Description
Book SynopsisSocial Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, Third Edition is a blueprint for the practice of marketing communications, advertising and public relations in a digital world where the consumer has taken control.
This book contributes to everything we are trying to teach our students, not just the latest in advertising techniques. In fact, the book is exceptionally comprehensive…. By focusing on core social science concepts, Quesenberry solidifies his lessons expertly. Quesenberry wraps up the text with a discussion on integrating social media across organizations and pulling his wide-ranging topics together. This conclusion demonstrates that the academic field is full of us marketing-professionals-turned-professors, and this is a text for us! It presents real-world problems in academic ways perfect for the classroom… [A]fter assigning it in the classroom, I have no doubt that my students will keep this book on their first office bookshelf. (Previous Edition Praise)
— Journalism & Mass Communication Quarterly
Provides a solid foundation for introducing the complexity of social media strategy to students… [and] an outstanding introduction to the types of social media engagement and their representative platforms. … While choosing a social media textbook often deserves the status of 'It’s Complicated', any professor looking for a quality introductory textbook for social media would do well to be 'In a Relationship' with Quesenberry’s contribution. (Previous Edition Praise)
— Journal of Advertising Education
Professor Quesenberry makes an important contribution in helping instructors to engage students in learning social media planning and strategy. Social Media Strategy helped my students present a real-world plan to our clients. The second edition adds important depth to the excellent framework for moving from theory to practice.
— Jeremy Lipschultz, Isaacson Professor, University of Nebraska at Omaha
After reviewing the second edition, I was impressed by the increased breadth and depth that are covered in this update. The new edition offers a thorough discussion of emerging trends in social media marketing as well as extensive coverage of platforms and topics that were just gaining momentum a few years ago, including live-streaming videos, Snapchat, Messenger, influencer marketing, and online reviews. I highly recommend Keith’s book to both educators and practitioners of social media marketing alike. It is a must-have guide for anyone in the field.
— Ai Zhang, Stockton University
Table of ContentsTABLE OF CONTENTS—Second Edition
Part I: An Overview of Social Media
1: The Scale and Scope of Social Media
The Rise of Social Media
The Size of Social Influence
Mini Case: Kony 2012
Theoretically Speaking: Interactivity and Two-Way Communication
Chapter 1 Checklist
Social Plan Part 1: Discover and Explore
Questions for Discussion
Additional Exercises
2: Shifting Influences and the Decline of Push Marketing
3: A Marketer’s POV from Control to Engagement
Part II: No Hype: A Strategic Framework That Works
4: Lay a Foundation, Frame the Conversation
5: Make Repairs and Jumpstart the Conversation
6: Integrating Marketing, Advertising and Public Relations with Social71
Part III: Choose Social Options for Target, Message, and Idea
7: Social Networks, Messaging, Blogs, and Forums
8: Microblogging and Media Sharing
9: Geosocial, Live Video, Ratings and Reviews
10: Social Bookmarking and Social Knowledge
Part IV: Integrating Social Media across Organizations
11: Social Media Insights and Crowdsourcing
12: Content Marketing and Influencer Marketing
13: Social Care and Social Selling
Part V: Pulling It All Together
14: Write Your Plan, Plan Your Sell
15: Social Media Law, Ethics and Etiquette
Appendixes
A: Three-Part Social Plan
B: Social Media Tools and Resources
Glossary
Index
