Social Media: How to Engage, Share, and Connect

by Regina Luttrell

Updated to reflect the latest technological innovations—and challenges—Social How to Engage, Share, and Connect will help readers understand and successfully use today’s social media tools. Luttrell’s text

– a thorough history of social media and pioneers of the field;
– chapters on specific subjects such as photo-sharing, video, crisis communication, ethics, and “sticky social,” among others;
– discussions on appropriate use of social media in public relations, where the profession stands today and where it is headed in the future; and
– real-world examples of successful social media campaigns.

This book will become your go-to reference guide for all things social media-related as it applies to public relations and the everyday duties of PR professionals

248 pages, Paperback

First published January 1, 2014

About the author

Before becoming an educator, Regina (Gina) Luttrell spent the first half of her career in public relations and marketing. Her extensive background includes strategic development and implementation of public relations and social media, advertising, marketing and corporate communications. She has led multiple re-branding campaigns, designed numerous web sites, managed high-level crisis situations, and garnered media coverage that included hits with the New York Times, the CBS Evening News, and the Associated Press. Today she is an Assistant Professor in the S. I. Newhouse School of Public Communications at Syracuse University where she researches, publishes and speaks about public relations, social media, and the millennial generation both in the classroom and the workforce. Visit www.ginaluttrellphd.com to learn more.

Reviews

[Am Y · Rating 3 out of 5]

This book is strongly catered towards PR professionals who work for big companies, and not so much freelancers or small biz owners who are looking to do a spot of social media marketing on the side for themselves, for their own product or service.

Although the book does provide a good overview of the different social media platforms available and which to use under what circumstances and how to use them for different campaigns, with many examples of campaigns by different large companies given, a large part of the book also drones on about PR strategies, how to do up official press releases, partner journalists and the news media, and other similar stuff that someone operating their own business would not have the time, budget or need for.

The print version I read is also outdated as still includes Vine, which was discontinued in early 2017.

Would have preferred more extensive coverage of Pinterest and its marketing reach and capabilities.

4 stars for content, but had to minus 1 star (making my final verdict 3 stars) for shoddy editing and language.