Introduction 1
About This Book 2
Foolish Assumptions 2
Icons Used in This Book 3
Beyond the Book 4
Where to Go from Here 4
Book 1: The Social Media Mix 5
Chapter 1: Making the Business Case for Social Media 7
Making Your Social Debut 8
Defining Social Media Marketing 9
Understanding the Benefits of Social Media 13
Understanding the Cons of Social Media 19
Integrating Social Media into Your Overall Marketing Effort 20
Developing a Strategic Social Media Marketing Plan 22
Chapter 2: Tallying the Bottom Line 33
Preparing to Calculate Return on Investment 34
Accounting for Customers Acquired Online 35
Establishing Key Performance Indicators for Sales 39
Tracking Leads 43
Understanding Other Common Business Metrics 44
Determining Return on Investment 45
Chapter 3: Plotting Your Social Media Marketing Strategy 53
Locating Your Target Market Online 54
Segmenting Your B2C Market 54
Researching B2B Markets 64
Conducting Other Types of Market Research Online 65
Setting Up Your Social Media Marketing Plan 67
Chapter 4: Managing Your Cybersocial Campaign 77
Managing Your Social Media Schedule 78
Building Your Social Media Marketing Dream Team 85
Creating a Social Media Marketing Policy 87
Staying on the Right Side of the Law 90
Protecting Your Brand Reputation 95
Book 2: Cybersocial Tools 99
Chapter 1: Discovering Helpful Tech Tools 101
Keeping Track of the Social Media Scene 102
Saving Time with Content-Distribution Tools 104
Snipping Ugly URLs 106
Using E-Commerce Tools for Social Sites 108
Keeping Your Ear to the Social Ground 118
Measuring the Buzz by Type of Service 124
Chapter 2: Leveraging SEO for Improved Visibility 127
Making the Statistical Case for SEO 128
Thinking Tactically and Practically 130
Focusing on the Top Search Engines 131
Knowing the Importance of Search Phrases 132
Maximizing Metatag Muscle 138
Optimizing Your Site and Content for Search Engines 142
Chapter 3: Optimizing Social Media for Internal and External Searches 159
Placing Search Terms on Social Media 160
Optimizing Blogs 161
Optimizing Images, Video, and Podcasts 166
Optimizing Specific Social Media Platforms 167
Optimizing for Mobile Search 173
Gaining Visibility in Real-Time Search 175
Gaining Traction on Google with Social Media 177
Monitoring Your Search Engine Ranking 178
Chapter 4: Using Social Bookmarks, News, and Share Buttons 181
Bookmarking Your Way to Traffic 182
Sharing the News 185
Benefiting from Social Bookmarks and News Services 186
Researching a Social Bookmark and Social News Campaign 187
Submitting to Bookmarking Services 190
Submitting to Social News Services 192
Using Application-Specific Bookmarks 194
Timing Your Submissions 195
Encouraging Others to Bookmark or Rate Your Site 201
Using Social Media Buttons 202
Chapter 5: Making Social Media Mobile 207
Understanding the Statistics of Mobile Device Usage 208
Reaching People on the Move with Social Media 212
Harvesting Leads and Sales from Social Mobile 216
Measuring Your Mobile Marketing Success 220
Counting on Tablets 221
Using Mobile Social Media for Advertising 222
Book 3: Content Marketing 225
Chapter 1: Growing Your Brand with Content 227
Introducing Content Marketing 228
Determining the Best Content Platform for Your Needs 231
Selling Your Brand through Content Marketing 232
Making Your Content Stand Out 233
Chapter 2: Exploring Content-Marketing Platforms 237
Building a Blog 238
Using Podcasts and Video on Your Blog or Website 243
Sharing Images 249
Using Social Media Platforms for Online Content 254
Guest Blogging to Grow Awareness and Expertise 258
Chapter 3: Developing a Content-Marketing Strategy 263
Determining Content Goals 263
Putting a Strategy on Paper 270
Chapter 4: Getting Your Content to the Masses 275
Creating an Editorial Calendar to Keep Content Flowing 276
Finding the Right Mix between Evergreen and Timely Content 278
Executing Your Content Strategy 279
Sharing Your Content with the Public 280
Measuring the Success of Your Content Strategy 281
Book 4: Twitter 285
Chapter 1: Using Twitter as a Marketing Tool 287
Deciding Whether Twitter Is Right for You 288
Communicating in 140 Characters 290
Promoting without Seeming like You’re Promoting 291
Researching Other Brands on Twitter 296
Knowing Quality Is More Important than Quantity 297
Chapter 2: Using Twitter as a Networking Tool 299
Finding the Right People to Follow 300
Finding Out Who Is Talking about You on Twitter 301
Responding to Tweets 302
Searching on Twitter 303
Tweeting like a Pro 304
Sharing on Twitter 305
Following the Twitter Rules of Etiquette 310
Hosting a Tweet-Up 311
Chapter 3: Finding the Right Twitter Tools 313
Customizing Your Twitter Profile Page 314
Pinning Tweets 317
Using a Twitter Application 318
Chapter 4: Social Listening with Twitter 321
Using Twitter to Listen to Your Customers 321
Chapter 5: Hosting Twitter Chats 327
Benefiting from Twitter Chats 327
Finding a Hashtag for Your Chat 328
Keeping Track of Who Says What 329
Finding Guests for Your Twitter Chat 331
Promoting Your Twitter Chat 332
Hosting Your Twitter Chat 333
Book 5: Facebook 337
Chapter 1: Using Facebook as a Marketing Tool 339
Understanding the Appeal of Brands on Facebook 340
Branding with Facebook Pages 341
Examining the Components of a Facebook Page 342
Making the Most of Your Facebook Page 345
Understanding Your Facebook Administrative Functions 348
Filling Out What You’re About 349
Using a Custom URL for Your Page 350
Inviting People to Join Your Community 351
Liking Other Brands 353
Creating Facebook Events 354
Chapter 2: Creating and Sharing Content on Facebook 357
Creating a Facebook Content Strategy 358
Sharing Your Brand’s Story 359
Creating Content That Sings 361
Sharing and Being Shared 362
Bringing Your Community into the Mix 365
Using Closed or Secret Groups 368
Learning through Insights 370
Chapter 3: Advertising on Facebook 373
Reaching More Fans with Ads 374
Measuring Your Ad’s ROI 379
Chapter 4: Streaming Live Video on Facebook 381
Understanding the Benefits of Live Streaming 382
Setting Up Your Live Stream 384
Engaging with Your Community via Facebook Live 388
Brainstorming Ideas for Live Videos 389
Book 6: LinkedIn 391
Chapter 1: Promoting Yourself with LinkedIn 393
Exploring the Benefits of Using LinkedIn 394
Creating an Online Resume 395
Understanding Recommendations and Endorsements 402
Using LinkedIn Messages 407
Chapter 2: Promoting Your Business with LinkedIn 409
Exploring the Benefits of a Company Page 410
Creating a LinkedIn Company Page 410
Selling and Promoting with LinkedIn Showcase Pages 414
Chapter 3: Starting a LinkedIn Group 417
Exploring the Benefits of LinkedIn Groups 417
Growing a Community with a LinkedIn Group 418
Growing Your Group 422
Moderating Your LinkedIn Group 424
Chapter 4: Using LinkedIn as a Content Platform 429
Blogging on LinkedIn 430
Promoting Your LinkedIn Posts on Other Social Channels 433
Book 7: Getting Visual 435
Chapter 1: Pinning Down Pinterest 437
Understanding Pinterest 438
Getting Started 439
Joining Pinterest 441
Getting on Board 445
Pinning on Pinterest 448
Following on Pinterest 452
Sharing on Pinterest 453
Driving Traffic with Pinterest 455
Building Your Pinterest Community 459
Chapter 2: Snapchatting It Up! 463
Getting Started with Snapchat 463
Taking Your First Snap 470
Telling Your Snapchat Story 471
Chapter 3: Getting Started with Instagram 477
Promoting Your Brand on Instagram 478
Creating and Using Your Instagram Account 479
Determining What Is Photo-Worthy for Your Brand 484
Using Hashtags in Your Instagram Posts 485
Finding Friends and Fans on Instagram 487
Using Instagram Stories 488
Book 8: Other Social Media Marketing Sites 489
Chapter 1: Weighing the Business Benefits of Minor Social Sites 491
Reviewing Your Goals 492
Researching Minor Social Networks 493
Assessing the Involvement of Your Target Audience 496
Choosing Social Sites Strategically 498
Chapter 2: Maximizing Stratified Social Communities 503
Making a Bigger Splash on a Smaller Site 504
Taking Networking to the Next Level 504
Selecting Social Networks by Vertical Industry Sector 506
Selecting Social Networks by Demographics 510
Selecting Social Networks by Activity Type 512
Finding Yourself in the Real World with Geomarketing 515
Spacing Out with Twitter 517
Finding Your Business on Facebook 518
Making Real Connections in Virtual Spaces 521
Making Deals on Social Media 523
Setting Terms for Your Coupon Campaign 526
Comparing LivingSocial and Groupon 531
Diversifying Your Daily Deals 533
Chapter 3: Profiting from Mid-Size Social Media Channels 535
Deciding Whether to Invest Your Time 535
Spotting Your Audience with Spotify 536
Turning Up New Prospects with Tumblr 538
Promoting Video with Vimeo 540
Live Streaming with Periscope 542
Chapter 4: Integrating Social Media 545
Thinking Strategically about Social Media Integration 546
Integrating Social Media with E-Newsletters 547
Integrating Social Media with Press Releases 551
Integrating Social Media with Your Website 557
Chapter 5: Advertising on Social Media 561
Integrating Social Media with Paid Advertising 561
Advertising on Facebook and Instagram 564
Advertising on Twitter 568
Advertising on LinkedIn 573
Advertising on Pinterest 576
Book 9: Measuring Results and Building on Success 581
Chapter 1: Delving into Data 583
Planning a Measurement Strategy 584
Selecting Analytics Packages 589
Getting Started with Google Analytics 594
Integrating Google’s Social Media Analytics 596
Chapter 2: Analyzing Content-Sharing Metrics 599
Measuring the Effectiveness of Content Sharing with Standard Analytics 599
Evaluating Blog-Specific Metrics 603
Visualizing Video Success 605
Understanding Podcast Metrics 606
Measuring Your Results from Pinterest 609
Comparing Hard and Soft Costs versus Income 614
Chapter 3: Analyzing Twitter Metrics 617
Tracking Website Referrals with Google Analytics 618
Tracking Shortened Links 618
Using Twitter Analytics 619
Using TweetDeck 622
Using Third-Party Twitter Analytics Applications 622
Tracking Account Activity with the Notifications Tab 623
Using the Hashtag as a Measurement Mechanism 625
Calculating the Twitter Follower-to-Following Ratio 626
Chapter 4: Analyzing Facebook Metrics 627
Monitoring Facebook Interaction with Insights 627
Using Page Insights 628
Exploring the Insights Overview and Detail Pages 630
Chapter 5: Measuring Other Social Media Networks 635
Plugging into Social Media 635
Measuring LinkedIn Success 636
Monitoring Social Mobile Impact 640
Chapter 6: Comparing Metrics from Different Marketing Techniques 643
Establishing Key Performance Indicators 644
Comparing Metrics across Social Media 646
Integrating Social Media with Web Metrics 653
Using Advertising Metrics to Compare Social Media with Other Types of Marketing 655
Juxtaposing Social Media Metrics with Other Online Marketing 658
Contrasting Word-of-Web with Word-of-Mouth 660
Chapter 7: Making Decisions by the Numbers 663
Using Metrics to Make Decisions 663
Knowing When to Hold and When to Fold 664
Diagnosing Problems with Social Media Campaigns 669
Fixing Problems 670
Adjusting to Reality 675
Index 677
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