Social media strategy
Subtitle: marketing and advertising in the consumer revolution
By: Keith A. Quesenberry
Publisher: Rowman & Littlefield Publishers
Published: 2016
Language: eng
Number of pages: 239
ISBN-13: 9781442251526; 9781442251533
Subjects: Internet in public relations; Social media; Internet marketing; Internet advertising
Notes: Includes bibliographical references and index.
Table of contents: title: Part I: An overview of social media. The scale and scope of social media; title: Shifting influences and the decline of push marketing; title: A marketer's point of view: moving from control to engagement; title: Part II: No hype: a strategic framework that works. Lay a foundation, frame the conversation; title: Make repairs and jumpstart the conversation; title: The magic number 3: integrating social, marketing, and PR; title: Part III: Choose social options for target, message, and idea. Social networks, blogs, and forums; title: Microblogging and media sharing; title: Geo-location, ratings, and reviews; title: Social bookmarking and social knowledge; title: Part IV: Integrating social media across organizations. Crowdsourcing social media research; title: Branded content and customer evangelism; title: Customer service: the art of turning complaints into compliments; title: Part V: Pulling it all together. Write your plan, plan your sell.