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.

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