Share This Too : More Social Media Solutions for PR Professionals.

The follow up to Share This: The Social Media Handbook for PR Professionals. Share This is a practical handbook to the changes taking place in the media and was conceived and written by 24 public relations practitioners using many of the social tools and techniques that it addresses. The book covere...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Relations), CIPR (Chartered Institute of Public
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : Wiley, 2013.
Temas:
Public relations.
Social media.
Relations publiques.
Médias sociaux.
public relations.
social media.
Public relations
Social media
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover; Title page; Copyright page; Contents; List of Contributors; Foreword; Introduction; Part I: The Future of Public Relations; Chapter 1: Digital PR Is Dead: Social Goes Mainstream; The continuing evolution of the media; The blurring of channels; The impact of social media and networks; The growth of social media adoption; Digital is part of every programme; Evolution and the opportunity for PR; Opportunities we should seize; Video content; PR-led SEO; Redefining our relationships with journalists; Biography; Chapter 2: The Shift to Conversation: Content, Context and Avoiding Cheap Talk.
  • Getting startedContent and context; Building the right relationships; One size doesn't fit all; Biography; Chapter 3: Content Frameworks: Using Content to Achieve Marketing Communications Goals; Rise of content marketing; Developing content strategies; 1. Marketing objectives; 2. Content objectives; 3. Audience behaviour; Content production framework; Created content; Curated content; Commissioned content; Getting the balance right; Content matrices; Conclusion; Biography; Part II: Audiences and Online Habits; Chapter 4: Planning: Audiences, Media and Networks; Where we've come from.
  • Where we're atInsights; Influence; Messaging; Biography; Chapter 5: Digital Anthropology; Etiquette
  • a definition; Table manners
  • family, friends and business; Attention span and absentee attendance; Etiquette
  • breaking up; Biography; Chapter 6: Understanding Social Capital; What is social capital?; Influence and social media capital; Relevance is King; Social media capital scoring approaches; Klout: Scoring (out of 100); Klout: Relevance; Kred: Scoring; Kred: Relevance; PeerIndex: Scoring (out of 100); PeerIndex: Relevance; Comparing Klout, Kred and PeerIndex; Clout v. Klout; The data.
  • Social capital for PRThe value of social capital; Biography; Chapter 7: The Unsocial Web; The three problems to avoid; Staying out of trouble; How to manage feedback and responses; Conclusion; Biography; Part III: Conversations; Chapter 8: Gamification: Engaging Audiences through Play; Gamifying participation at DevHub; Consumer loyalty: Samsung Nation; Science: FoldIt; How GiffGaff turns customer service into a game; Snake Oil 2.0?; How should communicators use gamification?; 1. Autonomy; 2. Mastery; 3. Purpose; The future of gamification; Biography; Chapter 9: Community Management.
  • What is community management?1. Why is there a problem around community management?; 2. Consumer behaviours are changing; What should be on your community management checklist; 1. Audience; 2. Channels and timing; 3. Influencers; 4. Content planning and performance; 5. Moderation and triage; Summary; Biography; Chapter 10: Curation; The news now finds you; Welcome to the era of Big Data; Searching for gold; Why an organization would curate; What are the benefits?; How to curate; Summary; Biography; Chapter 11: Live Social Events; Learn to walk before you jump; Hanging out with Google.

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