Social Media and Strategie Communications

Part I. Social Media and Advertising

1. Advertising in Social Network Games: How Consumer Persuasion Knowledge and Advertiser Sincerity Impact eWOM of Marketer-Generated Messages
Jin Kyun Lee, Sara Steffes Hansen

2. Twitter as Gateway to Relationship Marketing: A Content Analysis of Relationship Building via Twitter
Brandi A. Watkins, Regina Lewis

3. Marketing Techniques and Strategies: Using Social Media as a Revenue-Generating Vehicle
Casey Hart, John Allen Hendricks, Linda Thorsen Bond

4. The Current Trends in Social Media Usage at Corporations: Analysis of Facebook Fan Pages of Fortune 500 Companies
Jae-Hwa Shin, Heather Carithers, Seungae Lee, Meghan Graham, Nicole Hendricks

Part II. Social Media and Public Relations

5. Convergence of Digital Negotiation and Risk Challenges: Strategic Implications of Social Media for Risk and Crisis Communications
Karen Freberg, Michael J. Palenchar

6. Exploring Social Media Empowerment of Public Relations: A Case Study of Health Communication Practitioner Roles and the Use of Social Media
Brian G. Smith

7. 140 Characters for Better Health: An Exploration of the Twitter Engagement of Leading Nonprofit Organizations
Marcus Messner, Yan Jin, Vivian Medina-Messner, Shana Meganck, Scott C. Quarforth, Sally K. Norton

8. Public Relations in a Virtual World: A Second Life Case Study
John C. Sherblom, Sara Green-Hamann

Part III. Social Media Policies/Practices and Legal/Ethical Considerations

9. Organizational Social Media Policies and Best Practice Recommendations
Melissa D. Dodd, Don W. Stacks

10. Legal and Ethical Use of Social Media for Strategic Communicators
Daxton R. Stewart, Catherine A. Coleman

11. #knowwhatyoutweet: The FTC is Watching
Holly Kathleen Hall, Myleea D. Hill, Mary Jackson Pitts

12. Legal Issues in Social Media
Genelle I. Belmas

Keywords: Cultural and Media Studies, Media Studies, Media and Communication, Social Theory, Cultural Studies, Computers and Society, Regional and Cultural Studies