Social Media Strategy: Marketing, Advertising, and Public Relations in the Consu

Description: Social Media Strategy by Keith A. Quesenberry Estimated delivery 3-12 business days Format Hardcover Condition Brand New Description 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 compleme... Publisher Description The fourth edition of Social Media Strategy is an essential step-by-step blueprint for innovating change, supporting traditional marketing, advertising, and PR efforts, and leveraging consumer influence in the digital world.With a completely integrated marketing, advertising, and public relations framework, Keith Quesenberrys up-to-date textbook goes beyond tips and tricks to systematically explore the unique qualities, challenges, and opportunities of social media. Students learn core principles and proven processes to build unique social media plans that integrate paid, earned, shared, and owned media based on business objectives, target audiences, big ideas, and social media categories.This classroom- and industry-proven text has been updated with a new infographics and concise reading sections with frequent tables, checklists, and templates. New and updated case studies in each chapter engage students in contemporary examples from small businesses, large corporations, and non-profit organizations. Focusing on cross-disciplinary strategic planning, content creation, and reporting, this accessible and highly practical text is an essential guide for students and professionals alike.Features:Each chapter includes a preview, chapter objectives, case studies, pull quotes, video links, bulleted lists, infographics, tables, and templates. Chapters end with a chapter checklist, key terms and definitions, questions, exercises and discover and explore activities.End-of-chapter Experiential Learning sections include questions, exercises, and Discover and Explore activities.Keywords are bolded and defined in the text, at the end of each chapter, and in a comprehensive glossary. Template worksheets for key strategy components with business context examples.New to the Fourth Edition:Fully redesigned, robust graphics program engages students visually.New figures include average online advertising costs, uses of AI in social media, and the latest generative AI integrations by company and platform.Fact sheets for each social media platform provide essential data for easy reference. Data includes daily and monthly user activity, main user demographics, advertising CPC and CPM, and content insights.Recurring College Cupcakes business example allows students to follow a strategic process into context.Appendix with a list of practical resources to keep students current in the world of social media, recommended professional certifications, personal branding, and a section on the negative effects of social media on mental health and society.Instructor Support Materials: Test banksTemplates and worksheetsCase BriefsSample syllabiPowerPoint slidesStudent FlashcardsFind additional templates and social media strategy updates on the authors blog: Author Biography 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 Lurzers International Archive. Keiths 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. Details ISBN 1538180111 ISBN-13 9781538180112 Title Social Media Strategy Author Keith A. Quesenberry Format Hardcover Year 2024 Pages 536 Publisher Rowman & Littlefield GE_Item_ID:160093825; About Us Grand Eagle Retail is the ideal place for all your shopping needs! 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End Time: 2024-09-07T07:58:35.000Z

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