SOCIAL MEDIA S T R AT E GY MARKETING, ADVERTISING, AND PUBLIC RELATIONS IN THE CONSUMER REVOLUTION SECOND EDITION Keith A Quesenberry Messiah College ROW M A N & L I T T L E F I E L D Lanham • Boulder • New York • London Executive Editor: Elizabeth Swayze Associate Editor: Megan Manzano Senior Marketing Manager: Kim Lyons Interior Designer: Andrea Reider Credits and acknowledgments for material borrowed from other sources, and reproduced with permission, appear on the appropriate page within the text Published by Rowman & Littlefield An imprint of The Rowman & Littlefield Publishing Group, Inc 4501 Forbes Boulevard, Suite 200, Lanham, Maryland 20706 www.rowman.com Unit A, Whitacre Mews, 26-34 Stannary Street, London SE11 4AB, United Kingdom Copyright © 2019 by Keith A Quesenberry First edition 2016 All rights reserved No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher, except by a reviewer who may quote passages in a review British Library Cataloguing in Publication Information Available Library of Congress Cataloging-in-Publication Data Names: Quesenberry, Keith A., 1971– author Title: Social media strategy : marketing, advertising, and public relations in the consumer revolution / Keith A Quesenberry, Messiah College Description: Second edition | Lanham : Rowman & Littlefield, [2018] | Includes bibliographical references and index Identifiers: LCCN 2018004653 (print) | LCCN 2018005316 (ebook) | ISBN 9781538101360 (electronic) | ISBN 9781538113929 (cloth : alk paper) | ISBN 9781538101353 (pbk : alk paper) Subjects: LCSH: Internet marketing | Internet advertising | Social media | Internet in public relations Classification: LCC HF5415.1265 (ebook) | LCC HF5415.1265 Q46 2018 (print) | DDC 658.8/72—dc23 LC record available at https://lccn.loc.gov/2018004653 The paper used in this publication meets the minimum requirements of American National Standard for Information Sciences—Permanence of Paper for Printed Library Materials, ANSI/ NISO Z39.48-1992 Printed in the United States of America Brief Contents Detailed Contents v Foreword by Valerie K Jones xi Preface xiii Acknowledgments xvii Introduction 1 PART I: An Overview of Social Media 1: The Scale and Scope of Social Media 2: Shifting Influences and the Decline of Push Marketing 21 3: A Marketer’s Point of View from Control to Engagement 35 PART II: A Strategic Framework That Works 4: Lay a Foundation, Frame the Conversation 53 5: Make Repairs and Jumpstart the Conversation 75 6: Integrating Marketing, Advertising, and Public Relations with Social Media 91 PART III: Choose Social Options for Target, Message, and Idea 7: Social Networks, Blogs, and Forums 111 8: Microblogging and Media Sharing 137 9: Geosocial, Live Video, Ratings, and Reviews 159 10: Social Bookmarking and Social Knowledge 183 PART IV: Integrating Social Media across Organizations 11: Social Media Insights and Crowdsourcing 211 12: Content Marketing and Influencer Marketing 225 13: Social Care and Social Selling 241 iii iv B R I E F C O N T E N T S PART V: Pulling It All Together 14: Write Your Plan, Plan Your Sell 261 15: Social Media Law, Ethics, and Etiquette 285 Appendixes A: Three-Part Social Plan B: Social Media Tools and Resources 311 319 Glossary 329 Index 343 About the Author 353 Detailed Contents Brief Contents iii Foreword by Valerie K Jones xi Preface xiii Acknowledgments xvii Introduction 1 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 Theoretically Speaking: Interactivity and Two-Way Communication Mini Case: Kony 2012 Chapter Checklist Social Plan Part 1: Discover and Explore Questions for Discussion Additional Exercises 2: Shifting Influences and the Decline of Push Marketing 11 14 15 16 16 17 17 21 When Push Comes to Shove Box: Push versus Pull Mass Media to Consumer Communication Mini Case: Sony Europe Theoretically Speaking: Social Presence and Media Richness Chapter Checklist Social Plan Part 2: Adding to the Noise Questions for Discussion Additional Exercises 22 25 26 28 29 30 30 31 31 3: A Marketer’s Point of View from Control to Engagement 35 The Advertising Age Is Over Mini Case: Queensland Tourism From Interruption to Engagement Theoretically Speaking: The Four Ps to the Four Cs Chapter Checklist Social Plan Part 3: Quantifying Engagement Questions for Discussion Additional Exercises v 36 37 41 44 46 46 47 47 vi D E TA I L E D C O N T E N T S PART II: A Strategic Framework That Works 4: Lay a Foundation and Frame the Conversation Business Objectives, Target Audience, Social Analysis Box: Objectives Should Meet SMART Guidelines Gather Primary and Secondary Data Mini Case: Old Spice New Target Listen with a Social Media Audit Theoretically Speaking: Market Segmentation Chapter Checklist Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit Questions for Discussion Additional Exercises 5: Make Repairs and Jumpstart the Conversation Fix Operations, Product, and Service Issues Big Ideas and Being Interesting Box: What Is Account Planning? Telling a Story in Social Media Mini Case: Chipotle Scarecrow Theoretically Speaking: Ethnographic Observational Research Chapter Checklist Social Plan Part 5: Repair Plan and Big Idea Questions for Discussion Additional Exercises 6: Integrating Marketing, Advertising, and Public Relations with Social Media The Real Convergence Box: The Attention Economy Think Like an Expert in All Fields Mini Case: Burger King Subservient Chicken Theoretically Speaking: Corporate and Marketing Communication, Public Relations, and Advertising Native Advertising and Paid Social Media Chapter Checklist Social Plan Part 6: Integrate Traditional Marketing with Social Strategy Questions for Discussion Additional Exercises 53 54 57 58 62 63 68 69 69 70 70 75 76 79 80 83 85 86 86 87 87 88 91 92 94 95 98 98 99 103 103 104 104 PART III: Choose Social Options for Target, Message, and Idea 7: Social Networks, Blogs, and Forums 111 Choosing Social Options 112 Social Networks 113 Facebook 113 LinkedIn 117 Messaging Apps 119 Social Network Considerations 121 Blogs and Forums 121 D E TA I L E D C O N T E N T S vii WordPress 122 Mini Case: GM Fastlane Blog 123 Blogger 124 Tumblr 125 Forums 126 Blog and Forum Considerations 127 Chapter Checklist 128 Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums 128 Questions for Discussion 129 Additional Exercises 129 8: Microblogging and Media Sharing 137 Microblogging 138 Twitter 139 Pinterest 141 Microblogging Considerations 143 Mini Case: Pharrell’s “Happy” 144 Media Sharing 144 YouTube 145 Instagram 147 Snapchat 150 Media-Sharing Considerations 152 Chapter Checklist 152 Social Plan Part 8: Choose Most Strategic Content Sharing 153 Questions for Discussion 153 Additional Exercises 153 9: Geosocial, Live Video, Ratings, and Reviews 159 Geosocial 160 Foursquare 161 Social App Locations 163 Google My Business 165 Social Live Video 166 Geosocial and Live Video Considerations 169 Ratings and Reviews 169 Mini Case: McDonald’s Q&A 170 Yelp 171 TripAdvisor 172 Amazon 173 Ratings and Reviews Considerations 174 Chapter Checklist 175 Social Plan Part 9: Strategic Use of Location, Ratings, and Reviews 175 Questions for Discussion 176 Additional Exercises 176 10: Social Bookmarking and Social Knowledge 183 Social Bookmarking 184 Reddit 185 Digg 187 viii D E TA I L E D C O N T E N T S StumbleUpon 188 BuzzFeed 189 Mini Case: Behr Paints BuzzFeed 190 Social Bookmarking Considerations 191 Social Knowledge 191 Wikipedia 192 Yahoo! Answers 193 Quora 195 Social Knowledge Considerations 196 Podcasts 197 RSS Feeds 198 iTunes 199 Podcast Considerations 200 Feeling Overwhelmed Is Natural 200 Chapter 10 Checklist 201 Social Plan Part 10: Buzz Building and Knowledge Sharing 201 Questions for Discussion 202 Additional Exercises 202 PART IV: Integrating Social Media across Organizations 11: Social Media Insights and Crowdsourcing Leveraging Social Media Insights Box: Social Media Research Process Crowdsourcing the Wisdom of the Crowd Mini Case: Fiat Mio Theoretically Speaking: Local Search Constrains R&D Chapter 11 Checklist Social Plan Part 11: Adding Crowdsourcing into a Campaign Questions for Discussion Additional Exercises 12: Content Marketing and Influencer Marketing Engagement through Content Marketing Mini Case: Dove Real Beauty Sketches Supercharge Word-of-Mouth Box: How to Find a Brand Evangelist Influencer Marketing Theoretically Speaking: Consumer-Brand Relationships Chapter 12 Checklist Social Plan Part 12: Creating Brand Content and Motivating Brand Evangelists Questions for Discussion Additional Exercises 13: Social Care and Social Selling The Customer Is Always Right Mini Case: Hertz 24/7 Social Care 211 212 214 216 218 220 220 221 221 222 225 226 229 230 232 233 235 236 236 237 237 241 242 245 D E TA I L E D C O N T E N T S ix Social Care Is No Longer a Choice Box: Types of Social Information Impacting Customer Service Social Selling Is Integral to B2B Sales Strategy Theoretically Speaking: Word-of-Mouth in a Service Context Chapter 13 Checklist Social Plan Part 13: Creating Cross-Functional Social Care and Social Sales Questions for Discussion Additional Exercises 246 247 250 253 253 254 254 255 Part V: Pulling It All Together 14: Write Your Plan, Plan Your Sell Slow and Steady Wins the Race Content Creation Takes Time and Focus Social Media Content Calendar Social Media Metrics Social Media Budget Theoretically Speaking: Uses and Gratification Leap of Faith? Mini Case: Saucony Find Your Strong Chapter 14 Checklist Social Plan Part 14: Compile the Parts and Sell the Story Questions for Discussion Additional Exercises 15: Social Media Law, Ethics, and Etiquette Social Media Laws and Regulations Social Media Ethics and Etiquette Mini Case: Wal-Marting Across America Consumer Data Privacy and Security Theoretically Speaking: Elaboration Likelihood Model Chapter 15 Checklist Social Plan Part 15: Checking the Plan for Law and Ethical Considerations Questions for Discussion Additional Exercises 261 262 263 265 269 274 276 277 278 279 279 280 281 285 286 292 293 300 302 303 303 304 304 Appendixes A: Three-Part Social Plan B: Social Media Tools and Resources 311 319 Glossary 329 Index 343 About the Author 353 G L O S S A R Y 339 Social media audit is a systematic examination of social media data Social media command center is a branded social media monitoring room acting as a central, visual hub for social data Social media feedback cycle is social media connecting post-purchase social media conversation back to the purchase process, where social media is the product of operations based on the expectation given in marketing communication Social media policy is an organization’s standards for conduct regarding the way its employees post content in social media as part of their jobs or as private individuals Social media press release is an easy-to-scan document containing text and multimedia elements that are simple to share and which offers links to a collection of relevant information Social media research involves using various tools and techniques to collect and analyze data from social media networks or platforms Social messaging is instant messaging or chat applications created around social networks for communication on mobile phones, with fewer limits and more features than traditional texting Social network is any website where one connects with those sharing personal or professional interests Social presence theory states that media differ in the degree of social presence (acoustic, visual, and physical contact) they allow between two communication partners Social selling is a process of developing relationships through social media as part of the sales process Strategic business unit (SBU) is a fully functional and distinct unit that develops its own strategic vision and direction Strategic thinking means taking a broad, long-range approach and thinking systematically StumbleUpon is a discovery engine that finds and recommends web content to users that was founded in 2001 Super-fans are a company’s most active online consumers who answer forum questions, write in-depth blog posts, and provide valuable feedback without collecting a fee SWOT analysis is a process for identifying an organization’s strengths, weaknesses, opportunities, and threats to analyze the internal and external factors impacting success Tagging is the way social-bookmarking programs organize links to resources Target audience is a group of people identified as the intended recipient of a communications message Target market is identified in business and marketing plan objectives and represents a group of people who share common wants or needs that an organization serves 340 G L O S S A R Y Traditional market research involves face-to-face or traditional media methods, such as focus groups, in-depth interviews, shop-alongs, ethnographic observation, intercepts, and telephone and mail surveys TripAdvisor is an online travel company providing hotel booking and reviews of travelrelated content with travel forums that was founded in 2000 Trolls are users who intentionally post inflammatory, extraneous messages in online communities to provoke emotional responses Tumblr is a blogging platform and social-networking website that allows users to post multimedia content in a short-form blog that was founded in 2007 Twitter is an online social-networking service that enables users to send short, character-count-limited messages that was founded in 2006 Twitter Analytics is the tool that measures organic and paid impact for brand account performance on Twitter Twitter Cards enable users to attach rich photos, videos, and media experiences to tweets and to drive traffic to websites Twitter Chats are when an organization or individual talks live with others about a topic during a preplanned time using a hashtag User-centric means having more control, choices, or flexibility where the needs, wants, and limitations of the end user are taken into consideration User-generated content is any photo, video, post, or comment published through a social media platform by an unpaid contributor User-generated content policy is an organization’s standards for rights granted to use consumer-created content in brand marketing Uses and gratifications theory proposes that audiences are active in media consumption and that they consciously select media content to satisfy their various needs Video blog (vlog) is a combination of video, images, and text that can be thought of as a form of web television Video podcast is a series of video clips or web television series delivered digitally that are often subscribed to and downloaded or streamed online through a computer or mobile device Web 2.0 is the common term used to designate the collective technology changes in the way web pages were made and used that took them beyond the static pages of earlier websites WhatsApp is a free, cross-platform instant messaging service that allows encrypted multimedia communication through mobile cellular numbers Wiki is a website that allows collaborative editing by multiple contributors WikiLeaks is an international nonprofit that collects news leaks and classified media by anonymous sources and publishes them on its website G L O S S A R Y 341 Wikipedia is a collaboratively edited, free, internet encyclopedia supported by the nonprofit Wikimedia Foundation that was founded in 2001 WikiWikiWeb was the first website to use a wiki style of programming in 1995 Wisdom-of-the-crowd is the collective opinion of a group rather than a single expert Word-of-mouth communication is when people share information about products or promotions with friends and is one of the oldest forms of marketing Word of Mouth Marketing Association (WOMMA) is the official trade association dedicated to word-of-mouth and social media marketing WordPress is a free, open-source blogging and content-management system that was founded in 2003 Yahoo! Answers is a community question-and-answer website or social-knowledge platform founded by Yahoo! in 2005 Yelp is a website and mobile app that publishes crowdsourced ratings and reviews about local businesses that was founded in 2004 YouTube is a video-sharing website that enables users to upload, view, and share user-generated and corporate-media video that was founded in 2005 YouTube Analytics provides data on YouTube brand channel organic and paid video performance Index Page references for figures and tables are italicized Aaker, David, 10 ABC, 23, 26, 78, 197 aboutthedata.com, 301 Abrams, Jonathan, 112, 199 Accor hotels, 215 account planning, 79–80, 329 actionable insight, 80–81, 329 Acxiom, 301 ad blocker, 286, 329 AdBlock Plus, 286 Adguard, 286 AddThis, 274 Adidas, 95, 120, 290 The Adventures of Huckleberry Finn, 169 advertising: age, the, 36–39; agencies, 79, 83, 95, 97, 214, 288, 292; campaign, 83, 85, 87, 103, 170, 263; clutter, 25, 54, 79, 286; definition, 36, 329; messages per day, 25; traditional, 9, 11, 23, 29, 37–38, 82, 93, 97, 102, 170, 175, 190, 227, 263; trust in, 28–29, 230; 2.0, 42–43 Advertising Age magazine, 22–23, 36, 44, 293 Advertising Association, 58, 292 Airbnb, 168 algorithm, 100, 114, 116, 148, 189, 329 Alignable, 169 ALS Ice Bucket Challenge, 225 Altimeter Group, 93, 227 Amazon, 67, 152, 169, 173–174, 197, 227, 289, 294, 329 Amazon Reviews, 173–174, 329 Amazon Vine (paid), 174 American Advertising Federation (AAA), 58 American Airlines, 247 American Association of Advertising Agencies (AAAA), 58, 104, 292 American Marketing Association (AMA), 25, 58, 86, 146, 292 American Press Institute, 291 analysis paralysis, 200, 329 Andreessen, Marc, 195 Angie’s List, 174 Answers.com, 196 Apple, 167, 197, 199, 227, 248–249, 294 Apple AppStore, 294 Apple Support Communities, 249 art director(s), 95, 96, 329 The Art of War, 62 Ask.com, 196 Association of Canadian Advertisers, 59, 292 attention, 24, 329 attention economy (economics), 24, 329 attribution, 44, 291–292, 329 Audible, 197–196 augmented reality (AR), 10, 152, 164 Australian Association of National Advertisers, 59, 292 Australian Marketing Institute, 59, 292 baby boomers, 61, 333 badges, 160–161, 163, 171, 194 Baer, Jay, 27, 55, 262–263, 272 Bank of America, 26, 242 Barclays bank, 213 behavioral targeting, 300–301, 329 Behr Paints, 190 Bell Mobile, 294 Ben & Jerry’s, 60, 186 Benefit Cosmetics, 149 Benefit Cosmetics UK custom Instagram post, 149 Bernbach, Bill, 285–287, 302 Berners-Lee, Tim, 10 Bernoff, Josh, 66, 243 Best Buy, 174, 246 Better Business Bureau, 174 big data, 11, 13–14, 36, 301, 329 big idea, 81–86, 95–98, 112, 121, 127–128, 143, 152, 161, 171, 200, 253, 329 big ideas, ten qualities that set them apart, 82 343 344 I nde x Bitly, 273–274 Blab, 112, 166–167 Blake, Frank, 228 Blitzer, Wolf, 111–112 blog, 1, 9, 27–28, 37, 54, 67, 100–101, 119, 120–127, 147–148, 168, 188, 195, 198, 228, 232, 252, 262–263, 269–270, 288, 290–291, 293, 295, 297, 330 Blogger, 123–125, 330 Blog Herald, 122 BMC Software, 251 BMC B2B employees and salesperson social media portal, 251 BMW, 226–227 Boardreader, 127 boardroom(s), 277 Bogusky, Alex, xii, 7–8, 11, 14, 97–98 Boston Marathon attacks, 138 bottom line, 57, 100, 220, 277, 300 BP (British Petroleum), 99 brainstorming big ideas in multidisciplinary teams, 96 brand ambassadors, 230 See also brand evangelist; evangelism marketing brand awareness, 13, 44, 57, 141, 195 brand community, 67, 230, 233, 235, 278 brand evangelist, 232 See also brand ambassadors; evangelism marketing branded content, 101, 152, 190, 227–228 See also content marketing brandiquette, 186 brandiquette, for advertisers on Reddit, 186 Brandwatch, 214 Bratvold, David, 219 Bruner, Gordon, 44 Buckridee, Bianca 248 Buffer Social, 116, 148, 272 Burberry, 120 Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF), 287 Burger King, 97–98 Burson-Marsteller, 190 Business Week, 123 buyer persona, 61, 330 buying cycle, 167, 273 BuzzFeed, 100–101, 151, 189–191, 228, 330 BuzzFeed (paid), 190–191 Cacioppo, John T., 302 Cambridge Analytica, 301 campaign concept, 95, 97 Campbell’s Kitchen, 142, 155 Campbell’s Pinterest cooking boards, 142 Canadian Association of Marketing Professionals, 59, 292 Canadian Public Relations Society, 59, 292 Cannes awards, 36, 38, 97, 144, 229 CareerBuilder, 296 Carlin, George, 197, 200 Carr, Nicholas, 47, 79 Carroll, Dave, 63, 242 Carton, Sean, 35, 42 Caveman SpongeBob, 225 CBS, 23, 63, 197 CEO (chief executive officer), 43, 66–68, 78 ChaCha, 196 Chamorro-Premuzic, Tomas, 94 Change.org, 26, 242 chatbot(s), 118–119, 249, 330 check-in, 160–163, 171, 330 Chen, Jenn, 295 Cheong, Yean, 214 Chewbacca mask, 168 Chipotle Grill, 83, 85 Chobani, 151 Churchill, Winston, 138 CIA, Cisco, 144, 218, 252 Citysearch, 174 Clear Channel, 197 See also iHeartRadio Clinton, Hillary, 9, 194 The Cluetrain Manifesto, 55 CMO (chief marketing officer), 264, 276 Coca-Cola, 232, 295 Cody, Steve, 78 collaborative tagging, 10, 184, 330 Collective Bias, 234 Comcast, 242–243, 246, 293 The Common Reader, 144, 152 commonsense market segmentation, 68, 330 company wiki(s), 191–192, 330 Computer Sciences Corporation, 228 Condé Nast, 185 consumer-brand relationship, 235 consumer-centric, 45 See also customer-centric consumer insight, 60, 79–82, 112, 212 consumer lifetime value, 264, 330 consumer voice, 26–27, 44, 83, 242 content calendar, 229, 265, 266, 267–268, 274–275, 315, 330 content curation, 184–185, 291, 330 Content Factory, 276 content marketing, 99, 101, 152, 198, 225–230, 250, 252, 269, 272, 330 I nde x 345 Content Marketing Institute, 99, 226–227, 230 content recommendation engines, 228 control marketing, breaking down, 40 converged media, 93–94, 330 conversation, 14, 22, 29, 37–38, 43, 53, 55, 66–68, 75, 78–79, 82, 92–93, 119, 126, 128, 140, 146, 215–216, 244–245, 248, 273, 330 conversation prism, 37 Conversation Research Institute (CRI), 215, 216 Converse Digital, 265 Conversocial, 245, 249 copywriter(s), 22, 95, 330 corporate communications, 77, 98–99, 215, 244, 247, 267, 330 Crawford, Chris, 15–16 Creative Commons, 292, 331 creative team, 95 Crimson Hexagon, 214–215, 272 crisis communication, 244–245, 255, 301, 337 Crispin, Porter + Bugusky, 8, 97–98 CRM magazine, 243–244 cross-functional social care team organization and responsibilities, 248 Croucher, Kate, 297 crowdsourcing, 211–212, 216–219, 331 crowdsourcing revenue by industry, 217 Crowdsourcing.org, 216 customer-centric, 55, 60, 267 See also consumercentric customer co-creation, 44, 331 customer data marketers collect, 12 customer evangelism, 230 See also brand evangelist; evangelism marketing consumer lifetime value, 264, 330 customer relationship management (CRM), 13, 243, 273, 331 customer service, 28, 39, 41, 43, 56, 62, 67–68, 76–78, 82, 97, 119–121, 140–141, 170, 200, 216, 228, 241–268, 275, 331; as second-mostused social media activity (2012), 244 customer service system, 241, 331 customer stickiness, 44, 331 Dailycrowdsource.com, 219 Damn Daniel, 225 dark social, 273–274, 331 data brokers, 101, 300–301, 331 data-driven market segmentation, 68, 331 data security, 300–302, 331 Deighton, John, 14, 42 Del.icio.us, 184–185, 191 Dell, Michael, 195 Dell computer, 218–219, 246, 252, 293 Della Famina, Jerry, 76 demographic variables, 12, 60, 61, 69, 93, 270–272, 321, 331 Department of Labor, 187 Deshpande, Pawan, 291 Despicable Me 2, 144 Digg, 185, 187–188, 195, 331 Digg (paid), 188 digital marketing specialists, 95–96, 331 digital market research, 212, 331 digital media, 24, 36, 38, 42, 59, 212, 242 Digital Millennium Copyright Act (DMCA), 292, 331 Dimensional Research, 169 Disney Maker Studios, 234 DMG Consulting, 247 Dollwet, Robert, xi Dove, 146, 229, 263, 265, 278 Dove’s branded YouTube channel, 146 Doyle Dane Bernbach (DDB), 286–287 Dunkin’ Donuts, 151 earned media, 13, 23, 37–38, 63, 68, 84, 93, 97–98, 103, 141, 187, 213, 293 eBay, 138, 174, 301 e-commerce, 92, 94, 173, 300, 332 EContent, 229 Eddie Bauer, 123 Edelman, Richard, 186, 293 Edelman (public relations firm), 186 Edelman Trust Barometer, 293 Edison Research, 62, 197, 198 Effie awards, 38, 39, 62, 97 Effie award winners by touch point, 39 Elaboration Likelihood Model (ELM), 302, 332 electronic word-of-mouth (eWOM), 13–14, 44 See also word-of-mouth Eliason, Frank, 242–243 Eliot, T S., 79 email, 10–11, 15, 29, 39, 116, 125–126, 138, 143, 170, 174, 199, 213, 232, 242, 245–246, 251, 272–273 emotional cognition, 76, 332 engagement, 11, 13, 29, 36–38, 40–43, 55–56, 67, 83–84, 86, 97, 100, 102, 216, 219, 225–228, 231–235, 243, 246, 247, 249, 263, 265, 267, 270–277, 290, 295, 332 Eno, Brian, 191 Epinions, 174 Equifax, 301 ESPN, 95, 51–52, 227 346 I nde x Esposti, Carl, 216 ethics, 285, 292–300, 332 ethics template, 298 ethnography, 86, 213, 332 etiquette, 285, 292–300, 332 Euchner, James, 222 European Union (EU), 250, 301 Evans, Dave, 72, 247 Everett, Edward, 137, 143 Evil Kermit, 225 external factors, 58–60, 332 Facebook, 12, 26–27, 29, 54, 59, 75, 99–102, 111–116, 160–161, 163–165, 174, 213–214, 217–219, 226, 229–230, 235, 246, 249–252, 273, 291, 297, 301, 332 Facebook ads (paid), 116, 149 Facebook Insights, 116, 270, 332 Facebook Live, 112, 166–168, 332 Facebook Messenger, 119–121, 149, 173, 332 Facebook Places, 163–164, 174 Facebook Stories, 86, 114, 148, 152 fake followers, 294–295 fake reviews, 160, 174, 294 Falls, Jason, 215–216 family life cycle, 61, 332 Fast Company, 53, 63, 228 Federal Communications Commission (FCC), 287 Federal Trade Commission (FTC), 287, 300, 332 Feeder, 199 Feedly, 199 Fiat, 217–218, 268 Field, Marshall, 241–242, 249 Financial Times, 37, 123 Find Your Strong, 265, 278, 280 Fisher Tank Company, 252 Five Guys, 249 Five Ws, 64, 332 Flickr, 11, 152 flog, 293, 332 folksonomy, 11, 184, 332 Food and Drug Administration (FDA), 287 Forbes Human Resources Council, 290 Forbes magazine, 12–13, 189, 228, 286 Foremski, Tom, 37 “forest for the trees,” 261–262 Forrester Research, 27, 123 Fortune 500, 54, 264, 295 forum(s), 28, 67, 122, 126–128, 147, 171–172, 218, 232, 244–245, 249, 290, 293, 297, 333 Four Cs, 44–46, 248, 333 Four Ps, 44–46, 248, 333 Foursquare, 160–163, 169, 174, 271, 321, 333 Foursquare Attribution, 271 Foursquare for Business (paid), 162–163 Foursquare Location Intelligence, 163 FOX, 23, 197 Friendster, 111–112, 199, 333 FTC “Advertising FAQs: Guide for Small Business,” 288 FTC Deception Policy Statement, 288 FTC Endorsement Guides, 288, 333 Galton, Francis, 211 Gangnam Style, 225 Garmin Fitness, 235 Gartner Research, 76, 110, 268 gatekeepers, 10, 197 Gates, Bill, 185 Gatorade, 54, 67 General Data Protection Regulation (GDPR), 250–251, 301, 333 General Motors (GM), 67–68, 123 generational targeting, 61, 333 geocaching, 164, 333 geofencing, 164–165, 333 geosocial, 159–166, 333 geotagging, 160, 333 GetSocial.io, 274 Gettysburg address, 137, 143 GiANT Worldwide, 233 Gladwell, Malcolm, 231–232 goal, 55–57, 79, 85, 187, 191–192, 247, 256, 333 Godin, Seth, 14, 26, 29, 121, 127, 251, 263 Gold, Raymond, 86 Goldfayn, Alex, 232 Goldhaber, Michael, 94 Goldstein, Steve, 245–246 Goodby, Silverstein & Partners, 80–81 Good Morning America, 243 Google, 11, 14, 58–59, 66–67, 76, 101, 111–112, 121, 123–125, 145, 160–161, 165–166, 170, 174–175, 187–188, 192, 194, 196, 198–199, 225, 228, 265, 268–269, 272–273, 292, 294 Google Analytics, 272–273 Google Maps, 165–166 Google My Business, 160–161, 165–166, 174, 333 Google Play store, 294 Google+, 121, 333 Google Reader, 199 Google Reviews, 166 Gossage, Howard, xii, 21–22, 25, 79 Got Milk?, 80 I nde x 347 Gould+Parters, 44 Grisham, John, 164 Groundswell, 66, 243 Grumpy Cat, 225 gShift, 294 G2reader, 199 Guardian, 94–95, 277, 286 Häagen-Dazs, 60 Hadfield, Chris, 185 Hagenbuch, David, 294 H&R Block “Get Answers,” 249 Happy Dogs & Cat in Australia video, xi Harambe, 225 Harley Owners Group (HOG), 233 Harvard Business Review, 10, 123 having legs, 83, 333 Hellman’s mayonnaise, 120 Hemingway, Ernest, 63, 68 Herman, Jenn, 164 Hertwig, Ralph, 211 Hertz Rent-a-Car, 245, 255 Hewlett-Packard (HP), 249 Heywood, John, 261 HGTV, 140 Higdon, David, 161–264 Higdon, Hal, 161–264 HIPPA law, 296 Home Depot, 174, 228–229, 268, 293 homegrown monitoring, 66–67, 334 Hootsuite, 57, 67, 250, 252, 290 Horne, Bill, 297 Huffington Post, 122, 228 Hulu, 188 Hunt, Jackie, 127 IBM, 67, 166, 192–193, 252 IBM talk page on Wikipedia, 193 Idea Virus, 26 Ignite Social Media, 213–214 iHeartRadio, 197–198 Imahara, Grant, 170 information superhighway, 91–92, 94, 334 Inoreader, 199 Instagram, 10–12, 27, 54–56, 75, 83, 86, 99–101, 112, 114, 116, 142–145, 147–150, 160–161, 163–165, 213, 220, 228, 234–235, 246, 252, 270, 273, 275, 288–289, 291, 294, 334 Instagram for Business (paid), 149–150 Instagram Insights, 270, 334 Instagram Live, 166–168, 334 Instagram Locations, 163–164 Instagram Stories, 86, 114, 148–150, 164, 168, 213, 270 integrated marketing communications (IMC), 40–41, 43, 45, 81, 99, 334 Intel, 290 interactive marketing, 14–16 interactive media, 10, 38–39, 42, 46, 93, 122, 140, 159, 276 internal factors, 59–61, 334 internal marketing, 99, 334 International Consumer Protection and Enforcement Network (ICPEN), 287, 292, 334 internet of things (IoT), 92–93, 334 Invisible Children, 15 IP convergence, 92, 334 iPod, 197, 199, 334 iTunes, 150, 197–200 J D Power, 243 Jenkins, Henry, 91–92 Jenner, Kylie, 234 JetBlue, 244, 247 J-14, 120 Joachimsthaler, Erich, 10 Jobs, Steve, 75–76 Jones, Brian E., 252 journalists, 38, 64, 141, 195, 228, 267, 269 JPMorgan Chase, 248 Kapoor, Kriti, 249 Karma, 185–187 Katchpole, Molly, 26, 242 Kauskik, Avinask, 271–273 Keating, Kim, 247 Kelly, Kevin, 184 Ken Bone, 225 key performance indicator (KPI), 66, 112, 270, 271, 272–273, 316, 334 keywords, 199, 215, 265, 266, 267, 295, 315 Kik, 119–121, 273 KLM Royal Dutch Airlines, 249 Klout, 231, 236 K’NEX, 94 Kohl’s, 168 KONY 2012, 15, 225 Kotler, Philip, 44, 53–54, 63 Kutcher, Ashton, 195 LaCroix Sparkling Water, 234 Lauterborn, Robert, 45–46 Lay’s potato chips, 219 Lay’s crowdsourcing campaign, 219 348 I nde x Lego, 232–233 LEGO Ambassador Network (LAN) growth, 233 Leibtag, Ahava, 229 Li, Charlene, 66, 243 Lieb, Rebecca, 227 Lincoln, Abraham, 137–138, 143 Line, 119–121 LinkedIn, 12, 27, 54, 100, 113, 117–119, 138, 152, 228–229, 250, 252, 270, 273, 291, 295, 297, 334 LinkedIn Analytics, 270, 273, 335 LinkedIn Marketing Solutions (paid), 119 LinkedIn Publisher, 117 LinkedIn publisher tools, 118 link management, 273–274 listicle, 189–190, 335 Livestream, 166 live streaming video, 10, 166–169, 335 local search, 220 Lubars, David, 36 Luca, Michael, 159, 160 Lutz, Bob, 123 Lyft, 151 M&M’s, 26 Mack Trucks, 251–252 Macy’s, 174, 190, 291 Mad Men, 36 Madonna, 185 magazines, 23–24, 93, 172, 185, 187, 229 main government organizations that regulate social media, 287 major social platforms that include location layers, 160 Malibu Dog Training, xiii Management Research Group, 261 marathon, 95, 262–264 market, 55, 335 market maven, 231 market segmentation, 68–69, 330, 331, 335 See also segmentation, variables and basis marketing: advocate, 230 (see also evangelism marketing); communication, 13–14, 23, 36, 38, 40–45, 54–55, 59, 79, 81, 83, 86–87, 98–99, 191, 200, 287, 292, 335; content, 99–101, 152, 198, 225–230, 250, 252, 269, 272, 330 (see also branded content); control, 38, 40, 55; control breaking down, 10, 33, 34; data-driven, 12, 69, 331; engagement, 29, 38, 40–43, 55–56, 332; evangelism, 233, 332; influencer, 101, 225, 233–234, 334; interactive, 14, 95, 334; internal, 99, 334; micro-influencer, 334, 335; plan, 56, 60, 70; pull, 25, 337; push, 25, 36, 337; real- time, 269, 337; research, 59, 214; 2.0, 42–43; viral, 13, 15, 84–86, 97–98, 128, 144, 168, 189, 214, 219, 226, 229, 233, 263 Marketing Agencies Association, 58, 292 Marketing Week, 217 Martin, Tom, 265 Mashable, 58, 112, 139 mass influencers creating 80 percent of impressions, 231 mass media, 13, 22, 36, 38, 40–42, 54, 102, 122, 138, 151, 143, 276, 285 Matthews, Gail, 54 McCain, John, 194 McConnell, Ben, 127 McDonald’s, 170 Mediabrands, 214 Media Digital Marketing Group, 213 media richness theory, 29–30, 335 media sharing, 144–152 Meerkat, 112, 114, 166–167 meme(s), 225–226, 276, 335 metadata, 198 metrics, 13, 56–57, 164, 251, 269–176, 294, 316–317, 335 See also social media metrics Meyer, Carla, 235 microblogging, 137–139, 143, 335 micro-moments, 268–269, 335 Microsoft, 117–118, 199 millennials, 54, 61, 119, 190, 333 Millward Brown, 81 Milne, A A., 183, 191 Mindful Marketing, 294 mission statement, 62, 335 mobile media, 24, 335 mommy blogger, 122, 335 Mozilla Firefox, 198 MSNBC, 227 MSN Money, 228 multitask, 24, 79 Mumbai terror attacks, 138 MySpace, 112, 121, 138, 188, 335 MythBusters, 170 NASCAR, 263–264 native advertising, 99, 120–121, 126, 141, 143, 147, 150, 151, 188, 190, 200, 228, 335 See also paid social media; social advertising Nature magazine, 111 NBA, 120, 141 NBC, 23, 197 Nespresso, 215 NetBase, 214 I nde x 349 Netflix, 144, 152 Newberry, Christina, 250 news aggregation, 185, 228, 335 NewsBlur, 199 newsjacking, 269, 336 newspapers, 23–24, 92–93, 172, 185, 294 New York City Schools, 290 New York Times, 93, 95, 101, 123, 169, 228, 286, 294 netcasting, 197 See also podcast Nextdoor, 169 Nielsen Research, 27, 29, 58, 119, 122, 166 NowThis, 191 NPR, 197, 243 number of people who have listened to a podcast, 198 NUVI, 272 Nuzzel, 112, 199 Obama, Barack, 141, 149 objective, 44, 55–57, 141, 271, 273, 316, 317, 336 observation (ethnographic observational research), 86, 96, 212, 336 Odnoklassniki, 121, 201 Occupy movement, 295 Ogilvy, David, 80 Old Spice, 60, 62 1% rule, 127, 336 online video, 101, 144, 229 operations, 39, 43, 56, 59, 76–79, 85, 216, 248, 336 Oracle Community, 249 O’Reilly, Tim, 10–11; list of web 1.0 vs web 2.0 examples, 11 Oreo, 83, 214, 269 organic reach, 100, 102, 114, 116, 336 Oscars, 269 O’Shea Gorgone, Kerry, 168–169 Pachal, Peter, 111 paid media, 97, 103, 228 paid reach, 100, 336 Panayi, Nick, 228 Paris attacks, 138 Payne, Candace, 168 PC Magazine, 111 People magazine, 123 Petty, Richard E., 302 Periscope, 10, 112, 140, 152, 160, 166–168, 336 permission marketing, 251, 336 personal branding, 295–296, 336 PewDiePie (Felix Kjellberg), 234 Pew Research Center, 9, 58, 79 Pharrell’s “Happy,” 144 Philadelphia Phillies, 186 pink slime, 78 Pinterest, 54, 66, 138–143, 270, 273, 275, 336 Pinterest Analytics, 270, 336 Pinterest for Business (paid), 143 PlayStation Community, 233 Plurk, 138 podcast, 197–201, 288, 336 See also video podcast Pokémon GO, 10, 152, 164 Poke the Box, 121 Posner, Abigail, 225 Po.st, 274 Powers, John E., 36 PR-able advertising, 97 Presley, Elvis, 216 primary research, 57–58, 336 privacy policy, 301–302, 336 private wiki(s), 191–192, 336 Procter & Gamble (P&G), 230 product development, 43, 200, 213–217 professional monitoring, 66–67, 336 professionalism, 122, 295, 336 programmatic advertising, 101, 337 programmatic direct, 101, 337 Psion, 218 psychographic variables, 60, 61, 68–69, 337 public relations, 9, 11, 13–14, 29, 36–39, 41–45, 58–59, 77–86, 93–99, 141, 171, 186, 190, 213–214, 228–230, 243–245, 248, 267, 269, 288–289, 292–295, 337 Public Relations and Communications Association, 58, 292 public relations executives, 95, 337 Public Relations Institute of Australia, 59, 292 Public Relations Society of America (PRSA), 58, 292, 293 Public Relations 2.0, 42–43 pull strategy, 25, 337 Pulse, 117, 228 purchase funnel, 78, 79, 272, 337 push strategy, 25, 337 QR code, 150, 337 Queensland Tourism, 36–37 Quora, 126, 192, 195–196, 337 Quora Business (paid), 196 Qzone, 121, 201 Radian6, 67 RadiumOne, 273 ratings, 169, 337 350 I nde x ratings and reviews, 10, 67, 76, 78, 159, 169–175, 199, 215, 253, 267, 294, 289, 337 Razer Edge, 218 real-time bidding (RTB), 101, 196, 337 real-time intelligence, 92, 97, 212–219 Rebecca Black’s Friday, 225 Red Bull, 101, 227 Red Bull Media House, content marketing powerhouse, 227 Red Roof Inn, 267–268 Reddit, 140–41, 142, 143–44, 155 Reddit (paid), 186 Redditors, 141 REI, 220–221, 235, 265 Rentschler, Barbara, 74 research and development (R&D), 217–218, 220, 337 Return on Influence, 231 return on investment (ROI), 55, 274, 276, 337 reviews, 169, 338 Richards, Cecile, 196 Romney, Mitt, 194 Roosevelt, Franklin D., 137–138 Rose, David, 196 RSS, 188, 196, 198–199, 295, 338 Runner’s World magazine, 95, 262, 278 Russell, Jylian, 290 Salem Baskin, Jonathan, 246 Salesforce, 67, 230, 272–273, 275 Sandberg, Sheryl, 196 Sanders, Bernie, SAP, 229, 233 SAP Community Network, 233 Saucony, 265, 280 Schaefer, Mark, 61, 99, 231, 237 Schultz, Don E., 45 Science magazine, 211 Scott, David Meerman, 269 Scripted (blog), 232 Seacrest, Ryan, 197–198 search engine optimization (SEO), 11, 95, 121, 148, 184, 188, 192, 196, 228, 338 secondary research, 56, 58, 80, 338 Securities and Exchange Commission (SEC), 58, 287 segmentation, variables and basis, 60, 61 See also market segmentation theory self-presentation theory, 28 sentiment analysis, 42, 213, 338 Sephora’s Beauty Talk, 233 share of voice, 13, 42, 338 Sheila E., 225–226, 230 Shutters, Renee, 26 silo syndrome, 78, 338 Silverman, Craig, 291 SiteCTRL, 274 situation analysis, 56–57 Slack, 120, 138, 338 Slashdot Effect, 186 Slashdot.org, 191 SlideShare, 152, 229, 252 SMART objectives (guidelines), 56–58, 60, 272, 338 Smith, Laura, 245 Snapchat, 10, 12, 54, 86, 101, 114, 145, 148, 150–153, 160–161, 165, 168, 273, 275, 338 Snapchat for Business (paid), 151 Snapchat Geofilters, 165 Snapchat Stories, 86, 114, 148, 150–152, 168 social advertising, 99–101, 274, 275, 317, 338 See also native advertising; paid social media social bookmarking, 10, 183–191, 338 social bot, 294–295, 338 social capital, 183–184, 338 social care, 241–253, 267, 338 social care team organization and responsibilities, 248 social conversation analysis, 215–216, 338 social interaction, 9, 21–22, 81, 166, 250, 338 social knowledge platforms, 191–201, 338 social media: areas that require the biggest investment of time, 264; audit, 62–67, 127, 275, 339; audit template, 65, 312; budget, 270–271, 273–276; budget template, 274, 317; channels, 9, 11–12, 16, 56, 66, 76, 102, 112–113, 138, 137, 151, 196, 200, 213, 218, 228, 234, 246, 271, 273, 275, 291; command center, 67–68, 77, 97, 339; content calendar, 229, 265–267, 268, 274–275; content calendar template, 266, 315; definition, 8, 338; distribution of time investment, 264; educator, 277; etiquette and ethic template, 298; execute (implement) strategy, 263–265, 275–277; feedback cycle, 79, 339; impact all business units, 77; job titles, 45; metrics, 207–08, 219–20, 224–25 (see also metrics); metrics template, 271, 316; monitoring, 67, 76, 221–222, 245, 248, 254, 267, 269, 273, 275; networks, 26, 101, 113–121, 128, 213, 246, 250, 286, 294; paid, 11, 14, 45, 67, 99–102, 113, 119, 126, 149, 151, 162, 165, 169, 172–173, 186, 188–190, 195, 228, 294, 301 (see also native advertising; social advertising); plan, 14, 16, 30, 46, 55–57, 93, 100, 169, 171, I nde x 351 253, 263, 265, 276–277; policy, 88, 290, 298, 299–300, 339; press release, 37, 339; real-time analysis, 38, 67, 92, 97, 120, 138, 140, 153, 160, 168, 190, 212–217, 235, 268–269; research, 13, 212–216, 220, 339; size, 11–12; story template, 84, 313; tools and resources, 319; trust, 27–28, 43, 167, 228, 230, 235, 242, 263; what people share, 27 Social Media Examiner, 54, 58, 186 social media impact all business units, 77 social media professional job titles, 45 Social Media Today, 58 social media worlds colliding, 296 SocialMention, 272 social messaging, 119–121, 249, 339 social network, 27, 100–101, 111–121, 152, 163, 169, 183, 196, 235, 270, 277, 339 social presence theory, 29–30, 339 social selling, 241–242, 250–253, 267, 339 Solis, Brian, 37 Sony Europe, 28 SoundCloud, 197–198, 243 South By Southwest (SXSW), 166 spam, 194, 298, 300 Spark, 152 Sports Illustrated, 227 Sprinklr, 251 Sprout Social, 246, 272, 295 Staples, 190–191 Starbucks, 26, 168 stickers, 119–120, 164, 173, 213 Stitcher, 197–198 Stokes, Rob, 244 The Strangers Project, 21 strategic approach, 97, 113, 262 strategic business unit (SBU), 77, 339 strategic thinking, 262–263, 339 StumbleUpon, 188–189, 339 StumbleUpon (paid), 189 Subreddit, 185 Subservient Chicken, 97–98 Sun Tzu, 62–63 Super Bowl, 23, 36, 83–84, 86, 153, 226, 269, 285, 295 super-fans, 28, 339 SurveyMonkey, 58, 213 Survival Straps, 230 Swarm, 160–163, 176 Swarm pulls Foursquare business information, 162 SWOT analysis (strengths, weaknesses, opportunities, threats), 56–57, 59, 60, 62, 339 SWOT graphic template, 59 synaptic play, 226 Synthesio, 213–214 Synthesis agency, 215 Sysomos, 272 Tabak, Laurence, 53 tagging, 10–11, 116, 118, 163, 184–186, 339 TapInfluence, 101–102, 233 TapInfluence features 50,000+ opt-in influencers, 102 Target, 77, 99, 301 target audience, 24, 36, 42, 54, 60–62, 69, 80–82, 97, 98, 112, 214, 216, 226, 229, 253, 265, 269, 277–278, 302, 339 target market, 55, 56–57, 60, 62, 127, 298, 299, 339 TDI club forum, 127 Techcrunch, 148, 168, 195 Technorati, 122 TechSmith, 232 television, 9, 11, 14, 22–24, 29–30, 35, 38–39, 79, 92–93, 95, 98–99, 138, 140–141, 166–167, 170, 197, 216, 227, 272, 277, 285 TELUS International, 248 TermsFeed, 291 third screen, 23, 42, 141 tie-strength, 253 Time magazine, 14, 122, 138, 243 time spent per day with major media, 24 The Tipping Point, 231 Tobin, Jim, 213–214 Tolkien, J R R., 159–160, 169 Tonight Show, 151 TopCoder, 217 traditional market research, 43, 214–217, 340 Tramp, Misia, 213 Trendsmap, 138 TripAdvisor, 67, 160, 172–173, 294, 340 TripAdvisor (paid), 173 trolls, 146–147, 340 TrueSocialMetrics, 272 Trump, Donald, Tumblr, 122, 125–126, 138, 140 Tumblr Business (paid), 126 TuneIn Radio, 197–198 Turkey Hill, 123 Turkey Hill’s ice cream blog attracts fan engagement, 124 Twain, Mark, 169, 174 Twitch, 169 Twitter, 26–28, 37, 54, 100–101, 116, 138–143, 164, 166–167, 217, 228, 232, 243, 246–248, 252–253, 273, 278, 289, 291, 340 352 I nde x Twitter Analytics, 270, 340 Twitter Business (paid), 141 Twitter cards, 140, 340 Twitter chats, 140, 240 Broke Girls, 189 two-way communication, 14–16 TypePad, 126 types of data collected for data-driven marketing, 12 Uber, 152 UNICEF, 115, 194 UNICEF responds to Hurricane Irma asking for support, 115 United Airlines, 63, 242, 246 United Breaks Guitars views, 64 Unmetric, 214 Unruly, 146, 214 USA TODAY, 84, 197 US Congress, 301 user-centric, 8, 13, 289, 340 user-generated content (UGC), 42, 101, 148, 164, 234–235, 290–291, 340 user-generated content policy, 291, 340 uses and gratification, 276–277 Ustream, 166 U2, 164, 191 van den Hurk, Ann Marie, 245–246 variables and basis of segmentation, 61 Vaughan, Bill, 211–212 Verizon, 138, 152 Viber, 119–121 video blog (vlog), 147, 168, 340 video podcast, 197, 340 Vimeo, 145, 152 Vine, 112, 138, 140 VKontakte (VK), 121, 201 V-Moda Crossfade, 218 Vocalpoint, 230 The Voice, 138 Wainwright, Corey, 291 Walchle, Kurt, 230 Wales, Jimmy, 195 Wall Street Journal, 63, 93, 123, 150 Walmart, 173, 293 Wanamaker, John, 35–36 WannaCrypt, Washer, Tim, 252 The Weather Channel, 143, 152 web annotation, 184 Weber, Betsy, 232 Web 1.0 vs Web 2.0, 11 Web 2.0, 9, 10, 11, 14, 340 WeChat, 119–121, 201, 249, 273 Weibo, 63, 138 Wendy’s, 269 what people share in social media updates, 27 WhatsApp, 119–120, 249, 340 Wiki, 191–193, 340 WikiAnswers, 196 WikiLeaks, 9, 340 Wikipedia, 7–9, 11, 17, 191–193, 193, 341 WikiWikiWeb, 191, 341 Wiltshire, Crys, 294 Winnie-the-Pooh, 184, 191 WIRED magazine, 94, 184 Wirthwein, Chris, 81 wisdom of the crowd, 8, 192, 211, 216–220, 341 Woelfel, Erika, 190 WOMMA Standards of Conduct, 292–293 Woolf, Virginia, 144, 152 word-of-mouth (WOM), 13–15, 26, 28, 37, 44, 188, 230, 232, 233–234, 253, 341 Word of Mouth Marketing Association (WOMMA), 26, 27, 29, 58, 289, 292–293, 341 WordPress, 122–126, 341 World Wildlife Fund, 189 Yahoo!, 39, 125–126, 152, 193–195 Yahoo! Answers, 192–195, 341 Yahoo! Answers Now, 195 Yale graduating class of 1953, 53 Yellow Pages, 174 Yelp, 67, 159–160, 171–172, 174, 289, 341 Yelp for Business (paid), 172 Yelp Metrics, 271 Yelp offers incentives to drive traffic to business, 172 York, Alex, 291 YouTube, 12, 15–16, 54, 66, 85, 144–147, 168, 191, 229, 234, 252, 268, 270–271, 278, 285, 241 YouTube (paid), 147 YouTube Analytics, 271, 341 YouTube effect, 145 YouTube Live, 169 Zappos.com, 82 Zuckerberg, Mark, 115, 230, 233, 301 About the Author Keith A Quesenberry is a marketing professor, researcher, and consultant at Messiah College, where he teaches social media, digital marketing, marketing principles, and integrated marketing communications in the undergraduate and MBA programs He also teaches emerging media in the graduate Integrated Marketing Communications program at West Virginia University He previously taught communications and business classes in the Center for Leadership Education at Johns Hopkins University and key courses in the Advertising and Public Relations Department at Temple University Prior to teaching, he spent nearly twenty years in marketing and advertising as an associate creative director and copywriter at advertising agencies such as BBDO and Arnold Worldwide His client experience spanned from startups to Fortune 500s such as Delta Air Lines, ExxonMobil, PNC Bank, Campbell’s, and Hershey His advertising campaigns have earned awards such as the One Show, National ADDYs, and London International Awards, and have been featured in the trade publications Ad Age, Adweek, Brandweek, and Lurzer’s International Archive His social media campaigns have been recognized by the industry, including a PRSA (Public Relations Society of America) Bronze Anvil for word-of-mouth and an OMMA (Online Media, Marketing, and Advertising) Award He is also a contributing author to Harvard Business Review, Entrepreneur, Time, Social Media Examiner, and Social Media Today His articles have been recognized as “Top 40 Content Marketing” and “Top Visual Marketing” articles of the year, “5 Most Viral Marketing Posts from the Pros,” and featured on the Harvard Business Review “Weekly Hotlist.” Quesenberry has made expert appearances on MSNBC TV and NPR, and has been quoted in Harvard Business Review, the New York Times, the New Yorker, Entrepreneur, Forbes, the International Business Times, MS Money, Variety, and on MSN, Fox News, Fox Business, Yahoo News, and in AFP stories around the world His research has been published in journals including the Journal of Marketing Theory and Practice, the Journal of Current Issues and Research in Advertising, and the International Journal of Integrated Marketing Communications and in Ad Age Research Reports and has also been presented at national conferences for the American Marketing Association, the American Academy of Advertising, and the Association for Education in Journalism and Mass Communication Follow him @Kquesen on Twitter or subscribe to his blog at www.postcontrolmarketing.com 353 ... PART IV: Integrating Social Media across Organizations 11: Social Media Insights and Crowdsourcing 211 12: Content Marketing and Influencer Marketing 225 13: Social Care and Social Selling 241... process, and tools needed to create a comprehensive, unique, and practical social media strategy Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution. .. social media, looking at the scholarship and theories around this topic Those years researching social media, years in the industry using social media in plans and campaigns, and years of teaching