Social media strategy : marketing, advertising, and public relations in the consumer revolution /: marketing, advertising, and public relations in the consumer revolution. (2020)

• Record Type: Book
• Further Information: Note: Keith A. Quesenberry.
• Authors: Quesenberry, Keith A, 1971-
• Contents: 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 The Maturing of Social Media Mini Case: Kony 2012 Social Media Change Leads to Opportunity Box: Broadcasting vs. Narrowcasting Theoretically Speaking: Interactivity and Two-Way Communication Chapter 1 Checklist Social Plan Part 1: Discover and Explore Key Concepts Questions for Discussion Additional Exercises 2: Shifting Influences and the Decline of Push Marketing When Push Comes to Shove Mobile First Media Box: Push versus Pull Mass Media to Consumer Communication Mini Case: Sony Europe Box: Social Media Command Center Theoretically Speaking: Social Presence and Media Richness Chapter 2 Checklist Social Plan Part 2: Adding to the Noise Key Concepts Questions for Discussion Additional Exercises 3: Point of View from Control to Engagement The Mass Media Age Is Over Mini Case: Queensland Tourism From Communication Interruption to Engagement Careers in Social Media Box: Social Media Manager Mental Health Theoretically Speaking: The Four Ps to the Four Cs Chapter 3 Checklist Social Plan Part 3: Quantifying Engagement Key Concepts Questions for Discussion Additional Exercises PART II: A Strategic Process for Social Media 4: A Foundation for Social Media Strategy Plans, Campaigns, and Goal Setting Situational Analysis, Target, and Objectives Mini Case: Old Spice New Target Box: Objectives Should Meet SMART Guidelines Listen with a Social Media Audit Theoretically Speaking: Market Segmentation Chapter 4 Checklist Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit Key Concepts Questions for Discussion Additional Exercises 5: Customer Experience and Customer Engagement Fix Operations, Product, and Service Issues Social Media Marketing Cycle Big Ideas and Being Interesting Box: What Is Account Planning? Telling a Story in Social Media Mini Case: Chipotle Scarecrow Theoretically Speaking: Ethnographic Observational Research Chapter 5 Checklist Social Plan Part 5: Repair Plan and Big Idea Key Concepts Questions for Discussion Additional Exercises 6: Cross-Discipline Integration through Social Media The Real Convergence Box: The Attention Economy Think Like an Expert in All Fields Mini Case: Burger King Subservient Chicken Social Media Advertising Social Media Analytics Measurement Box: Social Media Strategic Plan Theoretically Speaking: Corporate and Marketing Communication, Public Relations, and Advertising Chapter 6 Checklist Social Plan Part 6: Integrate Traditional Marketing with Social Strategy Key Concepts Questions for Discussion Additional Exercises PART III: Choose Social Options for Target, Message, and Idea 7: Social Networks, Blogs, and Forums Choosing Social Options Social Networks Facebook LinkedIn Messaging Apps Blogs and Forums WordPress Blogger Mini Case: GM Fastlane Blog Tumblr Forums Chapter 7 Checklist Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums Key Concepts Questions for Discussion Additional Exercises 8: Microblogging and Media Sharing Microblogging Twitter Pinterest TikTok Mini Case: Pharrell’s “Happy” Media Sharing YouTube Instagram Snapchat Chapter 8 Checklist Social Plan Part 8: Choose Most Strategic Content Sharing Key Concepts Questions for Discussion Additional Exercises 9: Geosocial, Live Video, Ratings, and Reviews Geosocial Foursquare Social App Locations Google My Business Social Live Video Ratings and Reviews Mini Case: McDonald’s Q&A Yelp TripAdvisor Amazon Chapter 9 Checklist Social Plan Part 9: Strategic Use of Location, Ratings, and Reviews Key Concepts Questions for Discussion Additional Exercises 10: Social Bookmarking and Social Knowledge Social Bookmarking Reddit Digg BuzzFeed Mini Case: Behr Paints BuzzFeed Social Knowledge Wikipedia &lt
• Edition: Third edition
• Publisher Details: Lanham : Rowman & Littlefield Publishers
• Publication Date: 2020
• Extent: 1 online resource, illustrations (black and white)
• Subjects: 658.872; Internet marketing; Internet advertising; Social media; Internet in public relations
• Languages: English
• ISBNs: 9781538138182
• Related ISBNs: 9781538138168; 9781538138175
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
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• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.