Frontmatter -- Table of contents -- 1. Log in: Introducing the pragmatics of social media -- 2. Participation as user involvement -- 3. Participation as audience design -- 4. Publicness and privateness -- 5. Message boards -- 6. Blogs -- 7. YouTube -- 8. Twitter -- 9. Social Network Sites/Facebook -- 10. Discourse and organization -- 11. Discourse and topic -- 12. Discourse and cohesion -- 13. Discourse and cognition -- 14. Discourse and ideology -- 15. Facework and identity -- 16. Evaluation -- 17. Politeness and impoliteness -- 18. Flaming and trolling -- 19. Narration -- 20. Fandom -- 21. Getting "liked" -- 22. Conflictual and consensual disagreement -- 23. Compliments and compliment responses -- 24. Requesting and advice-giving -- About the authors -- Name index -- Subject index -- Preface to the handbook series -- Acknowledgements