Social 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 holds the power. This new edition presents up-to-date strategies for innovating change, supporting traditional efforts, and leverage consumer influence for the good of the brand. Examples from small businesses, large corporations, and non-profit organizations provide real-world statistics in an accessible and highly practical text.This new and updated edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations. Adopters of the first edition will find the original structure and approach supplemented with updated statistics, features, tactics, and social media platform options.
New features include:
Instructor resources may be found at https://textbooks.rowman.com/quesenberry3e. These include:
Keith A. Quesenberry, associate 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.
PART I: An Overview of Social Media
1: The Scale and Scope of Social Media
2: Shifting Influences and the Decline of Push Marketing
3: Point of View from Control to Engagement
PART II: A Strategic Process for Social Media
4: A Foundation for Social Media Strategy
5: Customer Experience and Customer Engagement
6: Cross-Discipline Integration through Social Media
PART III: Choose Social Options for Target, Message, and Idea
7: Social Networks, 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
Appendix A: Three-Part Social Plan
Appendix B: Social Media Tools and Resources
This book contributes to everything we are trying to teach our students, not just the latest in advertising techniques… Exceptionally comprehensive… It presents real-world problems in academic ways perfect for the classroom...
An excellent framework for students to learn about social media strategy and for companies to use in their strategic planning. Remarkably, it will appeal to both the social media novice and the expert. Highly recommended.
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.
Quesenberry makes an important contribution in helping instructors to engage students in learning social media planning and strategy. Social Media Strategy has helped my students present a real-world plan to clients.
The third edition features: