Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution. 3rd Edition Available Now!

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 creation
• Chapter Checklists that challenge students to seek out latest developments in rapidly changing social media
• Key Concepts sections appear at the end of chapters as an easy study reference
• Full Glossary of all key concepts, including more than 125 new terms
• Ethics-focused questions and new brand examples in each chapter
• Coverage of new developments such as TikTok, AI and messenger chatbots, as well as links to professional certifications from Hootsuite, HubSpot, Facebook, Google, and more

Free exam copy and instructor resources for professors at https://rowman.com/ISBN/9781538138168

Instructor resources include:

• Updated case briefs, chapter outlines with learning objectives, and test banks
• Revised example assignments and syllabi for undergraduate and graduate courses
• New PowerPoint slides for in-person or online lectures
• Downloadable templates and guides to support key strategic tools

Reviews

“Social Media Strategy packs a wallop, with information about virtually every facet of the field. Keith Quesenberry’s comprehensive guide to social media marketing is filled with in-depth information, ranging from a definition of social media marketing and strategy, an updated overview of jobs involving social media marketing and strategy, and the many ways in which social media influence and inform modern business practices. Quesenberry’s book is a wonderful resource for anyone looking into social media marketing, from novice to professional, and can be used as a guidebook, textbook, and resource for practical tools to improve social media marketing.” — Neal Schaffer, CEO PDCA Social and Professor Rutgers University

“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

“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 (First Edition)

“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

“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

“The author marries the industry strategist with the academic theorist beautifully in this user-friendly text; I would recommend it to any course or company looking to push ahead into the social media frontier with a cohesive plan for success.” – Amanda C. Bright, Eastern Illinois University in Journalism & Mass Communication Educator

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