Social Media Theory and Communications Practice

Fusing the academic with the applied, this book provides a comprehensive introduction to social media for future communications professionals.

Whitney Lehmann, Ph.D., APR, is an associate professor in the Department of Communication, Media, and the Arts at Nova Southeastern University, USA. Her industry experience includes working for Seminole Hard Rock Hotel & Casino, Miami International Airport, Barry University and the Miami Herald.

Introduction Part 1: What is Social Media? 1. Defining Social Media 2. Evolution of Social Media 3. Categories of Social Media 4. Social Media by Demographics, Psychographics and Region Part 2: Social Media and Theory 5. Theory and Communication Research 6. Mass Communication Approaches 7. Human Communication Approaches 8. Integrated Approaches Part 3: Social Media Practice and Strategy 9. Developing a Strategic Social Media Presence 10. Social Media Projects, Programs and Campaigns 11. Content Strategies 12.Writing for Social Media 13. Customer Service and Crisis Management 14. Social Media Law and Ethics