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20 May 2013
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£55.00
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9781137287045
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DescriptionContentsAuthors

Social Media and Strategic Communications provides comprehensive and original scholarly research that exhibits the strategic implementation of social media in both advertising and public relations. Policies, codes of ethics, and recommendations set by business organizations for best practices are also examined. Various research methodologies are employed to analyze the communication strategies applied by advertisers and public relations practitioners who have embraced social media as an integral part of their operations in order to develop and maintain strong and lasting relationships with customers and the public.


Description

Social Media and Strategic Communications provides comprehensive and original scholarly research that exhibits the strategic implementation of social media in both advertising and public relations. Policies, codes of ethics, and recommendations set by business organizations for best practices are also examined. Various research methodologies are employed to analyze the communication strategies applied by advertisers and public relations practitioners who have embraced social media as an integral part of their operations in order to develop and maintain strong and lasting relationships with customers and the public.


Contents

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


Authors

Hana S. Noor Al-Deen (PhD, SUNY at Buffalo) is Professor of communication at UNC Wilmington, USA. She has been involved with digital technology for almost 30 years. She was the lead editor of Social Media: Usage and Impact and the sole editor of Cross-Cultural Communication and Aging in the United States.
John Allen Hendricks (PhD, University of Southern Mississippi) is Chair and Professor of the Department of Mass Communication at Stephen F. Austin State University, USA. He has published five books that have received wide recognition including one that was awarded the 2011 Distinguished Book Award from the Applied Communication Division of the National Communication Association.