Social Media and Strategic Communications (eBook)

Genelle I. Belmas, California State University, Fullerton, USA Linda Thorsen Bond, Stephen F. Austin State University, USA Heather Carithers, marketing and public relations professional, USA Catherine A. Coleman, Texas Christian University, USA Everette E. Dennis, Northwestern University, Qatar Melissa D. Dodd, State University of New York, Oswego, USA Karen Freberg, University of Louisville, USA Meghan Graham, media relations practitioner, USA Sara Green-Hamann, postgraduate researcher, USA Holly Kathleen Hall, Arkansas State University, USA Sara Steffes Hansen, University of Wisconsin Oshkosh, USA Casey Hart, Stephen F. Austin State University, USA Nicole Hendricks, postgraduate researcher, USA Myleea Hill, Arkansas State University, USA Yan Jin, Virginia Commonwealth University, USA Jin Kyun Lee, University of Wisconsin Oshkosh, USA Seungae Lee, postgraduate researcher, USA Regina Lewis,University of Alabama, USA Shana Meganck, postgraduate researcher, USA Marcus Messner, Virginia Commonwealth University, USA Vivian Medina-Messner, Virginia Commonwealth University, USA Sally Norton, public health research consultant and wellness educator, USA Michael J. Palenchar, University of Tennessee, USA Mary Jackson Pitts, Arkansas State University, USA Scott C. Quarforth, postgraduate researcher, USA John C. Sherblom, University of Maine, USA Jae-Hwa Shin, University of Southern Mississippi, USA Brian G. Smith, Purdue University, USA Don W. Stacks, University of Miami, USA Daxton R. "Chip" Stewart, Texas Christian University, USA Brandi A. Watkins, postgraduate researcher, USA

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 5. Convergence of Digital Negotiation and Risk Challenges: Strategic Implications of Social Media for Risk and Crisis Communications; Karen Freberg and Michael J. Palenchar 6. Exploring Social Media Empowerment of Public Relations: A Case Study of Health Communication Practitioner Roles and the Use of Social Media; Brian G. Smith 7. 140 Characters for Better Health: An Exploration of the Twitter Engagement of Leading Nonprofit Organizations; Marcus Messner, Yan Jin, Vivian Medina-Messner, Shana Meganck, Scott Quarforth, and Sally K. Norton 8. Public Relations in a Virtual World: A Second Life Case Study; John C. Sherblom and Sara Green-Hamann PART III: SOCIAL MEDIA AND LEGAL/ETHICAL CONSIDERATIONS 9. Organizational Social Media Policies and Best Practices Recommendations; Melissa D. Dodd and Don W. Stacks 10. Legal and Ethical Use of Social Media for Strategic Communicators; Daxton Stewart and Catherine A. Coleman 11. #knowwhatyoutweet: The FTC is Watching; Holly Kathleen Hall, Myleea D. Hill and Mary Jackson Pitts 12. Legal Issues in Social Media; Genelle I. Belmas Index About the Editors About the Contributors