Social media strategy : marketing, advertising, and public relations in the consumer revolution / Keith A. Quesenberry

Includes index.

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.

Social Media Strategy is a blueprint for the practice of marketing communications, advertising, and public relations in a digital world where the consumer has taken control. The consumer revolution is not about giving up or giving in; it is about adjusting methods to effect change, support traditional efforts, and leverage consumer influence for the good of the brand, whether it’s a small business, large corporation, or nonprofit organization. The text’s real-world examples and statistics make it highly accessible for students. 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 intact with additions that take a more integrated look at social media strategy. It features a new chapter on law, ethics, and etiquette and updates on key topics such as social media careers, personal branding, storytelling, paid social media, messaging apps, live video, influencer marketing, B2B social selling, and all major social media platforms.