Social Media: How to Engage, Share, and Connect

By Regina Luttrell

Book Overview

Reflecting the latest technological innovations and challenges of the social media landscape, the fifth edition of Social Media: How to Engage, Share, and Connect helps students build success in integrated PR practice.

Regina Luttrell presents a thorough history of social media and pioneers of the field within chapters on specific subjects such as content-sharing, crisis communication, ethics, "sticky" social media, and strategic campaigns. This book will become your go-to reference guide for all things social media-related as it applies to public relations and the everyday duties of PR professionals.

New features of the fifth edition include:
- Chapter 4: Generative AI covers the technology's uses and implications for strategic communication
- Chapter 7: Storytelling in Social Media emphasizes the art of crafting narratives that resonate with audiences
- Sticky Social Media boxes apply chapter concepts to real brand cases
- ROSTIR (Research, Objectives, Strategy, Tactics, Implementation, Reporting) Campaigns in Action boxes feature case studies of strategic, integrated PR, social media, and digital campaigns
- Storytelling: Communicate, Captivate, Connect boxes provide insight into how storytelling enhances communication strategies

Online resources (bloomsbury.pub/luttrellsocialmedia5e) include lecture slides and other teaching materials for instructors and students.

• Format: Paperback
• Language: English
• ISBN: 1538167123
• ISBN13: 9781538167120
• Release Date: August 2025
• Publisher: Bloomsbury Academic
• Length: 336 Pages
• Weight: 1.00 lbs.
• Dimensions: 1.0" x 7.0" x 10.0"