Social media in public relations

Abstract

This chapter reviews the current state of social media research in public relations through an analysis of peer-reviewed public relations research papers focusing on social media. It investigates the themes, methods, and theoretical underpinnings present in public relations social media research throughout the last 13 years to provide an overview of the research conducted thus far. It concludes with a proposal for new avenues for social media research in public relations addressing information accuracy, ethics, education, relationship management and reputation management.