Social Media Strategy - 4th Edition by Keith A Quesenberry

About the Book

This essential guide to marketing, advertising, and PR unlocks current strategies to build and leverage consumer influence across social media. The fourth edition features concise, graphics-oriented sections that get students creating content early. Updates throughout compleme...

Book Synopsis

The 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.

Instructor Support Materials: https: //www.bloomsburyonlineresources.com/quesenberry4e
-Test banks
-Template worksheets
-Case Briefs
-Sample syllabi
-PowerPoint slides
Find additional templates and social media strategy updates, including access to Social Media Audit and Brand Story Creator GPTs here: https: //www.postcontrolmarketing.com

Review Quotes

"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)

About the Author

Keith A. Quesenberry, 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 Ad Age, Adweek, Brandweek, and Lurzer's International Archive. Keith's research has been published in Harvard Business Review, Advertising Age, PRWeek, Journal of Interactive Marketing, Journal of Current Issues & Research in Advertising, Journal of Marketing Theory & Practice, and International Journal of Integrated Marketing Communications. He is co-author of Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape.