This document defines key terms related to social media and public relations, including apps, diffusion, public relations, breaking news, real-time social engagement, crowdsourcing, storytelling, platforms, uses and gratification theory, sentiment analysis, gatekeepers, and tactics. It provides brief descriptions of 12 important concepts for understanding how organizations communicate using social media to engage with the public and spread ideas.

1. Social Mediators

2. Chapter 1 terms
1. Apps- a software for use on desktop laptop, tablet, smartphone, that allows the user to apply the power of
system software for a purpose.
2. Diffusion- the spread of new ideas, new practices, new processes, and new products
3. Public Relations- seeks through professional best practices to present, maintain and manage public images
and reputations
4. Breaking news- real time events and news that happen as developing news stories
5. Real time social engagement- current PR best practices include nearly immediate respond to conversation
monitoring social media
6. Crowdsourcing-method for gathering filtering generating and distributing information through social media,

3. Chapter 1 term cont.
7. Storytelling- a fundamental concept in journalism and media communication techniques include, narratives
and drive interest in content.
8. Platforms- Online sites that offer social media analysis
9. Uses and gratification- research perspective emphasizing audience participation
10. Sentiment Analysis-its computer and human coding for positive neutral and negative comments
11. Gatekeepers- people who perform a traditional news editorial function of story selection
12. Tactics- use to achieve communication goals ex: youtube video shared to bloggers