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Social Media Strategy

Marketing and Advertising in the Consumer Revolution

Keith A. Quesenberry

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Social Media Strategy is your guide to practicing marketing, advertising, and public relations in a world of social media-empowered consumers. Grounded in a refreshing balance of concept, theory, industry statistics, and real-world examples, Keith Quesenberry introduces readers to the steps of building a complete social media plan and how companies can integrate the social media consumer landscape.

This simple, systematic text

  • leads readers through core marketing concepts and how to think critically about the competitive marketplace—even as it shifts the perspective from an outdated communications-control model to a more effective consumer engagement method
  • provides a step-by-step roadmap for planning social media marketing strategy
  • emphasizes the need to apply solid marketing principles to social media
  • explores how to integrate social media throughout an entire organization
  • gives students and other readers skills vital for leveraging consumer knowledge and influence for the good of a brand.
The end result delivers the context, process and tools needed to create a comprehensive and unique social media plan for any business or organization.

FOR PROFESSORS: Ancillary resources are available for this title, including a sample syllabus and templates for social media audits, content calendars, storylines, and more.
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Rowman & Littlefield Publishers
Pages: 256Size: 7 x 10
978-1-4422-5152-6 • Hardback • October 2015 • $100.00 • (£70.00)
978-1-4422-5153-3 • Paperback • October 2015 • $50.00 • (£32.95)
978-1-4422-5154-0 • eBook • October 2015 • $49.99 • (£32.95)
Keith A. Quesenberry, assistant professor of marketing at Messiah College, has taught social media marketing, digital marketing, and advertising at Johns Hopkins University, Temple University, and West Virginia University. Before joining academia, he spent nearly twenty years as an associate creative director and copywriter for advertising agencies such as BBDO and Arnold Worldwide, working with clients from startups to Fortune 500s. His social media campaigns have received industry recognition including a PRSA Bronze Anvil and an OMMA Award. He is also an accomplished researcher and contributing author to Harvard Business Review, Entrepreneur, and Social Media Examiner..

Follow his blog at
www.postcontrolmarketing.com.
Foreword by Valerie Jones
Acknowledgments
Introduction

Part I: An Overview of Social Media
Chapter 1: The Scale and Scope of Social Media
The Rise of Social Media
The Size of Social Influence
Theoretically Speaking: Interactivity and Two-Way Communication
Social Plan Part 1: Discover and Explore
Questions for Discussion
Additional Exercises

Chapter 2: Shifting Influences and the Decline of Push Marketing
When Push Comes to Shove
Mass Media to Consumer Communication
Theoretically Speaking: Social Presence and Media Richness
Social Plan Part 2: Adding to the Noise
Questions for Discussion
Additional Exercises

Chapter 3: A Marketer’s Point of View: Moving from Control to Engagement
The Advertising Age Is Over
From Interruption to Engagement
Theoretically Speaking: The Four Ps to the Four Cs
Social Plan Part 3: Quantifying Engagement
Questions for Discussion
Additional Exercises

Part II: No Hype: A Strategic Framework That Works
Chapter 4: Lay a Foundation, Frame the Conversation
Goals, Analysis, and Targets
Listen with a Social Media Audit
Theoretically Speaking: Market Segmentation
Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit
Questions for Discussion
Additional Exercises

Chapter 5: Make Repairs and Jumpstart the Conversation
Fix Operations, Product, and Service Issues
Big Ideas and Being Interesting
Theoretically Speaking: Ethnographic Observational Research
Social Plan Part 5: Repair Plan and Big Idea
Questions for Discussion
Additional Exercises

Chapter 6: The Magic Number 3: Integrating Social, Marketing, and PR
The Real Convergence
Think Like an Expert in All Fields
Theoretically Speaking: Corporate and Marketing Communication, PR, and Advertising
Social Plan Part 6: Integrate Traditional Marketing with Social Strategy
Questions for Discussion
Additional Exercises

Part III: Choose Social Options for Target, Message, and Idea
Chapter 7: Social Networks, Blogs, and Forums
Choosing Social Options
Social Networks
Blogs and Forums
Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums
Questions for Discussion
Additional Exercises

Chapter 8: Microblogging and Media Sharing
Microblogging
Media Sharing
Social Plan Part 8: Choose Most Strategic Content Sharing
Questions for Discussion
Additional Exercises

Chapter 9: Geo-location, Ratings, and Reviews
Geo-location
Ratings and Reviews
Social Plan Part 9: Strategic Use of Location, Ratings, and Reviews
Questions for Discussion
Additional Exercises

Chapter 10: Social Bookmarking and Social Knowledge
Social Bookmarking
Social Knowledge
Podcasts
Feeling Overwhelmed Is Natural
Social Plan Part 10: Buzz Building and Knowledge Sharing
Questions for Discussion
Additional Exercises

Part IV: Integrating Social Media across Organizations
Chapter 11: Crowdsourcing Social Media Research
Real-Time Intelligence
Leveraging the Wisdom of the Crowd
Theoretically Speaking: Local Search Constrains R&D
Social Plan Part 11: Adding Crowdsourcing into a Campaign
Questions for Discussion
Additional Exercises

Chapter 12: Branded Content and Customer Evangelism
Creating a New Level of Engagement
Supercharge Word-of-Mouth
Theoretically Speaking: Consumer-Brand Relationships
Social Plan Part 12: Creating Branded Content and Motivating Brand Evangelists
Questions for Discussion
Additional Exercises

Chapter 13: Customer Service: The Art of Turning Complaints into Compliments
The Customer Is Always Right
Social Care Is No Longer a Choice
Theoretically Speaking: Word-of-Mouth in a Service Context
Social Plan Part 13: Creating Cross-Functional Social Care
Questions for Discussion
Additional Exercises

Part V: Pulling It All Together
Chapter 14: Write Your Plan, Plan Your Sell
Slow and Steady Wins the Race
Content Creation Takes Time and Focus
Theoretically Speaking: Uses and Gratification
Leap of Faith?
Social Plan Part 14: Compile the Parts and Sell the Story
Questions for Discussion
Additional Exercises

Appendixes
A: The Complete Social Plan (Parts 1–14)
B: Quick Five-Step Social Plan
C: Social Media Tools and Resources

Index
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.
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.
Journal of Advertising Education


Finally, the book on social media we've all been waiting for! Quesenberry provides an excellent framework for students to learn about social media strategy and for companies to use in their strategic planning. This book thoroughly covers everything from native advertising to geo-location, crowdsourcing, and more. Remarkably, it will appeal to both the social media novice and the expert. Highly recommended.
Charles R. Taylor, Villanova University; Editor-in-Chief of International Journal of Advertising


Social Media Strategy presents a unique and much needed approach to social media in public relations, advertising, and marketing disciplines. The balance showcased in the book—adapted from both research and practice—is not only refreshing to see, but also addresses the trend observed both in practice and in academia.
Karen Freberg, University of Louisville


While becoming a Social Media Expert is as elusive as becoming a unicorn, you will be much more knowledgeable after reading Quesenberry’s insightful, well-researched book.
Rob Schnapp, Coyne PR


A comprehensive and clear overview of a successful marketing effort using conversation, virality, and direct consumer communication. By combining solid marketing tenets with practical steps, Quesenberry authoritatively walks readers through the various social media platforms, what works, and why. This text includes clear explanations of social media platforms and how they direct consumer participation, real-world case studies, exercises, and step-by-step worksheets. It will serve as an introduction for students as well as a guide for professionals.
Ann Marie Kerwin, Advertising Age


Written by an author who has lived in both the professional and academic advertising/marketing worlds, the book delivers a refreshing balance of concept and theory with industry statistics and examples

A roll up your sleeves field guide to solid social media strategy that draws from the best in academic research and professional business practice

Cuts through the hype to establish an effective and strategic back-to-basics social media mindset

Each chapter opens with a brief vignette to provide concrete context for the material covered in the chapter

“Theoretically Speaking” sections explore the theory behind the practice and strategy while “mini-cases” show the theory and strategy in practice

Exercises concluding each chapter are designed for students to critically assess well-known brands, while a plan-building assignment in each chapter will help students develop, over the course of a term, an overall Social Media Marketing Plan and Presentation for a single brand, product, or service

Social Media Tools and Resources are provided for guidance, further reference and study

All Chapter Exercises and Worksheets are provided together as a single Social Media Plan guide appropriately coordinated with each chapter

FOR PROFESSORS: Ancillary resources are available for this title, including a sample syllabus and templates for social media audits, content calendars, storylines, and more.

FOR PROFESSORS
Ancillary Materials are available for this title. For access to these professor use only materials, please Sign-In if you are a registered user, or Register then email us at textbooks@rowman.com
Lecture Notes. The Lecture Notes provide the tables and figures from the text.
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