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Built-In Social: Essential Social Marketing Practices for Every Small Business by Jeff Korhan

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Contents

Preface

Introduction

Part One: Attraction: Your Essential Content Marketing Strategy

Chapter 1: How the Social Web Works

Social Marketing is a Process

Search Drives the Web

Search Engine Optimization for Regular People

Freshness and Authority for Relevance and Influence

Facebook and the Wisdom of Friends

Social Graphs—The Secret You Need to Know

Chapter 2: Designing Your Business Around Social

Apple Retail Stores

Influencers are Your Allies

The Influence of Social Media

Social Creates Expectations

Consumers Have a Voice

Customer Service is Moving Online

Social Objects

Sustaining a Business in the Trust Economy

Getting Customers to Know Your Business

Likeable is for Brands; Friendly is for Businesses

Business in the Trust Economy

Chapter 3: Every Business Is Now a Media Company

Marketers are Now Teachers

Building the Classroom

Evergreen Content Curriculum

Your Collective Business Channel

Thinking Like a Media Company

Provide Valuable Programming

Engage the Community

How Blogging Makes Your Business Better

How to Start Blogging

Website Architecture for Your Content

The Responsibilities of a Media Company

Part Two: Engagement: Social Networking and Marketing

Chapter 4: Communities Are the New Markets

The Community Ecosystem

When the Business is the Community

The Social Business Model

Social Entrepreneurship

The Cure Starts Now

Each Social Channel is a Distinct Community

Little Things Often Matter The Most

Facebook

Linkedin

Twitter

Google+

Your Blog

Sustainable Business is ...

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