000			04225nam a22002417a 4500
005			20250617173655.0
008			250617b |||||||| |||| 00| 0 eng d
020			_a9781538167090
082			_a658.872 _bQUE
100			_aQuesenberry, Keith A. _923613
245			_aSocial media strategy: _bmarketing, advertising, and public relations in the consumer revolution
250			_a4th
260			_bRowman & Littlefield Publishing Group, Inc. _aLanham _c2025
300			_axx, 437 p.
365			_aGBP _b46.00
500			_aTable of Contents: 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: Point of View from Control to Engagement PART II: A Strategic Process for Social Media 4: A Foundation for Social Media Strategy 5: Customer Experience and Customer Engagement 6: Cross-Discipline Integration through Social Media PART III: Choose Social Options for Target, Message, and Idea 7: Social Networks and Messaging 8: Microblogging and Blogs 9: Media Sharing and Ratings and Reviews 10: Social Bookmarking and Social Knowledge PART IV: Integrating Social Media Across Organizations 11: Social Media Insights and Crowdsourcing 12: Social Care and Social Selling PART V: Pulling It All Together 13: Social Media Marketing Plan 14: Social Media Law, Ethics, and Etiquette Appendix: Additional Social Media Considerations and Resources Glossary
520			_aThe 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, and Experiential Learning sections with 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 engage 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 in 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. (https://www.bloomsbury.com/us/social-media-strategy-9781538167090/)
650			_aInternet marketing
650			_aInternet advertising _9431
650			_aSocial media
650			_aInternet in public relations _924604
942			_cBK _2ddc
999			_c10017 _d10017