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Social Media Strategy presents up-to-date strategies for innovating change, supporting traditional efforts, and leverage consumer influence or the good of the brand. The third edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations.
Social Media Strategy presents up-to-date strategies for innovating change, supporting traditional efforts, and leverage consumer influence or the good of the brand. The third edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations.
Über den Autor
By Keith A. Quesenberry
Inhaltsverzeichnis
TABLE OF CONTENTS-Second Edition
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
Chapter 1 Checklist
Social Plan Part 1: Discover and Explore
Questions for Discussion
Additional Exercises
¿2: Shifting Influences and the Decline of Push Marketing
¿3: A Marketer's POV from Control to Engagement
Part II: No Hype: A Strategic Framework That Works
¿4: Lay a Foundation, Frame the Conversation
¿5: Make Repairs and Jumpstart the Conversation
¿6: Integrating Marketing, Advertising and Public Relations with Social71
Part III: Choose Social Options for Target, Message, and Idea
¿7: Social Networks, Messaging, Blogs, and Forums
¿8: Microblogging and Media Sharing
9: Geosocial, Live Video, Ratings and Reviews
10: Social Bookmarking and Social Knowledge
Part IV: Integrating Social Media across Organizations
11: Social Media Insights and Crowdsourcing
12: Content Marketing and Influencer Marketing
13: Social Care and Social Selling
Part V: Pulling It All Together
14: Write Your Plan, Plan Your Sell
15: Social Media Law, Ethics and Etiquette
Appendixes
A: Three-Part Social Plan
B: Social Media Tools and Resources
Glossary
Index
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
Chapter 1 Checklist
Social Plan Part 1: Discover and Explore
Questions for Discussion
Additional Exercises
¿2: Shifting Influences and the Decline of Push Marketing
¿3: A Marketer's POV from Control to Engagement
Part II: No Hype: A Strategic Framework That Works
¿4: Lay a Foundation, Frame the Conversation
¿5: Make Repairs and Jumpstart the Conversation
¿6: Integrating Marketing, Advertising and Public Relations with Social71
Part III: Choose Social Options for Target, Message, and Idea
¿7: Social Networks, Messaging, Blogs, and Forums
¿8: Microblogging and Media Sharing
9: Geosocial, Live Video, Ratings and Reviews
10: Social Bookmarking and Social Knowledge
Part IV: Integrating Social Media across Organizations
11: Social Media Insights and Crowdsourcing
12: Content Marketing and Influencer Marketing
13: Social Care and Social Selling
Part V: Pulling It All Together
14: Write Your Plan, Plan Your Sell
15: Social Media Law, Ethics and Etiquette
Appendixes
A: Three-Part Social Plan
B: Social Media Tools and Resources
Glossary
Index
Details
Erscheinungsjahr: | 2020 |
---|---|
Fachbereich: | Kommunikationswissenschaften |
Genre: | Medienwissenschaften |
Rubrik: | Wissenschaften |
Medium: | Taschenbuch |
Seiten: | 494 |
ISBN-13: | 9781538138175 |
ISBN-10: | 1538138174 |
Sprache: | Englisch |
Ausstattung / Beilage: | Paperback |
Einband: | Kartoniert / Broschiert |
Autor: | Quesenberry, Keith A. |
Auflage: | Third Edition |
Hersteller: | Rowman & Littlefield Publishers |
Maße: | 254 x 178 x 27 mm |
Von/Mit: | Keith A. Quesenberry |
Erscheinungsdatum: | 14.08.2020 |
Gewicht: | 0,92 kg |
Über den Autor
By Keith A. Quesenberry
Inhaltsverzeichnis
TABLE OF CONTENTS-Second Edition
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
Chapter 1 Checklist
Social Plan Part 1: Discover and Explore
Questions for Discussion
Additional Exercises
¿2: Shifting Influences and the Decline of Push Marketing
¿3: A Marketer's POV from Control to Engagement
Part II: No Hype: A Strategic Framework That Works
¿4: Lay a Foundation, Frame the Conversation
¿5: Make Repairs and Jumpstart the Conversation
¿6: Integrating Marketing, Advertising and Public Relations with Social71
Part III: Choose Social Options for Target, Message, and Idea
¿7: Social Networks, Messaging, Blogs, and Forums
¿8: Microblogging and Media Sharing
9: Geosocial, Live Video, Ratings and Reviews
10: Social Bookmarking and Social Knowledge
Part IV: Integrating Social Media across Organizations
11: Social Media Insights and Crowdsourcing
12: Content Marketing and Influencer Marketing
13: Social Care and Social Selling
Part V: Pulling It All Together
14: Write Your Plan, Plan Your Sell
15: Social Media Law, Ethics and Etiquette
Appendixes
A: Three-Part Social Plan
B: Social Media Tools and Resources
Glossary
Index
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
Chapter 1 Checklist
Social Plan Part 1: Discover and Explore
Questions for Discussion
Additional Exercises
¿2: Shifting Influences and the Decline of Push Marketing
¿3: A Marketer's POV from Control to Engagement
Part II: No Hype: A Strategic Framework That Works
¿4: Lay a Foundation, Frame the Conversation
¿5: Make Repairs and Jumpstart the Conversation
¿6: Integrating Marketing, Advertising and Public Relations with Social71
Part III: Choose Social Options for Target, Message, and Idea
¿7: Social Networks, Messaging, Blogs, and Forums
¿8: Microblogging and Media Sharing
9: Geosocial, Live Video, Ratings and Reviews
10: Social Bookmarking and Social Knowledge
Part IV: Integrating Social Media across Organizations
11: Social Media Insights and Crowdsourcing
12: Content Marketing and Influencer Marketing
13: Social Care and Social Selling
Part V: Pulling It All Together
14: Write Your Plan, Plan Your Sell
15: Social Media Law, Ethics and Etiquette
Appendixes
A: Three-Part Social Plan
B: Social Media Tools and Resources
Glossary
Index
Details
Erscheinungsjahr: | 2020 |
---|---|
Fachbereich: | Kommunikationswissenschaften |
Genre: | Medienwissenschaften |
Rubrik: | Wissenschaften |
Medium: | Taschenbuch |
Seiten: | 494 |
ISBN-13: | 9781538138175 |
ISBN-10: | 1538138174 |
Sprache: | Englisch |
Ausstattung / Beilage: | Paperback |
Einband: | Kartoniert / Broschiert |
Autor: | Quesenberry, Keith A. |
Auflage: | Third Edition |
Hersteller: | Rowman & Littlefield Publishers |
Maße: | 254 x 178 x 27 mm |
Von/Mit: | Keith A. Quesenberry |
Erscheinungsdatum: | 14.08.2020 |
Gewicht: | 0,92 kg |
Warnhinweis