Share This Too

Rob Brown is a Founding Partner at Rule 5 - a PR and digital agency in MediaCityUK Manchester with clients in food, sport, finance and the media. Rob was awarded Outstanding Contribution to Social Media in the national SomeComms Awards in 2011 and the Stephen Tallents Medal by the CIPR in 2013. Stephen Waddington is European Digital and Social Media Director for public relations firm Ketchum, advising clients throughout Europe as well as those assisted globally by the agency from North America, Asia and Latin America. He is a Chartered Practitioner and President-Elect of the CIPR.

"Is it an essential purchase? In a word, yes. To use the digital parlance of relationships, if Share This was a flash of ankle, this is the kiss, deeper and more rewarding, hinting at what is to come — if you put the work into it." (The Drum, September 2013)

• List of Contributors vForeword – Brian Solis viiIntroduction – Rob Brown and Stephen Waddington xiPart I. The Future of Public Relations 11 Digital PR is Dead: Social goes mainstream – Rob Brown 32 The Shift to Conversation: Content, context and avoiding cheap talk – Dom Burch 113 Content Frameworks: Using content to achieve marketing communications goals – Robin Wilson 21Part II. Audiences and Online Habits 314 Planning: Audiences, media and networks – Ged Carroll 335 Digital Anthropology – Kate Matlock 416 Understanding Social Capital – Adam Parker 497 The Unsocial Web – Dr Mark Pack 59Part III. Conversations 678 Gamification: Engaging audiences through play – Sharon O’Dea 699 Community Management – Paul Fabretti 7910 Curation – Michael Litman 8911 Live Social Events – Russell Goldsmith 97Part IV. New Channels, New Connections 10512 Mobile Media – Stephen Davies 10713 To App or not to App? – Scott Seaborn 11514 The Visual Web – Dan Tyte 12315 Finding Your Way Around: From Foursquare to Google Glass – Matt Appleby 13116 Connected Employees – Kevin Ruck 139Part V. Professional Practice 14917 Social Media and the Law – Hanna Basha 15118 Online Crisis Management – Chris Norton 15919 Wikipedia and Reputation Management – Stephen Waddington 16920 The Rise and Rise of Digital Pharma – Becky McMichael 17921 Social in Corporate Communications – Rachel Miller 19122 Putting the Social into Corporate Social Responsibility – Stuart Bruce 20123 Building a Personal Brand Online – Richard Bailey 20924 The Social CEO – Jane Wilson 21725 Working Across Borders and Boundaries – Julio Romo 225Part VI. Business Change and Opportunities for the Public Relations Industry 23326 Laying the Foundations for a Social Business – Jed Hallam 23527 Social Commerce: Show me the money – Katy Howell 24128 How to Change Organizational Mindset – Gemma Griffiths 25129 The Six Influence Flows – Philip Sheldrake 259Part VII. Future Proofing the Public Relations Industry 26930 Metrics that Matter – Richard Bagnall 27131 Quantified Self – Drew Benvie 27932 Network Topology – Andrew Bruce Smith 28733 The Public Relations Power of “Big Data” – Simon Collister 295Index 305