CONTENTS
1 Introducing Social Marketology
2 Déjà vu: Patterns in Social Media
3 Herding Cats: Managing the Social Media Team
4 Envisioning Results: Focusing on Desired Outcomes
5 Awakening the Brand: Humanizing It with Personality and Voice
6 Finding the Fringe: Identifying Customer Microsegments
7 Birds of a Feather: Belonging to a Community
8 Chasing the Whales: Going for the Influencers
9 The Ball in Motion: Creating an Action Plan
10 Are We There Yet? Measuring Your Progress
11 Egg on Your Face: Avoiding the Big Mistakes
12 Creative Juice: The Laboratory for Innovative Social Media
13 Here We Go Again: Measuring and Improving the Social Media Marketing Process
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