Social Media

Regina Luttrell is Associate Dean of Research and Creative Activities and Assistant Professor of Public Relations at the S.I. Newhouse School of Public Communications at Syracuse University, USA. A contributor to PR Tactics and PR News as well as peer-reviewed journals, she is a noted speaker as well as a Knight Foundation Tow Journalism Fellow. She has authored several books, including Social Media and Society: An Introduction to the Mass Media Landscape; Public Relations Campaigns: An Integrated Approach; The PR Agency Handbook; and The Millennial Mindset: Unraveling Fact from Fiction.

Well-written and engaging, this book covers all the relevant areas for a social media strategies course. Luttrell positions social media as an important piece of a brand's larger public relations structure and includes interesting examples in each chapter that appeal to students and promote classroom discussion.

• Introduction Part I: Foundations of Social Media1. Comprehensive Communication2. The Evolution of Social Media3. Law, Privacy, and Ethics in the Social Media Age4. Generative AIPart II: Strategic Approaches to Social Media5. Developing a Social Media Plan6. Measuring Social Media’s Impact and Value7. Storytelling in Social Media8. Social Media Channels9. Content Creation and Curation10. Sticky Social Media11. Visual Content12. Media and Influencer Relations13. Crisis Management14. The Future of Social MediaAppendix A: Public Relations and Social Media Planning TemplateAppendix B: Campaign Planning and Execution Template with Idea IntegrationAppendix C: Social Media AuditGlossary