Includes bibliographical references and index.

Foreword / John V. Pavlik -- Social media and social networking. Facebook: how college students work it / Lynne M. Webb ... [et al.] -- Social media and persuasion : crowdsourcing arguments on digital networks / John Jones -- Trivial pursuits of mass audiences using social media : a content analysis of Facebook wall posts by fans of top-trending television programs / Douglas A. Ferguson -- Social media and education. Social media in education : effects of personalization and interactivity on engagement and collaboration / Ronald A. Yaros -- You can't go back now : incorporating "disruptive" technologies in the large lecture hall / C. Michael Elavsky -- Tweeting 101 : Twitter and the college classroom / Alec R. Hosterman -- Cultivating a community of learners : the potential challenges of social media in higher education / Lily Zeng, Holly Hall, Mary Jackson Pitts -- Social media and strategic communication. Attitudes and perceptions about social media among college students and professionals involved and not involved in strategic communications / Bobbi Kay Lewis, Cynthia Nichols -- Beyond the press release : social media as a tool for consumer engagement / Mia C. Long -- Marketing and branding in online social media environments : examining social media adoption by the top 100 global brands / Miao Guo -- Social media and politics. Social media and the millennial generation in the 2010 midterm election / John Allen Hendricks, Jerry K. Frye -- Social media and youth activism / Rhon Teruelle -- Black youth, social media, and the 2008 presidential election / Travis L. Gosa -- Social media and legal/ethical issues. Legal pitfalls of social media usage / Lyrissa Barnett Lidsky, Daniel C. Friedel -- Realm of the expected : redefining the public and private spheres in social media / Jasmine E. McNealy -- Tweets, blogs, Facebook, and the ethics of 21st-century communication technology / James Benjamin.