Social Media Communication: Concepts, Practices, Data, Law and Ethics

Description

In Social Media Communication: Concepts, Practices, Data, Law and Ethics,Jeremy Harris Lipschultz presents a wide-scale, interdisciplinary analysis and guide to social media. Examining platforms such as Twitter, Facebook, LinkedIn, Pinterest, Youtube and Vine, the book explores and analyzes journalism, broadcasting, public relations, advertising and marketing. Lipschultz focuses on key concepts, best practices, data analyses, law and ethics--all promoting the critical thinking professionals and students need to use new networking tools effectively and to navigate social and mobile media spaces. Featuring contemporary case studies, essays from some of the industry's leading social media innovators, and a comprehensive glossary, this practical, multipurpose textbookgives readers the resources they'll need to both evaluate and utilize current and future forms of social media. For more information about the book, supplementary updates and teaching materials, follow Social Media Communicationonline at: Facebook: https://www.facebook.com/SocialMediaCommunication Twitter: @JeremyHL #smc2015 SlideShare: http://www.slideshare.net/jeremylipschultz Cover Half Title Title Copyright Contents List of Tables and Boxes Preface 1 Introduction to Social Media Concepts Social Media Concepts and Theories Social Media in Journalism Social Media in PR Trust Influence Engagement Social Media in Advertising and Marketing New Media Ahead Discussion Questions: Strategies and Tactics 2 CMC, Diffusion and Social Theories Identity Internet History Social Network Site Definitions Interaction Community Diffusion of New Ideas Uses and Gratifications Online Culture and Power CMC and Social Media Discussion Questions: Strategies and Tactics 3 Social Media in Journalism Journalism Theories Citizen Journalism Crowdsourcing Micro-blogging Journalism Case Studies Successes Bloggers Social Media Celebrity Failures Lessons Discussion Questions: Strategies and Tactics 4 Social Media in Public Relations PR Management PR History and Tactics PR Theories Credibility Social Capital, Conflict and Collaboration Social Media Tactics PR Newsrooms and Message Targeting PR Blogging and Case Studies Corporate Social Responsibility (CSR) Non-profits Successes Failures Lessons Discussion Questions: Strategies and Tactics 5 Social Media in Advertising and Marketing Advertising and Marketing Theories Consumers Branding Promotions, Market Research and Segmentation Integrated Marketing Communication (IMC) Social Media Strategic Planning Awareness and Engagement Search Engine Optimization (SEO) Return on Investment (ROI) Cost of Ignoring (COI) Advertising and Marketing Case Studies Real-time Social Marketing Successes Failures Lessons Discussion Questions: Strategies and Tactics 6 Social Media Metrics and Analytics Social Media Measures See, Say, Feel, Do Google Analytics Facebook Insights Twitter Analytics Network Analyses Other Social Network Measurement Discussion Questions: Strategies and Tactics 7 New and Mobile Media Technologies, Innovation and Investment Entrepreneurs Angel Investors and Start-ups Big Ideas and Business “Crush It” and the Thank You Economy Crowdfunding Emergence of New and Mobile Media Implications of Revolutionary Mobile and Social Media Twitter Impact Mobile Geotagging Google Glass Discussion Questions: Strategies and Tactics 8 Big Data and Privacy Privacy Development Top Social Media Site Privacy Policies Twitter Facebook Google+ Instagram LinkedIn Tumblr Vine Snapchat Big Data and Privacy FTC Regulation Privacy and Legal Implications Discussion Questions: Strategies and Tactics 9 Law and Regulation Free Expression and the First Amendment Internet Libel Facebook, Twitter and the Law International Social Media Prior Restraint and Terrorism U.S. Internet Indecency Regulated Media Technologies FTC Regulation: Advertising, PR and Social Media Copyright Infringement, File Sharing and Fair Use Social Perspectives on Law Social Media Privacy Issues Discussion Questions: Strategies and Tactics 10 Social Media Ethics Theories and Philosophies Idealism and Relativism Moral Development Trust and Transparency Human Dignity Frameworks Practical Social Media Ethics Equality and Fairness Natural Law and Harm Reconsidering Community Limitations of Ethics Discussion Questions: Strategies and Tactics 11 Best Practices in Social Media Mobile Media Newspapers, Magazines and Journalism Radio and Mobile Apps Television, Branding and Live from the Scene Top Media Sites on Social Media Blogging Blogs for Public Relations and Social Media Marketing Helpful Tools Getting Ahead of the Social Media Pack Perils IT, Collaboration, Virtual Teams and Other Trends Discussion Questions: Strategies and Tactics 12 Future of Social Media and Information Literacy Media Literacy Life-Long Learning and Media Literacy Global Media Corporations Framing of Media Messages Potential Effects from Media Literacy Application of Knowledge Engagement, Networked Communicators, Trust and Influence Discussion Questions: Strategies and Tactics Glossary Index