This essential guide to marketing, advertising, and PR unlocks current strategies to build and leverage consumer influence across social media. The fourth edition features concise, graphics-oriented sections that get students creating content early. Updates throughout complement new sections on AI and Web3 and a full suite of online ancillaries.
This essential guide to marketing, advertising, and PR unlocks current strategies to build and leverage consumer influence across social media. The fourth edition features concise, graphics-oriented sections that get students creating content early. Updates throughout complement new sections on AI and Web3 and a full suite of online ancillaries.
Keith A. Quesenberry, an associate professor of marketing at Messiah University, has taught graduate and undergraduate courses at Johns Hopkins, Temple, and West Virginia Universities. He spent 17 years as an associate creative director and copywriter at ad agencies like BBDO and Arnold creating campaigns for startups to Fortune 500s. His work has won One Show, ADDYs, London International, PRSA Anvil, and OMMA Awards and has been featured in Ad Age, Adweek, Brandweek, and Lurzer's International Archive. Keith's research has been published in Harvard Business Review, Advertising Age, PRWeek, Journal of Interactive Marketing, Journal of Current Issues & Research in Advertising, Journal of Marketing Theory & Practice, and International Journal of Integrated Marketing Communications. He is co-author of Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape.
Inhaltsangabe
TABLE OF CONTENTS-Second Edition 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 Mini Case: Kony 2012 Theoretically Speaking: Interactivity and Two-Way Communication Chapter 1 Checklist Social Plan Part 1: Discover and Explore Questions for Discussion Additional Exercises 2: Shifting Influences and the Decline of Push Marketing 3: A Marketer's POV from Control to Engagement Part II: No Hype: A Strategic Framework That Works 4: Lay a Foundation, Frame the Conversation 5: Make Repairs and Jumpstart the Conversation 6: Integrating Marketing, Advertising and Public Relations with Social71 Part III: Choose Social Options for Target, Message, and Idea 7: Social Networks, Messaging, Blogs, and Forums 8: Microblogging and Media Sharing 9: Geosocial, Live Video, Ratings and Reviews 10: Social Bookmarking and Social Knowledge Part IV: Integrating Social Media across Organizations 11: Social Media Insights and Crowdsourcing 12: Content Marketing and Influencer Marketing 13: Social Care and Social Selling Part V: Pulling It All Together 14: Write Your Plan, Plan Your Sell 15: Social Media Law, Ethics and Etiquette Appendixes A: Three-Part Social Plan B: Social Media Tools and Resources Glossary Index
TABLE OF CONTENTS-Second Edition 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 Mini Case: Kony 2012 Theoretically Speaking: Interactivity and Two-Way Communication Chapter 1 Checklist Social Plan Part 1: Discover and Explore Questions for Discussion Additional Exercises 2: Shifting Influences and the Decline of Push Marketing 3: A Marketer's POV from Control to Engagement Part II: No Hype: A Strategic Framework That Works 4: Lay a Foundation, Frame the Conversation 5: Make Repairs and Jumpstart the Conversation 6: Integrating Marketing, Advertising and Public Relations with Social71 Part III: Choose Social Options for Target, Message, and Idea 7: Social Networks, Messaging, Blogs, and Forums 8: Microblogging and Media Sharing 9: Geosocial, Live Video, Ratings and Reviews 10: Social Bookmarking and Social Knowledge Part IV: Integrating Social Media across Organizations 11: Social Media Insights and Crowdsourcing 12: Content Marketing and Influencer Marketing 13: Social Care and Social Selling Part V: Pulling It All Together 14: Write Your Plan, Plan Your Sell 15: Social Media Law, Ethics and Etiquette Appendixes A: Three-Part Social Plan B: Social Media Tools and Resources Glossary Index
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