Rob Brown & Stephen Waddington 
Share This Too [PDF ebook] 
More Social Media Solutions for PR Professionals

The follow up to Share This: The Social Media
Handbook for PR Professionals.

Share This is a practical handbook to the changes taking place
in the media and was conceived and written by 24 public relations
practitioners using many of the social tools and techniques that it
addresses. The book covered the media and public relations
industry, planning, social networks, online media relations,
monitoring and measurement, skills, industry change and the future
of the industry.

Share This Too is also a pragmatic guide for anyone
that wants to continue working in public relations. It is a
larger book with more than 30 contributors, including all of those
from the highly successful first book and many of whom are
successful authors in their own right.

It probes more deeply into the subject and is divided into seven
sections:

* The future of public relations

* Audiences and online habits

* Conversations

* New channels, new connections

* Professional practice

* Business change and opportunities for the public relations
industry

* Future proofing the public relations industry

The content entirely complements the first book rather than
merely updates it. It delves deeply into what is current in
the theory, delivery and evaluation of 21st century public
relations and organisational communication.

Inhaltsverzeichnis

List of Contributors v

Foreword – Brian Solis vii

Introduction – Rob Brown and Stephen Waddington xi

Part I. The Future of Public Relations 1

1 Digital PR is Dead: Social goes mainstream – Rob Brown 3

2 The Shift to Conversation: Content, context and avoiding cheap talk – Dom Burch 11

3 Content Frameworks: Using content to achieve marketing communications goals – Robin Wilson 21

Part II. Audiences and Online Habits 31

4 Planning: Audiences, media and networks – Ged Carroll 33

5 Digital Anthropology – Kate Matlock 41

6 Understanding Social Capital – Adam Parker 49

7 The Unsocial Web – Dr Mark Pack 59

Part III. Conversations 67

8 Gamification: Engaging audiences through play – Sharon O’Dea 69

9 Community Management – Paul Fabretti 79

10 Curation – Michael Litman 89

11 Live Social Events – Russell Goldsmith 97

Part IV. New Channels, New Connections 105

12 Mobile Media – Stephen Davies 107

13 To App or not to App? – Scott Seaborn 115

14 The Visual Web – Dan Tyte 123

15 Finding Your Way Around: From Foursquare to Google Glass – Matt Appleby 131

16 Connected Employees – Kevin Ruck 139

Part V. Professional Practice 149

17 Social Media and the Law – Hanna Basha 151

18 Online Crisis Management – Chris Norton 159

19 Wikipedia and Reputation Management – Stephen Waddington 169

20 The Rise and Rise of Digital Pharma – Becky Mc Michael 179

21 Social in Corporate Communications – Rachel Miller 191

22 Putting the Social into Corporate Social Responsibility – Stuart Bruce 201

23 Building a Personal Brand Online – Richard Bailey 209

24 The Social CEO – Jane Wilson 217

25 Working Across Borders and Boundaries – Julio Romo 225

Part VI. Business Change and Opportunities for the Public Relations Industry 233

26 Laying the Foundations for a Social Business – Jed Hallam 235

27 Social Commerce: Show me the money – Katy Howell 241

28 How to Change Organizational Mindset – Gemma Griffiths 251

29 The Six Influence Flows – Philip Sheldrake 259

Part VII. Future Proofing the Public Relations Industry 269

30 Metrics that Matter – Richard Bagnall 271

31 Quantified Self – Drew Benvie 279

32 Network Topology – Andrew Bruce Smith 287

33 The Public Relations Power of ‚Big Data‘ – Simon Collister 295

Index 305

Über den Autor

Rob Brown is a Founding Partner at Rule 5 – a PR and digital agency in Media City UK Manchester with clients in food, sport, finance and the media. Rob was awarded Outstanding Contribution to Social Media in the national Some Comms Awards in 2011 and the Stephen Tallents Medal by the CIPR in 2013.

Stephen Waddington is European Digital and Social Media Director for public relations firm Ketchum, advising clients throughout Europe as well as those assisted globally by the agency from North America, Asia and Latin America. He is a Chartered Practitioner and President-Elect of the CIPR.