Fusing the academic with the applied, this book provides a comprehensive introduction to social media for future communications professionals.
While most social media texts approach the subject through either a theoretical, scholarly lens or a professional, practical lens, this text offers a much-needed linkage of theory to the practical tactics employed by social media communicators. Concise and conversational chapters break down the basics of both social media theory and practice and are complemented by sidebars written by scholars and industry professionals, chapter summaries and end-of-chapter exercises.
This book is ideal for introductory social media courses in communication, public relations and mass communication departments, as well as courses in digital media and public relations.
Online resources include social media writing templates, sample posts and content calendar templates. Please visit www.routledge.com/9781032185873.
Introduction
Part 1: What is Social Media?
1. Defining Social Media
2. Evolution of Social Media
3. Categories of Social Media
4. Social Media by Demographics, Psychographics and Region
Part 2: Social Media and Theory
5. Theory and Communication Research
6. Mass Communication Approaches
7. Human Communication Approaches
8. Integrated Approaches
Part 3: Social Media Practice and Strategy
9. Developing a Strategic Social Media Presence
10. Social Media Projects, Programs and Campaigns
11. Content Strategies
12. Writing for Social Media
13. Customer Service and Crisis Management
14. Social Media Law and Ethics
Biography
Whitney Lehmann, Ph.D., APR, is an associate professor in the Department of Communication, Media, and the Arts at Nova Southeastern University, USA. Her industry experience includes working for Seminole Hard Rock Hotel & Casino, Miami International Airport, Barry University and the Miami Herald.
