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Social Media Campaigns: Strategies for Public Relations and Marketing
by Carolyn Mae KimSocial media has ushered in a new era of communication between organizations and key stakeholders. This text guides readers through a four-step process of developing a robust social media campaign. Covering the latest industry standards and best practices to engage digital audiences through social listening, strategic design, creative engagement and evaluation, each chapter also includes expert insights from social media professionals. Focusing on principles rather than a specific platform, this is a text dedicated to developing social media competency that can adapt to any organization or environment.?
Social Media Communication: Concepts, Practices, Data, Law and Ethics
by Jeremy Harris LipschultzIn the second edition of Social Media Communication: Concepts, Practices, Data, Law and Ethics, Jeremy Harris Lipschultz presents a wide-scale, interdisciplinary analysis and guide to social media. Examining platforms such as Facebook, Instagram, Snapchat, LinkedIn, YouTube and Pinterest, this book explores and analyzes journalism, broadcasting, public relations, advertising and marketing. Lipschultz focuses on key concepts, best practices, data analyses, law and ethics—all promoting the critical thinking professionals and students need to use new networking tools effectively and to navigate social and mobile media spaces. Featuring historical markers and contemporary case studies, essays from some of the industry’s leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they’ll need to both evaluate and utilize current and future forms of social media. For more information about the book, supplementary updates and teaching materials, follow the Social Media Communication Facebook page, @JeremyHL on Twitter and the UNO Social Media Lab on SlideShare. Facebook: www.facebook.com/SocialMediaCommunication Twitter: @JeremyHL #UNOSML #SMC2018 #SMProfs SlideShare: www.slideshare.net/jeremylipschultz
Social Media Communication: Concepts, Practices, Data, Law and Ethics
by Jeremy Harris LipschultzIn the second edition of Social Media Communication: Concepts, Practices, Data, Law and Ethics, Jeremy Harris Lipschultz presents a wide-scale, interdisciplinary analysis and guide to social media. Examining platforms such as Facebook, Instagram, Snapchat, LinkedIn, YouTube and Pinterest, this book explores and analyzes journalism, broadcasting, public relations, advertising and marketing. Lipschultz focuses on key concepts, best practices, data analyses, law and ethics—all promoting the critical thinking professionals and students need to use new networking tools effectively and to navigate social and mobile media spaces. Featuring historical markers and contemporary case studies, essays from some of the industry’s leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they’ll need to both evaluate and utilize current and future forms of social media. For more information about the book, supplementary updates and teaching materials, follow the Social Media Communication Facebook page, @JeremyHL on Twitter and the UNO Social Media Lab on SlideShare. Facebook: www.facebook.com/SocialMediaCommunication Twitter: @JeremyHL #UNOSML #SMC2018 #SMProfs SlideShare: www.slideshare.net/jeremylipschultz
Social Media Communication: Concepts, Practices, Data, Law and Ethics
by Jeremy Harris LipschultzThis updated third edition presents a wide-scale, interdisciplinary guide to social media. Examining platforms like Facebook, Instagram, LinkedIn, Snapchat, TikTok, Twitter and YouTube, the book analyzes social media's use in journalism, broadcasting, public relations, advertising and marketing. Lipschultz focuses on key concepts, best practices, data analyses, law and ethics – all promoting the critical thinking that is needed to use new, evolving and maturing networking tools effectively within social and mobile media spaces. Featuring historical markers and contemporary case studies, essays from some of the industry’s leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they will need to both evaluate and utilize current and future forms of social media communication. Among other changes, updates to the third edition include a deep dive into new approaches to analytics, as well as greater discussion of law and ethics in light of the Facebook Cambridge Analytica scandal, the roll-out of GDPR and new case law relating to social media. Social Media Communication is the perfect social media primer for students and professionals, and, with a dedicated teaching guide, ideal for instructors, too.
Social Media Communication: Concepts, Practices, Data, Law and Ethics
by Jeremy Harris LipschultzThis updated third edition presents a wide-scale, interdisciplinary guide to social media. Examining platforms like Facebook, Instagram, LinkedIn, Snapchat, TikTok, Twitter and YouTube, the book analyzes social media's use in journalism, broadcasting, public relations, advertising and marketing. Lipschultz focuses on key concepts, best practices, data analyses, law and ethics – all promoting the critical thinking that is needed to use new, evolving and maturing networking tools effectively within social and mobile media spaces. Featuring historical markers and contemporary case studies, essays from some of the industry’s leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they will need to both evaluate and utilize current and future forms of social media communication. Among other changes, updates to the third edition include a deep dive into new approaches to analytics, as well as greater discussion of law and ethics in light of the Facebook Cambridge Analytica scandal, the roll-out of GDPR and new case law relating to social media. Social Media Communication is the perfect social media primer for students and professionals, and, with a dedicated teaching guide, ideal for instructors, too.
Social Media Communication: Concepts, Practices, Data, Law and Ethics
by Jeremy Harris LipschultzThis updated fourth edition presents a wide-scale, interdisciplinary guide to social media communication. Examining platforms like Facebook, Instagram, Snapchat, TikTok, Twitter and YouTube, the book analyzes social media's use in journalism, public relations, advertising and marketing. Lipschultz focuses on key concepts, best practices, data analyses, law and ethics – all promoting the critical thinking that is needed to use new, evolving and maturing networking tools effectively within social and mobile media spaces. Featuring historical markers and contemporary case studies, essays from some of the industry’s leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they will need to both evaluate and utilize current and future forms of social media communication. Updates to the fourth edition include expanded discussion of disinformation, the impact of artificial intelligence (AI), natural language chatbots, virtual and augmented reality technologies and the COVID-19 infodemic. Social Media Communication is the perfect social media primer for students and professionals and, with a dedicated online teaching guide, ideal for instructors, too.
Social Media Communication: Concepts, Practices, Data, Law and Ethics
by Jeremy Harris LipschultzThis updated fourth edition presents a wide-scale, interdisciplinary guide to social media communication. Examining platforms like Facebook, Instagram, Snapchat, TikTok, Twitter and YouTube, the book analyzes social media's use in journalism, public relations, advertising and marketing. Lipschultz focuses on key concepts, best practices, data analyses, law and ethics – all promoting the critical thinking that is needed to use new, evolving and maturing networking tools effectively within social and mobile media spaces. Featuring historical markers and contemporary case studies, essays from some of the industry’s leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they will need to both evaluate and utilize current and future forms of social media communication. Updates to the fourth edition include expanded discussion of disinformation, the impact of artificial intelligence (AI), natural language chatbots, virtual and augmented reality technologies and the COVID-19 infodemic. Social Media Communication is the perfect social media primer for students and professionals and, with a dedicated online teaching guide, ideal for instructors, too.
Social Media Communication: Trends and Theories
by Bu ZhongExamines the social media mechanism and how it is transforming communication in an increasingly networked society Social Media Communication: Trends and Theories explores how social media is transforming the way people think and behave. Providing students with an in-depth understanding of the mechanism underlying social media, this comprehensive textbook uses a multidisciplinary approach to examine social media use in a wide range of communication and business contexts. Each chapter is based on original research findings from the author as well as recent work in communication studies, neuroscience, information science, and psychology. Divided into two parts, the text first describes the theoretical foundation of social media use, discussing the impact of social media on information processing, social networking, cognition, interpersonal and group communication, the media industry, and business marketing. The second half of the book focuses on research-based strategies for effectively using social media in communication and business such as the news industry, heath care, and social movements. Offering detailed yet accessible coverage of how digital media technology is changing human communication, this textbook: Helps readers make the best use of social media tools in communication and business practices Introduces more than a dozen theories in the areas of communication, psychology, and sociology to highlight the theoretical frameworks researchers use in social media studies Identifies a variety of trends involving social media usage, including the app economy and patient care Addresses the relation between social media and important contemporary topics such as cultural diversity, privacy, and social change Presents 14 imperative social media topics, each with the power to change the ways you see and use social media Social Media Communication: Trends and Theories is the perfect textbook for undergraduate and graduate courses in communication, business, journalism, business, and information science and technology. It is also an invaluable resource for researchers, educators, journalists, entrepreneurs, and professionals working in media management, advertising, public relations, and business marketing.
Social Media Communication: Trends and Theories
by Bu ZhongExamines the social media mechanism and how it is transforming communication in an increasingly networked society Social Media Communication: Trends and Theories explores how social media is transforming the way people think and behave. Providing students with an in-depth understanding of the mechanism underlying social media, this comprehensive textbook uses a multidisciplinary approach to examine social media use in a wide range of communication and business contexts. Each chapter is based on original research findings from the author as well as recent work in communication studies, neuroscience, information science, and psychology. Divided into two parts, the text first describes the theoretical foundation of social media use, discussing the impact of social media on information processing, social networking, cognition, interpersonal and group communication, the media industry, and business marketing. The second half of the book focuses on research-based strategies for effectively using social media in communication and business such as the news industry, heath care, and social movements. Offering detailed yet accessible coverage of how digital media technology is changing human communication, this textbook: Helps readers make the best use of social media tools in communication and business practices Introduces more than a dozen theories in the areas of communication, psychology, and sociology to highlight the theoretical frameworks researchers use in social media studies Identifies a variety of trends involving social media usage, including the app economy and patient care Addresses the relation between social media and important contemporary topics such as cultural diversity, privacy, and social change Presents 14 imperative social media topics, each with the power to change the ways you see and use social media Social Media Communication: Trends and Theories is the perfect textbook for undergraduate and graduate courses in communication, business, journalism, business, and information science and technology. It is also an invaluable resource for researchers, educators, journalists, entrepreneurs, and professionals working in media management, advertising, public relations, and business marketing.
Social Media for Educators: Strategies and Best Practices
by Tanya JoostenPraise for Social Media for Educators "At last, a book that provides a straightforward discussion of the pedagogical reasons to use social media, and how to effectively use the tools to enhance learning experiences. A practical must-have!"—Rita-Marie Conrad, instructional strategist and technologist, Duke University School of Nursing; coauthor, Engaging the Online Learner and The Online Teaching Survival Guide "This insightful and in-depth exploration effectively makes a case for embracing the best characteristics of social media to foster deeper learning experiences, promote collaboration, and provide timely feedback. This book is a can't-miss for educators."—Amy M. Collier, associate director for technology and teaching, Center for Teaching and Learning, Stanford University "Thought about using social media in your online courses but don't know where to begin? Joosten's comprehensive hands-on book describes step-by-step how social media can add richness to your course content and have a positive impact on student outcomes." —Rosemary Lehman and Simone ConceiÇão, eInterface; coauthors, Creating a Sense of Presence in Online Teaching and Managing Online Instructor Workload "Many faculty are hesitant to incorporate social media into their teaching for fear that it will be a distraction or too time consuming. Tanya Joosten has done a remarkable job outlining the benefits—and considerations—of doing so. Faculty who read this book will be able to make informed, educated decisions about the best approach to take." —John Dolan, director, digital media and pedagogy, College of the Liberal Arts, Penn State University Social Media for Educators This is a down-to-earth resource filled with strategies for designing learning activities that work toward specific outcomes. It illustrates the ways in which social media will improve learning and contains case studies that clearly demonstrate social media's ability to: Increase communication and interactivity in a course Facilitate engaging learning activities Enhance students' satisfaction, learning, and performance
Social Media for Educators: Strategies and Best Practices
by Tanya JoostenPraise for Social Media for Educators "At last, a book that provides a straightforward discussion of the pedagogical reasons to use social media, and how to effectively use the tools to enhance learning experiences. A practical must-have!"—Rita-Marie Conrad, instructional strategist and technologist, Duke University School of Nursing; coauthor, Engaging the Online Learner and The Online Teaching Survival Guide "This insightful and in-depth exploration effectively makes a case for embracing the best characteristics of social media to foster deeper learning experiences, promote collaboration, and provide timely feedback. This book is a can't-miss for educators."—Amy M. Collier, associate director for technology and teaching, Center for Teaching and Learning, Stanford University "Thought about using social media in your online courses but don't know where to begin? Joosten's comprehensive hands-on book describes step-by-step how social media can add richness to your course content and have a positive impact on student outcomes." —Rosemary Lehman and Simone ConceiÇão, eInterface; coauthors, Creating a Sense of Presence in Online Teaching and Managing Online Instructor Workload "Many faculty are hesitant to incorporate social media into their teaching for fear that it will be a distraction or too time consuming. Tanya Joosten has done a remarkable job outlining the benefits—and considerations—of doing so. Faculty who read this book will be able to make informed, educated decisions about the best approach to take." —John Dolan, director, digital media and pedagogy, College of the Liberal Arts, Penn State University Social Media for Educators This is a down-to-earth resource filled with strategies for designing learning activities that work toward specific outcomes. It illustrates the ways in which social media will improve learning and contains case studies that clearly demonstrate social media's ability to: Increase communication and interactivity in a course Facilitate engaging learning activities Enhance students' satisfaction, learning, and performance
Social Media for Government: A Practical Guide to Understanding, Implementing, and Managing Social Media Tools in the Public Sphere (SpringerBriefs in Political Science)
by Gohar F. KhanThis book provides practical know-how on understanding, implementing, and managing main stream social media tools (e.g., blogs and micro-blogs, social network sites, and content communities) from a public sector perspective. Through social media, government organizations can inform citizens, promote their services, seek public views and feedback, and monitor satisfaction with the services they offer so as to improve their quality. Given the exponential growth of social media in contemporary society, it has become an essential tool for communication, content sharing, and collaboration. This growth and these tools also present an unparalleled opportunity to implement a transparent, open, and collaborative government. However, many government organization, particularly those in the developing world, are still somewhat reluctant to leverage social media, as it requires significant policy and governance changes, as well as specific know-how, skills and resources to plan, implement and manage social media tools. As a result, governments around the world ignore or mishandle the opportunities and threats presented by social media. To help policy makers and governments implement a social media driven government, this book provides guidance in developing an effective social media policy and strategy. It also addresses issues such as those related to security and privacy.
Social Media for Journalists: Principles and Practice
by Megan Knight Clare Cook"Untangles the jargon and sets out the route-map for how the social network can enable us to become major contributors to the multiplatform digital age. The right message, the right time - this is the right book for taking advantage of it all." - Jon Snow, Channel 4 News The essential guide to understanding and harnessing the tools of journalism today, Meagan Knight and Clare Cook show you how to master the enduring rules of good practice and the new techniques of social media. The book gives a thorough guide to principles and practice, including: How to find, write and break stories with social media An online journalism toolkit to get you started Using crowdsourcing to find and follow stories Getting on top of user-generated content The ins and outs of copyright and ethics Building your brand and making money The new economy of journalism and how to get ahead. More than a simple ′how-to′ guide, this book takes you to the next level with its integration of theory and practice. It is a one-stop guide for students and practitioners of journalism.
Social Media for Journalists: Principles and Practice
by Megan Knight Clare Cook"Untangles the jargon and sets out the route-map for how the social network can enable us to become major contributors to the multiplatform digital age. The right message, the right time - this is the right book for taking advantage of it all." - Jon Snow, Channel 4 News The essential guide to understanding and harnessing the tools of journalism today, Meagan Knight and Clare Cook show you how to master the enduring rules of good practice and the new techniques of social media. The book gives a thorough guide to principles and practice, including: How to find, write and break stories with social media An online journalism toolkit to get you started Using crowdsourcing to find and follow stories Getting on top of user-generated content The ins and outs of copyright and ethics Building your brand and making money The new economy of journalism and how to get ahead. More than a simple ′how-to′ guide, this book takes you to the next level with its integration of theory and practice. It is a one-stop guide for students and practitioners of journalism.
Social Media for Progressive Public Relations (Routledge New Directions in PR & Communication Research)
by Outi NiininenThis edited book presents a comprehensive, research-led coverage of the progressive ways public relations (PR) and social media is utilised today. It offers innovative research approaches to explore PR and social media initiatives, and in so doing, provides guidance on how to direct PR communication across the complex canvas of social media where some of the communication can be highly emotional varying from overt expressions of loyalty to brandjacking. Progressive organisations are carefully engaging with their audiences in multiple social media channels with organisational goals including commercial success, sustainability or employee morale. The analytics offered by social media channels help organisations to learn about their audiences as well as design highly personalised content. This book extends our understanding of the ways PR and social media can be utilised for communication that resonates with target audiences in varying context. Through the academic research presented, readers can also learn innovative ways to investigate and improve their own PR and social media practice. The book’s main themes include the power of engagement, progressive management use of social media channels, business influence, social-influencing for non-profit causes and political impacts of targeted social media communications. Social Media for Progressive Public Relations is for scholars, researchers and students of PR and communications.
Social Media for Progressive Public Relations (Routledge New Directions in PR & Communication Research)
by Outi NiininenThis edited book presents a comprehensive, research-led coverage of the progressive ways public relations (PR) and social media is utilised today. It offers innovative research approaches to explore PR and social media initiatives, and in so doing, provides guidance on how to direct PR communication across the complex canvas of social media where some of the communication can be highly emotional varying from overt expressions of loyalty to brandjacking. Progressive organisations are carefully engaging with their audiences in multiple social media channels with organisational goals including commercial success, sustainability or employee morale. The analytics offered by social media channels help organisations to learn about their audiences as well as design highly personalised content. This book extends our understanding of the ways PR and social media can be utilised for communication that resonates with target audiences in varying context. Through the academic research presented, readers can also learn innovative ways to investigate and improve their own PR and social media practice. The book’s main themes include the power of engagement, progressive management use of social media channels, business influence, social-influencing for non-profit causes and political impacts of targeted social media communications. Social Media for Progressive Public Relations is for scholars, researchers and students of PR and communications.
Social Media for WordPress Beginner's Guide: Build Communities, Engage Members And Promote Your Site
by Michael KuhlmannIn DetailSocial Media can help elect a U.S. President, transform the way we educate ourselves and drum up support for disaster relief. What lies beneath the two ominous buzzwords is not some secret game-changing technology but rather a new approach at forming relationships with your audience in real-time. Discover the power of online influence many already rely on.Social Media for WordPress: A Quicker Way to Build Communities, Engage Members and Promote Your Site is a practical how-to guide on implementing social media marketing techniques to improve user retention and initiate engaging conversations. You'll learn how to leverage third-party services like Twitter, Yahoo! Pipes and Google Analytics as well as popular WordPress extensions like FeedWordPress, bbPress and BuddyPress.This book introduces you to the powerful combination of WordPress and social media through a variety of plugins and free third-party services.You'll learn how to create your own social network, utilize forums and rewards to stimulate interest. You'll also learn how to automate many marketing activities, so you can spend more time connecting with your audience.Comprised of easy-to-follow tutorials and supplemental website, you'll understand how to implement social media strategies.ApproachFast paced, quick to read, impossible to put down, this book is a complete plan for social engagement on the web.Who this book is forYou've heard plenty of social media success stories. You know your WordPress site inside and out, but you want help. Stop right now and pick up a copy of this book.
Social Media, Freedom of Speech, and the Future of our Democracy
by Lee C. Bollinger, Geoffrey R. StoneA broad explanation of the various dimensions of the problem of "bad" speech on the internet within the American context. One of the most fiercely debated issues of this era is what to do about "bad" speech-hate speech, disinformation and propaganda campaigns, and incitement of violence-on the internet, and in particular speech on social media platforms such as Facebook and Twitter. In Social Media, Freedom of Speech, and the Future of our Democracy, Lee C. Bollinger and Geoffrey R. Stone have gathered an eminent cast of contributors--including Hillary Clinton, Amy Klobuchar, Sheldon Whitehouse, Newt Minow, Cass Sunstein, Jack Balkin, Emily Bazelon, and others--to explore the various dimensions of this problem in the American context. They stress how difficult it is to develop remedies given that some of these forms of "bad" speech are ordinarily protected by the First Amendment. Bollinger and Stone argue that it is important to remember that the last time we encountered major new communications technology-television and radio-we established a federal agency to provide oversight and to issue regulations to protect and promote "the public interest." Featuring a variety of perspectives from some of America's leading experts on this hotly contested issue, this volume offers new insights for the future of free speech in the social media era.
Social Media, Freedom of Speech, and the Future of our Democracy
A broad explanation of the various dimensions of the problem of "bad" speech on the internet within the American context. One of the most fiercely debated issues of this era is what to do about "bad" speech-hate speech, disinformation and propaganda campaigns, and incitement of violence-on the internet, and in particular speech on social media platforms such as Facebook and Twitter. In Social Media, Freedom of Speech, and the Future of our Democracy, Lee C. Bollinger and Geoffrey R. Stone have gathered an eminent cast of contributors--including Hillary Clinton, Amy Klobuchar, Sheldon Whitehouse, Newt Minow, Cass Sunstein, Jack Balkin, Emily Bazelon, and others--to explore the various dimensions of this problem in the American context. They stress how difficult it is to develop remedies given that some of these forms of "bad" speech are ordinarily protected by the First Amendment. Bollinger and Stone argue that it is important to remember that the last time we encountered major new communications technology-television and radio-we established a federal agency to provide oversight and to issue regulations to protect and promote "the public interest." Featuring a variety of perspectives from some of America's leading experts on this hotly contested issue, this volume offers new insights for the future of free speech in the social media era.
Social Media, Fundamental Rights and Courts: A European Perspective (Routledge Research in Human Rights Law)
by Federica Casarosa Evangelia PsychogiopoulouThis volume examines European and national higher court decisions on social media from the perspective of fundamental rights and judicial dialogue. While the challenges social media poses for public policy and regulation have been widely discussed, the role of courts in this evolving legal area, especially from a fundamental rights standpoint, has hitherto remained largely underexplored. This volume probes the contribution of national and European judiciaries to the protection of fundamental rights in a social media setting and delves into patterns of dialogue and interaction between domestic courts, the Court of Justice of the EU (CJEU) and the European Court of Human Rights (ECtHR), and between the CJEU and the ECtHR. The book specifically examines the extent and ways in which national and European judges incorporate fundamental rights reasoning in their social media rulings. It also investigates the nature and breadth of the use of European supranational case law in domestic judicial assessment, and analyses the engagement of the CJEU and the ECtHR with the other’s case law. In doing so, the book instils jurisprudential dynamics into the study of social media law and regulation, exploring in particular the effects of European constitutionalism on the shaping and enforcement of fundamental rights in a social media context. Written by emerging and established experts in the field, this book will be essential reading for scholars of comparative, European and constitutional law, as well as those with a particular interest in digital technologies and social media.
Social Media, Fundamental Rights and Courts: A European Perspective (Routledge Research in Human Rights Law)
This volume examines European and national higher court decisions on social media from the perspective of fundamental rights and judicial dialogue. While the challenges social media poses for public policy and regulation have been widely discussed, the role of courts in this evolving legal area, especially from a fundamental rights standpoint, has hitherto remained largely underexplored. This volume probes the contribution of national and European judiciaries to the protection of fundamental rights in a social media setting and delves into patterns of dialogue and interaction between domestic courts, the Court of Justice of the EU (CJEU) and the European Court of Human Rights (ECtHR), and between the CJEU and the ECtHR. The book specifically examines the extent and ways in which national and European judges incorporate fundamental rights reasoning in their social media rulings. It also investigates the nature and breadth of the use of European supranational case law in domestic judicial assessment, and analyses the engagement of the CJEU and the ECtHR with the other’s case law. In doing so, the book instils jurisprudential dynamics into the study of social media law and regulation, exploring in particular the effects of European constitutionalism on the shaping and enforcement of fundamental rights in a social media context. Written by emerging and established experts in the field, this book will be essential reading for scholars of comparative, European and constitutional law, as well as those with a particular interest in digital technologies and social media.
Social Media für Führungskräfte: Behalten Sie das Steuer in der Hand
by Stefanie BabkaDieses Buch bietet Ihnen einen knappen und präzisen Überblick zu den wichtigsten unternehmerischen Herausforderungen sowie Chancen und Risiken in Bezug auf Social Media. Unabhängig davon, welche Art und Größe von Unternehmen oder Abteilung Sie leiten, ob Sie Industriegüter, Konsumgüter oder Dienstleistungen anbieten – Social Media ist ein Faktor, den Sie beobachten und steuern sollten. Stefanie Babka hilft Ihnen dabei, sich und Ihren Mitarbeitern die richtigen Fragen zu stellen, Antworten zu finden und sich so den internen Herausforderungen zu stellen. Denn Social Media ist eine Führungsaufgabe. Dabei werden zum Beispiel folgende Fragestellungen beleuchtet: Sind Sie sich der Risiken von unkoordiniertem und unsachgemäßem Umgang mit Social Media durch Ihre Mitarbeiter im privaten oder beruflichen Umfeld bewusst? Haben Sie datenschutzrechtlich alles beachtet, oder stehen Sie als Führungskraft bereits mit einem Fuß im Gefängnis? Geben Sie zu viel Geld für Social-Media-Kampagnen aus? Haben Sie die richtige Social-Media-Strategie? Orientiert sich diese an den Unternehmenszielen? Haben Sie das Ruder in der Hand oder herrscht in Ihrem Unternehmen Social-Media-Anarchie? Social Media geht jedes Unternehmen an. Ob Sie wollen oder nicht.
Social Media für Journalisten: Redaktionell arbeiten mit Facebook, Twitter & Co (Journalistische Praxis)
by Stefan PrimbsDer Band führt in die praktischen Grundlagen von Social Media ein und zeigt, wie sich durch Facebook, Twitter, Instagram, Youtube & Co. der Journalismus verändert hat. Er legt dar, wie die einzelnen Dienste sinnvoll im redaktionellen Alltag eingesetzt werden und wo Potential für weitergehende redaktionelle Strategien zu sehen ist. Eine wichtige Rolle wird dem Zusammenspiel mit dem Leser/Zuschauer/Zuhörer eingeräumt. Denn dieser rückt von der rein passiven Rezipienten-Rolle in die aktive Rolle eines Partners des Journalisten. Auch will der Umgang mit User-Material gelernt sein. Vom Überprüfen und Verifizieren von Youtube-Videos bis zum redaktionellen Crowdsourcing bietet das Buch Checklisten und Muster-Konzepte sowie Beispiele aus der Praxis.
Social Media für KMU: Der Leitfaden mit allen Grundlagen, Strategien und Instrumenten
by Dagmar Mack Dominic VilbergerDieses Buch zeigt kleinen und mittelständischen Unternehmen (KMU), wo der Mehrwert von Social-Media-Maßnahmen liegt, wie sie diese systematisch planen und dadurch erfolgreich Kunden binden sowie neue Kunden erreichen können. Das Buch ist als praxisnaher Leitfaden konzipiert. Ausgehend von konkreten Fragestellungen im Unternehmens-Alltag werden passende Lösungen für vielfältige Social-Media-Aktivitäten aufgezeigt. So wird nicht irgendeine Standard-Lösung, sondern ein konkret auf die Belange des KMU passender "Social-Media-Fit" gefunden. Zudem erfahren die Leser, wie Marketingmaßnahmen auf Facebook, Twitter und Co. zu monitoren sind und wie eine realistische Erfolgskontrolle aussieht - ein häufig stiefmütterlich behandeltes Thema. Fundierte theoretische Erkenntnisse zeigen auf, was ein erfolgreiches Social-Media-Konzept in der Praxis ausmacht und helfen, Stolpersteine und Fehlentscheidungen zu vermeiden. Dieses praxisorientierte Buch wird für Social-Media-Akteure im Unternehmen ein wertvoller Leitfaden sein. Auch Studierende, die anhand von konkreten Fallbeispielen und realistischen Szenarien die Theorie praktisch vertiefen und mit der Praxis verbinden wollen, werden das Buch mit Gewinn lesen.
Social Media Generation in Urban China: A Study of Social Media Use and Addiction among Adolescents (Understanding China)
by Hanyun HuangSocial media such as instant messaging (IM), social networking sites (SNS), blogs and microblogs are an integral part of adolescents’ lives in China. Anecdotal evidence reported in the news has suggested that the increasing popularity of social media could make adolescents more vulnerable to being addicted. This exploratory study proposes the concept of “social media addiction” and examines (a) whether social media addiction exists among adolescents in urban China and, if so, who the addicts are, what their symptoms are and to what extent they are addicted; (b) whether sociopsychological traits (e.g., need for affiliation, impression management, narcissism and leisure boredom) can predict social media addiction among adolescents; (c) what gratifications are obtained by adolescents from their use of social media and whether these gratifications can predict social media addiction and (d) to what degree social media addiction influences adolescents’ academic performance and social capital.This study employed quantitative questionnaire surveys among adolescents as the main research method, supplemented by qualitative pre-survey focus groups among adolescents and post-survey in-depth interviews among parents and teachers. Questionnaire surveys were conducted based on a multi-stage cluster sampling of seven middle schools in five urban Chinese cities: Beijing, Shanghai, Guangzhou, Shenzhen and Xiamen. The final sample consisted of 1,549 adolescents, of whom 90% had used social media. Using Young’s classic definition of Internet addiction, 15.6% of participants were classified as social media addicts. The addicted adolescents were often self-absorbed, bored with their leisure time, and good at using manipulation through social media for impression management. Addicts experienced four major social media addiction symptoms: preoccupation, adverse consequences, alleviation of negative emotions and loss of interest in social activities.The seven social media gratifications identified in this study can be categorized into social, information and entertainment gratifications. Among these, entertainment gratifications had the most power to predict social media addiction, while information gratifications were the least likely to lead to addiction. Furthermore, these gratifications were found to be powerful mediators between the adolescents’ sociopsychological traits and social media addiction. Finally, the results also indicated that social media addiction and its symptoms had a significant negative impact on adolescents’ academic performance and social capital.