E-Book Overview
Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, Second Edition 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 affect change, support traditional efforts, and leverage consumer influence for the good of the brand whether it's a small business, large corporation or non-profit organization. Its real world examples and statistics make it a highly accessible text 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 in tact 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.
Enhanced pedagogical features include:
* social media calendars, metrics, and budgets
* chapter checklists to keep statistics updated
* expanded chapter previews
* new case studies and a 200-word glossary
* updated online tools and resources
E-Book Content
SOCIAL MEDIA
S T R AT E GY MARKETING, ADVERTISING, AND PUBLIC RELATIONS IN THE CONSUMER REVOLUTION
SECOND
EDITION
Keith A. Quesenberry Messiah College
ROW M A N & L I T T L E F I E L D Lanham • Boulder • New York • London
Executive Editor: Elizabeth Swayze Associate Editor: Megan Manzano Senior Marketing Manager: Kim Lyons Interior Designer: Andrea Reider Credits and acknowledgments for material borrowed from other sources, and reproduced with permission, appear on the appropriate page within the text. Published by Rowman & Littlefield An imprint of The Rowman & Littlefield Publishing Group, Inc. 4501 Forbes Boulevard, Suite 200, Lanham, Maryland 20706 www.rowman.com Unit A, Whitacre Mews, 26-34 Stannary Street, London SE11 4AB, United Kingdom Copyright © 2019 by Keith A. Quesenberry First edition 2016. All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher, except by a reviewer who may quote passages in a review. British Library Cataloguing in Publication Information Available Library of Congress Cataloging-in-Publication Data Names: Quesenberry, Keith A., 1971– author. Title: Social media strategy : marketing, advertising, and public relations in the consumer revolution / Keith A. Quesenberry, Messiah College. Description: Second edition. | Lanham : Rowman & Littlefield, [2018] | Includes bibliographical references and index. Identifiers: LCCN 2018004653 (print) | LCCN 2018005316 (ebook) | ISBN 9781538101360 (electronic) | ISBN 9781538113929 (cloth : alk. paper) | ISBN 9781538101353 (pbk. : alk. paper) Subjects: LCSH: Internet marketing. | Internet advertising. | Social media. | Internet in public relations. Classification: LCC HF5415.1265 (ebook) | LCC HF5415.1265 .Q46 2018 (print) | DDC 658.8/72—dc23 LC record available at https://lccn.loc.gov/2018004653 The paper used in this publication meets the minimum requirements of American National Standard for Information Sciences—Permanence of Paper for Printed Library Materials, ANSI/ NISO Z39.48-1992. Printed in the United States of America
Brief Contents
Detailed Contents v Foreword by Valerie K. Jones xi Preface xiii Acknowledgments xvii Introduction 1 PART I: An Overview of Soci