The fourth edition of Social Media Strategy is an essential step-by-step blueprint for innovating change; supporting traditional marketing, advertising, and PR efforts; and leveraging consumer influence in the digital social media world where the consumer have taken control.
With a completely integrated marketing, advertising, and public relations framework, Keith Quesenberry’s up-to-date textbook goes beyond tips and tricks to systematically explore the unique qualities, challenges, and opportunities of social media. Students learn core principles and proven processes to build unique social media plans that integrate paid, earned, shared, and owned media based on business objectives, target audiences, big ideas, and social media categories.
This classroom- and industry-proven text has been updated with a new infographics and concise reading sections with frequent tables, checklists, and templates. New and updated case studies in each chapter engage students in contemporary examples from small businesses, large corporations, and non-profit organizations. Focusing on cross-disciplinary strategic planning, content creation, and reporting, this accessible and highly practical text is an essential guide for students and professionals alike [from the back cover].

Contents:

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. Point of view from control to engagement;

Part II. A strategic process for Social Media;
4. A foundation for Social Media strategy;
5. Customer experience and customer engagement;
6. Cross-discipline integration through Social Media;

Part III. Choose social options for target, message, and idea;
7. Social networks and messaging;
8. Microblogging and blogs;
9. Media sharing and ratings and reviews;
10. Social bookmarking and social knowledge;

Part IV. Integrating Social Media across organizations;
11. Social Media insights and crowdsourcing;
12. Social care and social selling;

Part V. Pulling it all together;
13. Social Media marketing plan;
14. Social Media law, ethics, and etiquette;

Appendix: additional Social Media considerations and resources;

Glossary;
Notes;
Index;
About the author.