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Résumé :
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Biographie:
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Sommaire:
List of Contributors vii Foreword - Brian Solis ix Introduction - Rob Brown and Stephen Waddington xiii 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 McMichael 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 - Juilo 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