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.
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.
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.
Inhaltsangabe
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
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
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