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Public Relations and the Social Web How to Use Social Media and Web 2.0 in Communications

ISBN-10: 0749455071

ISBN-13: 9780749455071

Edition: 2009

Authors: Robert Andrew Brown

List price: $39.95
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Book details

List price: $39.95
Copyright year: 2009
Publisher: Kogan Page, Limited
Publication date: 5/1/2009
Binding: Hardcover
Pages: 192
Size: 6.50" wide x 9.50" long x 0.75" tall
Weight: 1.100
Language: English

Robert Brown was formerly head of PR at McCann Erickson.� He is currently Managing Director of Stainforth PR, now part of the TBWA Group, where his clients include Nissan and Kellogg's.� He is Visiting Professor in PR at Manchester Metropolitan University in the UK.

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