3 of 4 people found the following review helpful
Leading professionals develop social media theory and practice,
This review is from: Share This: The Social Media Handbook for PR Professionals (Hardcover)
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A collection of 26 papers by leading UK-based social media professionals, Share This joins The Social Media MBA at the top of the tree for expert-led analysis, theory and practice of social media.
While there are many books out there telling you how to tweet, use Facebook and run online advertising, most of them are practical how-to advice of the 'this is how I do it and you should too' variety. Share This, which has come from the Chartered Institute of Public Relations (CIPR)'s Social Media Panel, argues from theory to practice and is aimed squarely at professionals who -- for the most part -- will be the in-house expert at whichever company they work at.
Share This is mainly focused on corporate Social Media. It attempts to connect the desires and expectations of the social media-using community with the legitimate aspirations of businesses and the expertise of traditional PR practitioners. In doing so it sets some significant challenges to the profession, and also to the unscrupulous practices of some of the new self-style social media gurus.
This book significantly lifts the level of debate around social media practice. It gives it a real theoretical basis, a framework for measurement, and a coherent system of analysis. What's more, the practical examples and guidance are generally helpful, and any one of these papers can be applied quickly by an in-house team to see real gains in the short term.