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Share This: The Social Media Handbook for PR Professionals Hardcover – 20 Jul 2012
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HardCover Pub Date: 2012 08 Pages: 264 Publisher: Wiley Share This is a practical handbook to the biggest changes taking place in the Media and its professions by the Chartered Institute of Public Relations (CIPR) Social Media Panel The book was conceived and written by more than 20 public relations practitioners representing a cross-section of public. private and voluntary sector expertise using many of the social tools and techniques that it addresses.The book is split into 26 chapters over eight topic areas covering the media and public relations industry. planning. social networks. online media relations. monitoring and measurement. skills. industry change and the future of the industry. It's a pragmatic guide for anyone that works in public relations and wants to continue working in the industry.Share This was edited by Stephen Waddington with contributions from: Katy H...
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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.
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.
The book is divided up into 8 topic areas, these then are sub divided into short chapters and are not overtly technical and are almost `lay-person' friendly, giving information in a concise way. None the less this is for all intense and purposes a handbook, and assumes the reader is knows the tenets of subject at hand.
The rise of social media and its rapidly changing nature, and the way it interfaces with the people is something that is radically changing landscape of brands. This then leads to the next progression of how brands communicate with their audiences/consumers. To be adept in social media is to stay ahead of the opposition and offer real benefit to your client. This hand book tries to do exactly that.
The contents are to an academic standard, ie serious reading, as opposed to some of the slightly fluffier, brighter tomes available on the subject of social networking.
However, I found it really useful and interesting reading. I liked the way that tweets, for example, are broken down into types which are then explained further. Understanding the different types of tweets is essential for using Twitter as a successful marketing tool.
I've been using various social networking sites for 10 years now, but I definitely learnt from reading this book, and it has given me plenty of ideas. I have noticed a difference in the way I approach social networking now, and it's a change for the better.
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.
Most Recent Customer Reviews
Got the book on time (i ordered together with the second book called "share this too") Highly recommended for all esp PR persons!Published 8 months ago by Ray Izuan
In doubt? This book has it ALL! As a small company I was kicked out online. I was already on social platforms, but this made me use it properly!Published on 13 Feb. 2014 by Silja Vase
It's fine. No really, it's fine. The problem is if you've been using social media for a while it also seems like mostly common sense. Which like I said is fine. Read morePublished on 2 May 2013 by Stuart Burns
I'm just about to finish this book, and can't wait for Share This Too to come out!
It's a great insight into how Social Media has changed PR and comms in general. Read more
'Share This', ironically, should be published as an online living publication but here it is as a hard copy crowd-sourced set of contributed chapters. Read morePublished on 8 Feb. 2013 by Tom Watson
Social media is exploding all over the place; it has been for years and it doesn't look to be slowing down any time soon. Read morePublished on 20 Nov. 2012 by M. Dasani
The CIPR had been slow to get on-board with social media public relations. The government sidelined it during consultation on marketing regulation of social channels a couple of... Read morePublished on 28 Oct. 2012 by Mr. G. Carroll
I pleased to see that this book wasn't written by just one author. No one person can possibly be an expert on such a vast, advancing social media platform. Read morePublished on 26 Sept. 2012 by Moose Papoose
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