Social Media Strategy

336 Pages·05.404 MB·English

by  Keith A. Quesenberry

SOCIAL MEDIA
STRATEGY
MARKETING, ADVERTISING, AND PUBLIC RELATIONS IN
THE CONSUMER REVOLUTION
SECOND EDITION
Keith A. Quesenberry
Messiah College
ROWMAN & LITTLEFIELD
Lanham • Boulder • New York • London
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Executive Editor: Elizabeth Swayze
Associate Editor: Megan Manzano
Senior Marketing Manager: Kim Lyons
Interior Designer: Andrea Reider
Credits and acknowledgments for material borrowed from other sources, and reproduced with permission,
appear on the appropriate page within the text.
Published by Rowman & Littlefield
An imprint of The Rowman & Littlefield Publishing Group, Inc.
4501 Forbes Boulevard, Suite 200, Lanham, Maryland 20706
www.rowman.com
Unit A, Whitacre Mews, 26-34 Stannary Street, London SE11 4AB, United Kingdom
Copyright © 2019 by Keith A. Quesenberry
First edition 2016.
All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical
means, including information storage and retrieval systems, without written permission from the publisher,
except by a reviewer who may quote passages in a review.
British Library Cataloguing in Publication Information Available
Library of Congress Cataloging-in-Publication Data
Names: Quesenberry, Keith A., 1971– author.
Title: Social media strategy : marketing, advertising, and public relations in the consumer revolution / Keith
A. Quesenberry, Messiah College.
Description: Second edition. | Lanham : Rowman & Littlefield, [2018] | Includes bibliographical references
and index.
Identifiers: LCCN 2018004653 (print) | LCCN 2018005316 (ebook) | ISBN 9781538101360 (electronic) |
ISBN 9781538113929 (cloth : alk.paper) | ISBN 9781538101353 (pbk. : alk.paper)
Subjects: LCSH: Internet marketing. | Internet advertising. | Social media. | Internet in public relations.
Classification: LCC HF5415.1265 (ebook) | LCC HF5415.1265 .Q46 2018 (print) | DDC 658.8/72—dc23
LC record available at https://lccn.loc.gov/2018004653
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The paper used in this publication meets the minimum requirements of American National Standard
for Information Sciences—Permanence of Paper for Printed Library Materials, ANSI/NISO Z39.48-1992.
Printed in the United States of America
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Brief Contents
Detailed Contents
Foreword by Valerie K. Jones
Preface
Acknowledgments
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:A Marketer’s Point of View from Control to Engagement
PART II: A Strategic Framework That Works
4:Lay a Foundation, Frame the Conversation
5:Make Repairs and Jumpstart the Conversation
6:Integrating Marketing, Advertising, and Public Relations with Social Media
PART III: Choose Social Options for Target, Message, and Idea
7:Social Networks, Blogs, and Forums
8:Microblogging and Media Sharing
9:Geosocial, Live Video, Ratings, and Reviews
10:Social Bookmarking and Social Knowledge
PART IV: Integrating Social Media across Organizations
11:Social Media Insights and Crowdsourcing
12:Content Marketing and Influencer Marketing
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13:Social Care and Social Selling
PART V: Pulling It All Together
14:Write Your Plan, Plan Your Sell
15:Social Media Law, Ethics, and Etiquette
Appendixes
A: Three-Part Social Plan
B: Social Media Tools and Resources
Glossary
About the Author
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Detailed Contents
Brief Contents
Foreword by Valerie K. Jones
Preface
Acknowledgments
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
Theoretically Speaking: Interactivity and Two-Way Communication
Mini Case: Kony 2012
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 Point of View from Control to Engagement
The Advertising Age Is Over
Mini Case: Queensland Tourism
From Interruption to Engagement
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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: A Strategic Framework That Works
4: Lay a Foundation and 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 Social Media
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, Public Relations, and Advertising
Native Advertising and Paid Social Media
Chapter 6 Checklist
Social Plan Part 6: Integrate Traditional Marketing with Social Strategy
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Questions for Discussion
Additional Exercises
PART III: Choose Social Options for Target, Message, and Idea
7: Social Networks, Blogs, and Forums
Choosing Social Options
Social Networks
Facebook
LinkedIn
Messaging Apps
Social Network Considerations
Blogs and Forums
WordPress
Mini Case: GM Fastlane Blog
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
Twitter
Pinterest
Microblogging Considerations
Mini Case: Pharrell’s “Happy”
Media Sharing
YouTube
Instagram
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
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Geosocial
Foursquare
Social App Locations
Google My Business
Social Live Video
Geosocial 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
Reddit
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 10: Buzz Building and Knowledge Sharing
Questions for Discussion
Additional Exercises
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