Social Media Strategy is your guide to practicing marketing, advertising, and public relations in a world of social media-empowered consumers. Grounded in a refreshing balance of concept, theory, industry statistics, and real-world examples, Keith Quesenberry introduces readers to the steps of building a complete social media plan and how companies can integrate the social media consumer landscape. This simple, systematic text ·leads readers through core marketing concepts and how to think critically about the competitive marketplace—even as it shifts the perspective from an outdated communications-control model to a more effective consumer engagement method ·provides a step-by-step roadmap for planning social media marketing strategy ·emphasizes the need to apply solid marketing principles to social media ·explores how to integrate social media throughout an entire organization ·gives students and other readers skills vital for leveraging consumer knowledge and influence for the good of a brand. The end result delivers the context, process and tools needed to create a comprehensive and unique social media plan for any business or organization. FOR PROFESSORS: Ancillary resources are available for this title, including a sample syllabus and templates for social media audits, content calendars, storylines, and more.