ABSTRACT
This chapter seeks to cover the state of social media research, explores different areas of social media specialization within the field, and discusses current case studies that have used social media to gain awareness for public relations efforts. Social media has become intertwined with the way society communicates and operates on a global scale. Social media helps in providing positive perceptions of authenticity and trust if used effectively in leadership roles. Social media is a rapidly evolving and constantly changing medium, industry, and focus area for public relations research and practice. Social media has become the first line of communication to engage audience members, tell stories about our company and efforts in the community, and invite others to be part of the community and journey. There are several areas in which social media has grown, mostly within the corporate settings and even within organizations, brand or organizational responses, organization-public relationships, sports, nonprofits, crisis communications and government relations.
