Social media strategy : a roadmap for 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concepts and how to think critically about the competitive marketplace--even as it shifts the perspective from an outdated communications-control model to a more effective consumer engagement method provides a step-by-step roadmap for planning social media marketing strategy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. FOR PROFESSORS: Ancillary resources are available for this title, including a sample syllabus and templates for social media audits, content calendars, storylines, and more. Cover Front Matter Title Page Copyright Brief Contents Detailed Contents Foreword Acknowledgments Introduction PART I - An Overview of Social Media 1: The Scale and Scope of Social Media 2: Shifting Influences and the Decline of Push Marketing 3: A Marketer’s Point of View: Moving 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: The Magic Number 3: Integrating Social, Marketing, and PR PART III - Choose Social Options for Target, Message, and Idea 7: Social Networks, Blogs, and Forums 8: Microblogging and Media Sharing 9: Geo-location, Ratings, and Reviews 10: Social Bookmarking and Social Knowledge PART IV - Integrating Social Media across Organizations 11: Crowdsourcing Social Media Research 12: Branded Content and Customer Evangelism 13: Customer Service: The Art of Turning Complaints into Compliments PART V Pulling It All Together 14: Write Your Plan, Plan Your Sell Appendix A: The Complete Social Plan (Parts 1–14) Appendix B: Quick Five-Step Social Plan Appendix C: Social Media Tools and Resources Index About the Author "Social Media Strategy is your best practices guide to marketing, advertising, and public relations in today's competitive and socially-engaged consumer marketplace. In this book, Quesenberry shifts the perspective from an outdated 'communications control' marketing model to more effective methods grounded in consumer engagement. He systematically explores how companies can integrate the new consumer-oriented landscape through a well-balanced mix of key concepts, theory, industry statistics, and real-world examples. Throughout, he emphasizes the need to apply proven marketing principles to social media. Exercises and step-by-step worksheets serve as hands-on guidance for crafting a comprehensive and unique social media plan"--Back cover A practical guide to marketing, advertising, and public relations in a world of social media-empowered consumers. This step-by-step introduction to building brand benefit through social clout is grounded in a refreshing mix of academic research, theory, industry statistics, and real-world examples. No hype, just solid social media strategy.