Convergence of Digital Negotiation and Risk Challenges: Strategic Implications of Social Media for Risk and Crisis Communications
  • Karen Freberg and Michael J. Palenchar 6. Exploring Social Media Empowerment of Public Relations: A Case Study of Health Communication Practitioner Roles and the Use of Social Media
  • Brian G. Smith 7. 140 Characters for Better Health: An Exploration of the Twitter Engagement of Leading Nonprofit Organizations
  • Marcus Messner, Yan Jin, Vivian Medina-Messner, Shana Meganck, Scott Quarforth, and Sally K. Norton 8. Public Relations in a Virtual World: A Second Life Case Study
  • John C. Sherblom and Sara Green-Hamann PART III: SOCIAL MEDIA AND LEGAL/ETHICAL CONSIDERATIONS 9. Organizational Social Media Policies and Best Practices Recommendations
  • Melissa D. Dodd and Don W. Stacks 10. Legal and Ethical Use of Social Media for Strategic Communicators
  • Daxton Stewart and Catherine A. Coleman 11. #knowwhatyoutweet: The FTC is Watching
  • Holly Kathleen Hall, Myleea D. Hill and Mary Jackson Pitts 12. Legal Issues in Social Media
  • Genelle I. Belmas Index About the Editors About the Contributors

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