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About Social Media Strategy
Product Description Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, Third Edition is a blueprint for the practice of marketing communications, advertising and public relations in a digital world where the consumer holds the power. This new edition presents up-to-date strategies for innovating change, supporting traditional efforts, and leverage consumer influence for the good of the brand. Examples from small businesses, large corporations, and non-profit organizations provide real-world statistics in an accessible and highly practical text.This new and updated edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations. Adopters of the first edition will find the original structure and approach supplemented with updated statistics, features, tactics, and social media platform options. New features include: Expanded discussion of social media careers, ROI, social media plan outline, crisis communication, and content creation Chapter Checklists that challenge students to seek out latest developments in rapidly changing social media Key Concepts sections appear at the end of chapters as an easy study reference Full Glossary of all key concepts, including more than 125 new terms Ethics-focused questions and new brand examples in each chapter Coverage of new developments such as TikTok, AI and messenger chatbots, as well as links to professional certifications from Hootsuite, HubSpot, Facebook, Google, and more Instructor resources may be found at . These include: Updated case briefs, chapter outlines, and test banks Revised example assignments and syllabi for undergraduate and graduate courses New PowerPoint slides for in-person or online lectures Ten downloadable templates and guides to support key strategic tools Review An excellent framework for students to learn about social media strategy and for companies to use in their strategic planning. 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 Quesenberry makes an important contribution in helping instructors to engage students in learning social media planning and strategy. Social Media Strategy has helped my students present a real-world plan to clients. -- Jeremy Lipschultz, Isaacson Professor, University of Nebraska at Omaha Review This book contributes to everything we are trying to teach our students, not just the latest in advertising techniques… Exceptionally comprehensive… It presents real-world problems in academic ways perfect for the classroom... ― Journalism & Mass Communication Quarterly About the Author Keith A. Quesenberry, associate 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.
