Based on the chapters you read, I would like to know if you think there is anything to edit in this Media Law and Ethics book. In other words, would you delete, add, or change any major topic or issue either within a chapter or across the whole textbook? For example, years ago, we, invited editors, proposed that this book needed a separate chapter on international law and we told the authors why.

What would delete, add, or change in this book?  – influencing what people think about • Now the table is both vast and fractured through social media communication • Audience/audiences • Public discussion? HOW WE EVALUATE CREDIBILITY Informational Trust – “trust of news information” Interpersonal Trust – “trust of those who delivery the news” Institutional Trust – “trust of media corporations” — Williams, 2012 The basis of social media is informal conversation. Prospects want to be involved in a dialogue, not subjected to a stream of sales pitches. Even when no back-and-forth conversation is taking place, a company’s posts need to sound like human speech. (P. Miller, 2013, p. 92) ▪ As brands strive for social capital, what about the consumer? Are we being asked for more than we should? ▪ ▪ Are we getting a good deal in the exchange of capital? ▪ Are we getting value for our time/attention/money? ▪ Interactive two-way consumer/brand communication ▪ Conversations/connections/shared control vs. passive consumption of advertising content ▪ Highly measurable – behaviour data rivels value of conversion to sales. ▪ Indebted to demographic, geographic data for highly targeted direct exposure strategies ▪ About enabling relationship to accrue “earned exposure” vs one time advertising events Conversion: Turn interest into sale. S/M Conversion: Turn interest into Relationship Greg Satell – “Difference between helping and selling is just two letters” but these are key. “If you sell, customer today, help, create customer for life” Do you agree? ▪ Updated “marketing mix” ▪ Another example of evolving practice within the industry that is responsive to this shift to relationships and sustained valuebased exchange Richard Ettenson, Eduardo Conrado and Jonathan Knowles ▪ Risk management Strategy in an unstable communication environment ▪ Features of effective content ▪ Effective Tactics ▪ Have a formal “social care team” to engage emergent issues ▪ Have a Triage system for posts to design and implement guidelines, filters and disclaimers ▪ Leverage conversation monitoring to ensure timely but appropriate engagement opportunities to maximize content ▪ Understand and Use analytics 1) is native to platform; 2) does not interrupt the social media flow; 3) rarely makes demands; 4) leverages pop culture; 5) contains micro-nuggets of “information, humor, commentary, or inspiration”; and 6) stays consistent and self-aware (pp. 16–28). • Audit of social channels and control over account profiles • Social Media calendar for posting/monitoring outcomes to develop voice • Strategic use of relevant and branded hashtags, linking to audience interests, marketing strategies, analytics and optimization of content. • Links social media strategies and tactics to larger long term strategic planning (ie. his Hilton example) • Enga

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