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Social Media Strategy


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Table of Contents

Foreword by Valerie Jones Acknowledgments Introduction Part I: An Overview of Social Media Chapter 1: The Scale and Scope of Social Media The Rise of Social Media The Size of Social Influence Theoretically Speaking: Interactivity and Two-Way Communication Social Plan Part 1: Discover and Explore Questions for Discussion Additional Exercises Chapter 2: Shifting Influences and the Decline of Push Marketing When Push Comes to Shove Mass Media to Consumer Communication Theoretically Speaking: Social Presence and Media Richness Social Plan Part 2: Adding to the Noise Questions for Discussion Additional Exercises Chapter 3: A Marketer's Point of View: Moving from Control to Engagement The Advertising Age Is Over From Interruption to Engagement Theoretically Speaking: The Four Ps to the Four Cs Social Plan Part 3: Quantifying Engagement Questions for Discussion Additional Exercises Part II: No Hype: A Strategic Framework That Works Chapter 4: Lay a Foundation, Frame the Conversation Goals, Analysis, and Targets Listen with a Social Media Audit Theoretically Speaking: Market Segmentation Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit Questions for Discussion Additional Exercises Chapter 5: Make Repairs and Jumpstart the Conversation Fix Operations, Product, and Service Issues Big Ideas and Being Interesting Theoretically Speaking: Ethnographic Observational Research Social Plan Part 5: Repair Plan and Big Idea Questions for Discussion Additional Exercises Chapter 6: The Magic Number 3: Integrating Social, Marketing, and PR The Real Convergence Think Like an Expert in All Fields Theoretically Speaking: Corporate and Marketing Communication, PR, and Advertising Social Plan Part 6: Integrate Traditional Marketing with Social Strategy Questions for Discussion Additional Exercises Part III: Choose Social Options for Target, Message, and Idea Chapter 7: Social Networks, Blogs, and Forums Choosing Social Options Social Networks Blogs and Forums Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums Questions for Discussion Additional Exercises Chapter 8: Microblogging and Media Sharing Microblogging Media Sharing Social Plan Part 8: Choose Most Strategic Content Sharing Questions for Discussion Additional Exercises Chapter 9: Geo-location, Ratings, and Reviews Geo-location Ratings and Reviews Social Plan Part 9: Strategic Use of Location, Ratings, and Reviews Questions for Discussion Additional Exercises Chapter 10: Social Bookmarking and Social Knowledge Social Bookmarking Social Knowledge Podcasts Feeling Overwhelmed Is Natural Social Plan Part 10: Buzz Building and Knowledge Sharing Questions for Discussion Additional Exercises Part IV: Integrating Social Media across Organizations Chapter 11: Crowdsourcing Social Media Research Real-Time Intelligence Leveraging the Wisdom of the Crowd Theoretically Speaking: Local Search Constrains R&D Social Plan Part 11: Adding Crowdsourcing into a Campaign Questions for Discussion Additional Exercises Chapter 12: Branded Content and Customer Evangelism Creating a New Level of Engagement Supercharge Word-of-Mouth Theoretically Speaking: Consumer-Brand Relationships Social Plan Part 12: Creating Branded Content and Motivating Brand Evangelists Questions for Discussion Additional Exercises Chapter 13: Customer Service: The Art of Turning Complaints into Compliments The Customer Is Always Right Social Care Is No Longer a Choice Theoretically Speaking: Word-of-Mouth in a Service Context Social Plan Part 13: Creating Cross-Functional Social Care Questions for Discussion Additional Exercises Part V: Pulling It All Together Chapter 14: Write Your Plan, Plan Your Sell Slow and Steady Wins the Race Content Creation Takes Time and Focus Theoretically Speaking: Uses and Gratification Leap of Faith? Social Plan Part 14: Compile the Parts and Sell the Story Questions for Discussion Additional Exercises Appendixes A: The Complete Social Plan (Parts 1-14) B: Quick Five-Step Social Plan C: Social Media Tools and Resources Index

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.. Follow his blog at


This book contributes to everything we are trying to teach our students, not just the latest in advertising techniques. In fact, the book is exceptionally comprehensive.... By focusing on core social science concepts, Quesenberry solidifies his lessons expertly. Quesenberry wraps up the text with a discussion on integrating social media across organizations and pulling his wide-ranging topics together. This conclusion demonstrates that the academic field is full of us marketing-professionals-turned-professors, and this is a text for us! It presents real-world problems in academic ways perfect for the classroom... [A]fter assigning it in the classroom, I have no doubt that my students will keep this book on their first office bookshelf. * Journalism & Mass Communication Quarterly *
Provides a solid foundation for introducing the complexity of social media strategy to students... [and] an outstanding introduction to the types of social media engagement and their representative platforms. ... While choosing a social media textbook often deserves the status of 'It's Complicated', any professor looking for a quality introductory textbook for social media would do well to be 'In a Relationship' with Quesenberry's contribution. * Journal of Advertising Education *
Finally, the book on social media we've all been waiting for! Quesenberry provides an excellent framework for students to learn about social media strategy and for companies to use in their strategic planning. This book thoroughly covers everything from native advertising to geo-location, crowdsourcing, and more. Remarkably, it will appeal to both the social media novice and the expert. Highly recommended. -- Charles R. Taylor, Villanova University; Editor-in-Chief of International Journal of Advertising
Social Media Strategy presents a unique and much needed approach to social media in public relations, advertising, and marketing disciplines. The balance showcased in the book-adapted from both research and practice-is not only refreshing to see, but also addresses the trend observed both in practice and in academia. -- Karen Freberg, University of Louisville
While becoming a Social Media Expert is as elusive as becoming a unicorn, you will be much more knowledgeable after reading Quesenberry's insightful, well-researched book. -- Rob Schnapp, Coyne PR
A comprehensive and clear overview of a successful marketing effort using conversation, virality, and direct consumer communication. By combining solid marketing tenets with practical steps, Quesenberry authoritatively walks readers through the various social media platforms, what works, and why. This text includes clear explanations of social media platforms and how they direct consumer participation, real-world case studies, exercises, and step-by-step worksheets. It will serve as an introduction for students as well as a guide for professionals. -- Ann Marie Kerwin, Advertising Age

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