[eBook Code] Share This Too (eBook Code, 1st)

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