Social Media Strategy Marketing and Advertising in the Consumer Revolution

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concepts and how to think critically about the competitive marketplace—even as it shifts the perspective from an outdated communications-control model to a more effective consumer engagement method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.

Foreword by Valerie Jones
Acknowledgments
Introduction

Part I: An Overview of Social Media
Chapter 1: The Scale and Scope of Social Media
Chapter 2: Shifting Influences and the Decline of Push Marketing
Chapter 3: A Marketer’s Point of View: Moving from Control to Engagement

Part II: No Hype: A Strategic Framework That Works
Chapter 4: Lay a Foundation, Frame the Conversation
Chapter 5: Make Repairs and Jumpstart the Conversation
Chapter 6: The Magic Number 3: Integrating Social, Marketing, and PR

Part III: Choose Social Options for Target, Message, and Idea
Chapter 7: Social Networks, Blogs, and Forums
Chapter 8: Microblogging and Media Sharing
Chapter 9: Geo-location, Ratings, and Reviews
Chapter 10: Social Bookmarking and Social Knowledge

Part IV: Integrating Social Media across Organizations
Chapter 11: Crowdsourcing Social Media Research
Chapter 12: Branded Content and Customer Evangelism
Chapter 13: Customer Service: The Art of Turning Complaints into Compliments

Part V: Pulling It All Together
Chapter 14: Write Your Plan, Plan Your Sell

Appendixes
A: The Complete Social Plan (Parts 1–14)
B: Quick Five-Step Social Plan
C: Social Media Tools and Resources

Index

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.