Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, Second Edition is a blueprint for the practice of marketing communications, advertising and public relations in a digital world where the consumer has taken control. The consumer revolution is not about giving up or giving in; it is about adjusting methods to affect change, support traditional efforts, and leverage consumer influence for the good of the brand whether it's a small business, large corporation or non-profit organization. Its real world examples and statistics make it a highly accessible text for students. This new and updated edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations. Adopters of the first edition will find the original structure and approach in tact with additions that take a more integrated look at social media strategy. It features a new chapter on law, ethics and etiquette, and updates on key topics such as social media careers, personal branding, storytelling, paid social media, messaging apps, live video, influencer marketing, B2B social selling, and all major social media platforms. Enhanced pedagogical features include: *social media calendars, metrics, and budgets; *chapter checklists to keep statistics updated; *expanded chapter previews; *new case studies and a 200-word glossary; and *updated online tools and resources.

About the Author
Keith A. Quesenberry, assistant professor of marketing at Messiah College, has taught social media marketing, digital marketing, and advertising at Johns Hopkins University, Temple University, and West Virginia University. Before joining academia, he spent nearly twenty years as an associate creative director and copywriter for advertising agencies such as BBDO and Arnold Worldwide, working with clients from startups to Fortune 500s. His social media campaigns have received industry recognition including a PRSA Bronze Anvil and an OMMA Award. He is also an accomplished researcher and contributing author to Harvard Business Review, Entrepreneur,and Social Media Examiner. Follow his blog at www.postcontrolmarketing.com.

Reviews
Professor Quesenberry makes an important contribution in helping instructors to engage students in learning social media planning and strategy. Social Media Strategy helped my students present a real-world plan to our clients. The second edition adds important depth to the excellent framework for moving from theory to practice. -- Jeremy Lipschultz, Isaacson Professor, University of Nebraska at Omaha
After reviewing the second edition, I was impressed by the increased breadth and depth that are covered in this update. The new edition offers a thorough discussion of emerging trends in social media marketing as well as extensive coverage of platforms and topics that were just gaining momentum a few years ago, including live-streaming videos, Snapchat, Messenger, influencer marketing, and online reviews. I highly recommend Keith's book to both educators and practitioners of social media marketing alike. It is a must-have guide for anyone in the field. -- Ai Zhang, Stockton University



Book Information
ISBN 9781538101353
Author Keith A. Quesenberry
Format Paperback
Page Count 376
Imprint Rowman & Littlefield
Publisher Rowman & Littlefield
Weight(grams) 581g
Dimensions(mm) 254mm * 177mm * 13mm