Social Media Strategy: Marketing and Advertising in the Consumer Revolution is a comprehensive new text that presents a step-by-step Social Media Plan process for any product service or organization.
Through a balance of theory and practice it covers background and context for social, how it fits in the bigger business, marketing, advertising and PR strategy and presents stats, characteristics, and possible strategies for over 25 social channels divided into 8 categories of social networks, blogs and forums, microblogging, media sharing, geo-location, ratings and reviews, social bookmarking, and social knowledge. The Social Media Plan is completed with chapter by chapter or through a condensed five step process given in an appendix.
The text presents social strategy in practice through over 30 examples and case studies. Each chapter includes additional resources offering over 80 questions and exercises to prompt discussion or serve as assignments, plus over 125 key terms bolded and defined.
You will find templates for SWOT analysis, social media audit, social media metrics, social media plan/strategy and guidelines for SMART objectives, segmentation, social media research, integrated marketing communication, crowdsourcing, influencer/evangelist marketing, crisis communication, customer service, and cross-functional social care teams. There is also an appendix with more than 100 tools and resource links to help put the social media plan together.
At just over 225 pages and 14 chapters it is a comprehensive book for professionals looking to develop a social media plan or a text for a social media class. Yet, it is concise enough to serve as a supplemental text in other business, marketing, communications, advertising or PR courses. Free Preview of the Detailed Contents, Forward, Introduction and First Chapter: bit.ly/QuesenberryFreeSample EBook at bit.ly/QuesenberryEBook Professors can request an Instructor Exam Copy from Roman & Littlefield publishers bit.ly/Quesenberry
A comprehensive and clear overview of a successful marketing effort using conversation, virality, and direct consumer communication. By combining solid marketing tenets with practical steps, Quesenberry authoritatively walks readers through the various social media platforms, what works, and why. This text includes clear explanations of social media platforms and how they direct consumer participation, real-world case studies, exercises, and step-by-step worksheets. It will serve as an introduction for students as well as a guide for professionals.
— Ann Marie Kerwin, Editor Advertising Age
Finally, the book on social media we’ve all been waiting for! Quesenberry provides an excellent framework for students to learn about social media strategy and for companies to use in their strategic planning. This book thoroughly covers everything from native advertising to geo-location, crowdsourcing, and more. 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
While becoming a Social Media Expert is as elusive as becoming a unicorn, you will be much more knowledgeable after reading Quesenberry’s insightful, well-researched book.
— Rob Schnapp, Coyne PR
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.
— Kate S. Kurtin, California State University in Journalism & Mass Communication Quarterly
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.
— Karen Freberg, University of Louisville
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.
— Amber Benson, SMU in Journal of Advertising Education.