Social Media Marketing: An Hour a Day

Social Media Marketing: An Hour a Day

by Dave Evans, Susan Bratton
Released October 2008
Publisher(s): Sybex
ISBN: 9780470344026

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Book description

If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and describe how you can track results.  Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute a social media marketing campaign in just one hour a day.  In addition, learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user-generated content sharing sites like YouTube.

Table of contents

  1. Social Media Marketing: An Hour a Day
    1. Copyright
    2. Dear Reader,
    3. Acknowledgments
    4. About the Author
    5. Contents
    6. Foreword
    7. Introduction
      1. How to Use This Book
    8. Part I: The Foundationof Social Media
      1. Chapter 1: Backlash (1/3)
      2. Chapter 1: Backlash (2/3)
      3. Chapter 1: Backlash (3/3)
        1. The Early Social Networks
        2. The Pushback Begins
        3. The Backlash: Measured and Formalized
        4. Chapter 1: The Main Points
      4. Chapter 2: The Marketer’s Dilemma (1/4)
      5. Chapter 2: The Marketer’s Dilemma (2/4)
      6. Chapter 2: The Marketer’s Dilemma (3/4)
      7. Chapter 2: The Marketer’s Dilemma (4/4)
        1. The Roots of Avoidance
        2. Early Online Word-of-Mouth
        3. The Social Web Blooms
        4. Nielsen Shows the Way
        5. Chapter 2: The Main Points
      8. Chapter 3: What Is Social Media? (1/4)
      9. Chapter 3: What Is Social Media? (2/4)
      10. Chapter 3: What Is Social Media? (3/4)
      11. Chapter 3: What Is Social Media? (4/4)
        1. Social Media Defined
        2. Social Media and Marketing
        3. Social Media as a Guidepost
        4. The Elements of Social Media
        5. Chapter 3: The Main Points
    9. Part II: Month 1: Prepare for Social Marketing
      1. Chapter 4: Week 1: Web 2.0: The Social Web (1/6)
      2. Chapter 4: Week 1: Web 2.0: The Social Web (2/6)
      3. Chapter 4: Week 1: Web 2.0: The Social Web (3/6)
      4. Chapter 4: Week 1: Web 2.0: The Social Web (4/6)
      5. Chapter 4: Week 1: Web 2.0: The Social Web (5/6)
      6. Chapter 4: Week 1: Web 2.0: The Social Web (6/6)
        1. Social Networks: The Power of the Collective
        2. Social Media Begins Here
        3. Week 1: Engaging with Social Media
        4. Tuesday: The Web Comes Alive with Multimedia
        5. Chapter 4: The Main Points
      7. Chapter 5: Week 2: The Social Feedback Cycle (1/5)
      8. Chapter 5: Week 2: The Social Feedback Cycle (2/5)
      9. Chapter 5: Week 2: The Social Feedback Cycle (3/5)
      10. Chapter 5: Week 2: The Social Feedback Cycle (4/5)
      11. Chapter 5: Week 2: The Social Feedback Cycle (5/5)
        1. Social Media in Marketing
        2. Consideration and the Purchase Funnel
        3. Consumer-Generated Media
        4. Create Your Social Feedback Cycle
        5. Chapter 5: The Main Points
      12. Chapter 6: Week 3: Touchpoint Analysis (1/5)
      13. Chapter 6: Week 3: Touchpoint Analysis (2/5)
      14. Chapter 6: Week 3: Touchpoint Analysis (3/5)
      15. Chapter 6: Week 3: Touchpoint Analysis (4/5)
      16. Chapter 6: Week 3: Touchpoint Analysis (5/5)
        1. Touchpoints and the Social Web
        2. Identifying Touchpoints
        3. Quantifying Touchpoints
        4. Chapter 6: The Main Points
      17. Chapter 7: Week 4: Influence and Measurement (1/5)
      18. Chapter 7: Week 4: Influence and Measurement (2/5)
      19. Chapter 7: Week 4: Influence and Measurement (3/5)
      20. Chapter 7: Week 4: Influence and Measurement (4/5)
      21. Chapter 7: Week 4: Influence and Measurement (5/5)
        1. Influence and the Social Web
        2. Quantifying the Conversation
        3. Chapter 7: The Main Points
    10. Part III: Month 2: Social Media Channels
      1. Chapter 8: Week 1: Build a Social Media Campaign (1/6)
      2. Chapter 8: Week 1: Build a Social Media Campaign (2/6)
      3. Chapter 8: Week 1: Build a Social Media Campaign (3/6)
      4. Chapter 8: Week 1: Build a Social Media Campaign (4/6)
      5. Chapter 8: Week 1: Build a Social Media Campaign (5/6)
      6. Chapter 8: Week 1: Build a Social Media Campaign (6/6)
        1. How Is Social Media Different?
        2. Quantifying the Social Feedback Cycle
        3. Social Media Channels
        4. Social Media and the Purchase Funnel
        5. Chapter 8: The Main Points
      7. Chapter 9: Week 2: Social Platforms (1/6)
      8. Chapter 9: Week 2: Social Platforms (2/6)
      9. Chapter 9: Week 2: Social Platforms (3/6)
      10. Chapter 9: Week 2: Social Platforms (4/6)
      11. Chapter 9: Week 2: Social Platforms (5/6)
      12. Chapter 9: Week 2: Social Platforms (6/6)
        1. Social Networks
        2. White-Label Platforms
        3. Working with Social Platforms
        4. Chapter 9: The Main Points
      13. Chapter 10: Week 3: Social Content: Multimedia (1/6)
      14. Chapter 10: Week 3: Social Content: Multimedia (2/6)
      15. Chapter 10: Week 3: Social Content: Multimedia (3/6)
      16. Chapter 10: Week 3: Social Content: Multimedia (4/6)
      17. Chapter 10: Week 3: Social Content: Multimedia (5/6)
      18. Chapter 10: Week 3: Social Content: Multimedia (6/6)
        1. Advertising and the Social Web
        2. The Multimedia Channels
        3. Your Social Media Marketing Plan
        4. Chapter 10: The Main Points
      19. Chapter 11: Week 4: Social Content: Reviews, Ratings, and Recommendations (1/6)
      20. Chapter 11: Week 4: Social Content: Reviews, Ratings, and Recommendations (2/6)
      21. Chapter 11: Week 4: Social Content: Reviews, Ratings, and Recommendations (3/6)
      22. Chapter 11: Week 4: Social Content: Reviews, Ratings, and Recommendations (4/6)
      23. Chapter 11: Week 4: Social Content: Reviews, Ratings, and Recommendations (5/6)
      24. Chapter 11: Week 4: Social Content: Reviews, Ratings, and Recommendations (6/6)
        1. Building Consensus
        2. Consensus and Marketing
        3. Winning the Popularity Contest
        4. Chapter 11: The Main Points
      25. Chapter 12: Week 5: Social Interactions (1/5)
      26. Chapter 12: Week 5: Social Interactions (2/5)
      27. Chapter 12: Week 5: Social Interactions (3/5)
      28. Chapter 12: Week 5: Social Interactions (4/5)
      29. Chapter 12: Week 5: Social Interactions (5/5)
        1. Connecting the Dots
        2. Managing Social Information
        3. Chapter 12: The Main Points
    11. Part IV: Month 3: Complete Your Plan
      1. Chapter 13: Week 1: Objectives, Metrics, and ROI (1/6)
      2. Chapter 13: Week 1: Objectives, Metrics, and ROI (2/6)
      3. Chapter 13: Week 1: Objectives, Metrics, and ROI (3/6)
      4. Chapter 13: Week 1: Objectives, Metrics, and ROI (4/6)
      5. Chapter 13: Week 1: Objectives, Metrics, and ROI (5/6)
      6. Chapter 13: Week 1: Objectives, Metrics, and ROI (6/6)
        1. The Basis for Social Media Metrics
        2. Choosing Social Media Metrics
        3. Real-World Connections
        4. Planning for Measurement
        5. Chapter 13: The Main Points
      7. Chapter 14: Week 2: Present Your Social Media Plan (1/6)
      8. Chapter 14: Week 2: Present Your Social Media Plan (2/6)
      9. Chapter 14: Week 2: Present Your Social Media Plan (3/6)
      10. Chapter 14: Week 2: Present Your Social Media Plan (4/6)
      11. Chapter 14: Week 2: Present Your Social Media Plan (5/6)
      12. Chapter 14: Week 2: Present Your Social Media Plan (6/6)
        1. Choose Your Path
        2. Define the Opportunity
        3. Select Your Channels
        4. Select Your Metrics
        5. Write and Present Your Plan
        6. Chapter 14: The Main Points
    12. Appendix A: Worksheets
      1. Worksheets: Part II (1/4)
      2. Worksheets: Part II (2/4)
      3. Worksheets: Part II (3/4)
      4. Worksheets: Part II (4/4)
      5. Worksheets: Part III (1/4)
      6. Worksheets: Part III (2/4)
      7. Worksheets: Part III (3/4)
      8. Worksheets: Part III (4/4)
      9. Worksheets: Part IV (1/2)
      10. Worksheets: Part IV (2/2)
    13. Appendix B: Additional Social Media Resources
      1. Industry Experts
      2. Industry Blogs
      3. Industry Resources
      4. Agencies and Social Media Practitioners
      5. Agencies and Social Media Practitioners (continued)
      6. Social Media Platforms
      7. Social Networks and Services
      8. Social Networks and Services (continued)
      9. Metrics Platforms and Providers
      10. Metrics Platforms and Providers (continued)
    14. Index (1/4)
    15. Index (2/4)
    16. Index (3/4)
    17. Index (4/4)

Product information

  • Title: Social Media Marketing: An Hour a Day
  • Author(s): Dave Evans, Susan Bratton
  • Release date: October 2008
  • Publisher(s): Sybex
  • ISBN: 9780470344026