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Social Media Strategy by Quesenberry, Keith A
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Item specifics
- Condition
- Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See all condition definitionsopens in a new window or tab
- Book Title
- Social Media Strategy
- ISBN
- 9781538138175
About this product
Product Identifiers
Publisher
Rowman & Littlefield Publishers, Incorporated
ISBN-10
1538138174
ISBN-13
9781538138175
eBay Product ID (ePID)
3038390122
Product Key Features
Number of Pages
448 Pages
Language
English
Publication Name
Social Media Strategy : Marketing, Advertising, and Public Relations in the Consumer Revolution
Subject
Business Communication / General, Communication Studies, Web / Social Media, E-Commerce / Internet Marketing
Publication Year
2020
Type
Textbook
Subject Area
Computers, Language Arts & Disciplines, Business & Economics
Format
Trade Paperback
Dimensions
Item Height
1 in
Item Weight
16 Oz
Item Length
1 in
Item Width
1 in
Additional Product Features
Edition Number
3
Intended Audience
College Audience
LCCN
2020-007483
Dewey Edition
23
Reviews
"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..., 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'e"adapted from both research and practice'e"is not only refreshing to see, but also addresses the trend observed both in practice and in academia., 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., 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., 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.
Grade From
College Freshman
Illustrated
Yes
Dewey Decimal
658.872
Grade To
College Graduate Student
Table Of Content
TABLE OF CONTENTS-Second Edition 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 Mini Case: Kony 2012 Theoretically Speaking: Interactivity and Two-Way Communication Chapter 1 Checklist Social Plan Part 1: Discover and Explore Questions for Discussion Additional Exercises 2: Shifting Influences and the Decline of Push Marketing 3: A Marketer's POV from Control to Engagement Part II: No Hype: 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 Social71 Part III: Choose Social Options for Target, Message, and Idea 7: Social Networks, Messaging, 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 Insights 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 Appendixes A: Three-Part Social Plan B: Social Media Tools and Resources Glossary Index
Synopsis
Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, Third Edition is a blueprint for the practice of marketing communications, advertising and public relations in a digital world where the consumer has taken control., Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, Third Edition is a blueprint for the practice of marketing communications, advertising and public relations in a digital world where the consumer has taken control. This book contributes to everything we are trying to teach our students, not just the latest in advertising techniques. In fact, the book is exceptionally comprehensive.... By focusing on core social science concepts, Quesenberry solidifies his lessons expertly. Quesenberry wraps up the text with a discussion on integrating social media across organizations and pulling his wide-ranging topics together. This conclusion demonstrates that the academic field is full of us marketing-professionals-turned-professors, and this is a text for us! It presents real-world problems in academic ways perfect for the classroom... [A]fter assigning it in the classroom, I have no doubt that my students will keep this book on their first office bookshelf. (Previous Edition Praise) - Journalism & Mass Communication Quarterly Provides a solid foundation for introducing the complexity of social media strategy to students... [and] an outstanding introduction to the types of social media engagement and their representative platforms. ... While choosing a social media textbook often deserves the status of 'It's Complicated', any professor looking for a quality introductory textbook for social media would do well to be 'In a Relationship' with Quesenberry's contribution. (Previous Edition Praise) - Journal of Advertising Education Professor Quesenberry makes an important contribution in helping instructors to engage students in learning social media planning and strategy. Social Media Strategy helped my students present a real-world plan to our clients. The second edition adds important depth to the excellent framework for moving from theory to practice. - Jeremy Lipschultz, Isaacson Professor, University of Nebraska at Omaha 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, Stockton University, Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, Third Edition is a blueprint for the practice of marketing communications, advertising and public relations in a digital world where the consumer holds the power. This new edition presents up-to-date strategies for innovating change, supporting traditional efforts, and leverage consumer influence for the good of the brand. Examples from small businesses, large corporations, and non-profit organizations provide real-world statistics in an accessible and highly practical text. 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 supplemented with updated statistics, features, tactics, and social media platform options. New features include: Expanded discussion of social media careers, ROI, social media plan outline, crisis communication, and content creationChapter Checklists that challenge students to seek out latest developments in rapidly changing social mediaKey Concepts sections appear at the end of chapters as an easy study referenceFull Glossary of all key concepts, including more than 125 new termsEthics-focused questions and new brand examples in each chapterCoverage of new developments such as TikTok, AI and messenger chatbots, as well as links to professional certifications from Hootsuite, HubSpot, Facebook, Google, and moreInstructor resources may be found at https://textbooks.rowman.com/quesenberry3e. These include: Updated case briefs, chapter outlines, and test banks Revised example assignments and syllabi for undergraduate and graduate coursesNew PowerPoint slides for in-person or online lectures Ten downloadable templates and guides to support key strategic tools, 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.
LC Classification Number
HF5415.1265.Q46 2021
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Seller feedback (309)
- m***l (144)- Feedback left by buyer.Past monthVerified purchaseItem as described and pictured. Nice price and promptly shipped.
- t***a (18)- Feedback left by buyer.Past monthVerified purchase5* for Quality, Condition, Value and Appearance. It went very well. Thank you!
- c***b (317)- Feedback left by buyer.Past monthVerified purchaseNice condition, fast shipping. Great seller. Thanks very much!