Social Media Strategy - 4th Edition by Keith A Quesenberry (Paperback)
About this item
Highlights
- This essential guide to marketing, advertising, and PR unlocks current strategies to build and leverage consumer influence across social media.
- 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.
- 536 Pages
- Business + Money Management, Marketing
Description
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
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 complement new sections on AI and Web3 and a full suite of online ancillaries.
Review Quotes
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.
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.
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.
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.
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.
