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Social Media Marketing All-in-One For Dummies, 3rd Edition

Book Description

A new edition of the bestselling social media marketing book

Updated to include the latest information on engaging with your community, measuring your efforts, blending your social media with other online and offline marketing efforts, and leveraging data you collect into learning more about your community, this new edition of Social Media Marketing All-in-One For Dummies will help you apply your marketing efforts to the latest social media marketing sites and tools. Inside, you'll discover how to devise and maintain a successful social media strategy, use the latest tactics for reaching your customers, and utilize data to make adjustments to future campaigns and activities.

Marketing your business through social media isn't an option these days—it's absolutely imperative. Inside this bestselling guide, you'll find out how to apply the marketing savvy you already have to the social media your prospects are using, helping you to reach and keep more customers, make more sales, and boost your bottom line.

  • Includes updates on the latest changes to Facebook, Twitter, Pinterest, YouTube, blogging, and more

  • Offers tips for showcasing your company with a customized Facebook business page

  • Presents step-by-step guidance for setting up a social media marketing campaign

  • Shows you how to use analytics to assess the success of your social media campaign

  • If you're a social media strategist, website manager, marketer, publicist, or other employee who is in charge of implementing and managing an organization's social media strategy, this comprehensive resource is your one-stop guide to all things social media marketing.

    Table of Contents

    1. Cover Page
    2. Title Page
    3. Copyright
    4. Contents at a Glance
    5. Table of Contents
    6. Introduction
      1. About This Book
      2. What You Don't Have to Read
      3. Foolish Assumptions
      4. How This Book Is Organized
      5. Icons Used in This Book
      6. Where to Go from Here
    7. Book I: The Social Media Mix
      1. Chapter 1: Making the Business Case for Social Media
        1. Making Your Social Debut
        2. Defining Social Media Marketing
        3. Understanding the Benefits of Social Media
        4. Understanding the Cons of Social Media
        5. Integrating Social Media into Your Overall Marketing Effort
        6. Developing a Strategic Social Media Marketing Plan
      2. Chapter 2: Tallying the Bottom Line
        1. Preparing to Calculate Return on Investment
        2. Accounting for Customers Acquired Online
        3. Establishing Key Performance Indicators for Sales
        4. Tracking Leads
        5. Understanding Other Common Business Metrics
        6. Determining Return on Investment
      3. Chapter 3: Plotting Your Social Media Marketing Strategy
        1. Locating Your Target Market Online
        2. Segmenting Your B2C Market
        3. Researching B2B Markets
        4. Conducting Other Types of Market Research Online
        5. Setting Up Your Social Media Marketing Plan
      4. Chapter 4: Managing Your Cybersocial Campaign
        1. Managing Your Social Media Schedule
        2. Building Your Social Media Marketing Dream Team
        3. Creating a Social Media Marketing Policy
        4. Staying on the Right Side of the Law
        5. Protecting Your Brand Reputation
    8. Book II: Cypersocial Tools
      1. Chapter 1: Discovering Helpful Tech Tools
        1. Keeping Track of the Social Media Scene
        2. Saving Time with Content-Distribution Tools
        3. Notifying Search Engines about Updates
        4. Snipping Ugly URLs
        5. Using E-Commerce Tools for Social Sites
        6. Keeping Your Ear to the Social Ground
        7. Measuring the Buzz by Type of Service
      2. Chapter 2: Leveraging Search Engine Optimization (SEO) for Social Media
        1. Making the Statistical Case for SEO
        2. Thinking Tactically and Practically
        3. Focusing on the Top Search Engines
        4. Knowing the Importance of Search Phrases
        5. Maximizing Metatag Muscle
        6. Optimizing Your Site and Content for Search Engines
        7. Building Effective Inbound Links
        8. Optimizing Social Media for Search Engines
        9. Gaining Visibility in Real-Time Search
        10. Gaining Traction on Google with Social Media
        11. Monitoring Your Search Engine Ranking
      3. Chapter 3: Using Social Bookmarks, News, and Share Buttons
        1. Bookmarking Your Way to Traffic
        2. Sharing the News
        3. Benefiting from Social Bookmarks and News Services
        4. Researching a Social Bookmark and Social News Campaign
        5. Submitting to Bookmarking Services
        6. Submitting to Social News Services
        7. Using Application-Specific Bookmarks
        8. Timing Your Submissions
        9. Encouraging Others to Bookmark or Rate Your Site
        10. Using Social Media Buttons
    9. Book III: Content Marketing
      1. Chapter 1: Growing Your Brand with Content
        1. Introducing Content Marketing
        2. Determining the Best Content Platform for Your Needs
        3. Selling Your Brand through Content Marketing
        4. Making Your Content Stand Out
      2. Chapter 2: Exploring Content Marketing Platforms
        1. Building a Blog
        2. Using Podcasts and Video on Your Blog or Website
        3. Sharing Images
        4. Using Social Media Platforms for Online Content
      3. Chapter 3: Developing a Content Marketing Strategy
        1. Determining Content Goals
        2. Putting a Strategy on Paper
      4. Chapter 4: Getting Your Content to the Masses
        1. Creating an Editorial Calendar to Keep Content Flowing
        2. Finding the Right Mix between Evergreen and Timely Content
        3. Executing Your Content Strategy
        4. Sharing Your Content with the Public
        5. Measuring the Success of Your Content Strategy
    10. Book IV: Twitter
      1. Chapter 1: Using Twitter as a Marketing Tool
        1. Deciding Whether Twitter Is Right for You
        2. Communicating in 140 Characters
        3. Promoting without Seeming Like You're Promoting
        4. Researching Other Brands on Twitter
        5. Knowing Quality Is More Important Than Quantity
      2. Chapter 2: Using Twitter as a Networking Tool
        1. Finding the Right People to Follow
        2. Finding Out Who Is Talking about You on Twitter
        3. Responding to Tweets
        4. Searching on Twitter
        5. Tweeting Like a Pro
        6. Sharing on Twitter
        7. Following the Twitter Rules of Etiquette
        8. Hosting a Tweet-Up
      3. Chapter 3: Finding the Right Twitter Tools
        1. Customizing Your Twitter Profile Page
        2. Pinning Tweets
        3. Using a Twitter Application
      4. Chapter 4: Supplementing Online Marketing Tools with Twitter
        1. Using Twitter to Drive Traffic to Your Content
        2. Sharing Content with Buttons
        3. Linking Twitter to Your Facebook Page
      5. Chapter 5: Hosting Twitter Chats
        1. Benefitting from Twitter Chats
        2. Coming Up with a Hashtag for Your Chat
        3. Keeping Track of Who Says What
        4. Finding Guests for Your Twitter Chat
        5. Promoting Your Twitter Chat
        6. Hosting Your Twitter Chat
    11. Book V: Facebook and Instagram
      1. Chapter 1: Using Facebook as a Marketing Tool
        1. Understanding the Appeal of Brands on Facebook
        2. Branding with Facebook Pages
        3. Examining the Components of a Facebook Page
        4. Making the Most of Your Facebook Page
        5. Understanding Your Facebook Administrative Functions
        6. Filling Out What You're About
        7. Using a Custom URL for Your Page
        8. Inviting People to Join Your Community
        9. Liking Other Brands
        10. Creating Facebook Events
      2. Chapter 2: Creating and Sharing Content on Facebook
        1. Creating a Facebook Content Strategy
        2. Sharing Your Brand's Story
        3. Creating Content That Sings
        4. Sharing and Being Shared
        5. Bringing Your Community into the Mix
        6. Using Closed or Secret Groups
      3. Chapter 3: Gaining Insights about Your Facebook Community
        1. Getting the Scoop on Your Fans through Insights
        2. Putting Your Insights Data to Good Use
      4. Chapter 4: Advertising on Facebook
        1. Reaching More Fans with Ads
        2. Measuring Your Ad's ROI
      5. Chapter 5: Getting Started with Instagram
        1. Promoting Your Brand on Instagram
        2. Creating and Using Your Instagram Account
        3. Determining What Is Photo-Worthy for Your Brand
        4. Using Hashtags in Your Instagram Posts
        5. Finding Friends and Fans on Instagram
    12. Book VI: LinkedIn
      1. Chapter 1: Promoting Yourself With LinkedIn
        1. Exploring the Benefits of Using LinkedIn
        2. Creating an Online Resume's
        3. Understanding Endorsements and Testimonials
        4. Using LinkedIn Messages
      2. Chapter 2: Promoting Your Business with LinkedIn
        1. Exploring the Benefits of a Company Page
        2. Creating a LinkedIn Company Page
        3. Selling and Promoting with LinkedIn Showcase Pages
      3. Chapter 3: Starting a LinkedIn Group
        1. Exploring the Benefits of LinkedIn Groups
        2. Growing a Community with a LinkedIn Group
        3. Growing Your Group
        4. Moderating Your LinkedIn Group
      4. Chapter 4: Using LinkedIn as a Content Platform
        1. Blogging on LinkedIn
        2. Promoting Your LinkedIn Posts on Other Social Channels
    13. Book VII: Pinterest
      1. Chapter 1: Pinning Down Pinterest
        1. What Is Pinterest?
        2. Getting Started
        3. Joining Pinterest
        4. Getting on Board
        5. Pinning on Pinterest
        6. Following on Pinterest
      2. Chapter 2: Marketing with Pinterest
        1. Sharing on Pinterest
        2. Driving Traffic with Pinterest
        3. Building Your Pinterest Community
      3. Chapter 3: Driving Sales with Pinterest
        1. Showing Off Your Wares
        2. Selling without Looking like You're Selling
        3. Setting Up a Business Page on Pinterest
        4. Creating Gift Guides
        5. Disclosing Affiliates
    14. Book VIII: Other Social Media Marketing Sites
      1. Chapter 1: Weighing the Business Benefits of Minor Social Sites
        1. Reviewing Your Goals
        2. Researching Minor Social Networks
        3. Assessing the Involvement of Your Target Audience
        4. Choosing Social Sites Strategically
      2. Chapter 2: Leaping into Google+
        1. Exploring the Benefits of Google+
        2. Interacting via Google+ Features
        3. Creating a Google+ Page through Google My Business
        4. Filling Out Your Google+ Page
          1. Customizing Storefront and Service Area pages
        5. Socializing in Circles
        6. Building Community through +s, Shares, and Comments
        7. Introducing Google Hangouts
        8. Setting Up Google+ Hangouts
        9. Hyping a Google+ Hangout-On-Air Event
        10. Running Your Hangout
      3. Chapter 3: Maximizing Stratified Social Communities
        1. Making a Bigger Splash on a Smaller Site
        2. Taking Networking to the Next Level
        3. Selecting Social Networks by Vertical Industry Sector
        4. Selecting Social Networks by Demographics
        5. Selecting Social Networks by Activity Type
        6. Finding Yourself in the Real World with Geomarketing
        7. Focusing on Foursquare
        8. Spacing Out with Twitter
        9. Finding Your Business on Facebook
        10. Making Real Connections in Virtual Space
        11. Making Deals on Social Media
        12. Setting Terms for Your Coupon Campaign
        13. Comparing LivingSocial and Groupon
        14. Diversifying Your Daily Deals
      4. Chapter 4: Profiting from Mid-Size Social Media Channels
        1. Deciding Whether to Invest Time in Mid-Sized Social Media Channels
        2. Building Your Own Network with Ning
        3. Snapping the Future with Snapchat
        4. Spotting Your Audience with Spotify
        5. Turning Up New Prospects with Tumblr
        6. Promoting Video with Vimeo
        7. Visualizing Marketing Success with Vine
      5. Chapter 5: Making Social Media Mobile
        1. Understanding the Statistics of Mobile Device Usage
        2. Going Mobile
        3. Reaching People on the Move with Social Media
        4. Harvesting Leads and Sales from Social Mobile
        5. Measuring Your Mobile Marketing Success
        6. Counting on Tablets
        7. Using Mobile Social Media for Advertising
      6. Chapter 6: Multiplying Your Impact
        1. Thinking Strategically about Social Media Integration
        2. Integrating Social Media with E-Newsletters
        3. Integrating Social Media with Press Releases
        4. Integrating Social Media with Your Website
        5. Integrating Social Media with Paid Advertising
        6. Advertising on Facebook
        7. Advertising on Twitter
        8. Advertising on LinkedIn
        9. Advertising on Pinterest
    15. Book IX: Measuring Results; Building Success
      1. Chapter 1: Delving into Data
        1. Planning a Measurement Strategy
        2. Selecting Analytics Packages
        3. Getting Started with Google Analytics
        4. Integrating Google's Social Media Analytics
      2. Chapter 2: Analyzing Content-Sharing Metrics
        1. Measuring the Effectiveness of Content Sharing with Standard Analytics
        2. Evaluating Blog-Specific Metrics
        3. Visualizing Video Success
        4. Understanding Podcast Metrics
        5. Measuring Your Results from Pinterest
        6. Comparing Hard and Soft Costs versus Income
      3. Chapter 3: Analyzing Twitter Metrics
        1. Tracking Website Referrals with Google Analytics
        2. Tracking Shortened Links
        3. Using Twitter Analytics
        4. Using TweetDeck
        5. Using Third-Party Twitter Analytics Applications
        6. Tracking Account Activity with the Notifications Tab
        7. Using the Hashtag as a Measurement Mechanism
        8. Calculating the Twitter Follower-to-Following (TFF) Ratio
      4. Chapter 4: Analyzing Facebook Metrics
        1. Monitoring Facebook Interaction with Insights
        2. Using Page Insights
        3. Exploring the Insights Overview and Detail Pages
      5. Chapter 5: Measuring Other Social Media Networks
        1. Plugging into Social Media
        2. Analyzing Google+ Success
        3. Measuring LinkedIn Success
        4. Monitoring Social Mobile Impact
      6. Chapter 6: Comparing Metrics from Different Marketing Techniques
        1. Establishing Key Performance Indicators
        2. Comparing Metrics across Social Media
        3. Integrating Social Media with Web Metrics
        4. Using Advertising Metrics to Compare Social Media with Other Types of Marketing
        5. Juxtaposing Social Media Metrics with Other Online Marketing
        6. Contrasting Word-of-Web with Word-of-Mouth
      7. Chapter 7: Making Decisions by the Numbers
        1. Using Metrics to Make Decisions
        2. Knowing When to Hold and When to Fold
        3. Diagnosing Problems with Social Media Campaigns
        4. Fixing Problems
        5. Adjusting to Reality
    16. Index