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

by Keith A. Quesenberry Messiah College; author of Social Media Strategy: Marketing and Advertising

Overview

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, advertisi...

Product Details

ISBN-13:	9781538138168
Publisher:	Rowman & Littlefield Publishers, Inc.
Publication date:	08/12/2020
Edition description:	Third Edition
Pages:	492
Product dimensions:	7.28(w) x 9.99(h) x 1.26(d)
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

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 ·The Maturing of Social Media ·Mini Case: Kony 2012 ·Social Media Change Leads to Opportunity ·Box: Broadcasting vs. Narrowcasting ·Theoretically Speaking: Interactivity and Two-Way Communication ·Chapter 1 Checklist ·Social Plan Part 1: Discover and Explore ·Key Concepts ·Questions for Discussion ·Additional Exercises 2: Shifting Influences and the Decline of Push Marketing ·When Push Comes to Shove ·Mobile First Media ·Box: Push versus Pull ·Mass Media to Consumer Communication ·Mini Case: Sony Europe ·Box: Social Media Command Center ·Theoretically Speaking: Social Presence and Media Richness ·Chapter 2 Checklist ·Social Plan Part 2: Adding to the Noise ·Key Concepts ·Questions for Discussion ·Additional Exercises 3: Point of View from Control to Engagement ·The Mass Media Age Is Over ·Mini Case: Queensland Tourism ·From Communication Interruption to Engagement ·Careers in Social Media ·Box: Social Media Manager Mental Health ·Theoretically Speaking: The Four Ps to the Four Cs ·Chapter 3 Checklist ·Social Plan Part 3: Quantifying Engagement ·Key Concepts ·Questions for Discussion ·Additional Exercises PART II: A Strategic Process for Social Media 4: A Foundation for Social Media Strategy ·Plans, Campaigns, and Goal Setting ·Situational Analysis, Target, and Objectives ·Mini Case: Old Spice New Target ·Box: Objectives Should Meet SMART Guidelines ·Listen with a Social Media Audit ·Theoretically Speaking: Market Segmentation ·Chapter 4 Checklist ·Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit ·Key Concepts ·Questions for Discussion ·Additional Exercises 5: Customer Experience and Customer Engagement ·Fix Operations, Product, and Service Issues ·Social Media Marketing Cycle ·Big Ideas and Being Interesting ·Box: What Is Account Planning? ·Telling a Story in Social Media ·Mini Case: Chipotle Scarecrow ·Theoretically Speaking: Ethnographic Observational Research ·Chapter 5 Checklist ·Social Plan Part 5: Repair Plan and Big Idea ·Key Concepts ·Questions for Discussion ·Additional Exercises 6: Cross-Discipline Integration through Social Media ·The Real Convergence ·Box: The Attention Economy ·Think Like an Expert in All Fields ·Mini Case: Burger King Subservient Chicken ·Social Media Advertising ·Social Media Analytics Measurement ·Box: Social Media Strategic Plan ·Theoretically Speaking: Corporate and Marketing Communication, Public Relations, and Advertising ·Chapter 6 Checklist ·Social Plan Part 6: Integrate Traditional Marketing with Social Strategy ·Key Concepts ·Questions for Discussion ·Additional Exercises PART III: Choose Social Options for Target, Message, and Idea 7: Social Networks, Blogs, and Forums ·Choosing Social Options ·Social Networks ·Facebook ·LinkedIn ·Messaging Apps ·Blogs and Forums ·WordPress ·Blogger ·Mini Case: GM Fastlane Blog ·Tumblr ·Forums ·Chapter 7 Checklist ·Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums ·Key Concepts ·Questions for Discussion ·Additional Exercises 8: Microblogging and Media Sharing ·Microblogging ·Twitter ·Pinterest ·TikTok ·Mini Case: Pharrell’s “Happy” ·Media Sharing ·YouTube ·Instagram ·Snapchat ·Chapter 8 Checklist ·Social Plan Part 8: Choose Most Strategic Content Sharing ·Key Concepts ·Questions for Discussion ·Additional Exercises 9: Geosocial, Live Video, Ratings, and Reviews ·Geosocial ·Foursquare ·Social App Locations ·Google My Business ·Social Live Video ·Ratings and Reviews ·Mini Case: McDonald’s Q&A ·Yelp ·TripAdvisor ·Amazon ·Chapter 9 Checklist ·Social Plan Part 9: Strategic Use of Location, Ratings, and Reviews ·Key Concepts ·Questions for Discussion ·Additional Exercises 10: Social Bookmarking and Social Knowledge ·Social Bookmarking ·Reddit ·Digg ·BuzzFeed ·Mini Case: Behr Paints BuzzFeed ·Social Knowledge ·Wikipedia ·Yahoo! Answers ·Quora ·Podcasts ·iTunes ·Chapter 10 Checklist ·Social Plan Part 10: Buzz Building and Knowledge Sharing ·Key Concepts ·Questions for Discussion ·Additional Exercises PART IV: Integrating Social Media across Organizations 11: Social Media Insights and Crowdsourcing ·Leveraging Social Media Insights ·Box: Social Media Research Process ·Crowdsourcing the Wisdom of the Crowd ·Mini Case: Fiat Mio ·Box: Crowdsourcing Surprise and Delight ·Theoretically Speaking: Local Search Constrains R&D ·Chapter 11 Checklist ·Social Plan Part 11: Adding Crowdsourcing into a Campaign ·Key Concepts ·Questions for Discussion ·Additional Exercises 12: Content Marketing and Influencer Marketing ·Personas and User-Generated Content ·Engagement through Content Marketing ·Mini Case: Dove Real Beauty Sketches ·Advocates and Brand Ambassadors ·Box: How to Find a Brand Evangelist ·Influencer Marketing ·Theoretically Speaking: Consumer-Brand Relationships ·Chapter 12 Checklist ·Social Plan Part 12: Creating Brand Content and Motivating Brand Evangelists ·Key Concepts ·Questions for Discussion ·Additional Exercises 13: Social Care and Social Selling ·The Customer Is Always Right ·Mini Case: Hertz 24/7 Social Care ·Social Care Is No Longer a Choice ·Box: Types of Social Information Impacting Customer Service ·Crisis Communication and Reputation Management ·Box: How Does COVID-19 Impact Social Media Strategy? ·Social Selling and B2B Sales Strategy ·Theoretically Speaking: Word-of-Mouth in a Service Context ·Chapter 13 Checklist ·Social Plan Part 13: Creating Cross-Functional Social Care and Social Sales ·Key Concepts ·Questions for Discussion ·Additional Exercises PART V: Pulling It All Together 14: Write Your Plan, Plan Your Sell ·Slow and Steady Wins the Race ·Social Media Content Creation ·Social Media Content Calendar ·Social Media Metrics and Analytics ·Box: Dark Social ·Social Media Budget ·Artificial Intelligence ·Theoretically Speaking: Uses and Gratification ·Leap of Faith? ·Chapter 14 Checklist ·Mini Case: Saucony Find Your Strong ·Social Plan Part 14: Compile the Parts and Sell the Story ·Key Concepts ·Questions for Discussion ·Additional Exercises 15: Social Media Law, Ethics, and Etiquette ·Social Media Laws and Regulations ·Box: The FTC Takes Action ·Social Media Ethics ·Mini Case: Wal-Marting Across America ·Social Media Etiquette ·Box: Personal Branding ·Consumer Data Privacy and Security ·Theoretically Speaking: Elaboration Likelihood Model ·Chapter 15 Checklist ·Social Plan Part 15: Checking the Plan for Law and Ethical Considerations ·Key Concepts ·Questions for Discussion ·Additional Exercises Appendix A: Three-Part Social Plan Appendix B: Social Media Tools and Resources Glossary Index

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

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

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 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

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

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, Villanova University; Editor-in-Chief of International Journal of Advertising

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, Isaacson Professor, University of Nebraska at Omaha

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"

From the Publisher

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

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