ISBN:
9781315388120
,
9781315388144
Language:
English
Pages:
1 Online-Ressource (384 Seiten)
,
Illustrationen
Edition:
Second edition
Parallel Title:
Erscheint auch als Lipschultz, Jeremy Harris, 1958 - Social media communication
DDC:
302.23/1
Keywords:
Social media
;
Social networks
;
Online social networks
;
Social media Law and legislation
;
Computerunterstützte Kommunikation
;
Soziale Software
Abstract:
In the second edition of 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 Facebook, Instagram, Snapchat, LinkedIn, YouTube and Pinterest, this 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 historical markers and contemporary case studies, essays from some of the industry's leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they'll need to both evaluate and utilize current and future forms of social media.
Abstract:
Cover -- 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 of Engaged Journalism -- 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 -- Consumer Psychology and Electronic Word-of-Mouth (eWOM) -- 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
Abstract:
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 and Snapchat Spectacles -- 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
Abstract:
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
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