Comprehensive and vastly practical, this textbook’s conversational tone makes it accessible to all students of social media. Quesenberry’s significant marketing and advertising industry experience informs his research, writing, and teaching, and is evident throughout this compelling treatise. The textbook broadly summarizes the evolution and intersection of technology and marketing, explores consumer-driven social strategies, and dives deeply into currently available social options. Quesenberry synthesizes this foundational guidance into constructive advice and considerations for social media marketing planning. He helpfully interweaves examples and case studies from a variety of industries throughout the textbook to engage students and demonstrate the execution of theories. Worksheets aid students in understanding the presented strategies and tactics, and each chapter provides learning objectives, checklists, key terms, questions, exercises, and activities. Consistent with his other works, Quesenberry illustrates the value of an integrated marketing approach and consumer focus. He elevates this text by including salient legal and ethical considerations and insights into personal and societal care as they relate to working within the social media landscape. This textbook is ideal for undergraduate marketing students and will provide value to students from other disciplines who will participate professionally on social media. Summing Up: Highly recommended. All readership levels, but especially undergraduates.

Choice Reviews

Keith Quesenberry has done the impossible. He has taken a topic that is so volatile and misunderstood as easy and created a series of systems to get readers started on a strategic journey through digital media. The text is easy to digest, yet not remedial in content. It's both smart and approachable. This is the one-stop shop social media text you have been craving for your class. Your search is over.

Adrienne A. Wallace, associate professor of advertising and public relations, Grand Valley State University

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

Quesenberry makes a significant long-term contribution in helping instructors engage students in learning social media planning, strategies and tactics. Social Media Strategy has helped our Maverick Social Media student firm class present real-world plans to our clients.

Jeremy Harris Lipschultz, Peter Kiewit Distinguished Professor, University of Nebraska at Omaha, UNO Social Media Lab for Research and Engagement (@unosml)