Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media
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!
Table of Content
Introduction
Part I: 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
Part II: 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)
Part III: 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
Part IV: 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 All 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
Part V: 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)
- 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
- YouTube 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
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Salient Features
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
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