Social Media Strategy
Marketing, Advertising, and Public Relations in the Consumer Revolution
- Textbook
Social Media Strategy
Marketing, Advertising, and Public Relations in the Consumer Revolution
- Textbook
Description
The third edition of Social Media Strategy is now available! ISBN 9781538138175
Social Media Strategy is a blueprint for the practice of marketing communications, advertising, and public relations in a digital world where the consumer has taken control. The consumer revolution is not about giving up or giving in; it is about adjusting methods to effect change, support traditional efforts, and leverage consumer influence for the good of the brand, whether it’s a small business, large corporation, or nonprofit organization. The text’s real-world examples and statistics make it highly accessible for students.
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 intact with additions that take a more integrated look at social media strategy. It features a new chapter on law, ethics, and etiquette and updates on key topics such as social media careers, personal branding, storytelling, paid social media, messaging apps, live video, influencer marketing, B2B social selling, and all major social media platforms.
Pedagogical features include:
• social media calendars, metrics, and budgets
• chapter checklists to keep statistics updated
• expanded chapter previews
• new case studies and glossary with more than two hundred key terms
• updated online tools and resources
Table of Contents
Brief Contents
Foreword by Valerie Jones
Acknowledgments
Preface
Introduction
Part I: An Overview of Social Media
1: The Scale and Scope of Social Media
The Rise of Social Media
The Size of Social Influence
Mini Case: Kony 212
Theoretically Speaking: Interactivity and Two-Way Communication
Chapter 1 Checklist
Social Plan Part 1: Discover and Explore
Questions for Discussion
Additional Exercises
2: Shifting Influences and the Decline of Push Marketing
When Push Comes to Shove
Box: Push versus Pull
Mass Media to Consumer Communication
Mini Case: Sony Europe
Theoretically Speaking: Social Presence and Media Richness
Chapter 2 Checklist
Social Plan Part 2: Adding to the Noise
Questions for Discussion
Additional Exercises
3: A Marketer’s POV from Control to Engagement
The Advertising Age Is Over
Mini Case: Queensland Tourism
From Interruption to Engagement
Theoretically Speaking: The Four Ps to the Four Cs
Chapter 3 Checklist
Social Plan Part 3: Quantifying Engagement
Questions for Discussion
Additional Exercises
Part II: No Hype: A Strategic Framework That Works
4: Lay a Foundation, Frame the Conversation
Business Objectives, Target Audience, Social Analysis
Box: Objectives Should Meet SMART Guidelines
Gather Primary and Secondary Data
Mini Case: Old Spice New Target
Listen with a Social Media Audit
Theoretically Speaking: Market Segmentation
Chapter 4 Checklist
Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit
Questions for Discussion
Additional Exercises
5: Make Repairs and Jumpstart the Conversation
Fix Operations, Product, and Service Issues
Big Ideas and Being Interesting
Box: What Is Account Planning?
Telling A Story In Social Media
Mini Case: Chipotle Scarecrow
Theoretically Speaking: Ethnographic Observational Research
Chapter 5 Checklist
Social Plan Part 5: Repair Plan and Big Idea
Questions for Discussion
Additional Exercises
6: Integrating Marketing, Advertising and Public Relations with Social71
The Real Convergence
Box: The Attention Economy
Think Like an Expert in All Fields
Mini Case: Burger King Subservient Chicken
Theoretically Speaking: Corporate and Marketing Communication, PR, and Advertising
Native Advertising and Paid Social Media
Chapter 6 Checklist
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
7: Social Networks, Messaging, Blogs, and Forums
Choosing Social Options
Social Networks
Messaging Apps
Social Network Considerations
Blogs and Forums
Mini Case: GM Fastlane Blog
WordPress
Blogger
Tumblr
Forums
Blog and Forum Considerations
Chapter 7 Checklist
Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums
Questions for Discussion
Additional Exercises
8: Microblogging and Media Sharing
Microblogging
Microblogging Considerations
Mini Case: Pharrell’s “Happy”
Media Sharing
YouTube
Snapchat
Media-Sharing Considerations
Chapter 8 Checklist
Social Plan Part 8: Choose Most Strategic Content Sharing
Questions for Discussion
Additional Exercises
9: Geosocial, Live Video, Ratings and Reviews
Geosocial
Foursquare
Social App Locations
Google My Business
Social Live Video
Geosoical and Live Video Considerations
Ratings and Reviews
Mini Case: McDonald’s Q&A
Yelp
TripAdvisor
Amazon
Ratings and Reviews Considerations
Chapter 9 Checklist
Social Plan Part 9: Strategic Use of Location, Ratings, and Reviews
Questions for Discussion
Additional Exercises
10: Social Bookmarking and Social Knowledge
Social Bookmarking
Digg
StumbleUpon
BuzzFeed
Mini Case: Behr Paints BuzzFeed
Social Bookmarking Considerations
Social Knowledge
Wikipedia
Yahoo! Answers
Quora
Social Knowledge Considerations
Podcasts
RSS Feeds
iTunes
Podcast Considerations
Feeling Overwhelmed Is Natural
Chapter 10 Checklist
Social Plan Part 1: Buzz Building and Knowledge Sharing
Questions for Discussion
Additional Exercises
Part IV: Integrating Social Media across Organizations
11: Social Media Insights and Crowdsourcing
Leveraging Social Media Insights
Box: Social Media Research Process
Crowdsourcing the Wisdom of the Crowd
Mini Case: Fiat Mio
Theoretically Speaking: Local Search Constrains R&D
Chapter 11 Checklist
Social Plan Part 11: Adding Crowdsourcing into a Campaign
Questions for Discussion
Additional Exercises
12: Content Marketing and Influencer Marketing
Engagement Through Content Marketing
Mini Case: Dove Real Beauty Sketches
Supercharge Word-of-Mouth
Box: How to Find a Brand Evangelist
Influencer Marketing
Theoretically Speaking: Consumer-Brand Relationships
Chapter 12 Checklist
Social Plan Part 12: Creating Brand Content and Motivating Brand Evangelists
Questions for Discussion
Additional Exercises
13: Social Care and Social Selling
The Customer Is Always Right
Mini Case: Hertz 24/7 Social Care
Social Care Is No Longer a Choice
Box: Types of Social Information That Affect Customer Service
Social Selling Is Integral to B2B Sales Strategy
Theoretically Speaking: Word-of-Mouth in a Service Context
Chapter 13 Checklist
Social Plan Part 13: Creating Cross-Functional Social Care and Social Sales
Questions for Discussion
Additional Exercises
Part V: Pulling It All Together
14: Write Your Plan, Plan Your Sell
Slow and Steady Wins the Race
Content Creation Takes Time and Focus
Social Media Content Calendar
Social Media Metrics
Social Media Budget
Theoretically Speaking: Uses and Gratification
Leap of Faith?
Mini Case: Saucony Find Your Strong
Chapter 14 Checklist
Social Plan Part 14: Compile the Parts and Sell the Story
Questions for Discussion
Additional Exercises
15: Social Media Law, Ethics and Etiquette
Social Media Laws and Regulations
Social Media Ethics and Etiquette
Mini Case: Wal-Marting Across America
Consumer Data Privacy and Security
Theoretically Speaking: Elaboration Likelihood Model
Chapter 15 Checklist
Social Plan Part 15: Checking The Plan for Law and Ethical Considerations
Questions for Discussion
Additional Exercises
Appendixes
A: Three-Part Social Plan
B: Social Media Tools and Resources
Glossary
Index
About the Author
Product details
| Published | 09 Jul 2018 |
|---|---|
| Format | Ebook (Epub & Mobi) |
| Edition | 2nd |
| Extent | 376 |
| ISBN | 9781538101360 |
| Imprint | Rowman & Littlefield Publishers |
| Publisher | Bloomsbury Publishing |
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