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"Social media has had a profound, and as yet not fully understood impact on public relations. In the 24/7 world of perpetually-connected publics, will public relations function as a dark art that spins (or tweets) the truth for credulous publics? Or must public relations be reconceptualized under the full glare of the internet and the expectations of increasingly powerful publics? The purpose of this book is to examine the role of public relations in social media through an exploration of the myriad ways that social media is reshaping its core concepts and activities. In particular, it examines the dichotomies of fake and authentic, powerful and powerless, meaning and meaningful. It also examines the key transgressions committed by practitioners: the paucity of digital literacy, a widespread lack of understanding of the norms of social media, a naivety about the corporate identity risks, and a prevalent emphasis on spin and persuasion rather than on authentic engagement. This challenging and fascinating book will be of interest to all students, researchers and practitioners in Public Relations, Media and Communication Studies"--

Social media. --- Public relations. --- Médias sociaux --- Relations publiques

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Spécialiste de la révolution numérique et des nouvelles générations, l'auteur présente une vision inédite du réseau social Facebook, véritable nouveau pays avec sa constitution, ses valeurs, ses citoyens, sa politique étrangère et ses rêves d'expansion.

Social media. --- Médias sociaux --- Facebook (Electronic resource)

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Portant sur l'utilisation des médias sociaux à des fins de relations publiques, l'ouvrage comporte des articles théoriques, des études de cas, des bilans et perspectives ainsi que des outils qui orienteront les professionnels dans leur pratique, c'est-à-dire dans la création de liens sociaux avec les différents publics des organisations. Les médias sociaux ne sont pas étrangers aux relations publiques. Au contraire, l'essence même des relations publiques est la création de liens sociaux avec les différents publics des organisations. Toutefois, si la constitution d'un capital social demeure l'objectif principal des relations publiques, les pratiques professionnelles se transforment avec l'usage des médias sociaux. Cet ouvrage, réunissant les contributions de chercheurs et de praticiens professionnels des communications numériques du Canada et de la France, comporte des articles scientifiques, des études de cas, des bilans et perspectives, et des outils. Il fournit des repères théoriques, mais aussi des études de cas sur l'utilisation des médias sociaux à des fins de relations publiques. Des réflexions sont également proposées sur les tendances dans les médias sociaux, sur les principes fondamentaux des relations publiques et sur la formation à offrir aux gestionnaires de communautés. Enfin, l'ouvrage recèle une boîte à outils qui répond aux besoins des organisations, que ce soit en matière d'intégration des médias sociaux, de stratégies de gestion de commentaires ou de règles d'usage des médias sociaux (nétiquette).

Social media --- Public relations --- Médias sociaux --- Relations publiques --- Social media.

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20 contributions sur la richesse des réseaux numériques dans trois disciplines universitaires : le droit, l'économie-gestion et les sciences de l'information et de la communication. Les auteurs réflechissent à différentes questions sur le fonctionnement et les conséquences des réseaux dans nos sociétés.

Electronic villages (Computer networks) --- Social media. --- Communautés virtuelles --- Médias sociaux

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"From 2009 to 2010, digital advertising spend rose 10%, and print advertising spend dropped 25%. Digital accounted for 8% of worldwide advertising spend in 2010 and is projected to reach 20% by 2014. The pioneers featured in this book have had a direct impact on these types of changes in the marketing and advertising industry. Pioneers of Digital discusses the individuals who have fundamentally altered the way advertising, marketing and communications industries operate. Springer and Carson include cases featuring the minds that developed Kinect for Xbox 360, Dove's "Real Beauty" campaign and Artists Without a Label, a free digital music distribution service for independent artists. Their stories explain how digital advertising can be best integrated with other advertising media and show the best approaches for different types of online promotion. Covering the characteristics and strengths of digital advertising media, Pioneers of Digital provides unique insights and advice for readers interested in commercial online thinking"-- "Pioneers of Digital is about those individuals who have truly altered the way advertising, marketing and other communications industries operate. It features twenty inspirational interviews with those who have defined digital formats and campaigns, revealing the stories behind the groundbreaking ideas and creative ingenuity that have shaped the digital world. The pioneers profiled in the book come from the seemingly unrelated fields of design, gaming, music, journalism, branding, search and social networking but they were the first to realize the potential of the digital technologies they used. Moving across the globe from the USA to the UK, China, India and New Zealand, and involving organizations such as Apple, Coca Cola, Ogilvy, Publicis and Google, Pioneers of Digital provides unique insights and advice for anyone interested in commercial online thinking"--

Internet advertising. --- Internet marketing. --- Social media. --- Publicite sur internet --- Marketing sur Internet --- Médias sociaux