Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media

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Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media

Format:  Paperback,

342 pages

Publisher: Pearson P T R

Publish Date: Jun 2010

ISBN-13: 9780789742841

ISBN-10: 0789742845

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Book Information

The following content was provided by the publisher.
Profit Big from Social Media: Strategies and Solutions That Work Using new social media marketing techniques, you can deepen relationships with your most passionate, profitable customers -- and create more of them than ever before In this 100% practical book, world-renowned expert Li Evans shows exactly how to make the most of social media--in any company, in any industry. You'll discover exactly how to customize your best social networking strategy -- then staff it, organize it, manage its risks, and execute it successfully Evans shows how to understand your audience, enter the conversation, build trust, protect your brand, integrate social media into existing marketing programs, measure your results...and profit big from today's hottest new social media sites and platforms Topics include: * Make the most of Twitter, Facebook, YouTube, LinkedIn, Flickr, and more * Define goals and customize strategy to maximize Return on Conversation (ROC) * Understand the whole conversation about you and all the communities you serve * Manage legal, compliance, and ethical challenges * Plan social media policies for your company's employees * Extend customer service into social media * Maintain consistent branding and messaging * Complement your SEO, PPC, offline marketing, and PR efforts * Learn how to integrate traditional marketing tactics (TV, radio, print) with your social media marketing strategy

Specifications

Author:
Publisher: Pearson P T R
Publish Date: Jun 2010
ISBN-13: 9780789742841
ISBN-10: 0789742845
Format: Paperback
Number of Pages: 342
Shipping Weight (in pounds): 1.04
Product in Inches (L x W x H): 6.16 x 0.73 x 8.92

Chapter outline

Introduction
The Basics of Social Media
It's Not Easy, Quick, or Cheap
Understanding Social Media Strategies
Goals Need to Be Defined
It's ROC (Return on Conversation) not ROI (Return on Investment)
Know Who Your Audience Is and What They are Doing
It's About Conversation
The Conversation Happens With or Without You
Bring in Legal Early
Don't Be Afraid of the Negative
Understanding Each Community
Come Bearing Gifts
Bloggers Have No Boundaries
Every Business Is Different
Don't Fall in Love
Don't Be Afraid to Throw Out What Isn't Working
Be Open to Trying New Things (but Don't Fall Off the Bleeding Edge)
Social Media from the Inside Out
Everyone in Your Company Has a Stake in Your Social Media Strategy
Plan Social Media Policies for Company Employees
Personal Ethics Matter
Define Who Owns the Conversation
A Great Customer Service Program Is a Natural Extension into Social Media
Interns Make Coffee, Not Social Media Strategies
Branding and Messaging Need to Be Consistent
Be Transparent: Trust and Readership Must Be Earned
Audiences Trust Icons and Avatars
It's Not About You
Give Up Control and Drop the Ego
You Need to Be All Ears
Your Customers Know Your Products Better Than You
It's Ail About the Idea
Your Content Must Have Value
Sharing with Others Is Key
For It to Work, You Need to Be Social
Ask the Audience
You Get What You Give
How Social Media Fits into the Online Marketing Picture
People Do Not Want to Be Marketed To
The Difference Between Buzz Monitoring and Audience Research
Complementing Both Search Engine Optimization (SEO) and Pay-Per-Click (PPC) Marketing
Links and Search Engine Results Are Byproducts of Social Media
Align Offline Marketing Strategies with Social Media
Create a Social Media-Friendly Pressroom and Promote Events
You Tube Is the Second-Largest Search Engine
Social Search Is All About the Now
It's Not Just a Web Browser Anymore
New Signals to Search Engines
Choosing a Social Media Consultant
Putting It All Together
Index

Book description

Profit Big from Social Media: Strategies and Solutions That Work!

Using new social media marketing techniques, you can deepen relationships with your most passionate, profitable customers--and create more of them than ever before! In this 100% practical book, world-renowned expert Li Evans shows exactly how to make the most of social media--in any company, in any industry. You’ll discover exactly how to customize your best social networking strategy…then staff it, organize it, manage its risks, and execute it successfully! Evans shows how to understand your audience, enter the conversation, build trust, protect your brand, integrate social media into existing marketing programs, measure your results…and profit big from today’s hottest new social media sites and platforms!

Topics include

• Make the most of Twitter, Facebook, You Tube, LinkedIn, Flickr, and more

• Define goals and customize strategy to maximize Return on Conversation (ROC)

• Understand the whole conversation about you and all the communities you serve

• Manage legal, compliance, and ethical challenges

• Plan social media policies for your company’s employees

• Extend customer service into social media

• Maintain consistent branding and messaging

• Complement your SEO, PPC, offline marketing, and PR efforts

• Learn how to integrate traditional marketing tactics (TV, radio, print) with your social media marketing strategy

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