| LDR | | 06152cam 2200769Ii 4500 |
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▼a 922679070
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▼d 247004 |
| 050 | 4 |
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▼a 658.8/72
▼2 23 |
| 100 | 1 |
▼a Quesenberry, Keith A.,
▼d 1971-
▼e author. |
| 245 | 10 |
▼a Social media strategy :
▼b marketing and advertising in the consumer revolution/
▼c Keith A. Quesenberry. |
| 264 | 1 |
▼a Lanham :
▼b Rowman & Littlefield,
▼c [2016] |
| 264 | 4 |
▼c ?016 |
| 300 | |
▼a 1 online resource. |
| 336 | |
▼a text
▼b txt
▼2 rdacontent |
| 337 | |
▼a computer
▼b c
▼2 rdamedia |
| 338 | |
▼a online resource
▼b cr
▼2 rdacarrier |
| 504 | |
▼a Includes bibliographical references and index. |
| 505 | 0 |
▼a Social Media Strategy ; Detailed Contents ; Brief Contents; Foreword; Acknowledgments; Introduction; PART I: An Overview of Social Media; 1: The Scale and Scope of Social Media; The Rise of Social Media; The Size of Social Influence ; Mini Case: Kony 2012; Theoretically Speaking: Interactivity and Two-Way Communication; Social Plan Part 1: Discover and Explore; Questions for Discussion; Additional Exercises; 2: Shifting Influences and the Decline of Push Marketing ; When Push Comes to Shove; Box: Push versus Pull; Mass Media to Consumer Communication; Mini Case: Sony Europe |
| 505 | 8 |
▼a Theoretically Speaking: Social Presence and Media RichnessSocial Plan Part 2: Adding to the Noise; Questions for Discussion; Additional Exercises; 3: A Marketer's Point of View: Moving from Control to Engagement; The Advertising Age Is Over; Mini Case: Queensland Tourism; From Interruption to Engagement; Theoretically Speaking: The Four Ps to the Four Cs; Social Plan Part 3: Quantifying Engagement; Questions for Discussion; Additional Exercises; PART II: No Hype: A Strategic Framework That Works; 4: Lay a Foundation, Frame the Conversation; Goals, Analysis, and Targets |
| 505 | 8 |
▼a Box: Objectives Should Meet SMART GuidelinesGather Primary and Secondary Data; Mini Case: Old Spice New Target; Listen with a Social Media Audit; Theoretically Speaking: Market Segmentation; Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit; Questions for Discussion; Additional Exercises; 5: Make Repairs and Jumpstart the Conversation; Fix Operations, Product, and Service Issues; Big Ideas and Being Interesting; Box: What Is Account Planning?; Mini Case: Chipotle Scarecrow; Theoretically Speaking: Ethnographic Observational Research |
| 505 | 8 |
▼a Social Plan Part 5: Repair Plan and Big IdeaQuestions for Discussion; Additional Exercises; 6: The Magic Number 3: Integrating Social, Marketing, and PR; The Real Convergence; Box: The Attention Economy; Think Like an Expert in All Fields; Mini Case: Burger King Subservient Chicken; Theoretically Speaking: Corporate and Marketing Communication, PR, and Advertising ; Social Plan Part 6: Integrate Traditional Marketing with Social Strategy; Questions for Discussion; Additional Exercises; Part III: Choose Social Options for Target, Message, and Idea; 7: Social Networks, Blogs, and Forums |
| 505 | 8 |
▼a Choosing Social OptionsSocial Networks; Facebook; LinkedIn; Google+; Social Network Considerations; Blogs and Forums; Mini Case: GM Fastlane Blog; Blogger; WordPress; Tumblr; Forums; Blog and Forum Considerations; Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums; Questions for Discussion; Additional Exercises; 8: Microblogging and Media Sharing; Microblogging; Twitter; Pinterest; Microblogging Considerations; Mini Case: Pharrell's "Happy"; Media Sharing; YouTube; Flickr; Instagram; Media-Sharing Considerations; Social Plan Part 8: Choose Most Strategic Content Sharing |
| 520 | |
▼a A practical guide to marketing, advertising, and public relations in a world of social media-empowered consumers. This step-by-step introduction to building brand benefit through social clout is grounded in a refreshing mix of academic research, theory, industry statistics, and real-world examples. No hype, just solid social media strategy. |
| 588 | 0 |
▼a Print version record. |
| 590 | |
▼a eBooks on EBSCOhost
▼b All EBSCO eBooks |
| 650 | 0 |
▼a Internet marketing. |
| 650 | 0 |
▼a Internet advertising. |
| 650 | 0 |
▼a Social media. |
| 650 | 0 |
▼a Internet in public relations. |
| 650 | 7 |
▼a BUSINESS & ECONOMICS / Industrial Management
▼2 bisacsh |
| 650 | 7 |
▼a BUSINESS & ECONOMICS / Management
▼2 bisacsh |
| 650 | 7 |
▼a BUSINESS & ECONOMICS / Management Science
▼2 bisacsh |
| 650 | 7 |
▼a BUSINESS & ECONOMICS / Organizational Behavior
▼2 bisacsh |
| 650 | 7 |
▼a Internet advertising.
▼2 fast
▼0 (OCoLC)fst00977220 |
| 650 | 7 |
▼a Internet in public relations.
▼2 fast
▼0 (OCoLC)fst00977261 |
| 650 | 7 |
▼a Internet marketing.
▼2 fast
▼0 (OCoLC)fst00977272 |
| 650 | 7 |
▼a Social media.
▼2 fast
▼0 (OCoLC)fst01741098 |
| 655 | 4 |
▼a Electronic books. |
| 655 | 0 |
▼a Electronic books. |
| 776 | 08 |
▼i Print version:
▼a Quesenberry, Keith A., 1971-
▼t Social media strategy
▼z 9781442251526
▼w (DLC) 2015022618
▼w (OCoLC)911004570 |
| 856 | 40 |
▼u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1065186 |
| 938 | |
▼a EBSCOhost
▼b EBSC
▼n 1065186 |
| 938 | |
▼a YBP Library Services
▼b YANK
▼n 12608017 |
| 938 | |
▼a Coutts Information Services
▼b COUT
▼n 32666675 |
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▼a ProQuest MyiLibrary Digital eBook Collection
▼b IDEB
▼n cis32666675 |
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▼a EBL - Ebook Library
▼b EBLB
▼n EBL4085998 |
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▼a ***1012033 |
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▼a 92
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