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Social Media Communication (2015) Chapter Notes

These slides may be used to teach with the Social Media Communication (2015) book. The author also offers guest lectures based upon these slides -- in person or via Skype.

Social Media Communication (2015) Chapter Notes

  1. 1. Social Media Communication(2015) Chapter Notes
  2. 2. Preface: Paradigm Shift and Disruption West It is “…a fundamental shift from one-way mass media to interactivity of engagement within audiences (p. xiii).” --@JeremyHL
  3. 3. Early 2009 Conversation
  4. 4. Message Amplification This “four more years” tweet from @BarackObama was viral on election night in 2012.
  5. 5. Chapter 1: Social Media Concepts • CMC (p. 3) • Diffusion (p. 6) • Storytelling (p. 7) • Gatekepers (p. 9) • PR Tactics (p. 9) • Citizen journalism (p. 12)
  6. 6. From viral photos to memes, Internet content quickly spreads – sometimes with unintended consequences.
  7. 7. So Social Media in PR • Trust – source expertise (p. 15) • Influence – thought leaders and idea starters (p. 16) • Engagement (pp. 16-17) • Gatekepers (p. 9)
  8. 8. Advertising and Marketing • Tell a unique story (p. 17) • CTRs (p. 18) • Word of mouth (p. 18) • ROI (p. 18) • Citizen journalism (p. 12)
  9. 9. Chapter 2: Social Theories • Identity (p. 27) • HCI (p. 28) • SNS definition (p. 29) • Interaction (p. 34) • Community (p. 39) • Diffusion (p. 39) • Uses and gratifications (p. 40) • Culture and power (p. 42)
  10. 10. Chapter 3: Journalism • Public conversation (p. 48) • Citizen journalism (p. 53) • Crowdsourcing (p. 53) • Micro-blogging (p. 56) • Bloggers (p. 59)
  11. 11. Chapter 4: Public Relations • KPIs (p. 70) • Media cloverleaf (p. 71) • Curated content (p. 71) • Sponsored content (p. 72) • Credibility (p. 75) • Social capital (p. 76) • PR tactics (p. 77) • PR newsrooms (p. 78) • CSR (p. 82)
  12. 12. Chapter 5: Advertising and Marketing • Earned exposure (p. 89) • Customer care (p. 90) • Awareness (p. 91) • The four Ps (p. 93) • Consumers (p. 93) • Branding (p. 94) • IMC (p. 95) • SEO (p. 97) • CRM (p. 100)
  13. 13. Awareness Engagement Persuasion Conversion Retention Marketing Keys
  14. 14. Fans & Celebrities
  15. 15. Chapter 6: Metrics and Analytics • Social media measures (p. 108) • Google analytics (p. 109) • Facebook insights (p. 111) • Twitter analytics (p. 112) • Network analyses (p. 117)
  16. 16. Facebook Insights
  17. 17. Clicks Can Be Measured
  18. 18. Twitter Analytics
  19. 19. Social Listening & Engagement
  20. 20. Tweetdeck Monitoring
  21. 21. Data Dashboards
  22. 22. Social Network Analyses
  23. 23. gmail.com gmail.com
  24. 24. Chapter 7: New and Mobile Media • Facebook social graph (p. 129) • Entrepreneurs (p. 130) • Crowdfunding (p. 132) • Geotagging (p. 137)
  25. 25. Chapter 8: Big Data and Privacy • Privacy policies (p. 144) • Consent (p. 146) • WiFi (p. 147) • Privacy settings (p. 147) • ECPA (p. 150) • FTC regulation (p. 151) • Transparency (p. 152)
  26. 26. Google Analytics
  27. 27. Chapter 9: Law and Regulation • First Amendment (p. 158) • Libel (p. 159) • International law (p. 163) • Terrorism (p. 165) • Indecency (p. 170) • Copyright (p. 177) • File sharing (p. 177)
  28. 28. Mobile Photos: Difficult to Restrict
  29. 29. Chapter 10: Social Media Ethics • Editorial independence (p. 185) • Propagandists (p. 186) • Trust (p. 190) • Transparency (p. 190) • Human dignity (p. 193) • Equality and fairness (p. 194) • Community (p. 195)
  30. 30. Chapter 11: Best Practices • Mobile (p. 199) • Great photography (p. 200) • Respond (p. 200) • Live (p. 203) • Branding (p. 203) • Blogging (p. 206) • Collaboration (p. 212)
  31. 31. Instagram Fame: Warren Buffett & Sir Paul
  32. 32. Chapter 12: Media & Information Literacy • Use habits (p. 216) • Online communities (p. 218) • Life-long learning (p. 219) • Global media (p. 220) • Message framing (p. 221) • Engagement (p. 226) • Trust (p. 227)
  33. 33. Students in China (2012)
  34. 34. Easy as Cats and Dogs Thank you!

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