Social Media

Empowering students to apply proven strategies in the ever-changing social media landscape, Luttrell’s practical textbook presents frameworks for successful integrated PR campaigns across organization types. The fifth edition includes a new chapters on generative AI and on storytelling and updated analytics, discussion questions, and appendixes. WINNER 2026 Textbook Excellence Award - Textbook & Academic Authors AssociationReflecting 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 strategiesOnline resources (bloomsbury.pub/luttrellsocialmedia5e) include lecture slides and other teaching materials for instructors and students.