Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution

by Keith A. Quesenberry Messiah College; author o

Overview

The fourth edition of Social Media Strategy is an essential step-by-step blueprint for innovating change, supporting traditional marketing, advertising, and PR efforts, and leveraging consumer influence in the digital world.

With a completely integrated marketing, advertising, and public relations framework, Keith Quesenberry’s up-to-date textbook goes beyond tips and tricks to systematically explore the unique qualities, challenges, and opportunities of social media. Students learn core principles and proven processes to build unique social media plans that integrate paid, earned, shared, and owned media based on business objectives, target audiences, big ideas, and social media categories.

This classroom- and industry-proven text has been updated with a new infographics and concise reading sections with frequent tables, checklists, and templates. New and updated case studies in each chapter engage students in contemporary examples from small businesses, large corporations, and non-profit organizations. Focusing on cross-disciplinary strategic planning, content creation, and reporting, this accessible and highly practical text is an essential guide for students and professionals alike.

Features:

• Each chapter includes a preview, chapter objectives, case studies, pull quotes, video links, bulleted lists, infographics, tables, and templates.
• Chapters end with a chapter checklist, key terms and definitions, and Experiential Learning sections with questions, exercises, and Discover and Explore activities.
• Keywords are bolded and defined in the text, at the end of each chapter, and in a comprehensive glossary.
• Template worksheets for key strategy components with business context examples.

New to the Fourth Edition:

• Fully redesigned, robust graphics engage students visually.
• New figures include average online advertising costs, uses of AI in social media, and the latest generative AI integrations by company and platform.
• Fact sheets for each social media platform provide essential data for easy reference. Data includes daily and monthly user activity, main user demographics, advertising CPC and CPM, and content insights.
• Recurring College Cupcakes business example allows students to follow a strategic process in context.
• Appendix with a list of practical resources to keep students current in the world of social media, recommended professional certifications, personal branding, and a section on the negative effects of social media on mental health and society.

Instructor Support Materials: https://textbooks.rowman.com/quesenberry4e

• Test banks
• Template worksheets
• Case Briefs
• Sample syllabi
• PowerPoint slides
• Student Flashcards

Find additional templates and social media strategy updates on the author’s blog: https://www.postcontrolmarketing.com

Product Details

ISBN-13:	9781538167106
Publisher:	Rowman & Littlefield Publishers, Inc.
Publication date:	02/12/2024
Sold by:	Barnes & Noble
Format:	eBook
Pages:	536
File size:	33 MB
Note:	This product may take a few minutes to download.
Age Range:	18 Years

About the Author

Keith A. Quesenberry, an associate professor of marketing at Messiah University, has taught graduate and undergraduate courses at Johns Hopkins, Temple, and West Virginia Universities. He spent 17 years as an associate creative director and copywriter at ad agencies like BBDO and Arnold creating campaigns for startups to Fortune 500s. His work has won One Show, ADDYs, London International, PRSA Anvil, and OMMA Awards and has been featured in Ad Age, Adweek, Brandweek, and Lurzer's International Archive. Keith's research has been published in Harvard Business Review, Advertising Age, PRWeek, Journal of Interactive Marketing, Journal of Current Issues & Research in Advertising, Journal of Marketing Theory & Practice, and International Journal of Integrated Marketing Communications. He is co-author of Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape.

Table of Contents

Introduction

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 and Messaging

8: Microblogging and Blogs

9: Media Sharing and Ratings and Reviews

10: Social Bookmarking and Social Knowledge

PART IV: Integrating Social Media Across Organizations

11: Social Media Insights and Crowdsourcing

12: Social Care and Social Selling

PART V: Pulling It All Together

13: Social Media Marketing Plan

14: Social Media Law, Ethics, and Etiquette

Appendix: Additional Social Media Considerations and Resources

Glossary

Editorial Reviews

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.

Charles R. Taylor

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.

Adrienne A. Wallace

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.

Jeremy Harris Lipschultz

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

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.

Jeremy Lipschultz

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

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...

Journalism & Mass Communication Quarterly