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, advertising, and public relations.

Product Details

ISBN-13:	9781538138175
Publisher:	Rowman & Littlefield Publishers, Inc.
Publication date:	08/14/2020
Edition description:	Third Edition
Pages:	492
Sales rank:	904,735
Product dimensions:	6.90(w) x 9.90(h) x 1.20(d)
Age Range:	18 Years

About the Author

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.

Table of Contents

Preface xi

Acknowledgments xvii

Introduction 1

Part I An Overview of Social Media

1 The Scale and Scope of Social Media 7

The Rise of Social Media 8

The Size of Social Influence 13

The Maturing of Social Media 16

Mini Case: Kony 2012 19

Social Media Change Leads to Opportunity 20

Box: Broadcasting vs. Narrowcasting 21

Theoretically Speaking: Interactivity and Two-Way Communication 22

Chapter 1 Checklist 23

Social Plan Part 1: Discover and Explore 24

Key Concepts 24

Questions for Discussion 24

Additional Exercises 25

2 Shifting Influences and the Decline of Push Marketing 30

When Push Comes to Shove 31

Mobile First Media 34

Box: Push versus Pull 37

Mass Media to Consumer Communication 38

Mini Case: Sony Europe 41

Box: Social Media Command Center 42

Theoretically Speaking: Social Presence and Media Richness 45

Chapter 2 Checklist 46

Social Plan Part 2 Adding to the Noise 46

Key Concepts 47

Questions for Discussion 47

Additional Exercises 47

3 Point of View from Control to Engagement 52

The Mass Media Age Is Over 53

Mini Case: Queensland Tourism 55

From Communication Interruption to Engagement 59

Careers in Social Media 64

Box: Social Media Manager Mental Health 68

Theoretically Speaking: The Four Ps to the Four Cs 71

Chapter 3 Checklist 72

Social Plan Part 3 Quantifying Engagement 72

Key Concepts 72

Questions for Discussion 73

Additional Exercises 73

Part II A Strategic Process for Social Media

4 A Foundation for Social Media Strategy 79

Plans, Campaigns, and Goal Setting 80

Situational Analysis, Target, and Objectives 83

Mini Case: Old Spice New Target 88

Box: Objectives Should Meet SMART Guidelines 93

Listen with a Social Media Audit 94

Theoretically Speaking: Market Segmentation 100

Chapter 4 Checklist 101

Social Plan Part 4 Objectives, Target, Situation Analysis, and Audit 101

Key Concepts 102

Questions for Discussion 102

Additional Exercises 102

5 Customer Experience and Customer Engagement 108

Fix Operations, Product, and Service Issues 109

Social Media Marketing Cycle 112

Big Ideas and Being Interesting 118

Box: What Is Account Planning? 119

Telling a Story in Social Media 124

Mini Case: Chipotle Scarecrow 127

Theoretically Speaking: Ethnographic Observational Research 129

Chapter 5 Checklist 129

Social Plan Part 5 Repair Plan and Big Idea 130

Key Concepts 130

Questions for Discussion 130

Additional Exercises 131

6 Cross-Discipline Integration through Social Media 135

The Real Convergence 136

Box: The Attention Economy 140

Think Like an Expert in All Fields 141

Mini Case: Burger King Subservient Chicken 145

Social Media Advertising 146

Social Media Analytics 151

Box: Social Media Strategic Plan 154

Theoretically Speaking: Corporate and Marketing Communication, Public Relations, and Advertising 155

Chapter 6 Checklist 155

Social Plan Part 6 Integrate Traditional Marketing with Social Strategy 156

Key Concepts 156

Questions for Discussion 157

Additional Exercises 157

Part III Choose Social Options for Target, Message, and Idea

7 Social Networks, Blogs, and Forums 165

Choosing Social Options 166

Social Networks 168

Facebook 168

LinkedIn 172

Messaging Apps 175

Blogs and Forums 178

WordPress 180

Bloger 180

Mini Case: GM Fastlane Blog 181

Tumblr 182

Forums 183

Chapter 7 Checklist 185

Social Plan Part 7 Select Social Networks, Blog Platforms, and Forums 186

Key Concepts 186

Questions for Discussion 186

Additional Exercises 186

8 Microblogging and Media Sharing 193

Microblogging 194

Twitter 195

Pinterest 198

TikTok 200

Mini Case: Pharrell's "Happy" 203

Media Sharing 204

YouTube 204

Instagram 207

Snapchat 211

Chapter 8 Checklist 214

Social Plan Part 8 Choose Most Strategic Content Sharing 214

Key Concepts 214

Questions for Discussion 215

Additional Exercises 215

9 Geosocial, Live Video, Ratings, and Reviews 223

Geosocial 224

Foursquare 225

Social App Locations 226

Google My Business 229

Social Live Video 230

Ratings and Reviews 235

Mini Case: McDonald's Q&A 236

Yelp 237

TripAdvisor 239

Amazon 240

Chapter 9 Checklist 242

Social Plan Part 9 Strategic Use of Location, Ratings, and Reviews 243

Key Concepts 243

Questions for Discussion 243

Additional Exercises 244

10 Social Bookmarking and Social Knowledge 252

Social Bookmarking 253

Reddit 255

Digg 257

BuzzFeed 258

Mini Case: Behr Paints BuzzFeed 260

Social Knowledge 261

Wikipedia 262

Yahoo! Answers 263

Quora 265

Podcasts 267

iTunes 269

Chapter 10 Checklist 272

Social Plan Part 10 Buzz Building and Knowledge Sharing 272

Key Concepts 273

Questions for Discussion 273

Additional Exercises 274

Part IV Integrating Social Media across Organizations

11 Social Media Insights and Crowdsourcing 282

Leveraging Social Media Insights 283

Box: Social Media Research Process 287

Crowdsourcing the Wisdom of the Crowd 290

Mini Case: Fiat Mio 292

Box: Crowdsourcing Surprise and Delight 295

Theoretically Speaking: Local Search Constrains R&D 297

Chapter 11 Checklist 298

Social Plan Part 11 Adding Crowdsourcing into a Campaign 299

Key Concepts 299

Questions for Discussion 299

Additional Exercises 300

12 Content Marketing and Influencer Marketing 305

Personas and User-Generated Content 306

Engagement through Content Marketing 309

Mini Case: Dove Real Beauty Sketches 313

Advocates and Brand Ambassadors 314

Box: How to Find a Brand Evangelist 318

Influencer Marketing 319

Theoretically Speaking: Consumer-Brand Relationships 323

Chapter 12 Checklist 324

Social Plan Part 12 Creating Brand Content and Motivating Brand Evangelists 324

Key Concepts 325

Questions for Discussion 325

Additional Exercises 325

13 Social Care and Social Selling 332

The Customer Is Always Right 333

Mini Case: Hertz 24/7 Social Care 336

Social Care Is No Longer a Choice 336

Box: Types of Social Information Impacting Customer Service 338

Crisis Communication and Reputation Management 342

Box: How Does COVID-19 Impact Social Media Strategy? 345

Social Selling and B2B Sales Strategy 348

Theoretically Speaking: Word-of-Mouth in a Service Context 353

Chapter 13 Checklist 353

Social Plan Part 13 Creating Cross-Functional Social Care and Social Sales 354

Key Concepts 354

Questions for Discussion 355

Additional Exercises 355

Part V Pulling It All Together

14 Write Your Plan, Plan Your Sell 363

Slow and Steady Wins the Race 364

Social Media Content Creation 367

Social Media Content Calendar 371

Social Media Metrics and Analytics 374

Box: Dark Social 378

Social Media Budget 380

Artificial Intelligence 382

Theoretically Speaking: Uses and Gratification 384

Leap of Faith? 385

Chapter 14 Checklist 386

Mini Case: Saucony Find Your Strong 387

Social Plan Part 14 Compile the Parts and Sell the Story 388

Key Concepts 389

Questions for Discussion 390

Additional Exercises 390

15 Social Media Law, Ethics, and Etiquette 396

Social Media Laws and Regulations 397

Box: The FTC Takes Action 402

Social Media Ethics 406

Mini Case: Wal-Marting Across America 407

Social Media Etiquette 410

Box: Personal Branding 412

Consumer Data Privacy and Security 416

Theoretically Speaking: Elaboration Likelihood Model 419

Chapter 15 Checklist 420

Social Plan Part 15 Checking the Plan for Law and Ethical Considerations 421

Key Concepts 421

Questions for Discussion 422

Additional Exercises 422

Appendixes

A Three-Part Social Plan 428

B Social Media Tools and Resources 436

Glossary 445

Index 465

About the Author 473

Editorial Reviews

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

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

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