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" Social media strategy : "
Keith A. Quesenberry.
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BL
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852938
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| Main Entry
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Quesenberry, Keith A.,1971-
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| Title & Author
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Social media strategy : : marketing, advertising, and public relations in the consumer revolution /\ Keith A. Quesenberry.
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| Edition Statement
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Second edition.
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| Publication Statement
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Lanham, Maryland :: Rowman & Littlefield,, [2019]
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, ©2019
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| Page. NO
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xvii, 353 pages :: illustrations ;; 26 cm
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| ISBN
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1538101351
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: 1538113929
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: 9781538101353
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: 9781538113929
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Foreword / Valerie K. Jones -- Part I. An overview of social media : The scale and scope of social media : The rise of social media ; The size of social influence ; Theoretically speaking: interactivity and two-way communication : Mini case : Kony 2012 -- Shifting influences and the decline of push marketing : When push comes to shove ; Mass media to consumer communication : Mini case : Sony Europe ; Theoretically speaking: social presence and media richness -- A marketer's point of view from control to engagement : The advertising age is over : Mini case : Queensland tourism ; From interruption to engagement ; Theoretically speaking: The four Ps to the four Cs -- Part II. A strategic framework that works : Lay a foundation, frame the conversation : Business objectives, target audience, social analysis ; Gather primary and secondary data : Mini case : Old Spice new target ; Listen with a social media audit ; Theoretically speaking: market segmentation -- Make repairs and jumpstart the conversation : Fix operations, product, and service issues ; Big ideas and being interesting ; Telling a story in social media : Mini case : Chipotle scarecrow ; Theoretically speaking: Ethnographic observational research -- Integrating marketing, advertising, and public relations with social media : The convergence ; Think like an expert in all fields : Mini case : Burger King subservient chicken ; Theoretically speaking: Corporate and marketing communication, public relations, and advertising ; Native advertising and paid social media -- Part III. Choose social options for target, message, and idea : Social networks, blogs, and forums : Choosing social options ; Social networks : Facebook, LinkedIn, Messaging apps, Social network considerations ; Blogs and forums : WordPress ; Mini case : GM Fastlane Blog ; Blogger, Tumblr, Forums, Blog and forum considerations -- Microblogging and media sharing : Microblogging : Twitter, Pinterest, Microblogging considerations ; Mini case : Pharrell's "Happy" ; Media sharing : YouTube, Instagram, Snapchat; Media-sharing considerations -- Geosocial, live video, ratings, and reviews : Geosocial : Foursquare, Social app locations, Google My Business, Social live video, Geosocial and live video considerations ; Ratings and reviews : Mini case : McDonald's Q&A ; Yelp, TripAdvisor, Amazon, Ratings and reviews considerations -- Social bookmarking and social knowledge : Social bookmarking : Reddit, Digg, StumbleUpon, BuzzFeed, Mini case : Behr Paints BuzzFeed ; Social bookmarking considerations ; Social knowledge : Wikipedia, Yahoo! answers ; Quora ; Social knowledge considerations ; Podcasts : RSS feeds, iTunes, Podcast considerations ; Feeling overwhelmed in natural -- Part IV. Integrating social media across organizations : Social media insights and crowdsourcing : Leveraging social media insights ; Crowdsourcing the wisdom of the crowd : MIni case : Fiat Mio ; Theoretically speaking: local search constrains R&D -- Content marketing and influencer marketing : Engagement through content marketing : Mini case : Dove Real Beauty Sketches ; Supercharge word-of-mouth ; Influencer marketing ; Theoretically speaking: consumer-brand relationships -- Social care and social selling : The customer is always right : Mini case : Hertz 24/7 social care ; Social care is no longer a choice ; Social selling is integral to B2B sales strategy ; Theoretically speaking: word-of-mouth in a service context -- Write your plan, plan your sell : Slow and steady wins the race ; COntent creation takes time and focus ; Social media content calendar ; Social media metrics ; Social media budget ; Theoretically speaking: uses and gratification ; Leap of faith? : Mini case : Saucony find your strong -- Social media law, ethics, and etiquette : Social media laws and regulations ; Social media ethics and etiquette : Mini case : Wal-Marting across America ; Consumer data privacy and security ; Theoretically speaking: elaboration likelihood model -- Appendixes : A. Three-part social plan -- B. Social media tools and resources -- Glossary.
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| Abstract
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"Social Media Strategy, Second Edition is a guide to marketing, advertising, and public relations in a world of social media-empowered consumers. The new edition emphasizes connections in all areas of integrated marketing and adds a new chapter on law. Fully updated real world examples and statistics make it a highly accessible text for students." -- Provided by publisher.
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| Subject
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Internet advertising.
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Internet in public relations.
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Internet marketing.
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Social media.
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Internet advertising.
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Internet in public relations.
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Internet marketing.
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Marketing
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Online-Marketing
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Online-systemen
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Social Media
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Social media.
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Sociale media
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Strategie
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| Dewey Classification
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658.8/72
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| LC Classification
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HF5415.1265.Q46 2019
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