Social Media Marketing: An Hour a Day, Second Edition

Table of Contents

1. Cover
2. Praise
3. Title Page
4. Credits
5. Copyright
6. Publisher's Note
7. Dedication
8. Acknowledgments
9. About the Author
10. Foreword
11. Introduction
    1. How to Use This Book
    2. Disclosure
12. Part I The Foundation of Social Media
    1. Chapter 1: Backlash
       1. The Early Social Networks
       2. The Pushback Begins
       3. The Backlash: Measured and Formalized
       4. The Main Points
    2. Chapter 2: The Marketer’s Dilemma
       1. The Roots of Avoidance
       2. Early Online Word of Mouth
       3. The Social Web Blooms
       4. Nielsen Adds Social Metrics
       5. The Main Points
    3. Chapter 3: What Is Social Media?
       1. Social Media Defined
       2. Social Media and Marketing
       3. Social Media as a Guidepost
       4. The Elements of Social Media
       5. The Main Points
13. Part II Month 1: Prepare for Social Marketing
    1. Chapter 4: Week 1: Web 2.0, The Social Web
       1. Social Networks: The Power of the Collective
       2. Social Media Begins Here
       3. Week 1: Engaging with Social Media
       4. The Main Points
    2. Chapter 5: Week 2: The Social Feedback Cycle
       1. Social Media in Marketing
       2. Consideration and the Purchase Funnel
       3. Consumer-Generated Media
       4. Create Your Social Feedback Cycle
       5. The Main Points
    3. Chapter 6: Week 3: Touchpoint Analysis
       1. Touchpoints and the Social Web
       2. Identifying Touchpoints
       3. Quantifying Touchpoints
       4. The Main Points
    4. Chapter 7: Week 4: Influence and Measurement
       1. Influence and the Social Web
       2. Quantifying the Conversation
       3. The Main Points
14. Part III Month 2: Social Media Channels
    1. Chapter 8: Week 1: Build a Social Media Campaign
       1. How Is Social Media Different?
       2. Quantifying the Social Feedback Cycle
       3. The Main Points
    2. Chapter 9: Week 2: Social Platforms
       1. Building Social Networks
       2. The Main Points
    3. Chapter 10: Week 3: Social Content—Text, Photos, Audio, and Video
       1. Advertising and the Social Web
       2. The Main Points
    4. Chapter 11: Week 4: Social Content—Ratings, Reviews, and Recommendations
       1. Marketplace Conversations
       2. Building Consensus
       3. The Main Points
    5. Chapter 12: Week 5: Social Interactions
       1. Connecting the Dots
       2. Managing Social Information
       3. The Main Points
15. Part IV Month 3: Complete Your Plan
    1. Chapter 13: Week 1: Objectives, Metrics, and ROI
       1. The Basis for Social Media Metrics
       2. Choosing Social Media Metrics
       3. Real-World Connections
       4. Planning for Measurement
       5. The Main Points
16. Chapter 14: Week 2: Present Your Social Media Plan
    1. Create Your Plan
    2. The Main Points
17. Appendix A: Worksheets
    1. Chapters 4–7
    2. Chapters 8–12
    3. Chapters 13 & 14
18. Appendix B: Additional Social Media Resources
    1. Industry Experts
    2. Industry Blogs and Resources
    3. Agencies and Social Media Practitioners
    4. Social Networks and Services
    5. Metrics Platforms and Listeners
19. Index