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Table of Contents

List of Contributors vii Foreword ? Brian Solis ix Introduction ? Rob Brown and Stephen Waddington xiii Part I. The Future of Public Relations 1 1 Digital PR is Dead: Social goes mainstream ? Rob Brown 3 2 The Shift to Conversation: Content, context and avoiding cheap talk ? Dom Burch 11 3 Content Frameworks: Using content to achieve marketing communications goals ? Robin Wilson 21 Part II. Audiences and Online Habits 31 4 Planning: Audiences, media and networks ? Ged Carroll 33 5 Digital Anthropology ? Kate Matlock 41 6 Understanding Social Capital ? Adam Parker 49 7 The Unsocial Web ? Dr Mark Pack 59 Part III. Conversations 67 8 Gamification: Engaging audiences through play ? Sharon O?Dea 69 9 Community Management ? Paul Fabretti 79 10 Curation ? Michael Litman 89 11 Live Social Events ? Russell Goldsmith 97 Part IV. New Channels, New Connections 105 12 Mobile Media ? Stephen Davies 107 13 To App or not to App ? Scott Seaborn 115 14 The Visual Web ? Dan Tyte 123 15 Finding Your Way Around ? from Foursquare to Google Glass ? Matt Appleby 131 16 Connected Employees ? Kevin Ruck 139 Part V. Professional Practice 149 17 Social Media and the Law ? Hanna Basha 151 18 Online Crisis Management ? Chris Norton 159 19 Wikipedia and Reputation Management ? Stephen Waddington 169 20 The Rise and Rise of Digital Pharma ? Becky McMichael 179 21 Social in Corporate Communications ? Rachel Miller 191 22 Putting the Social into Corporate Social Responsibility ? Stuart Bruce 201 23 Building a Personal Brand Online ? Richard Bailey 209 24 The Social CEO ? Jane Wilson 217 25 Working across Borders and Boundaries ? Juilo Romo 225 Part VI. Business Change and Opportunities for the Public Relations Industry 233 26 Laying the Foundations for a Social Business ? Jed Hallam 235 27 Social Commerce: Show me the money ? Katy Howell 241 28 How to Change Organizational Mindset ? Gemma Griffiths 251 29 The Six Influence Flows ? Philip Sheldrake 259 Part VII. Future Proofing the Public Relations Industry 269 30 Metrics that Matter ? Richard Bagnall 271 31 Quantified Self ? Drew Benvie 279 32 Network Topology ? Andrew Bruce Smith 287 33 The Public Relations Power of ?Big Data? ? Simon Collister 295 Index 305

About the Author

Rob Brown is Founding Partner at Rule 5 - a PR and digital agency in MediaCityUK Manchester with clients in food, sport, finance and the media. Rob was awarded Outstanding Contribution to Social Media in the national SomeComms Awards in 2011 and the Stephen Tallents Medal by the CIPR in 2013. Stephen Waddington is a PR moderniser who has worked in the media and corporate communications since the rise of the internet and the dawn of digital media in the early-90s. He has helped brands such as The Associated Press, Cisco, The Economist, IBM, Tesco and Virgin Media Business to manage their reputations. Contributors: Brian Solis, Rob Brown, Stephen Waddington, Dom Burch, Robin Wilson, Ged Carroll, Kate Matlock, Adam Parker, Dr Mark Pack, Sharon O'Dea, Paul Fabretti, Michael Litman, Russell Goldsmith, Stephen Davies, Scott Seaborn, Dan Tyte, Matt Appleby, Kevin Ruck, Hanna Basha, Chris Norton, Becky McMichael, Rachel Miller, Stuart Bruce, Richard Bailey, Jane Wilson, Julio Romo, Jed Hallam, Katy Howell, Gemma Griffiths, Philip Sheldrake, Richard Bagnall, Drew Benvie, Andrew Bruce Smith, Simon Collister.


Is it an essential purchase? In a word, yes. To use the digital parlance of relationships, if Share This was a flash of ankle, this is the kiss, deeper and more rewarding, hinting at what is to come - if you put the work into it. (The Drum, September 2013)

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