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雷达卡
by Keith A. Quesenberry (Author)
About the Author
Keith A. Quesenberry, assistant professor of marketing at Messiah College, has taught social media marketing, digital marketing, and advertising at Johns Hopkins University, Temple University, and West Virginia University. Before joining academia, he spent nearly twenty years as an associate creative director and copywriter for advertising agencies such as BBDO and Arnold Worldwide, working with clients from startups to Fortune 500s. His social media campaigns have received industry recognition including a PRSA Bronze Anvil and an OMMA Award. He is also an accomplished researcher and contributing author to Harvard Business Review, Entrepreneur,and Social Media Examiner.
About this book
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; and
- updated online tools and resources.
Brief contents
PART I: An Overview of Social Media
1: The Scale and Scope of Social Media 7
2: Shifting Influences and the Decline of Push Marketing 21
3: A Marketer’s Point of View from Control to Engagement 35
PART II: A Strategic Framework That Works
4: Lay a Foundation, Frame the Conversation 53
5: Make Repairs and Jumpstart the Conversation 75
6: Integrating Marketing, Advertising, and Public Relations with Social Media 91
PART III: Choose Social Options for Target, Message, and Idea
7: Social Networks, Blogs, and Forums 111
8: Microblogging and Media Sharing 137
9: Geosocial, Live Video, Ratings, and Reviews 159
10: Social Bookmarking and Social Knowledge 183
PART IV: Integrating Social Media across Organizations
11: Social Media Insights and Crowdsourcing 211
12: Content Marketing and Influencer Marketing 225
13: Social Care and Social Selling 241
PART V: Pulling It All Together
14: Write Your Plan, Plan Your Sell 261
15: Social Media Law, Ethics, and Etiquette 285
Appendixes
A: Three-Part Social Plan 311
B: Social Media Tools and Resources 319
Glossary 329
Index 343
Length: 376 pages
Publisher: Rowman & Littlefield Publishers; Second edition (July 9, 2018)
Language: English
ISBN-10: 1538101351
ISBN-13: 978-1538101353
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