國立高雄大學圖資館 |

Social media strategymarketing, advertising, and public relations in the consumer revolution /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Social media strategyKeith A. Quesenberry.
其他題名:	marketing, advertising, and public relations in the consumer revolution /
作者:	Quesenberry, Keith A.,
出版者:	Lanham, Maryland :Rowman & Littlefield Publishers,c2025.
面頁冊數:	1 online resource (458 p.)
標題:	Internet marketing.
電子資源:	https://portal.igpublish.com/iglibrary/search/ROWMANB0030700.html
ISBN:	9781538167106$q(electronic bk.)

Social media strategymarketing, advertising, and public relations in the consumer revolution /
Quesenberry, Keith A.,1971-

Social media strategymarketing, advertising, and public relations in the consumer revolution /[electronic resource] :Keith A. Quesenberry. - 4th ed. - Lanham, Maryland :Rowman & Littlefield Publishers,c2025. - 1 online resource (458 p.)

Includes bibliographical references and index.

Social media strategy : marketing, advertising, and public relations in the consumer revolution, 4th edition -- Detailed Contents -- List of Figures and Tables -- Acknowledgments -- Introduction -- Part I: An Overview of Social Media -- Chapter 1: The Scale and Scope of Social Media -- Chapter 2: Shifting Influences and the Decline of Push Marketing -- Chapter 3: Point of View from Control to Engagement -- Part II: A Strategic Process for Social Media -- Chapter 4: A Foundation for Social Media Strategy -- Chapter 5: Customer Experience and Customer Engagement -- Chapter 6: Cross-Discipline Integration through Social Media -- Part III: Choose Social Options for Target, Message, and Idea -- Chapter 7: Social Networks and Messaging -- Chapter 8: Microblogging and Blogs -- Chapter 9: Media Sharing and Ratings and Reviews -- Chapter 10: Social Bookmarking and Social Knowledge -- Part IV: Integrating Social Media across Organizations -- Chapter 11: Social Media Insights and Crowdsourcing -- Chapter 12: Social Care and Social Selling -- Part V: Pulling It All Together -- Chapter 13: Social Media Marketing Plan -- Chapter 14: Social Media Law, Ethics, and Etiquette -- Appendix: Additional Social Media Considerations and Resources -- Glossary -- Notes -- Index -- About the Author.

Access restricted to authorized users and institutions.

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.

Mode of access: World Wide Web.

ISBN: 9781538167106$q(electronic bk.)Subjects--Topical Terms:

208232
Internet marketing.

LC Class. No.: HF5415.1265

Dewey Class. No.: 658.8/72

Social media strategymarketing, advertising, and public relations in the consumer revolution /
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505 0 $a Social media strategy : marketing, advertising, and public relations in the consumer revolution, 4th edition -- Detailed Contents -- List of Figures and Tables -- Acknowledgments -- Introduction -- Part I: An Overview of Social Media -- Chapter 1: The Scale and Scope of Social Media -- Chapter 2: Shifting Influences and the Decline of Push Marketing -- Chapter 3: Point of View from Control to Engagement -- Part II: A Strategic Process for Social Media -- Chapter 4: A Foundation for Social Media Strategy -- Chapter 5: Customer Experience and Customer Engagement -- Chapter 6: Cross-Discipline Integration through Social Media -- Part III: Choose Social Options for Target, Message, and Idea -- Chapter 7: Social Networks and Messaging -- Chapter 8: Microblogging and Blogs -- Chapter 9: Media Sharing and Ratings and Reviews -- Chapter 10: Social Bookmarking and Social Knowledge -- Part IV: Integrating Social Media across Organizations -- Chapter 11: Social Media Insights and Crowdsourcing -- Chapter 12: Social Care and Social Selling -- Part V: Pulling It All Together -- Chapter 13: Social Media Marketing Plan -- Chapter 14: Social Media Law, Ethics, and Etiquette -- Appendix: Additional Social Media Considerations and Resources -- Glossary -- Notes -- Index -- About the Author.
506 $a Access restricted to authorized users and institutions.
520 $a 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.
538 $a Mode of access: World Wide Web.
588 $a Description based on print version record.
650 0 $a Internet marketing. $3 208232
650 0 $a Internet advertising. $3 208231
650 0 $a Social media. $3 465899
650 0 $a Internet in public relations. $3 296968
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