Uniquely relating social media communication research to its computer-mediated communication foundation, as well as digital and emerging media trends, this handbook is an indispensable resource whether you're a graduate student or a seasoned practitioner.

Uniquely relating social media communication research to its computer-mediated communication foundation, as well as digital and emerging media trends, this handbook is an indispensable resource whether you're a graduate student or a seasoned practitioner.

This updated fourth edition presents a wide-scale, interdisciplinary guide to social media communication. Examining platforms like Facebook, Instagram, Snapchat, TikTok, Twitter and YouTube, the book analyzes social media's use in journalism, public relations, advertising and marketing. Lipschultz focuses on key concepts, best practices, data analyses, law and ethics – all promoting the critical thinking that is needed to use new, evolving and maturing networking tools effectively within social and mobile media spaces. Featuring historical markers and contemporary case studies, essays from some of the industry’s leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they will need to both evaluate and utilize current and future forms of social media communication. Updates to the fourth edition include expanded discussion of disinformation, the impact of artificial intelligence (AI), natural language chatbots, virtual and augmented reality technologies and the COVID-19 infodemic. Social Media Communication is the perfect social media primer for students and professionals and, with a dedicated online teaching guide, ideal for instructors, too.

This volume considers the current research of group communication scholars, provides an overview of major foci in the discipline, and points toward possible trajectories for future scholarship. It establishes group communication’s central role within research on human behaviour and fosters an identity for group communication researchers.

This revised and updated textbook applies a critical and practical lens to the world of social media analytics. Author Jeremy Harris Lipschultz explores the foundations of digital data, strategic tools, and best practices in an accessible volume for students and practitioners of social media communication. This second edition expands upon entrepreneurship, marketing, and technological principles, demonstrating how raising awareness, sparking engagement, and producing business outcomes all require emphasis on customers, employees, and other stakeholders within paid, earned, social, and owned media. It also looks to the future, examining how the movement toward artificial intelligence and machine learning raises new legal and ethical issues in effective management of social media data. Additionally, the book offers a solid grounding in the principles of social media measurement itself, teaching the strategies and techniques that enable effective analysis. It features theoretical and practical advice, a comprehensive glossary of key terms, and case studies from academic and industry thought leaders. A perfect primer for this developing industry, this book is ideal for students, scholars, and practitioners of digital media seeking to hone their skills and expand their bank of new tools and resources.

Xie and Chao present a collection of research on mobile communication in Asian communities and countries such as Bangladesh, China, India, Japan, and South Korea. With chapters written by scholars from diverse cultural and institutional backgrounds, this book provides both localized and comparative perspectives on mobile communication research. Exploring the way mobile apps are used in daily life in Asian countries, Xie, Chao, and their contributors analyze how mobile apps improve lives, help people build relationships, sustain communities, and change society for the better. They look at areas including the role of mobile apps in public service delivery and access, family communication, cultural norms and identities, organizational communication, and intercultural communication. The investigation of these topics elevates the understanding of the cultural, familial, interpersonal, organizational, and intercultural consequences of mobile communication in a global context. Through examining mobile apps use in regard to scale, scope, depth, complexity, and distinctiveness within the Asian context, this book furthers the research agenda of mobile communication and enriches our understanding of current practice and future direction of mobile communication. This book serves as a useful reference for scholars and students interested to learn more of the development and application of mobile communication from a global and comparative perspective.

Taking stock of the technological, political, economic, and social trends that exist today, this book extends the discussion to analyze and predict how these trends will affect the public relations and strategic communication industry of the future. This book is divided into two sections, the first addressing such key topics as artificial intelligence (AI), big data, political polarization, and misinformation, the second looking at key facets of the profession, such as media relations, crisis communication, and measurement and evaluation. Leading researchers in the discipline share their analysis of these topics while also providing theoretically based and practically relevant insights on how the industry must evolve to keep up with, and perhaps anticipate, changes in culture, society, and technology. This book will be of interest to scholars, industry professionals, and advanced undergraduate and graduate students in public relations and strategic communication.

Race, Africana Communication, and Criminal Justice Reform: A Reflexive and Intersectional Analysis of Adaptive Vitality discusses issues and themes surrounding communication, social media, online protests, policing, criminal justice reform, and freedom of speech. Honoring the legacy of Dr. James Conyers, this volume offers analyses grounded in Africana praxis and communication principles that embrace social justice and challenge systems based on race, arguing for the importance of establishing networks of communication that benefit all people. Collectively, these interdisciplinary chapters extend the research on race at the intersections of social media and social justice. Scholars of Africana studies, communication, criminal justice, education, and sociology will find this work particularly useful.

This book examines the effects of COVID-19 on the advertising industry to better understand crisis response advertising. The book tells the story of three distinct phases in which the pandemic unfolded, the way a wide range of brands and agencies responded, and how the consumer landscape changed during the first 15 months of the crisis. Advertising professionals from a broad range of award-winning advertising agencies across the United States who experienced the crisis first-hand reflect on how COVID-19 disrupted the industry and what they learned along the way. Each case contains themes that emerged through data analysis, along with examples of advertising practice at various stages of the pandemic. Importantly, the new theoretical model and best practices covered in the book extend beyond application to the global pandemic, giving readers solid theoretical and practical tools to use in future crises. Suited for upper-level undergraduate and post-graduate courses in advertising and marketing, this book will be useful as a reference for researchers and is practical enough for practitioner use as well.