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Table of Contents

Foreword, Ryan Schram Introduction Part I: The Advancement of an Industry Chapter 1: The Four Quadrants of Public Relations Chapter 2: The Evolution of Social Media Chapter 3: Status: "It's Complicated" Part II - Formulating a Strategy: Social Media Tools used by PR Practitioners Chapter 4: Social Press Chapter 5: Sharing Expertise Chapter 6: Social Networks Chapter 7: Photo Sharing Chapter 8: Video Chapter 9: Crisis Management on the Social Sphere Chapter 10: Rules of Engagement: Developing an Effective Social Media Policy for Your Company & Employees Chapter 11: Online Media Centers in a Connected World Chapter 12: Measuring Social Media's Impact and Value Part III -The Social Media Plan Chapter 13: The Roadmap to Success: Developing a Social Media Plan Index About the Author

About the Author

Regina Luttrell is associate professor of public relations and social media at Eastern Michigan University.


A well-researched book based on years of teaching, research, and practice, Luttrell captures the necessity of social media use for communications practitioners in a variety of organizations while noting the ethical and legal responsibilities inherent in today's interactive, on-demand, world. -- Karen McGrath, Professor of Communications, The College of Saint Rose Regina Luttrell's book provides a valuable guide for how organizations can leverage the power of social media to strategically build, engage and sustain relationships with their key publics. -- Patricia Swann, associate professor of public relations and journalism, Utica College The book is fill of real-world examples of successful social media campaigns that organizations can utilize to adapt to their own social media planning...Overall, this book is a good hands-on reference guide for public relations practitioners to use social media in their daily routines. Communication Booknotes Quarterly

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