ISBN-10:
1538101351
ISBN-13:
9781538101353
Pub. Date:
07/09/2018
Publisher:
Rowman & Littlefield Publishers, Inc.
Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution / Edition 2

Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution / Edition 2

by Keith A. Quesenberry
Current price is , Original price is $50.0. You

Temporarily Out of Stock Online

Please check back later for updated availability.

Product Details

ISBN-13: 9781538101353
Publisher: Rowman & Littlefield Publishers, Inc.
Publication date: 07/09/2018
Edition description: Second Edition
Pages: 376
Sales rank: 295,108
Product dimensions: 6.90(w) x 9.90(h) x 0.80(d)
Age Range: 18 Years

About the Author

Keith A. Quesenberry, assistant 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. Before joining academia, he spent nearly twenty years as an associate creative director and copywriter for advertising agencies such as BBDO and Arnold Worldwide, working with clients from startups to Fortune 500s. His social media campaigns have received industry recognition including a PRSA Bronze Anvil and an OMMA Award. He is also an accomplished researcher and contributing author to Harvard Business Review, Entrepreneur,and Social Media Examiner. Follow his blog at www.postcontrolmarketing.com.

Table of Contents

Brief Contents iii

Foreword Valerie K. Jones xi

Preface xiii

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 11

Theoretically Speaking: Interactivity and Two-Way Communication 14

Mini Case: Kony 2012 15

Chapter 1 Checklist 16

Social Plan Part 1 Discover and Explore 16

Questions for Discussion 17

Additional Exercises 17

2 Shifting Influences and the Decline of Push Marketing 21

When Push Comes to Shove 22

Box: Push versus Pull 25

Mass Media to Consumer Communication 26

Mini Case: Sony Europe 28

Theoretically Speaking: Social Presence and Media Richness 29

Chapter 2 Checklist 30

Social Plan Part 2 Adding to the Noise 30

Questions for Discussion 31

Additional Exercises 31

3 A Marketer's Point of View from Control to Engagement 35

The Advertising Age Is Over 36

Mini Case: Queensland Tourism 37

From Interruption to Engagement 41

Theoretically Speaking: The Four Ps to the Four Cs 44

Chapter 3 Checklist 46

Social Plan Part 3 Quantifying Engagement 46

Questions for Discussion 47

Additional Exercises 47

Part II A Strategic Framework That Works

4 Lay a Foundation and Frame the Conversation 53

Business Objectives, Target Audience, Social Analysis 54

Box: Objectives Should Meet SMART Guidelines 57

Gather Primary and Secondary Data 58

Mini Case: Old Spice New Target 62

Listen with a Social Media Audit 63

Theoretically Speaking: Market Segmentation 68

Chapter 4 Checklist 69

Social Plan Part 4 Objectives, Target, Situation Analysis, and Audit 69

Questions for Discussion 70

Additional Exercises 70

5 Make Repairs and Jumpstart the Conversation 75

Fix Operations, Product, and Service Issues 76

Big Ideas and Being Interesting 79

Box: What Is Account Planning? 80

Telling a Story in Social Media 83

Mini Case: Chipotle Scarecrow 85

Theoretically Speaking: Ethnographic Observational Research 86

Chapter 5 Checklist 86

Social Plan Part 5 Repair Plan and Big Idea 87

Questions for Discussion 87

Additional Exercises 88

6 Integrating Marketing, Advertising, and Public Relations with Social Media 91

The Real Convergence 92

Box: The Attention Economy 94

Think Like an Expert in All Fields 95

Mini Case: Burger King Subservient Chicken 98

Theoretically Speaking: Corporate and Marketing Communication, Public Relations, and Advertising 98

Native Advertising and Paid Social Media 99

Chapter 6 Checklist 103

Social Plan Part 6 Integrate Traditional Marketing with Social Strategy 103

Questions for Discussion 104

Additional Exercises 104

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

7 Social Networks, Blogs, and Forums 111

Choosing Social Options 112

Social Networks 113

Facebook 113

LinkedIn 117

Messaging Apps 119

Social Network Considerations 121

Blogs and Forums 121

WordPress 122

Mini Case: GM Fastlane Blog 123

Blogger 124

Tumblr 125

Forums 126

Blog and Forum Considerations 127

Chapter 7 Checklist 128

Social Plan Part 7 Select Social Networks, Blog Platforms, and Forums 128

Questions for Discussion 129

Additional Exercises 129

8 Microblogging and Media Sharing 137

Microblogging 138

Twitter 139

Pinterest 141

Microblogging Considerations 143

Mini Case: Pharrell's "Happy" 144

Media Sharing 144

YouTube 145

Instagram 147

Snapchat 150

Media-Sharing Considerations 152

Chapter 8 Checklist 152

Social Plan Part 8 Choose Most Strategic Content Sharing 153

Questions for Discussion 153

Additional Exercises 153

9 Geosocial, Live Video, Ratings, and Reviews 159

Geosocial 160

Foursquare 161

Social App Locations 163

Google My Business 165

Social Live Video 166

Geosocial and Live Video Considerations 169

Ratings and Reviews 169

Mini Case: McDonald's Q&A 170

Yelp 171

Trip Advisor 172

Amazon 173

Ratings and Reviews Considerations 174

Chapter 9 Checklist 175

Social Plan Part 9 Strategic Use of Location, Ratings, and Reviews 175

Questions for Discussion 176

Additional Exercises 176

10 Social Bookmarking and Social Knowledge 183

Social Bookmarking 184

Reddit 185

Digg 187

StumbleUpon 188

BuzzFeed 189

Mini Case: Behr Paints BuzzFeed 190

Social Bookmarking Considerations 191

Social Knowledge 191

Wikipedia 192

Yahoo! Answers 193

Quora 195

Social Knowledge Considerations 196

Podcasts 197

RSS Feeds 198

iTunes 199

Podcast Considerations 200

Feeling Overwhelmed Is Natural 200

Chapter 10 Checklist 201

Social Plan Part 10 Buzz Building and Knowledge Sharing 201

Questions for Discussion 202

Additional Exercises 202

Part IV Integrating Social Media across Organizations

11 Social Media Insights and Crowdsourcing 211

Leveraging Social Media Insights 212

Box: Social Media Research Process 214

Crowdsourcing the Wisdom of the Crowd 216

Mini Case: Fiat Mio 218

Theoretically Speaking: Local Search Constrains R&D 220

Chapter 11 Checklist 220

Social Plan Part 11 Adding Crowdsourcing into a Campaign 221

Questions for Discussion 221

Additional Exercises 222

12 Content Marketing and Influencer Marketing 225

Engagement through Content Marketing 226

Mini Case: Dove Real Beauty Sketches 229

Supercharge Word-of-Mouth 230

Box: How to Find a Brand Evangelist 232

Influencer Marketing 233

Theoretically Speaking: Consumer-Brand Relationships 235

Chapter 12 Checklist 236

Social Plan Part 12 Creating Brand Content and Motivating Brand Evangelists 236

Questions for Discussion 237

Additional Exercises 237

13 Social Care and Social Selling 241

The Customer Is Always Right 242

Mini Case: Hertz 24/7 Social Care 245

Social Care Is No Longer a Choice 246

Box: Types of Social Information Impacting Customer Service 247

Social Selling Is Integral to B2B Sales Strategy 250

Theoretically Speaking: Word-of-Mouth in a Service Context 253

Chapter 13 Checklist 253

Social Plan Part 13 Creating Cross-Functional Social Care and Social Sales 254

Questions for Discussion 254

Additional Exercises 255

Part V Pulling It All Together

14 Write Your Plan, Plan Your Sell 261

Slow and Steady Wins the Race 262

Content Creation Takes Time and Focus 263

Social Media Content Calendar 265

Social Media Metrics 269

Social Media Budget 274

Theoretically Speaking: Uses and Gratification 276

Leap of Faith? 277

Mini Case: Saucony Find Your Strong 278

Chapter 14 Checklist 279

Social Plan Part 14 Compile the Parts and Sell the Story 279

Questions for Discussion 280

Additional Exercises 281

15 Social Media Law, Ethics, and Etiquette 285

Social Media Laws and Regulations 286

Social Media Ethics and Etiquette 292

Mini Case: Wal-Marting across America 293

Consumer Data Privacy and Security 300

Theoretically Speaking: Elaboration Likelihood Model 302

Chapter 15 Checklist 303

Social Plan Part 15 Checking the Plan for Law and Ethical Considerations 303

Questions for Discussion 304

Additional Exercises 304

Appendixes

A Three-Part Social Plan 311

B Social Media Tools and Resources 319

Glossary 329

Index 343

About the Author 353

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews