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Share This: The Social Media Handbook for PR Professionals Hardcover – 20 Jul 2012
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′A comprehensive handbook, which would be useful for anyone looking to get to grips social media. (Talk Business, October 2012)
a pragmatic guide and an invaluable insight for anyone working in the challenging world of public relations today (Flybe, December 2012)
“Social media has become an invaluable tool in my PR armoury by giving me a direct voice to speak directly to members of the media and the general public. This book is a useful guide to using social media effectively."—Lord Sugar
"Back in the day, the only way to easily communicate with your public was to use mainstream media and analysts as your mouthpieces. Recent years have brought an explosion of real-time communications channels that organizations use to reach their audience directly with valuable online content: videos, ebooks, white papers, photos, infographics, and more--and then have that information shared in social networks and covered by the media. However, many PR professionals still operate as if their only conduit is mainstream media. Share This cuts through the hype of social media to help business owners and public relations professionals make the transition to the new world of real-time communications."—David Meerman Scott, International bestselling author of The New Rules of Marketing & PR, now available in over 25 languages from Bulgarian to Vietnamese
"Social media is PR. And this is a book by PR professionals and experts in social media. If you're a PR professional, get the expertise and insights of the CIPR Social Media panel and impress your friends and clients. Gets a +1 from me. Like."—Paul Mylrea, Director of Communications, BBC
"This crowd-sourced book on social media is a welcome addition to PR literature, as it brings together a range of insights and world-views of social media and helps the sense-making process on its roles, value creation and appropriate strategies. I hope it will be regularly updated, as this is such a fast-moving field."—Professor Tom Watson, Professor of Public Relations, Bournemouth University
“Blogs like mine set the news agenda for traditional media, PRs would be daft to ignore a book about how old-school spin is dead and full of advice about how to work better now that social media has rewritten the rules."—Paul Staines (aka Guido Fawkes)
“This book challenges the minds and expands the horizons of PR and marketing professionals operating in today’s digital age, providing excellent insight into how to survive and thrive in it.”—Steve Walker, FCIM, EMEA VP Corporate Communications, Oracle Corporation
"Social media presents significant opportunities to the PR industry, and understanding and embracing these is critical to business success. This book covers and shines light on some of the most important topics in social media today. A must read for anyone in the PR business."—Andrew Bloch, Vice-Chairman and Founder, Frank PR
"If you want to join a conversation on the convergence of digital and PR, this book is the conversation to go for. A series of essays that shakes up the status quo, questions conventional PR practices, and takes thoughtful positions in a social tone that will challenge, engage and entertain the reader. Get it while it’s hot!"—Gerry Brown, FCIM, Lead Digital Analyst, Bloor Research
"Share This is a brilliant concept - well conceived, well packaged, well written and a ‘must read’ for any PR professional practicing today. To have such a broad compilation of views on social media -- written specifically from a PR perspective -- is definitely something our industry has been crying out for."—Trevor Young (aka PR Warrior), Edelman Australia
"From corporate communications to brand marketing, social is now at the heart of what we do as PR professionals. This book provides outstanding practical guidance developed by some of our industry’s most distinguished practitioners and honed through the very methods that they recommend."—Marshall Manson, Managing Director, Digital, EMEA, Edelman
“When trying to make sense of the rapidly evolving social media world it makes sense to listen to the wisdom of crowds and Share This: The Social Media Handbook for PR Professionals does exactly that, being the result of a collaborative, online process using Google Documents. What makes Share This really valuable is the assumption that the PR reader isn’t starting from scratch; so those with a working knowledge of social media can use the book to provide practical and trend-led insights and apply them to communication challenges today--and probably tomorrow. As PR realises the power of social media to radically change how brands communicate with their audiences, never has there been a better time to read this book.”—Avril Lee, Partner, CEO London, Ketchum Pleon
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Top customer reviews
The format is of several short chapters, each the equivalent of a 5- to 10-minute speech, highlighting one aspect of the revolution from the point of view of PR professionals. There are few blinding insights, although it's surprisingly light on management-speak and PR gobbledygook, and for the most part is concise and informative.
It doesn't always avoid those pitfalls. Philip Sheldrake's explanation of Web 3.0 is so cursory that one wonders whether he really understands it himself (it's going to be "semantic", apparently), although he is far more lucid when explaining how great other people think he is. Elsewhere, after what seemed a simple enough explanation of PR skills, Daljit Bhurji concluded: "We need to eat our own dog food when it comes to social media," which left me scratching my head and wondering whether I'd understood him after all. Top gobbledygook prize goes to Simon Collister for: "Fully networked 'Join In' non-profits operate as just another node within social media-enabled networks"; a sentence that seems fully leveraged for SEO ecosystem solutions.
The book has been compiled by the Chartered Institute of Public Relations, which is as respectable a provenance as you can get in PR, and the fact that it has several authors, all of whom are writing for an editor who understands their business, means that (the above examples aside) there is a welcome lack of Ego-Guru nonsense.
So it's a dry but readily comprehensible reference book; one that most companies should have a look at.
This book is a useful addition to my work bookshelf. It moves smoothly between theory and practice, and each topic is covered in chapters that are short, punchy and to the point. It discusses all types and incarnations of social media, including blogs, Twitter, Facebook - and speculates on what could be the "next big thing". It quite clearly lays out pros and cons of using social media, and is particularly strong on when using social media isn't appropriate - something more management boards should be aware of!
Of course, this is a book to consume - and use - now, as the scene is so fast moving. I've already used some of the evidence presented to back up arguments for changes to our own social media strategy.
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.
It gives a real insight into social media and, unlike many others, actually creates a framework for measurement - most books seem to skirt away from measurement but Share This tackles it head on.
Each chapter gives you information you can take away and use - the tips and tools the book recommend are accessible and mainly free.
I think the best three things about the book are:
* after reading a chapter you can seen a clear way to implement it into your own business (having cursed yourself for not thinking of it earlier)
* the links included at the end of each chapter help you get started straight away
* each author is linked to after their chapter and actually respond to any questions you have - I asked @wadds and @simonsanders questions after reading their chapters and they came back to me.
How many other books help you and let you get in touch with the authors?
The book and authors impressed me, so I asked them to recommend me some others to read - which I've bought.
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Most recent customer reviews
It's a great insight into how Social Media has changed PR and comms in general.Read more
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