Social Media and Strategic Communications
Herausgegeben:Loparo, Kenneth A.; Hendricks, J.
Social Media and Strategic Communications
Herausgegeben:Loparo, Kenneth A.; Hendricks, J.
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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.
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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.
Produktdetails
- Produktdetails
- Verlag: Macmillan Education / Palgrave Macmillan UK / Springer Palgrave Macmillan
- 1st ed.
- Seitenzahl: 238
- Englisch
- Abmessung: 14mm x 140mm x 216mm
- Gewicht: 341g
- ISBN-13: 9781349449477
- ISBN-10: 1349449474
- Artikelnr.: 45082278
- Herstellerkennzeichnung Die Herstellerinformationen sind derzeit nicht verfügbar.
- Verlag: Macmillan Education / Palgrave Macmillan UK / Springer Palgrave Macmillan
- 1st ed.
- Seitenzahl: 238
- Englisch
- Abmessung: 14mm x 140mm x 216mm
- Gewicht: 341g
- ISBN-13: 9781349449477
- ISBN-10: 1349449474
- Artikelnr.: 45082278
- Herstellerkennzeichnung Die Herstellerinformationen sind derzeit nicht verfügbar.
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. hashdagknowwhatyoutweet: 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
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. hashdagknowwhatyoutweet: 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