The fourth edition ofSocial Media Strategyis 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

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.

Introduction PART I: An Overview of Social Media 1: The Scale and Scope of Social Media 2: Shifting Influences and the Decline of Push Marketing 3: Point of View from Control to Engagement PART II: A Strategic Process for Social Media 4: A Foundation for Social Media Strategy 5: Customer Experience and Customer Engagement 6: Cross-Discipline Integration through Social Media PART III: Choose Social Options for Target, Message, and Idea 7: Social Networks and Messaging 8: Microblogging and Blogs 9: Media Sharing and Ratings and Reviews 10: Social Bookmarking and Social Knowledge PART IV: Integrating Social Media Across Organizations 11: Social Media Insights and Crowdsourcing 12: Social Care and Social Selling PART V: Pulling It All Together 13: Social Media Marketing Plan 14: Social Media Law, Ethics, and Etiquette Appendix: Additional Social Media Considerations and Resources GlossaryKeith A. Quesenberry, a professor of practice at Bucknell University, has taught graduate and undergraduate courses at Johns Hopkins, Temple, Messiah 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 inAd Age,Adweek,Brandweek, andLurzer's International Archive. Keith's research has been published inHarvard Business Review,Advertising Age,PRWeek,Journal of Interactive Marketing,Journal of Current Issues & Research in Advertising,Journal of Marketing Theory & Practice, andInternational Journal of Integrated Marketing Communications. He is author ofSocial Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolutionand co-author ofBrand Storytelling: Integrated Marketing Communications for the Digital Media Landscape.