Social media strategy : (Record no. 1006115)

001 - CONTROL NUMBER
control field ocn911004570
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 150611s2016 mdua b 001 0 eng
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2015022618
040 ## - CATALOGING SOURCE
Original cataloging agency DLC
Language of cataloging eng
Description conventions rda
Transcribing agency DLC
Modifying agency YDX
-- YDXCP
-- BTCTA
-- BDX
-- OCLCF
-- MNW
-- CDX
-- OMB
-- CHVBK
-- OCLCO
-- TEX
019 ## -
-- 910856111
-- 931501661
-- 967968163
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781442251526 (cloth : alk. paper)
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 1442251522 (cloth : alk. paper)
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781442251533 (pbk : alk. paper)
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 1442251530 (pbk : alk. paper)
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
Cancelled/invalid ISBN 9781442251540 (electronic)
029 1# - (OCLC)
OCLC library identifier AU@
System control number 000057084823
029 1# - (OCLC)
OCLC library identifier CHDSB
System control number 006470187
029 1# - (OCLC)
OCLC library identifier CHNEW
System control number 000869017
029 1# - (OCLC)
OCLC library identifier CHVBK
System control number 354721801
029 1# - (OCLC)
OCLC library identifier CHVBK
System control number 366122282
029 1# - (OCLC)
OCLC library identifier NLGGC
System control number 402001990
035 ## - SYSTEM CONTROL NUMBER
System control number (OCoLC)911004570
Canceled/invalid control number (OCoLC)910856111
-- (OCoLC)931501661
-- (OCoLC)967968163
042 ## - AUTHENTICATION CODE
Authentication code pcc
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5415.1265
Item number .Q46 2016
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8/72
Edition number 23
049 ## - LOCAL HOLDINGS (OCLC)
Holding library TEXA
090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (OCLC)
Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) HF5415.1265
Local cutter number (OCLC) ; Book number/undivided call number, CALL (RLIN) .Q46 2016
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Quesenberry, Keith A.,
Dates associated with a name 1971-
245 10 - TITLE STATEMENT
Title Social media strategy :
Remainder of title marketing and advertising in the consumer revolution /
Statement of responsibility, etc Keith A. Quesenberry.
264 #1 -
-- Lanham :
-- Rowman & Littlefield,
-- [2016]
300 ## - PHYSICAL DESCRIPTION
Extent xv, 239 pages :
Other physical details ilustrations ;
Dimensions 26 cm
336 ## - Content
Term text
Content rdacontent
337 ## - Media
Term unmediated
Media rdamedia
338 ## - Carrier
Term volume
Carrier rdacarrier
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Includes bibliographical references and index.
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Part I. An overview of social media : 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 ; Social plan part 1: Discover and explore -- Shifting influences and the decline of push marketing : When push comes to shove ; Mass media to consumer communication : Mini case: Sony Europe ; Theoretically speaking: social presence and media richness ; Social plan part 2: Adding to the noise -- A marketer's point of view: moving from control to engagement : The advertising age is over : Mini case: Queensland tourism ; From interruption to engagement ; Theoretically speaking: the four Ps to the four Cs ; Social plan part 3: Quantifying engagement -- Part II. No hype: a strategic framework that works : Lay a foundation, frame the conversation : Goals, analysis and targets : Mini case: Old Spice new target ; Listen with a social media audit ; Theoretically speaking: market segmentation ; Social plan part 4: Objectives, target, situation analysis, and audit -- Make repairs and jumpstart the conversation : Fix operations, product, and service issues ; Big ideas and being interesting : Mini case: Chipotle Scarecrow ; Theoretically speaking: ethnographic observational research ; Social plan part 5: Repair plan and big idea -- The magic number 3: integrating social, marketing, and PR : The real convergence ; Think like an expert in all fields : Mini case: Burger King subservient chicken ; Theoretically speaking: corporate and marketing communication, and PR and advertising ; Social plan part 6: Integrate traditional marketing with social strategy -- Part III. Choose social options for target, message, and idea : Social networks, blogs, and forums : Choosing social options ; Social networks ; Blogs and forums : Mini case: GM Fastland Blog ; Social plan part 7: Select social networks, blog platforms and forums -- Microblogging and media sharing : Microblogging ; Media sharing : Mini case: Pharrell's "Happy" ; Social plan part 8: Choose most strategic content sharing -- Geo-location, ratings, and reviews : Geo-location ; Rating and reviews : Mini case: McDonald's Q & A ; Social plan part 9: Strategic use of location, ratings, and reviews -- Social bookmarking and social knowledge : Social bookmarking : Mini case: Behr Paints BuzzFeed ; Social knowledge ; Podcasts ; Feeling overwhelmed is natural ; Social plan part 10: Buzz building and knowledge sharing -- Part IV. Integrating social media across organizations : Crowdsourcing social media research : Real-time intelligence ; Leveraging the wisdom of the crowd : Mini case: Fiat Mio ; Theoretically speaking: local search constrains R & D ; Social plan part 11: Adding crowdsourcing into a campaign -- Branded content and customer evangelism : Creating a new level of engagement : Mini case: Dove real beauty sketches ; Supercharge word-of-mouth ; Theoretically speaking: consumer-brand relationships ; Social plan part 12: Creating branded content and motivating brand evangelists -- Customer service: the art of turning complaints into compliments : the customer is always right : Mini case: Hertz 24/7 social care ; Social care is no longer a choice ; Theoretically speaking: word-of-mouth in a service context ; Social plan part 13: Creating cross-functional social care -- Part V. Pulling it all together : Write your plan, plan your sell : Slow and steady wins the race ; Content creation takes time and focus ; Theoretically speaking: uses and gratification ; Leap of faith? : Mini case: Saucony Find Your Strong : Social plan part 14: Compile the parts and sell the story -- Appendix : The complete social plan (parts 1-14) ; Quick five-step social plan ; Social media tools and resources.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Internet marketing.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Internet advertising.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Social media.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Internet in public relations.
938 ## -
-- Brodart
-- BROD
-- 113039042
938 ## -
-- Baker and Taylor
-- BTCP
-- BK0017219888
938 ## -
-- Coutts Information Services
-- COUT
-- 31724346
938 ## -
-- YBP Library Services
-- YANK
-- 12461391
938 ## -
-- YBP Library Services
-- YANK
-- 12461390
994 ## -
-- C0
-- TEX
Holdings
Withdrawn status Lost item Source of classification or shelving scheme Damaged status Not for loan Permanent Location Current Location Shelving location Date acquired Full call number Barcode Date last seen Price effective from Koha item type
          University of Texas At Tyler University of Texas At Tyler Stacks - 3rd Floor 2017-08-24 HF5415.1265 .Q46 2016 0000002310498 2017-08-24 2017-08-24 Book