{"product_id":"9781538167090","title":"Social Media Strategy Marketing, Advertising, and Public Relations in the Consumer Revolution","description":"\u003ch1\u003eSocial Media Strategy\u003c\/h1\u003e\u003ch2\u003eMarketing, Advertising, and Public Relations in the Consumer Revolution\u003c\/h2\u003e\u003ch3\u003eKeith A. Quesenberry\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Marketing \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\u003cp\u003e\u003cb\u003eThe fourth edition of \u003c\/b\u003e\u003cb\u003e\u003ci\u003eSocial Media Strategy\u003c\/i\u003e\u003c\/b\u003e\u003cb\u003e 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.\u003c\/b\u003e\u003cbr\u003eWith 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.\u003cbr\u003eThis 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.\u003cbr\u003e\u003cb\u003eFeatures:\u003c\/b\u003e\u003cbr\u003eEach 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.\u003cb\u003eNew to the Fourth Edition:\u003c\/b\u003e\u003cbr\u003eFully 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.\u003cbr\u003e\u003cbr\u003eFind additional templates and social media strategy updates on the author's blog:\u003cu\u003e https:\/\/www.postcontrolmarketing.com\u003c\/u\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cdiv\u003e\n\u003cb\u003eKeith A. Quesenberry\u003c\/b\u003e, an associate professor of marketing at Messiah University, has taught graduate and undergraduate courses at Johns Hopkins, Temple, and West Virginia Universities. He spent 17 years as an associate creative director and copywriter at ad agencies like BBDO and Arnold creating campaigns for startups to Fortune 500s. His work has won One Show, ADDYs, London International, PRSA Anvil, and OMMA Awards and has been featured in \u003ci\u003eAd Age\u003c\/i\u003e, \u003ci\u003eAdweek\u003c\/i\u003e, \u003ci\u003eBrandweek\u003c\/i\u003e, and \u003ci\u003eLurzer's International Archive\u003c\/i\u003e. Keith's research has been published in \u003ci\u003eHarvard Business Review\u003c\/i\u003e, \u003ci\u003eAdvertising Age\u003c\/i\u003e, \u003ci\u003ePRWeek\u003c\/i\u003e, \u003ci\u003eJournal of Interactive Marketing\u003c\/i\u003e, \u003ci\u003eJournal of Current Issues \u0026amp; Research in Advertising\u003c\/i\u003e, \u003ci\u003eJournal of Marketing Theory \u0026amp; Practice\u003c\/i\u003e, and \u003ci\u003eInternational Journal of Integrated Marketing Communications\u003c\/i\u003e. He is co-author of \u003ci\u003eBrand Storytelling: Integrated Marketing Communications for the Digital Media Landscape\u003c\/i\u003e.\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e12 February 2024\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eBloomsbury Academic\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eRowman \u0026amp; Littlefield\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9781538167090\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003ePaperback softback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e536\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e32.96\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Bloomsbury Academic","offers":[{"title":"Default Title","offer_id":51522032369804,"sku":"9781538167090","price":54.86,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/getimage_477b9426-d1e4-4a9e-bf9a-ada18fae703d.jpg?v=1784754094","url":"https:\/\/lateknightbooks.com\/products\/9781538167090","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}