Thư viện tri thức trực tuyến
Kho tài liệu với 50,000+ tài liệu học thuật
© 2023 Siêu thị PDF - Kho tài liệu học thuật hàng đầu Việt Nam
Social Media Strategy
Nội dung xem thử
Mô tả chi tiết
SOCIAL MEDIA
STRATEGY
MARKETING, ADVERTISING,
AND PUBLIC RELATIONS IN
THE CONSUMER REVOLUTION
SECOND EDITION
Keith A. Quesenberry
Messiah College
ROWMAN & LITTLEFIELD
Lanham • Boulder • New York • London
Executive Editor: Elizabeth Swayze
Associate Editor: Megan Manzano
Senior Marketing Manager: Kim Lyons
Interior Designer: Andrea Reider
Credits and acknowledgments for material borrowed from other sources, and reproduced with
permission, appear on the appropriate page within the text.
Published by Rowman & Littlefield
An imprint of The Rowman & Littlefield Publishing Group, Inc.
4501 Forbes Boulevard, Suite 200, Lanham, Maryland 20706
www.rowman.com
Unit A, Whitacre Mews, 26-34 Stannary Street, London SE11 4AB, United Kingdom
Copyright © 2019 by Keith A. Quesenberry
First edition 2016.
All rights reserved. No part of this book may be reproduced in any form or by any electronic or
mechanical means, including information storage and retrieval systems, without written permission
from the publisher, except by a reviewer who may quote passages in a review.
British Library Cataloguing in Publication Information Available
Library of Congress Cataloging-in-Publication Data
Names: Quesenberry, Keith A., 1971– author.
Title: Social media strategy : marketing, advertising, and public relations
in the consumer revolution / Keith A. Quesenberry, Messiah College.
Description: Second edition. | Lanham : Rowman & Littlefield, [2018] |
Includes bibliographical references and index.
Identifiers: LCCN 2018004653 (print) | LCCN 2018005316 (ebook) | ISBN
9781538101360 (electronic) | ISBN 9781538113929 (cloth : alk. paper) |
ISBN 9781538101353 (pbk. : alk. paper)
Subjects: LCSH: Internet marketing. | Internet advertising. | Social media. |
Internet in public relations.
Classification: LCC HF5415.1265 (ebook) | LCC HF5415.1265 .Q46 2018 (print) |
DDC 658.8/72—dc23
LC record available at https://lccn.loc.gov/2018004653
The paper used in this publication meets the minimum requirements of American National
Standard for Information Sciences—Permanence of Paper for Printed Library Materials, ANSI/
NISO Z39.48-1992.
Printed in the United States of America
iii
Brief Contents
Detailed Contents v
Foreword by Valerie K. Jones xi
Preface xiii
Acknowledgments xvii
Introduction 1
PART I: An Overview of Social Media
1: The Scale and Scope of Social Media 7
2: Shifting Influences and the Decline of Push Marketing 21
3: A Marketer’s Point of View from Control to Engagement 35
PART II: A Strategic Framework That Works
4: Lay a Foundation, Frame the Conversation 53
5: Make Repairs and Jumpstart the Conversation 75
6: Integrating Marketing, Advertising, and Public Relations with Social Media 91
PART III: Choose Social Options for Target, Message, and Idea
7: Social Networks, Blogs, and Forums 111
8: Microblogging and Media Sharing 137
9: Geosocial, Live Video, Ratings, and Reviews 159
10: Social Bookmarking and Social Knowledge 183
PART IV: Integrating Social Media across Organizations
11: Social Media Insights and Crowdsourcing 211
12: Content Marketing and Influencer Marketing 225
13: Social Care and Social Selling 241
iv BRIEF CONTENTS
PART V: Pulling It All Together
14: Write Your Plan, Plan Your Sell 261
15: Social Media Law, Ethics, and Etiquette 285
Appendixes
A: Three-Part Social Plan 311
B: Social Media Tools and Resources 319
Glossary 329
Index 343
About the Author 353
v
Detailed Contents
Brief Contents iii
Foreword by Valerie K. Jones xi
Preface xiii
Acknowledgments xvii
Introduction 1
PART I: An Overview of Social Media
1: The Scale and Scope of Social Media 7
The Rise of Social Media 8
The Size of Social Influence 11
Theoretically Speaking: Interactivity and Two-Way Communication 14
Mini Case: Kony 2012 15
Chapter 1 Checklist 16
Social Plan Part 1: Discover and Explore 16
Questions for Discussion 17
Additional Exercises 17
2: Shifting Influences and the Decline of Push Marketing 21
When Push Comes to Shove 22
Box: Push versus Pull 25
Mass Media to Consumer Communication 26
Mini Case: Sony Europe 28
Theoretically Speaking: Social Presence and Media Richness 29
Chapter 2 Checklist 30
Social Plan Part 2: Adding to the Noise 30
Questions for Discussion 31
Additional Exercises 31
3: A Marketer’s Point of View from Control to Engagement 35
The Advertising Age Is Over 36
Mini Case: Queensland Tourism 37
From Interruption to Engagement 41
Theoretically Speaking: The Four Ps to the Four Cs 44
Chapter 3 Checklist 46
Social Plan Part 3: Quantifying Engagement 46
Questions for Discussion 47
Additional Exercises 47
vi DETAILED CONTENTS
PART II: A Strategic Framework That Works
4: Lay a Foundation and Frame the Conversation 53
Business Objectives, Target Audience, Social Analysis 54
Box: Objectives Should Meet SMART Guidelines 57
Gather Primary and Secondary Data 58
Mini Case: Old Spice New Target 62
Listen with a Social Media Audit 63
Theoretically Speaking: Market Segmentation 68
Chapter 4 Checklist 69
Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit 69
Questions for Discussion 70
Additional Exercises 70
5: Make Repairs and Jumpstart the Conversation 75
Fix Operations, Product, and Service Issues 76
Big Ideas and Being Interesting 79
Box: What Is Account Planning? 80
Telling a Story in Social Media 83
Mini Case: Chipotle Scarecrow 85
Theoretically Speaking: Ethnographic Observational Research 86
Chapter 5 Checklist 86
Social Plan Part 5: Repair Plan and Big Idea 87
Questions for Discussion 87
Additional Exercises 88
6: Integrating Marketing, Advertising, and Public Relations with Social Media 91
The Real Convergence 92
Box: The Attention Economy 94
Think Like an Expert in All Fields 95
Mini Case: Burger King Subservient Chicken 98
Theoretically Speaking: Corporate and Marketing Communication,
Public Relations, and Advertising 98
Native Advertising and Paid Social Media 99
Chapter 6 Checklist 103
Social Plan Part 6: Integrate Traditional Marketing with Social Strategy 103
Questions for Discussion 104
Additional Exercises 104
PART III: Choose Social Options for Target, Message, and Idea
7: Social Networks, Blogs, and Forums 111
Choosing Social Options 112
Social Networks 113
Facebook 113
LinkedIn 117
Messaging Apps 119
Social Network Considerations 121
Blogs and Forums 121
DETAILED CONTENTS vii
WordPress 122
Mini Case: GM Fastlane Blog 123
Blogger 124
Tumblr 125
Forums 126
Blog and Forum Considerations 127
Chapter 7 Checklist 128
Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums 128
Questions for Discussion 129
Additional Exercises 129
8: Microblogging and Media Sharing 137
Microblogging 138
Twitter 139
Pinterest 141
Microblogging Considerations 143
Mini Case: Pharrell’s “Happy” 144
Media Sharing 144
YouTube 145
Instagram 147
Snapchat 150
Media-Sharing Considerations 152
Chapter 8 Checklist 152
Social Plan Part 8: Choose Most Strategic Content Sharing 153
Questions for Discussion 153
Additional Exercises 153
9: Geosocial, Live Video, Ratings, and Reviews 159
Geosocial 160
Foursquare 161
Social App Locations 163
Google My Business 165
Social Live Video 166
Geosocial and Live Video Considerations 169
Ratings and Reviews 169
Mini Case: McDonald’s Q&A 170
Yelp 171
TripAdvisor 172
Amazon 173
Ratings and Reviews Considerations 174
Chapter 9 Checklist 175
Social Plan Part 9: Strategic Use of Location, Ratings, and Reviews 175
Questions for Discussion 176
Additional Exercises 176
10: Social Bookmarking and Social Knowledge 183
Social Bookmarking 184
Reddit 185
Digg 187
viii DETAILED CONTENTS
StumbleUpon 188
BuzzFeed 189
Mini Case: Behr Paints BuzzFeed 190
Social Bookmarking Considerations 191
Social Knowledge 191
Wikipedia 192
Yahoo! Answers 193
Quora 195
Social Knowledge Considerations 196
Podcasts 197
RSS Feeds 198
iTunes 199
Podcast Considerations 200
Feeling Overwhelmed Is Natural 200
Chapter 10 Checklist 201
Social Plan Part 10: Buzz Building and Knowledge Sharing 201
Questions for Discussion 202
Additional Exercises 202
PART IV: Integrating Social Media across Organizations
11: Social Media Insights and Crowdsourcing 211
Leveraging Social Media Insights 212
Box: Social Media Research Process 214
Crowdsourcing the Wisdom of the Crowd 216
Mini Case: Fiat Mio 218
Theoretically Speaking: Local Search Constrains R&D 220
Chapter 11 Checklist 220
Social Plan Part 11: Adding Crowdsourcing into a Campaign 221
Questions for Discussion 221
Additional Exercises 222
12: Content Marketing and Influencer Marketing 225
Engagement through Content Marketing 226
Mini Case: Dove Real Beauty Sketches 229
Supercharge Word-of-Mouth 230
Box: How to Find a Brand Evangelist 232
Influencer Marketing 233
Theoretically Speaking: Consumer-Brand Relationships 235
Chapter 12 Checklist 236
Social Plan Part 12: Creating Brand Content and Motivating Brand Evangelists 236
Questions for Discussion 237
Additional Exercises 237
13: Social Care and Social Selling 241
The Customer Is Always Right 242
Mini Case: Hertz 24/7 Social Care 245
DETAILED CONTENTS ix
Social Care Is No Longer a Choice 246
Box: Types of Social Information Impacting Customer Service 247
Social Selling Is Integral to B2B Sales Strategy 250
Theoretically Speaking: Word-of-Mouth in a Service Context 253
Chapter 13 Checklist 253
Social Plan Part 13: Creating Cross-Functional Social Care and Social Sales 254
Questions for Discussion 254
Additional Exercises 255
Part V: Pulling It All Together
14: Write Your Plan, Plan Your Sell 261
Slow and Steady Wins the Race 262
Content Creation Takes Time and Focus 263
Social Media Content Calendar 265
Social Media Metrics 269
Social Media Budget 274
Theoretically Speaking: Uses and Gratification 276
Leap of Faith? 277
Mini Case: Saucony Find Your Strong 278
Chapter 14 Checklist 279
Social Plan Part 14: Compile the Parts and Sell the Story 279
Questions for Discussion 280
Additional Exercises 281
15: Social Media Law, Ethics, and Etiquette 285
Social Media Laws and Regulations 286
Social Media Ethics and Etiquette 292
Mini Case: Wal-Marting Across America 293
Consumer Data Privacy and Security 300
Theoretically Speaking: Elaboration Likelihood Model 302
Chapter 15 Checklist 303
Social Plan Part 15: Checking the Plan for Law and Ethical Considerations 303
Questions for Discussion 304
Additional Exercises 304
Appendixes
A: Three-Part Social Plan 311
B: Social Media Tools and Resources 319
Glossary 329
Index 343
About the Author 353
xi
Or, what if I put myself in your shoes, as a professor, professional, or student, and create
content that actually adds value to your decision about buying this book?
Good idea.
When I met Keith, I had just made the leap from the advertising agency world, where
I’d happily dwelled for fifteen years, to the academic world, where I still felt a bit like a tourist. Keith had successfully made that jump years earlier, and his perspective as a professional
and a professor is the core of what makes this book great.
As professors, we want theory, but we also want practice. We want real-world examples
to make theory come alive to students; we want compelling questions to challenge them
Foreword
Are you going to read this?
Really, it’s a foreword. Does anyone read forewords?
What if I write in short sentences?
What if I give you the “Top Five Really Awesome Reasons to Read My Foreword”?
What if I include a picture of a cat riding a surfboard?
Robert Dollwet of Malibu Dog Training has attracted 13.6 million
views of his “HAPPY DOGS & CAT in Australia” video.
Source: Robert Dollwet, “HAPPY DOGS & CAT in Australia,” CATMANTOO, May
1, 2014, https://www.youtube.com/watch?v=DePFiF-nNoE&spfreload=1. © Malibu Dog
Training.
xii FOREWORD
to think critically; we want hands-on activities to engage them in constructing their own
knowledge. This book has all of that.
I think Keith wrote the book he wished he had when he was at his ad agency, trying to figure out this social media stuff. He brings the professional and academic worlds
together (which is surprisingly rare), blending theory and scholarly research with practice
and contemporary application, resulting in a book that’s thoughtful, powerful, practical,
and (bonus!) fun to read.
We live in a world of Twitter-sized attention spans, tempted by tantalizing listicles
promising quick returns at every turn. But despite that “Top Five Foolproof Steps to
Super Duper Fast Social Media Success” online article, social media is a long game.
We’ve moved, as Alex Bogusky has noted, from an advertising paradigm of pay-to-play
to play-to-play, where you get back what you authentically put in. And there’s a lot of
strategy behind those decisions about what to put into social media. This book provides
an engaging blueprint for building an effective social media framework, from helping
audiences understand the context for social media, to analyzing the myriad opportunities,
to developing an integrated plan that can actually improve a brand’s business (in case a
picture of a surfboard-riding cat doesn’t do it).
This updated version goes even further, with new content to engage audiences in
vital topics such as measurement and budgets, law and ethical considerations, and practical
checklists to help us navigate tricky territory. And to ensure that the book remains a valuable
resource, there’s even a regularly updated website that addresses the latest developments in
the social media space.
As advertising innovator Howard Gossage said, “Nobody reads ads. People read what
interests them. Sometimes it’s an ad.” And sometimes it’s a book.
—Valerie K. Jones, University of Nebraska–Lincoln
xiii
Preface
I first began teaching a dedicated social media strategy college course in 2012. This was after
seventeen years of working in the marketing communications industry where the second
half of that career was spent figuring out ways to integrate social media into traditional marketing, advertising, and public relations strategy. At the same time that I started a career as a
professor, I began researching social media, looking at the scholarship and theories around
this topic. Those years researching social media, years in the industry using social media in
plans and campaigns, and years of teaching cross-discipline undergraduate and graduate
courses in social media in multiple business and communications schools informed and
guided the first edition of this book.
The goal of the first edition was to develop a broad-based strategic approach to social
media that went well beyond the up-to-the-minute social media networks, features, and
tips reported in the trade press or professional blogs. These are excellent resources for latest
developments but never provide enough guidance for putting together a long and lasting
strategic social media plan. I also wanted to create more than a typical business book, which
can be very valuable but is often narrow in subject or only represents one business person’s
perspective or path to success. All businesses and organizations are different and need a guide
to carve their own path. At the same time, I knew of valuable research on social media that,
unfortunately, rarely makes it out of academic journals into a form the business professional
or even the student can use in a more practical sense. I wanted to bridge the gap between
scholarly research and professional practice.
I knew there was value in having a deeper dive into the background and context of
social media that explained how we got here, why it is so troublesome to many professionals,
and where we are headed. Social media is too complicated of a subject and too disruptive to
traditional marketing communications methods to not explore and understand core differences, such as the shift in mindset from control to engagement. The first edition was written
to provide a strategic approach that would be relevant beyond this month’s hyped-up new
social media platform or feature. A social media strategy isn’t built on Meerkat and Vine or
even Facebook and Instagram. Social media platforms can come and go or change their
rules of engagement, and target audiences can become more or less active on different social
platforms as they come in and out of vogue. What makes a social media plan strategic is that
it can be effective no matter the social platform. The first edition outlined a strategic process
with these goals in mind that was based on business objectives, target audiences, big ideas,
and social media channel categories that can last.
xiv PREFACE
Why then this second edition? Through the teaching of the course, consulting, and
feedback, I discovered additional related topics and resources that are not only valuable
but also help to create a fuller and more complete look at social media strategy and the
strategic process. Of course, the second edition takes the opportunity to update statistics,
social media features, and tactics, and the latest social media platform options have been
added as well. Yet the core strategic process from the first edition remains the same, with
key pieces being added and other areas simplified. For a further look at that process, please
see the introduction.
Despite the fact that social media platform statistics and features are being updated in
this second edition, I recognize that tomorrow Facebook will have more monthly users
and Instagram will add a new feature. That is why a checklist has been added to the end
of every chapter. Each “Chapter Checklist” acknowledges the fact that social media specifics change quickly and provides a checklist directing readers to find the latest developments in important areas from that chapter. It also reminds readers to check the website
PostControlMarketing.com where significant developments are added on a regular basis,
such as updates on the top social media platforms by category or insights into key new
developments such as live video. Each chapter also has enhanced previews to relate core
concepts to the readers’ personal lives.
Numerous topics and sections have been added to many chapters. Chapter 1 now
includes information on the rise in social media skills as a core requirement for all marketing, advertising, and public relations professionals. It also presents the growth in social media
careers with examples of social media professional job titles. In chapter 5 a new section has
been added discussing the importance of storytelling in social media. After developing a
strategy, most social media professionals spend the majority of their time on content creation. Having a good brand story integrated into the social media strategy can help inspire
long-lasting social media campaigns. A social media storytelling template was developed and
added for this purpose.
In chapter 6 the topic of paid social media and native advertising is expanded. Most
plans today need a paid component. This is addressed in chapter 6 and social media platforms with paid options are now discussed at the end of each social media platform’s section
in chapters 7 through 10. In these chapters, new social media category options are addressed.
Snapchat, BuzzFeed, TripAdvisor, and Amazon have gone from mentions to new significant
sections in chapters 8, 9, and 10. The changes in Google+ and Google My Business are
addressed along with new strategic options for geosocial networking in multiple platforms.
Chapter 9 now also addresses geofencing for hyperlocal strategies. A new section on live
video has been added along with top platforms such as Periscope, Facebook Live, and In -
stagram Live. A section on social messaging apps including WhatsApp, Facebook Messenger,
WeChat, Kik, Viber, and Line is presented under social networks.
Chapter 11 has been updated to include the latest in social media insights, research,
and crowdsourcing. A growing field called social conversation analysis is also discussed.
Chapter 12 has added sections on the rise of influencer and micro-influencer marketing
and the increased importance of content marketing. Chapter 13 discusses customer service
in social media provided by a cross-discipline social care team including how to integrate
social media into crisis communication plans. Business-to-business (B2B) marketing is still