book

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

by Jan Zimmerman, Deborah Ng

April 2015

Beginner

840 pages

20h 52m

English

For Dummies

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About This BookWhat You Don't Have to ReadFoolish AssumptionsHow This Book Is OrganizedIcons Used in This BookWhere to Go from Here
Making Your Social DebutDefining Social Media MarketingUnderstanding the Benefits of Social MediaUnderstanding the Cons of Social MediaIntegrating Social Media into Your Overall Marketing EffortDeveloping a Strategic Social Media Marketing Plan
Preparing to Calculate Return on InvestmentAccounting for Customers Acquired OnlineEstablishing Key Performance Indicators for SalesTracking LeadsUnderstanding Other Common Business MetricsDetermining Return on Investment
Locating Your Target Market OnlineSegmenting Your B2C MarketResearching B2B MarketsConducting Other Types of Market Research OnlineSetting Up Your Social Media Marketing Plan

Managing Your Social Media ScheduleBuilding Your Social Media Marketing Dream TeamCreating a Social Media Marketing PolicyStaying on the Right Side of the LawProtecting Your Brand Reputation
Keeping Track of the Social Media SceneSaving Time with Content-Distribution ToolsNotifying Search Engines about UpdatesSnipping Ugly URLsUsing E-Commerce Tools for Social SitesKeeping Your Ear to the Social GroundMeasuring the Buzz by Type of Service
Making the Statistical Case for SEOThinking Tactically and PracticallyFocusing on the Top Search EnginesKnowing the Importance of Search PhrasesMaximizing Metatag MuscleOptimizing Your Site and Content for Search EnginesBuilding Effective Inbound LinksOptimizing Social Media for Search EnginesGaining Visibility in Real-Time SearchGaining Traction on Google with Social MediaMonitoring Your Search Engine Ranking
Bookmarking Your Way to TrafficSharing the NewsBenefiting from Social Bookmarks and News ServicesResearching a Social Bookmark and Social News CampaignSubmitting to Bookmarking ServicesSubmitting to Social News ServicesUsing Application-Specific BookmarksTiming Your SubmissionsEncouraging Others to Bookmark or Rate Your SiteUsing Social Media Buttons
Introducing Content MarketingDetermining the Best Content Platform for Your NeedsSelling Your Brand through Content MarketingMaking Your Content Stand Out
Building a BlogUsing Podcasts and Video on Your Blog or WebsiteSharing ImagesUsing Social Media Platforms for Online Content
Determining Content GoalsPutting a Strategy on Paper
Creating an Editorial Calendar to Keep Content FlowingFinding the Right Mix between Evergreen and Timely ContentExecuting Your Content StrategySharing Your Content with the PublicMeasuring the Success of Your Content Strategy
Deciding Whether Twitter Is Right for YouCommunicating in 140 CharactersPromoting without Seeming Like You're PromotingResearching Other Brands on TwitterKnowing Quality Is More Important Than Quantity
Finding the Right People to FollowFinding Out Who Is Talking about You on TwitterResponding to TweetsSearching on TwitterTweeting Like a ProSharing on TwitterFollowing the Twitter Rules of EtiquetteHosting a Tweet-Up
Customizing Your Twitter Profile PagePinning TweetsUsing a Twitter Application
Using Twitter to Drive Traffic to Your ContentSharing Content with ButtonsLinking Twitter to Your Facebook Page
Benefitting from Twitter ChatsComing Up with a Hashtag for Your ChatKeeping Track of Who Says WhatFinding Guests for Your Twitter ChatPromoting Your Twitter ChatHosting Your Twitter Chat
Understanding the Appeal of Brands on FacebookBranding with Facebook PagesExamining the Components of a Facebook PageMaking the Most of Your Facebook PageUnderstanding Your Facebook Administrative FunctionsFilling Out What You're AboutUsing a Custom URL for Your PageInviting People to Join Your CommunityLiking Other BrandsCreating Facebook Events
Creating a Facebook Content StrategySharing Your Brand's StoryCreating Content That SingsSharing and Being SharedBringing Your Community into the MixUsing Closed or Secret Groups
Getting the Scoop on Your Fans through InsightsPutting Your Insights Data to Good Use
Reaching More Fans with AdsMeasuring Your Ad's ROI
Promoting Your Brand on InstagramCreating and Using Your Instagram AccountDetermining What Is Photo-Worthy for Your BrandUsing Hashtags in Your Instagram PostsFinding Friends and Fans on Instagram
Exploring the Benefits of Using LinkedInCreating an Online Resume'sUnderstanding Endorsements and TestimonialsUsing LinkedIn Messages
Exploring the Benefits of a Company PageCreating a LinkedIn Company PageSelling and Promoting with LinkedIn Showcase Pages
Exploring the Benefits of LinkedIn GroupsGrowing a Community with a LinkedIn GroupGrowing Your GroupModerating Your LinkedIn Group
Blogging on LinkedInPromoting Your LinkedIn Posts on Other Social Channels
What Is Pinterest?Getting StartedJoining PinterestGetting on BoardPinning on PinterestFollowing on Pinterest
Sharing on PinterestDriving Traffic with PinterestBuilding Your Pinterest Community
Showing Off Your WaresSelling without Looking like You're SellingSetting Up a Business Page on PinterestCreating Gift GuidesDisclosing Affiliates
Reviewing Your GoalsResearching Minor Social NetworksAssessing the Involvement of Your Target AudienceChoosing Social Sites Strategically
Exploring the Benefits of Google+Interacting via Google+ FeaturesCreating a Google+ Page through Google My BusinessFilling Out Your Google+ PageCustomizing Storefront and Service Area pagesSocializing in CirclesBuilding Community through +s, Shares, and CommentsIntroducing Google HangoutsSetting Up Google+ HangoutsHyping a Google+ Hangout-On-Air EventRunning Your Hangout
Making a Bigger Splash on a Smaller SiteTaking Networking to the Next LevelSelecting Social Networks by Vertical Industry SectorSelecting Social Networks by DemographicsSelecting Social Networks by Activity TypeFinding Yourself in the Real World with GeomarketingFocusing on FoursquareSpacing Out with TwitterFinding Your Business on FacebookMaking Real Connections in Virtual SpaceMaking Deals on Social MediaSetting Terms for Your Coupon CampaignComparing LivingSocial and GrouponDiversifying Your Daily Deals
Deciding Whether to Invest Time in Mid-Sized Social Media ChannelsBuilding Your Own Network with NingSnapping the Future with SnapchatSpotting Your Audience with SpotifyTurning Up New Prospects with TumblrPromoting Video with VimeoVisualizing Marketing Success with Vine
Understanding the Statistics of Mobile Device UsageGoing MobileReaching People on the Move with Social MediaHarvesting Leads and Sales from Social MobileMeasuring Your Mobile Marketing SuccessCounting on TabletsUsing Mobile Social Media for Advertising
Thinking Strategically about Social Media IntegrationIntegrating Social Media with E-NewslettersIntegrating Social Media with Press ReleasesIntegrating Social Media with Your WebsiteIntegrating Social Media with Paid AdvertisingAdvertising on FacebookAdvertising on TwitterAdvertising on LinkedInAdvertising on Pinterest
Planning a Measurement StrategySelecting Analytics PackagesGetting Started with Google AnalyticsIntegrating Google's Social Media Analytics
Measuring the Effectiveness of Content Sharing with Standard AnalyticsEvaluating Blog-Specific MetricsVisualizing Video SuccessUnderstanding Podcast MetricsMeasuring Your Results from PinterestComparing Hard and Soft Costs versus Income
Tracking Website Referrals with Google AnalyticsTracking Shortened LinksUsing Twitter AnalyticsUsing TweetDeckUsing Third-Party Twitter Analytics ApplicationsTracking Account Activity with the Notifications TabUsing the Hashtag as a Measurement MechanismCalculating the Twitter Follower-to-Following (TFF) Ratio
Monitoring Facebook Interaction with InsightsUsing Page InsightsExploring the Insights Overview and Detail Pages
Plugging into Social MediaAnalyzing Google+ SuccessMeasuring LinkedIn SuccessMonitoring Social Mobile Impact
Establishing Key Performance IndicatorsComparing Metrics across Social MediaIntegrating Social Media with Web MetricsUsing Advertising Metrics to Compare Social Media with Other Types of MarketingJuxtaposing Social Media Metrics with Other Online MarketingContrasting Word-of-Web with Word-of-Mouth
Using Metrics to Make DecisionsKnowing When to Hold and When to FoldDiagnosing Problems with Social Media CampaignsFixing ProblemsAdjusting to Reality

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

Chapter 3: Driving Sales with Pinterest

In This Chapter

Setting up shop
Selling without annoying others
Setting up a Pinterest brand page
Being honest about your affiliations

Pinterest offers a unique opportunity for brands to sell their products because not too many social networks allow you to display your products and pricing. Whether your brand is a product or a service, you can use Pinterest boards as catalogs or gift guides so that pinners can browse your wares and, we hope, buy. In this chapter, we talk about selling on Pinterest, ethically and responsibly.

Showing Off Your Wares

You might be surprised to find out you can't set up an actual shop on Pinterest. Though it's the perfect social network for displaying your products, you can't use Pinterest as an online store. Pinterest is, first and foremost, a social network. Although many opportunities for sales exist, you can't actually hang an Open for Business banner in your storefront window.

Then how is Pinterest better at driving sales than Facebook or Twitter? There are several reasons:

Pinterest has a large female base. Many women plan their family's menu, home design, kids crafts, and other visually appealing projects.
Pinterest is a visual site. Products and services are displayed in an aesthetically pleasing manner. Pinners are enticed into buying because of the photos, rather than a sales spiel.
Pinterest offers great product placement opportunities. Because you're drawing in buyers via images rather than a written ...