Social Media Strategy

Marketing and Advertising in the Consumer Revolution

By (author) Keith A. Quesenberry

Publication date:

22 October 2015

Length of book:

256 pages

Publisher

Rowman & Littlefield Publishers

ISBN-13: 9781442251526

Social Media Strategy is your guide to practicing marketing, advertising, and public relations in a world of social media-empowered consumers. Grounded in a refreshing balance of concept, theory, industry statistics, and real-world examples, Keith Quesenberry introduces readers to the steps of building a complete social media plan and how companies can integrate the social media consumer landscape. This simple, systematic text ·leads readers through core marketing concepts and how to think critically about the competitive marketplace—even as it shifts the perspective from an outdated communications-control model to a more effective consumer engagement method ·provides a step-by-step roadmap for planning social media marketing strategy ·emphasizes the need to apply solid marketing principles to social media ·explores how to integrate social media throughout an entire organization ·gives students and other readers skills vital for leveraging consumer knowledge and influence for the good of a brand. The end result delivers the context, process and tools needed to create a comprehensive and unique social media plan for any business or organization. FOR PROFESSORS: Ancillary resources are available for this title, including a sample syllabus and templates for social media audits, content calendars, storylines, and more.

Foreword by Valerie Jones Acknowledgments Introduction Part I: An Overview of Social Media Chapter 1: The Scale and Scope of Social Media The Rise of Social Media The Size of Social Influence Theoretically Speaking: Interactivity and Two-Way Communication Social Plan Part 1: Discover and Explore Questions for Discussion Additional Exercises Chapter 2: Shifting Influences and the Decline of Push Marketing When Push Comes to Shove Mass Media to Consumer Communication Theoretically Speaking: Social Presence and Media Richness Social Plan Part 2: Adding to the Noise Questions for Discussion Additional Exercises Chapter 3: A Marketer’s Point of View: Moving from Control to Engagement The Advertising Age Is Over From Interruption to Engagement Theoretically Speaking: The Four Ps to the Four Cs Social Plan Part 3: Quantifying Engagement Questions for Discussion Additional Exercises Part II: No Hype: A Strategic Framework That Works Chapter 4: Lay a Foundation, Frame the Conversation Goals, Analysis, and Targets Listen with a Social Media Audit Theoretically Speaking: Market Segmentation Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit Questions for Discussion Additional Exercises Chapter 5: Make Repairs and Jumpstart the Conversation Fix Operations, Product, and Service Issues Big Ideas and Being Interesting Theoretically Speaking: Ethnographic Observational Research Social Plan Part 5: Repair Plan and Big Idea Questions for Discussion Additional Exercises Chapter 6: The Magic Number 3: Integrating Social, Marketing, and PR The Real Convergence Think Like an Expert in All Fields Theoretically Speaking: Corporate and Marketing Communication, PR, and Advertising Social Plan Part 6: Integrate Traditional Marketing with Social Strategy Questions for Discussion Additional Exercises Part III: Choose Social Options for Target, Message, and Idea Chapter 7: Social Networks, Blogs, and Forums Choosing Social Options Social Networks Blogs and Forums Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums Questions for Discussion Additional Exercises Chapter 8: Microblogging and Media Sharing Microblogging Media Sharing Social Plan Part 8: Choose Most Strategic Content Sharing Questions for Discussion Additional Exercises Chapter 9: Geo-location, Ratings, and Reviews Geo-location Ratings and Reviews Social Plan Part 9: Strategic Use of Location, Ratings, and Reviews Questions for Discussion Additional Exercises Chapter 10: Social Bookmarking and Social Knowledge Social Bookmarking Social Knowledge Podcasts Feeling Overwhelmed Is Natural Social Plan Part 10: Buzz Building and Knowledge Sharing Questions for Discussion Additional Exercises Part IV: Integrating Social Media across Organizations Chapter 11: Crowdsourcing Social Media Research Real-Time Intelligence Leveraging the Wisdom of the Crowd Theoretically Speaking: Local Search Constrains R&D Social Plan Part 11: Adding Crowdsourcing into a Campaign Questions for Discussion Additional Exercises Chapter 12: Branded Content and Customer Evangelism Creating a New Level of Engagement Supercharge Word-of-Mouth Theoretically Speaking: Consumer-Brand Relationships Social Plan Part 12: Creating Branded Content and Motivating Brand Evangelists Questions for Discussion Additional Exercises Chapter 13: Customer Service: The Art of Turning Complaints into Compliments The Customer Is Always Right Social Care Is No Longer a Choice Theoretically Speaking: Word-of-Mouth in a Service Context Social Plan Part 13: Creating Cross-Functional Social Care Questions for Discussion Additional Exercises Part V: Pulling It All Together Chapter 14: Write Your Plan, Plan Your Sell Slow and Steady Wins the Race Content Creation Takes Time and Focus Theoretically Speaking: Uses and Gratification Leap of Faith? Social Plan Part 14: Compile the Parts and Sell the Story Questions for Discussion Additional Exercises Appendixes A: The Complete Social Plan (Parts 1–14) B: Quick Five-Step Social Plan C: Social Media Tools and Resources Index

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.