LEADER 05321nam 2200649 450 001 9910827663503321 005 20200520144314.0 010 $a0-7303-2226-2 035 $a(CKB)3710000000401965 035 $a(EBL)2031449 035 $a(OCoLC)908075313 035 $a(SSID)ssj0001515671 035 $a(PQKBManifestationID)12590975 035 $a(PQKBTitleCode)TC0001515671 035 $a(PQKBWorkID)11481500 035 $a(PQKB)11754397 035 $a(Au-PeEL)EBL2031449 035 $a(CaPaEBR)ebr11047016 035 $a(CaONFJC)MIL776653 035 $a(OCoLC)903632222 035 $a(CaSebORM)9780730322252 035 $a(MiAaPQ)EBC2031449 035 $a(EXLCZ)993710000000401965 100 $a20150511h20152015 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aSocial media rules of engagement $ewhy your online narrative is the best weapon during a crisis /$fNicole Matejic 205 $a1st edition 210 1$aMilton, Queensland :$cWiley,$d2015. 210 4$dİ2015 215 $a1 online resource (235 p.) 300 $aIncludes index. 311 $a0-7303-2227-0 311 $a0-7303-2225-4 327 $a""Social Media Rules of Engagement""; ""Contents""; ""About the author""; ""Author note""; ""Preface""; ""PART I Rules of engagement""; ""1 Social media crisis communications: a seismic shift in the risk profile""; ""Communications born again, but the fundamentals still apply""; ""Ita???s all about narrative""; ""Optimus Prime: are you conditioning your audience for sales or LOLs?""; ""2 Ready, aim a??? misfire: why you must be social media data savvy""; ""The social media iceberg""; ""From marketeers to info ops: this will blow your pixels off"" 327 $a""The narrative in your numbers: what story is your social data telling you?""""Why social numbers dona???t always add up to Klout, influence, votes, dollars, sales and raving fans""; ""3 The hurt locker: getting inside is easy; escaping an art""; ""The information vacuum: why going AWOL on social media isna???t an option""; ""From battlefield to boardroom a??? the threat posed by information vacuums""; ""Say something! Just not anything a???""; ""Overexposed: why trashing your brand has never been easier""; ""Hashtag horror! Why things go terribly wrong"" 327 $a""4 Mission recon: why knowing your audience is critical to success""""Mission: getting to know your target audience""; ""Recon: pin it, IG it, tumble it a???""; ""Mission: audience segmentation""; ""Psychosocial considerations""; ""Mission: audience sentiment analysis""; ""5 Classified: is your enemy an adversary or an opportunity?""; ""Social warfare: why ita???s not just the militarya???s problem""; ""Brand you: social media jihad collateral damage""; ""Is your organisation at risk?""; ""Where to source information and support for crisis communications planning"" 327 $a""How to communicate during a critical incident or terrorist attack""""Full-spectrum dominance a??? oh and social media""; ""6 Socially transmitted disasters (STDs): The Clap (#PRFail) is now more contagious than ever""; ""Sex Ed 101: the birds, the bees a??? and Snapchat""; ""The Clap: are you at risk?""; ""Organisational and individual apathy""; ""Data blindness""; ""Risk-taking behaviour""; ""Coitus interruptus: not an effective method of Clap control""; ""Practise safe social media a??? ita???s all about using protection""; ""People""; ""Technology""; ""Corporate governance"" 327 $a""Click-jacking a??? not as pleasurable as it sounds""""7 Target acquired: social engineering and what it means for you and your organisation""; ""Stalkerbook a??? I mean Facebook""; ""Socialveillance: who is watching you online and why you should care""; ""Sneaking in that Trojan Horse""; ""The Trojan Horse: epic fail""; ""White collar blue: espionage and hacking is a corporate problem too""; ""8 Social media information operations: much more than military propaganda""; ""Why influence is key to mission success from battlefield to boardroom""; ""The influence equation"" 327 $a""Propaganda in your pocket a??? influence in everyday life"" 330 $aAvoid becoming a #PRFail with a solid social media strategy Social Media Rules of Engagement guides you in the development of a bullet-proof social media strategy. You can manage any crisis effectively by having a plan before you actually need one-and by understanding and influencing your audience with military precision. This original, engaging, and informative text with case studies from the coalface offers you the tools you need to avoid scandal and media crises, and to learn how to leverage social media, big data, and influence in your communications strategies. Social media has establi 606 $aInternet in public relations 606 $aCrisis management$vCase studies 615 0$aInternet in public relations. 615 0$aCrisis management 676 $a659.202854678 700 $aMatejic$b Nicole$01719164 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910827663503321 996 $aSocial media rules of engagement$94116739 997 $aUNINA