Title: Social media and strategic communications /
Authors: Noor Al-Deen, Hana S.; Hendricks, John Allen
Year: 2013
Subjects: Internet marketing; Internet advertising; Public relations; Social media; Internet Social aspects; SOCIAL SCIENCE / General.; SOCIAL SCIENCE / Popular Culture.; SOCIAL SCIENCE / Media Studies.; Online social networks; Digital communications Social aspects.; Social theory.; Popular culture.; Ethical & social aspects of IT.; Society.; Digital communications Social aspects; Internet Social aspects; Online social networks; Social media; Advertising.; Ethical & social aspects of IT.; Popular culture.; Business and Management.
Abstract: "Social Media and Strategic Communications provides comprehensive and original scholarly research that exhibits the strategic implementation of social media in both advertising and public relations. Policies, codes of ethics, and recommendations set by business organizations for best practices are also examined. Various research methodologies are employed to analyze the communication strategies applied by advertisers and public relations practitioners who have embraced social media as an integral part of their operations in order to develop and maintain strong and lasting relationships with customers and the public"--
Contents: Machine generated contents note: -- Dedication -- List of Appendixes -- List of Figures -- List of Tables -- Foreword; Everette E. Dennis -- Preface -- Acknowledgements -- PART I: SOCIAL MEDIA AND ADVERTISING -- 1. Advertising in Social Network Games - How Consumer Persuasion Knowledge and Advertiser Sincerity Impact eWOM of Marketer-Generated Messages; Jin Kyun Lee and Sara Steffes Hansen -- 2. Twitter as Gateway to Relationship Marketing: A Content Analysis of Relationship Building via Twitter; Brandi A. Watkins and Regina Lewis -- 3. Marketing Techniques and Strategies: Using Social Media as a Revenue- Generating Vehicle; Casey Hart, John Allen Hendricks, and Linda Thorsen Bond -- 4. The Current Trends in Social Media Usage at Corporations: Analysis of Facebook Fan pages of Fortune 500 Companies; Jae-Hwa Shin, Heather Carithers, Seungae Lee, Meghan Graham, and Nicole Hendricks -- PART II: SOCIAL MEDIA AND PUBLIC RELATIONS --^