Social Media and Strategie Communications

Front Matter....Pages i-xxv
Front Matter....Pages 1-1
Advertising in Social Network Games: How Consumer Persuasion Knowledge and Advertiser Sincerity Impact eWOM of Marketer-Generated Messages....Pages 3-24
Twitter as Gateway to Relationship Marketing: A Content Analysis of Relationship Building via Twitter....Pages 25-44
Marketing Techniques and Strategies: Using Social Media as a Revenue-Generating Vehicle....Pages 45-61
The Current Trends in Social Media Usage at Corporations: Analysis of Facebook Fan Pages of Fortune 500 Companies....Pages 62-79
Front Matter....Pages 81-81
Convergence of Digital Negotiation and Risk Challenges: Strategic Implications of Social Media for Risk and Crisis Communications....Pages 83-100
Exploring Social Media Empowerment of Public Relations: A Case Study of Health Communication Practitioner Roles and the Use of Social Media....Pages 101-118
140 Characters for Better Health: An Exploration of the Twitter Engagement of Leading Nonprofit Organizations....Pages 119-136
Public Relations in a Virtual World: A Second Life Case Study....Pages 137-155
Front Matter....Pages 157-157
Organizational Social Media Policies and Best Practice Recommendations....Pages 159-179
Legal and Ethical Use of Social Media for Strategic Communicators....Pages 180-198
#knowwhatyoutweet: The FTC is Watching....Pages 199-217
Legal Issues in Social Media....Pages 218-233
Back Matter....Pages 235-238