{"product_id":"social-media-strategy-marketing-advertising-and-public-relations-in-the-consumer-revolution-9781538138175","title":"Social Media Strategy: Marketing, Advertising,","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eSocial 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.\u003cbr\u003e\u003cbr\u003eThis 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)\u003cbr\u003e— Journalism \u0026amp; Mass Communication Quarterly\u003cbr\u003e \u003cbr\u003eProvides 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)\u003cbr\u003e— Journal of Advertising Education\u003cbr\u003e\u003cbr\u003eProfessor 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.\u003cbr\u003e— Jeremy Lipschultz, Isaacson Professor, University of Nebraska at Omaha\u003cbr\u003e\u003cbr\u003eAfter 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.\u003cbr\u003e— Ai Zhang, Stockton University\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eTABLE OF CONTENTS—Second Edition\u003cbr\u003ePart I: An Overview of Social Media\u003cbr\u003e 1: The Scale and Scope of Social Media\u003cbr\u003eThe Rise of Social Media\u003cbr\u003eThe Size of Social Influence\u003cbr\u003eMini Case: Kony 2012\u003cbr\u003eTheoretically Speaking: Interactivity and Two-Way Communication\u003cbr\u003eChapter 1 Checklist\u003cbr\u003eSocial Plan Part 1: Discover and Explore\u003cbr\u003eQuestions for Discussion\u003cbr\u003eAdditional Exercises\u003cbr\u003e 2: Shifting Influences and the Decline of Push Marketing\u003cbr\u003e 3: A Marketer’s POV from Control to Engagement\u003cbr\u003ePart II: No Hype: A Strategic Framework That Works\u003cbr\u003e 4: Lay a Foundation, Frame the Conversation\u003cbr\u003e 5: Make Repairs and Jumpstart the Conversation\u003cbr\u003e 6: Integrating Marketing, Advertising and Public Relations with Social71\u003cbr\u003ePart III: Choose Social Options for Target, Message, and Idea\u003cbr\u003e 7: Social Networks, Messaging, Blogs, and Forums\u003cbr\u003e 8: Microblogging and Media Sharing\u003cbr\u003e9: Geosocial, Live Video, Ratings and Reviews \u003cbr\u003e10: Social Bookmarking and Social Knowledge\u003cbr\u003ePart IV: Integrating Social Media across Organizations\u003cbr\u003e11: Social Media Insights and Crowdsourcing\u003cbr\u003e12: Content Marketing and Influencer Marketing\u003cbr\u003e13: Social Care and Social Selling\u003cbr\u003ePart V: Pulling It All Together\u003cbr\u003e14: Write Your Plan, Plan Your Sell\u003cbr\u003e15: Social Media Law, Ethics and Etiquette\u003cbr\u003eAppendixes\u003cbr\u003eA: Three-Part Social Plan\u003cbr\u003eB: Social Media Tools and Resources\u003cbr\u003eGlossary\u003cbr\u003eIndex","brand":"Rowman \u0026 Littlefield","offers":[{"title":"Default Title","offer_id":51041165312343,"sku":"9781538138175","price":42.75,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/social-media-strategy-marketing-advertising-and-public-relations-in-the-consumer-revolution-9781538138175","provider":"Book Curl","version":"1.0","type":"link"}