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 Quesenberry's 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.