Foreword -- Preface -- Acknowledgments -- Part I: Social Media and Social Networking -- Chapter 1: Facebook: How College Students Work It -- Chapter 2: Social Media and Persuasion: Crowdsourcing Arguments on Digital Networks -- Chapter 3: The Trivial Pursuits of Mass Audiences Using Social Media: A Content Analysis of Facebook Wall Posts by Fans of Top-Trending Television Programs -- Part II: Social Media and Education -- Chapter 4: Social Media in Education: Effects of Personalization and Interactivity on Engagement and Collaboration -- Chapter 5: You Can't Go Back Now: Incorporating "Disruptive" Technologies in the Large Lecture Hall -- Chapter 6: Tweeting 101: Twitter and the College Classroom -- Chapter 7: Cultivating a Community of Learners: The Potential Challenges of Social Media in Higher Education -- Part III: Social Media and Strategic Communication -- Chapter 8: Attitudes and Perceptions about Social Media Among College Students and Professionals Involved and Not Involved in Strategic Communications -- Chapter 9: Beyond the Press Release: Social Media as a Tool for Consumer Engagement -- Chapter 10: Marketing and Branding in Online Social Media Environments: Examining Social Media Adoption by the Top 100 Global Brands -- Part IV: Social Media and Politics -- Chapter 11: Social Media and the Millennial Generation in the 2010 Midterm Election -- Chapter 12: Social Media and Youth Activism -- Chapter 13: Black Youth, Social Media, and the 2008 Presidential Election -- Part V: Social Media and Legal/Ethical Issues -- Chapter 14: Legal Pitfalls of Social Media Usage -- Chapter 15: The Realm of the Expected: Redefining the Public and Private Spheres in Social Media -- Chapter 16: Tweets, Blogs, Facebook and the Ethics of 21st-Century Communication Technology -- About the Editors -- About the Contributors.