Keith A. Quesenberry - Social Media Strategy

[BlackHatX]

Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution, Second Edition is a blueprint for the practice of marketing communications, advertising and public relations in a digital world where the consumer has taken control. The consumer revolution is not about giving up or giving in; it is about adjusting methods to affect change, support traditional efforts, and leverage consumer influence for the good of the brand whether it's a small business, large corporation or non-profit organization. Its real world examples and statistics make it a highly accessible text for students.

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 in tact with additions that take a more integrated look at social media strategy. It features a new chapter on law, ethics and etiquette, and updates on key topics such as social media careers, personal branding, storytelling, paid social media, messaging apps, live video, influencer marketing, B2B social selling, and all major social media platforms.

Enhanced pedagogical features include:
* Social media calendars, metrics, and budgets
* Chapter checklists to keep statistics updated
* Expanded chapter previews
* New case studies and a 200-word glossary
* Updated online tools and resources

Contents:
Foreword by Valerie K. Jones
Preface
Acknowledgments
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 A Marker's Point of View from Control to Engagement
Part II: 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 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 Insight 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
Glossary
Index
About the Author

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