Public Relations and the Social Web How to Use Social Media and Web 2. 0 in Communications

Name: Public Relations and the Social Web How to Use Social Media and Web 2. 0 in Communications
Price: 23.67 USD
Availability: InStock
ISBN: 9780749455071

ISBN-10: 0749455071

ISBN-13: 9780749455071

Edition: 2009

Authors: Rob Brown

List price: $39.95

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Book details

List price: $39.95
Copyright year: 2009
Publisher: Kogan Page, Limited
Publication date: 4/28/2009
Binding: Hardcover
Pages: 192
Size: 6.14" wide x 9.21" long x 0.75" tall
Weight: 1.100
Language: English



Preface



Something has happened to communications


The impact of a changing society


How communications has changed


The key milestones



The implications for communicators


Fragmentation of the media


Relinquishing control



The lunatics have taken over the asylum


New routes to influence


Conversations with the audience



The new channels


Blogs


Wikis


RSS


Podcasting


Social bookmarking


Social networking



Digital PR and search engine optimization


How search engine optimization evolved


PR and natural search


Social search



The power of the new media


The Scrabulous story



The new ethics


The old ethics


The new ethics and enlightened self-interest


The wider impact



The blurring of channels


Integration through disintegration


It's the content not the channel



The battle for influence at the digital frontier


The third wave of online influence


Why the time has come for PR 2.0


Issues management in the new Wild West



Horses and courses


Evaluating the need for digital PR


Politics


Entertainment


Industry and commerce



Digital PR architecture


The same...but different


Semantics



Tools of the trade


The Social Media Release


Social Media Newsroom


Creative digital assets



Evaluation and measurement


Search ranking as evaluation


Online tools


Outsourcing


Things to consider



Dodging bear traps


Fact and fiction


We are in public


Brand jacking


Parody


Economies with the truth


Failing expectations


Tone of voice



The major players


Video sharing


Social networks


Photo sharing


Blogging platforms


Content sharing


Other communities



The next big thing


The rise (and fall and rise again?) of Facebook


Twitter-the early bird?


Born again Friendster


Huddle time


More mashups


Scour


Index