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Social Media Strategy de Keith A. Quesenberry

Social Media Strategy

Autor Keith A. Quesenberry
en Limba Engleză Paperback – 13 aug 2020
Social Media Strategy presents up-to-date strategies for innovating change, supporting traditional efforts, and leverage consumer influence or the good of the brand. The third edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations.
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Specificații

ISBN-13: 9781538138175
ISBN-10: 1538138174
Pagini: 448
Dimensiuni: 178 x 254 x 26 mm
Greutate: 0.89 kg
Editura: Rowman & Littlefield

Cuprins

TABLE 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

Descriere

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 has taken control.

Recenzii

Comprehensive and vastly practical, this textbook's conversational tone makes it accessible to all students of social media. Quesenberry's significant marketing and advertising industry experience informs his research, writing, and teaching, and is evident throughout this compelling treatise. The textbook broadly summarizes the evolution and intersection of technology and marketing, explores consumer-driven social strategies, and dives deeply into currently available social options. Quesenberry synthesizes this foundational guidance into constructive advice and considerations for social media marketing planning. He helpfully interweaves examples and case studies from a variety of industries throughout the textbook to engage students and demonstrate the execution of theories. Worksheets aid students in understanding the presented strategies and tactics, and each chapter provides learning objectives, checklists, key terms, questions, exercises, and activities. Consistent with his other works, Quesenberry illustrates the value of an integrated marketing approach and consumer focus. He elevates this text by including salient legal and ethical considerations and insights into personal and societal care as they relate to working within the social media landscape. This textbook is ideal for undergraduate marketing students and will provide value to students from other disciplines who will participate professionally on social media. Summing Up: Highly recommended. All readership levels, but especially undergraduates.
Keith Quesenberry has done the impossible. He has taken a topic that is so volatile and misunderstood as easy and created a series of systems to get readers started on a strategic journey through digital media. The text is easy to digest, yet not remedial in content. It's both smart and approachable. This is the one-stop shop social media text you have been craving for your class. Your search is over.
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.
Quesenberry makes a significant long-term contribution in helping instructors engage students in learning social media planning, strategies and tactics. Social Media Strategy has helped our Maverick Social Media student firm class present real-world plans to our clients.