Social Media: How to Engage, Share, and Connect - Hardcover

by Regina Luttrell (Author)

WINNER 2026 Textbook Excellence Award - Textbook & Academic Authors Association

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.

Author Biography

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.