Social Media Communication Concepts Practices Data Law and Ethics 2nd edition By Jeremy Harris Lipschultz ISBN 1032246598 9781032246598
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ISBN 10: 1032246598
ISBN 13: 9781032246598
Author: Jeremy Harris Lipschultz
This updated fourth edition presents a wide-scale, interdisciplinary guide to social media communication. Examining platforms like Facebook, Instagram, Snapchat, TikTok, Twitter and YouTube, the book analyzes social media’s use in journalism, public relations, advertising and marketing.
Lipschultz focuses on key concepts, best practices, data analyses, law and ethics – all promoting the critical thinking that is needed to use new, evolving and maturing networking tools effectively within 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 will need to both evaluate and utilize current and future forms of social media communication. Updates to the fourth edition include expanded discussion of disinformation, the impact of artificial intelligence (AI), natural language chatbots, virtual and augmented reality technologies and the COVID-19 infodemic.
Social Media Communication is the perfect social media primer for students and professionals and, with a dedicated online teaching guide, ideal for instructors, too.
Social Media Communication Concepts Practices Data Law and Ethics 2nd Table of contents:
1 Introduction to Social Media Concepts
What Makes Social Media Communication Transformative?
Social Media Concepts and Theories
Social Media in Journalism
Social Media in PR
Trust
Influence and 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 (SNS) 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
Microblogging and Curation
Journalism Case Studies
Bloggers
Social Media Celebrity
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
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
Discussion Questions: Strategies and Tactics
6 Social Media Metrics and Analytics
Social Media Measures
The Barcelona Principles 3.0 and SMART Goals
See, Say, Feel, Do
Google Analytics
Facebook Insights
Twitter Analytics and Instagram Influence
Social Network Analysis (SNA)
Other Social Network Measurement Issues
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, Snapchat Spectacles and AR
Discussion Questions: Strategies and Tactics
8 Big Data and Privacy
Privacy Development
TikTok, Instagram and Twitter Policies
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
US 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 and CMC
Newspapers, Magazines and Journalism Revisited
Radio, Audio and Podcast 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 Applied Media Literacy
Engagement, Networked Communicators, Trust and Influence
Discussion Questions: Strategies and Tactics
Glossary
Index
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Tags: Jeremy Harris Lipschultz, Social Media, Communication Concepts