Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution

The third edition of Social Media Strategy is now available! ISBN 9781538138175 Social Media Strategy is a blueprint for the practice of marketing communications, advertising, and public relations in a digital world where the consumer has taken control. The consumer revolution is not about giving up or giving in; it is about adjusting methods to effect change, support traditional efforts, and leverage consumer influence for the good of the brand, whether it’s a small business, large corporation, or nonprofit organization. The text’s real-world examples and statistics make it highly accessible for students. This new and updated edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations. Adopters of the first edition will find the original structure and approach intact with additions that take a more integrated look at social media strategy. It features a new chapter on law, ethics, and etiquette and updates on key topics such as social media careers, personal branding, storytelling, paid social media, messaging apps, live video, influencer marketing, B2B social selling, and all major social media platforms. Pedagogical features include: • social media calendars, metrics, and budgets • chapter checklists to keep statistics updated • expanded chapter previews • new case studies and glossary with more than two hundred key terms • updated online tools and resources