Nothing has changed the practice of marketing more dramatically than the rise of social media. More than simply another advertising or public relations channel, social media requires a fundamental shift in the way we approach business. As an advertising creative director and copywriter I worked through this transition. As a marketing professor and researcher I have spent my time conducting research, developing courses and writing a book on how to approach social media with the proper perspective for success.

In Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution I lay out a five step process that includes (1) situation analysis (target market, social media audit, setting business objectives), (2) developing key insights and a big idea, (3) selecting social media channels, (4) integrating other business functions, and (5) linking business objectives to social media metrics with KPI’s in each channel. Before all this you have to understand the context of social media. Below I present some key resources to take you through each of these steps.

About the Curator

Keith A. Quesenberry is an Associate Professor of Marketing at Messiah College where he teaches social media marketing, digital marketing and integrated marketing communications in the undergraduate marketing and graduate MBA programs. He previously taught at Johns Hopkins University, Temple University and teaches in the graduate Integrated Marketing Communications program at West Virginia University. Prior to teaching he spent 17 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, Exxon Mobil, PNC Bank and Hershey Foods. His advertising campaigns have garnered 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 a contributing author to Harvard Business Review, Entrepreneur and Social Media Today. Quesenberry has been interviewed on MSNBC and NPR and his research and expert opinion have been featured in publications such as the New York Times, The New Yorker, Forbes, Entrepreneur and Harvard Business Review. His research has been published in journals including the Journal of Marketing Theory and Practice and the International Journal of Integrated Marketing Communication, Journal of Current Issues & Research in Advertising, plus Ad Age Research Reports.