Open AccessTackling the New Rules for Social Media and Measurement: Critical Book Review
Author(s) -
Rebecca Cohen
Publication year - 2016
Publication title -
mcmaster journal of communication
Language(s) - English
Resource type - Journals
ISSN - 1710-257X
DOI - 10.15173/mjc.v11i0.1412
Subject(s) - variety (cybernetics) , social media , task (project management) , key (lock) , advice (programming) , sociology , public relations , computer science , political science , world wide web , management , artificial intelligence , economics , computer security , programming language
This is a critical review of two books: The new rules of marketing and public relations (3rd ed.) (John Wiley & Sons, Inc., 318 pages) and Measure what matters: Online tools for understanding customers, social media, engagement and key relationships (John Wiley & Sons, Inc., 222 pages). The first book provides excellent advice on social media tactics and strategies. The latter expresses the importance of measurement and demonstrates how to effectively complete this task across a variety of platforms. The reviewer examines how the advice of both authors is beneficial to the daily role of the public relations practitioner.