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Social Media Communication, 2nd (2018)

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Concepts, Practices, Data, Law and Ethics, second edition SMC textbook #SMC2018

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Social Media Communication, 2nd (2018)

  1. 1. Social Media Communication: Concepts, Practices, Data, Law and Ethics, second edition (2018) @JeremyHL
  2. 2. Preface: Paradigm Shift & Disruption West It is “…a fundamental shift from one- way mass media to interactivity of engagement within audiences” (p. xiv). @JeremyHL
  3. 3. We Measured “Buzz” (2009)
  4. 4. Politics & Social Media 2012-17 @BarackObama election night viral tweet (2012) & @realDonaldTrump (2016) use as candidate and president
  5. 5. Chapter 1: Social Media Concepts • CMC (p. 5) • Diffusion (p. 10) • Storytelling (p. 11) • Gatekepers (p. 14) • PR Tactics (p. 15) • eWOM (p. 27)
  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. 23) • Influence – thought leaders and idea starters (p. 23) • Engagement (p. 25)
  8. 8. Advertising and Marketing • Tell a unique story (p. 26) • CTRs (p. 27) • Word of mouth (p. 27) • ROI (p. 27)
  9. 9. Chapter 2: Social Theories • Identity (pp. 40-41) • HCI (p. 40) • SNS definition (p. 42) • Interaction (p. 47) • Community (p. 52) • Diffusion (pp. 52-53) • Uses and gratifications (pp. 53-54)
  10. 10. Thought Leader Tunette Powell “…it has been from rags to reach—that is being able to reach out to anyone in the world through social media” (p. 58).
  11. 11. Chapter 3: Journalism • Engaged journalism (p. 68) • Keywords (p. 72) • Wikileaks (p. 81)
  12. 12. Chapter 4: Public Relations • KPIs (p. 102) • Owned media (p. 103) • Credibility (pp. 109-110) • Social capital (p. 110-111) • PR tactics (p. 111)
  13. 13. Thought Leader Karen Freberg “While emojis are prominent in personal communications and marketing campaigns, they are also a topic of conversation when it comes to email and business communication etiquette” (p. 124).
  14. 14. Chapter 5: Advertising and Marketing • Awareness (p.134) • Branding (p. 138) • SEO (pp. 142-143)
  15. 15. Awareness Engagement Persuasion Conversion Retention Marketing Keys
  16. 16. Fans & Celebrities
  17. 17. Chapter 6: Metrics and Analytics • Social media measures (pp. 159-160) • Google analytics (pp. 161-164) • Facebook Insights • (pp. 164-165) • Twitter Analytics (p.p. 165-170
  18. 18. Facebook Insights
  19. 19. Union Metrics Twitter Snapshot
  20. 20. Twitter Analytics
  21. 21. Social Listening & Engagement
  22. 22. Tweetdeck Monitoring
  23. 23. Data Dashboard (Meltwater, 2017)
  24. 24. Social Network Analyses
  25. 25. gmail.com Instagram Data (Union Metrics, 2017)
  26. 26. Chapter 7: New and Mobile Media • Augmented Reality (p. 183) • Entrepreneurs (p. 189) • Geotagging (p. 199-201)
  27. 27. Chapter 8: Big Data and Privacy • Human dignity (p. 208) • Facebook (p. 211) • Big data (pp. 223-224)
  28. 28. Google Analytics
  29. 29. Chapter 9: Law and Regulation • First Amendment (p. 235) • Twitter law (p. 238) • Terrorism (p. 245) • FTC regulation (p. 255) • Copyright (p. 259)
  30. 30. Mobile Photos: Difficult to Restrict
  31. 31. Chapter 10: Social Media Ethics • Editorial independence (p. 272) • Philosophies (p 278) • Trust (p. 281) • Transparency (p. 281) • Human dignity (pp. 284-285) • Equality and fairness (p. 287) • Community (pp. 289-290)
  32. 32. Chapter 11: Best Practices • Mobile (p. 298) • Blogging (p. 306) • Tools (pp. 310-311)
  33. 33. Instagram Fame (2014): Warren Buffett & Sir Paul
  34. 34. Chapter 12: Media & Information Literacy • Life-long learning (pp. 326-327) • Global media (p. 328) • Message framing (p. 329) • Engagement (pp. 336-337)
  35. 35. Students in China (2012)
  36. 36. Social Media: Easy as Cats and Dogs

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