Part II

Practicing SMM on the Social Web


In this part . . .

Part II is very much the practitioner’s part, explaining the nuts and bolts of SMM campaigns, including planning for them, how to manage participation, seeding viral video clips, and tips and tricks for turning a crisis to your advantage.

In Chapter 4, we discuss the components of a successful SMM campaign and how you can make it work in harmony with other digital marketing efforts. Chapter 5 discusses why you need a SMM voice, how it differs from a brand voice or personality, where it gets manifested, and who can play that role.

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