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Social Media Marketing: An Hour a Day, Second Edition by Dave Evans

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Part I: The Foundation of Social Media

Building on the personal empowerment and liberation that the Internet offers, consumers are actively connecting with each other and talking about everything from cars and health to scrapbooking techniques and pool chemicals. In the process, they are either reinforcing marketing efforts or beating marketers at their own game by directly sharing their own experiences and thoughts on the social web. Welcome to social media marketing.

In Part I, you’ll gain an understanding of not only the substantial consumer attraction to social media but also the causes of consumer frustration with traditional media. These trends—each significant in its own right—amplify each other when combined. I’ll end with a working ...

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