Social Media Strategy 2e by Quesenberry

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Social Media Strategy 2e by Quesenberry is the 2nd edition of the Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution textbook authored by Keith Quesenberry, Messiah College, and published by Rowman & Littlefield, an imprint of The Rowman & Littlefield Publishing Group, Inc., Lanham, Maryland in 2019.

The copyright belongs to Keith A. Quesenberry.

  • Account planning is designed to bring the consumer's perspective into the process of developing creative advertising and public relations messages and executions.
  • Actionable insight is a true understanding of people in the target audience and situations related to the product or service that can be used to meet objectives of a marketing effort.
  • Ad blocker is a program that removes online ads from a website user's desktop and mobile experience.
  • Advertising is the placement of announcements and persuasive messages in time or space purchased in mass media.
  • Algorithm is a formula or set of steps used for solving a problem such as how to rank content to decide what is seen in social media feeds.
  • Amazon Reviews is a feature on Amazon.com that allows users to submit reviews and ratings to the web page of each product sold on the e-commerce site.
  • Analysis paralysis is when a decision is never made because there are too many options or it is thought of as overcomplicated.
  • Art directors are the professionals who execute or coordinate the type, photos, and illustrations used in advertising design.
  • Attention is the selective narrowing or focusing of consciousness and observance on something.
  • Attention economics deals with the problem of getting consumers to consume advertising and public relations messages.
  • Attribution is giving original authors credit for their content.
  • Behavioral targeting is used by online advertisers to customize messages based on web-browsing behavior such as web pages visited or searches made.
  • Big data refers to massive amounts of data so large or complex they are difficult to process using traditional data processing applications.
  • Big idea is a driving, unifying force behind brand marketing efforts.
  • Blog is an abbreviated version of Weblog, which describes websites that contain a reverse chronological order of entries or posts featuring diary-type commentary or stories on specific subjects that range from personal to political.
  • Blogger is a blog-publishing service that allows free user accounts hosted at the subdomain of blogspot.com founded in 1999.
  • Bottom line is the line at the bottom of a financial report showing profit or loss.
  • Buyer persona is a semifictional portrayal of the ideal customer based on real data.
  • BuzzFeed is a social news and entertainment company that collects and creates viral content from around the web that was founded in 2006.
  • Chatbots are computer programs that simulate human conversation for customer service or information acquisition and distribution.
  • Check-in is defined as self-reported positioning to share one's physical location through a social-networking service.
  • Collaborative tagging can be used to analyze trends and determine popularity of content over time as different sources converge.
  • Commonsense market segmentation is when managers use a single segmentation criterion, such as age, to split consumers into homogeneous groups.
  • Company wikis can bring together global divisions and partners who may not be in the same building, city, or country.
  • Consumer lifetime value is a concept that shifts focus from short-term profit to longterm profit from the continuing relationship with a customer.
  • Content calendar is a way to plan and visualize how content will be distributed during a specified time period.
  • Content curation is a process of gathering information relevant to a specific topic or area of interest to present to others.
  • Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a defined audience ultimately to drive profitable customer action.
  • Converged media is the combining or blurring of paid (advertising), owned (brand sites and accounts), and earned media (social and public relations).
  • Conversation is an informal talk involving two people or a small group of people.
  • Copywriters are the writers of advertising or publicity copy.
  • Corporate communications involves managing internal and external communications aimed at corporate stakeholders.
  • Creative Commons provides licenses as an alternative way for creators to retain copyright while allowing others to copy, distribute, and make some use of their work.
  • Crowdsourcing takes a job normally performed by a professional, such as an employee, and outsources it to a large group of people through an open call.
  • Customer co-creation is simply the joint creation of value by the company and customer.
  • Customer relationship management is using systems to better manage data and interactions with customers and potential customers with a focus on long-term relationships.
  • Customer service is the process of ensuring customer satisfaction, often while performing a transaction, taking a sale, providing post-purchase support, or returning a product or service.
  • Customer service system is a combination of technological structure and organizational networks designed to provide services that satisfy customers.
  • Customer stickiness is simply the increased chance to utilize the same product or service that was bought before.
  • Dark social is web traffic with no referral data because the link was shared through unmeasurable social media.
  • Data brokers are businesses that collect consumers' personal information and sell it to other organizations.
  • Data-driven market segmentation is when managers analyze more complex sets of variables to split consumers into homogeneous groups.
  • Data security refers to the measures organizations take to ensure digital privacy to prevent unauthorized access to computers, databases, and websites.
  • Demographic variables include information such as age range, gender, geographic location, ethnic background, marital status, income, and education.
  • Digg is a social news website that aggregates news and publishers' streams via peer evaluation of voting up content, and also supports easy sharing of content to other social platforms such as Twitter and Facebook, that was founded in 2004.
  • Digital market research involves using new digital media to collect results through methods such as online surveys, online focus groups, online communities, bulletin boards, and social media sites.
  • Digital marketing specialists are the professionals who handle online activities for a brand, such as web development, online advertising, search engine optimization, paid search, and e-commerce.
  • Digital Millennium Copyright Act (DMCA). updated US copyright law to apply to the development of electronic commerce, distribution of digital works, and protection of copyright owners' rights.
  • E-commerce describes activities related to the buying and selling of goods and services over the internet.
  • Elaboration Likelihood Model is a dual process theory that proposes there are two routes to persuasion—the central route and peripheral route.
  • Emotional cognition is a psychological phenomenon in which a person or group influences the emotions and behavior of another through conscious or even unconscious emotions.
  • Engagement is involvement, interaction, intimacy, and influence between an individual and a brand.
  • Ethics studies ideas about good and bad behavior.
  • Ethnography is investigation of a group or culture based on immersion and/or participation to gain comprehensive understanding.
  • Etiquette is the proper way to behave.
  • Evangelism marketing is a form of word-of-mouth marketing in which marketers develop relationships with customers who strongly believe in a product or service and who voluntarily advocate for the brand.
  • External factors consist of a variety of factors outside the organization that marketers typically don't have direct control over.
  • Facebook is an online social-networking service where users create profiles, connect to other users as "friends," and exchange messages, photos, and videos that was founded in 2004.
  • Facebook Insights is the tool to track organic and paid performance on Facebook pages.
  • Facebook Live is a live video streaming feature added to the Facebook mobile app for any user to broadcast live video that was first made available to the public in 2016.
  • Facebook Messenger is the instant messaging service application that enables sending multimedia content with optional encryption through Facebook accounts.
  • Family life cycle is the stages people pass through from childhood to retirement that usually represent different needs and desires.
  • Federal Trade Commission (FTC). is responsible for protecting consumers in the US from unfair trade practices including deceptive advertising and the use of social media for marketing communication.
  • Five Ws are questions used for basic information gathering used by journalists to find out the who, where, what, when, and why of a story.
  • Flog is a paid-for, fake blog.
  • Folksonomy is a simple form of shared vocabularies created through tagging in social-bookmarking systems.
  • Forums are online discussion sites where people hold conversations on related topics via posted messages.
  • Four Cs can be explained as consumer not product, cost not price, convenience not place, and communicate not promote.
  • Four Ps divides the marketing mix or function into four interconnected parts: product, price, promotion, and place (distribution).
  • Foursquare is a personalized local search-and-discovery-service mobile app that enables users to find friends and read recommendations that was founded in 2009.
  • Friendster (founded in 2002 and shut down in 2015) was one of the original social network service websites allowing users to make contacts with other members and share online content and media with them.
  • FTC Endorsement Guides explain that marketers or advertisers and influencers promoting or endorsing products are responsible for clearly and conspicuously disclosing material connections that affect the weight or credibility consumers give to an endorsement in social media.
  • General Data Protection Regulation (GDPR). sets legal protection guidelines for any company that collects and processes the personal data of European Union citizens.
  • Generational targeting is when marketers target broader age groups such as baby boomers, generation Xers, or millennials because they may have similar desires compared to previous generations.
  • Geocaching is an outdoor game where people use GPS on a mobile device to hide and then seek containers called geocaches at locations marked by coordinates.
  • Geofencing is setting up a virtual perimeter for a real-world geographic area and using a smartphone's GPS to trigger a message or customize content.
  • Geosocial is a type of social networking in which user-submitted location data allow social networks to connect and coordinate users with local people, businesses, or events.
  • Geotagging is when geographical identification information is added to media such as a picture, video, or social media post.
  • Goal is something that a person or group is trying to achieve.
  • Google+ is a social networking and identity service that adds a social layer to other Google properties and also serves to link web content directly with its author that was founded in 2011, but many of its social networking features were removed in 2015 to emphasize communities.
  • Google My Business is a listing that ensures that businesses show up in searches and includes social media features like updates, comments, photo sharing, ratings, and reviews.
  • Having legs means a campaign theme can be executed in many ways, in many different media, for a long period of time.
  • Homegrown monitoring is using search engines and going to each social media platform to find and manually track and analyze brand social media conversation.
  • Influencer marketing focuses on leveraging key leaders to advocate on behalf of a brand to reach the larger market.
  • Information superhighway describes a telecommunications infrastructure used for widespread, rapid access to information.
  • Instagram is an online mobile social-networking service that enables users to take photos and videos and share them on a variety of social networking platforms founded in 2010.
  • Instagram Insights is the tool that details metrics on how people are viewing brand Instagram organic and paid content.
  • Instagram Live is a live video streaming feature added to the Instagram mobile app for any user to broadcast live video that was added in 2016.
  • Integrated marketing communications (IMC). seeks to align and coordinate all marketing communications delivered to consumers to present a cohesive whole that persuades consumers to purchase.
  • Interactive marketing is the ability to address the customer, remember what the customer said, and then address the customer in a way that illustrates that the organization remembers what the customer told them.
  • Internal factors are the factors that occur within an organization and impact the approach and success of operations.
  • Internal marketing promotes the firm and its policies to employees as if they are customers of the firm.
  • International Consumer Protection and Enforcement Network (ICPEN). is an organization composed of consumer protection authorities from over sixty countries.
  • Internet of Things (IoT). is the network of physical objects with embedded technology that includes an IP address for internet connectivity to communicate with the external environment.
  • IP convergence means using the Internet Protocol (IP) as the standard transport for transmitting all information such as video, data, music, and TV teleconferencing.
  • ITunes is the Apple media player used to play, download, and organize digital audio and video on computers in the macOS and Microsoft Windows operation systems and mobile devices, including iPhone, iPod touch, and iPad that was released in 2001.
  • KPI is a key indicator that is used as a type of performance measurement.
  • LinkedIn is a business-focused social-networking service that allows users to create professional profiles of work experience and form connections with other professionals founded in 2003.
  • LinkedIn Analytics is the tool that provides insights into company page performance for organic and paid brand actions.
  • Listicle is short-form writing based on an often numerical theme structure with added copy to be published as an article.
  • Live streaming video is simply compressed video content sent over the internet and displayed in real time.
  • Market is defined as a place where products are bought and sold.
  • Market segmentation is a process of grouping potential customers into sets that are homogeneous in response to elements of the marketing mix.
  • Marketing communications coordinates promotional messages delivered through channels like print, radio, television, and personal selling.
  • Media richness theory states that media differ in the degree of richness they possess—the amount of information they allow to be transmitted in a given time.
  • Memes are ideas expressed as visuals, words, and/or videos that spread on the internet from person to person.
  • Metrics are standards of measurement by which efficiency, performance, or progress can be assessed.
  • Microblogging is a form of traditional blogging where the content is smaller in both file size and length of content.
  • Micro-influencer marketing is when brands partner with people who have smaller followings on social media to promote products in an authentic way versus sponsored ads.
  • Micro-moments are the hundreds of real-time, goal-oriented, mobile actions that influence consumer decisions and preferences.
  • Mission statement is a written declaration of an organization's core purpose and focus that tends to remain unchanged over time.
  • Mobile media is a personal, interactive, internet-enabled, and user-controlled portable platform for the exchange of information.
  • Mommy blogger is a mother who blogs about her children, motherhood, parenting, and other related topics. Note that some bloggers find this term condescending.
  • Myspace is one of the first social media networks (founded in 2003) that declined in favor of Facebook by users, although it has a loyal following in the area of music.
  • Native advertising is paid marketing that delivers useful, targeted content along with and in a form that looks like the social media site's or app's non-ad content.
  • News aggregation uses software to collect all new syndicated web content from many newspapers, magazines. and blogs into one page.
  • Newsjacking is the strategy of injecting a brand into breaking news through social media or content marketing to get the brand noticed.
  • Objective is a goal, something you are trying to achieve, expressed in specific terms.
  • Observation is a form of qualitative research that involves the systematic collection of data where researchers use all of their senses to examine people in natural settings and situations.
  • 1% rule or the 90-9-1 principle states that in collaborative sites such as blogs and forums, 90 percent of users view the content, 9 percent contribute infrequently, and only 1 percent actively create new content.
  • Operations are jobs tasked with converting inputs such as materials, labor, and information into outputs such as goods, services, and value-added products that can be sold for a profit.
  • Organic reach is the number of unique people who saw a social media post through unpaid distribution.
  • Paid reach is the number of unique people who saw a post as a result of paid distribution.
  • Periscope is a live video streaming mobile app integrated into the microblogging social media service Twitter that was founded in 2015.
  • Permission marketing is when sales prospects must first explicitly agree to receive marketing communication.
  • Personal branding is a practice where people market themselves and their careers like brands.
  • Pinterest is a web and mobile social network that enables visual discovery, collection, and sharing and serves as a storage tool founded in 2010.
  • Pinterest Analytics is the tool that provides data on organic and paid pin performance.
  • Podcast is a series of episodes of audio or video content delivered digitally that are often subscribed to and downloaded through web syndication or streamed online through a computer or mobile device.
  • Primary research is new research to answer specific questions, and can include questionnaires, surveys, or interviews.
  • Privacy policy is a statement that defines an organization's policy on collecting and releasing information about a visitor or user.
  • Private wikis provide access to a business's most up-to-date collective knowledge.
  • Professional monitoring is using one or multiple software tools or setting up a private community to track and analyze brand social media conversation.
  • Professionalism is the skill, good judgment, and polite behavior expected from a person trained to do a job.
  • Programmatic advertising is the automated buying and selling of advertising media targeting specific audiences and demographics placed through artificial intelligence and real-time bidding.
  • Programmatic direct is ads purchased via a publisher-owned application program interface.
  • Psychographic variables consist of internal factors such as values, attitudes, interests, lifestyle, and behavior.
  • Public relations creates and maintains the goodwill of the public, such as customers, employees, and investors, through nonpaid forms of media.
  • Public relations executives are the professionals who focus on nonpaid forms of brand communication such as media relations, event planning, speeches, and, if needed, crisis communication.
  • Pull marketing attempts to attract the customer to brand communication by providing valuable content, which is usually delivered via social media.
  • Pull strategy aims marketing efforts at the end consumer to persuade the consumer to request the products from retail channels.
  • Purchase funnel is the consumer-focused model that illustrates a customer journey toward purchase from awareness to interest, desire, and action.
  • Push marketing is focused on interrupting potential customers, usually through the purchase of ads.
  • Push strategy is a manufacturer enticing other channel members to carry a product.
  • QR code is short for quick response code and is a two-dimensional bar code that provides quick and easy access to online information through a smartphone camera.
  • Quora is a question-and-answer website where questions are submitted and answered by its community of users founded in 2009.
  • Ratings are also a measurement of how good or bad something is, but expressed specifically on a scale that is a relative estimate or evaluation.
  • Real-time bidding (RTB). is auction-based ad transactions placed on real-time impressions in open and private marketplaces.
  • Real-time marketing is systematically responding to consumers with dynamic, personalized content across channels that is relevant in the moment.
  • Reddit is a social news and entertainment company that was founded in 2005 and acquired by Condé Nast Publications in 2006.
  • Research and development (R&D). is the process where often departments of engineers or scientists are charged with new product development and design.
  • Return on investment (ROI). is measuring the profitability of an investment as a ratio between the net profit and cost of investment.
  • Reviews are reports that give someone's opinion about the quality of a product, service, or performance.
  • RSS or rich site summary is a convenient way for people to listen to and read what others are saying and writing.
  • Search engine optimization (SEO). is improving the visibility of a website in unpaid (organic) web search engine results.
  • Secondary research discovers information previously researched for other purposes that is publicly available.
  • Sentiment analysis is identifying and categorizing opinions in a piece of text determining if the attitude expressed is positive, negative, or neutral.
  • Share of voice is your brand social media mentions divided by total competitive brand social media mentions.
  • Silo syndrome is when a department or function, like marketing, develops its own culture and has trouble working with other functions such as operations, customer service, or sales.
  • Slack provides a quick employee communication platform for messaging, sharing files, searches, and apps.
  • SMART objectives are specific, measurable, achievable, relevant, and timely.
  • Snapchat is a photo- and video-sharing messaging service in which media and messages are only available for a short time before disappearing that was founded in 2011.
  • Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering paid marketing communications.
  • Social bookmarking is an online service where users can save, comment on, and share bookmarks of web documents or links.
  • Social bot is a computer program used in social media networks to automatically generate messages simulating conversation.
  • Social capital is defined as actual or virtual resources collected by an individual or group by mutual association and recognition.
  • Social care is the efforts employees make through social media to care for customers.
  • Social conversation analysis is the study of the group talk produced in ordinary human interactions collected from the vast amounts of social media conversation data.
  • Social interaction is the process of reciprocal stimulation or response between two people.
  • Social-knowledge platforms or networks are internet-based information exchanges where users can ask questions and get answers from real people.
  • Social media is computer-mediated technologies that allow creation and sharing of information, ideas, and other forms of expression via virtual communities and networks.
  • 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.
  • 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.
  • 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.
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