Social Media

How to Engage, Share, and Connect

Regina Luttrell (Syracuse University, USA)

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Paperback

Forthcoming
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English

Rowman & Littlefield Publishers
13 November 2025

Communication studies; Media studies; E-commerce: business aspects; Sales & marketing; Public relations

Reflecting the latest technological innovations and challenges of the social media landscape, the fifth edition of Social Media: How to Engage, Share, and Connect helps students build success in integrated PR practice.

Regina Luttrell presents a thorough history of social media and pioneers of the field within chapters on specific subjects such as content-sharing, crisis communication, ethics, “sticky” social media, and strategic campaigns. This book will become your go-to reference guide for all things social media–related as it applies to public relations and the everyday duties of PR professionals.

New features of the fifth edition include: ·

Chapter 4: Generative AI covers the technology’s uses and implications for strategic communication ·

Chapter 7: Storytelling in Social Media emphasizes the art of crafting narratives that resonate with audiences ·

Sticky Social Media boxes apply chapter concepts to real brand cases ·

ROSTIR (Research, Objectives, Strategy, Tactics, Implementation, Reporting) Campaigns in Action boxes feature case studies of strategic, integrated PR, social media, and digital campaigns ·

Storytelling: Communicate, Captivate, Connect boxes provide insight into how storytelling enhances communication strategies

Online resources (bloomsbury.pub/luttrellsocialmedia5e) include lecture slides and other teaching materials for instructors and students.

By: Regina Luttrell (Syracuse University USA)
Imprint: Rowman & Littlefield Publishers
Country of Publication: United States
Edition: 5th edition
Dimensions: Height: 252mm, Width: 176mm, Spine: 24mm
Weight: 716g
ISBN: 9781538167120
ISBN 10: 1538167123
Pages: 336
Publication Date: 13 November 2025
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Forthcoming

Introduction Part I: Foundations of Social Media 1. Comprehensive Communication 2. The Evolution of Social Media 3. Law, Privacy, and Ethics in the Social Media Age 4. Generative AI Part II: Strategic Approaches to Social Media 5. Developing a Social Media Plan 6. Measuring Social Media’s Impact and Value 7. Storytelling in Social Media 8. Social Media Channels 9. Content Creation and Curation 10. Sticky Social Media 11. Visual Content 12. Media and Influencer Relations 13. Crisis Management 14. The Future of Social Media Appendix A: Public Relations and Social Media Planning Template Appendix B: Campaign Planning and Execution Template with Idea Integration Appendix C: Social Media Audit Glossary

Regina Luttrell is Associate Dean of Research and Creative Activities and Assistant Professor of Public Relations at the S.I. Newhouse School of Public Communications at Syracuse University, USA. A contributor to PR Tactics and PR News as well as peer-reviewed journals, she is a noted speaker as well as a Knight Foundation Tow Journalism Fellow. She has authored several books, including Social Media and Society: An Introduction to the Mass Media Landscape; Public Relations Campaigns: An Integrated Approach; The PR Agency Handbook; and The Millennial Mindset: Unraveling Fact from Fiction.

Reviews for Social Media: How to Engage, Share, and Connect

Well-written and engaging, this book covers all the relevant areas for a social media strategies course. Luttrell positions social media as an important piece of a brand's larger public relations structure and includes interesting examples in each chapter that appeal to students and promote classroom discussion. -- Erin Doss, Indiana University Kokomo, USA This is a book of recipes for effective social media campaign development and execution. Succinct, well-written, and filled with super content. -- Ann Summerall Jabro, Robert Morris University, USA