• Summary
  • Contents
  • Subject index

“Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management.” –Ray Begovich, Franklin College Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics. Social media is constantly evolving, so the book focuses on enduring strategic principles and uses case studies and exercises throughout to ...

Connections
Connections

“Pathways act as an essential guiding force on this planet: on every scale of life, from microscopic cells to herds of elephants, creatures can be found relying on trails to reduce an overwhelming array of options to a single expeditious route. Without trails, we would be lost. The soul of a trail—its trail-ness—is not bound up in dirt and rocks; it is immaterial, evanescent, as fluid as air. The essence lies in its function: how it continuously evolves to serve the needs of its users.”

—Robert Moor

Historians often label significant periods of time with illuminating names such as the Dark Ages, the Enlightenment, the Industrial Revolution, the Great Depression, or the atomic, space, or information age. The monikers shine a bright light on the ...

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