Social Media Marketing All-in-One For Dummies, 4th Edition

Introduction

You sat back, sighing with relief that your website was running faultlessly, optimized for search engines, and producing traffic, leads, and sales. Maybe you ventured into email marketing or pay-per-click advertising to generate new customers. Then you thought with satisfaction, “I’ll just let the money roll in.”

Instead, you were inundated with stories about Facebook pages, Twitter and tweets, blogs and podcasts, Pinterest, Instagram, and all other manner of social media buzz. By now you’ve probably tried more than one of these social media platforms. Perhaps you haven’t seen much in the way of results, or you’re ready to explore ways to expand your reach, increase customer loyalty, and grow your sales with social media.

Much as you might wish it were otherwise, you must now stay up to date with rapidly changing options in the social media universe. As a marketer, you have no choice when more than 75 percent of Internet users visit blogs and social media and when your position in search engine results may depend on the recency and frequency of social media updates. Social media marketing is an essential component of online marketing.

The statistics are astounding: Facebook has more than 1.18 billion daily active users as of the third quarter of 2016; more than 2.7 million blog posts are published every day; more than 300 million tweets were sent per day on average in 2016; and nearly 5 billion hours of video are viewed each month on YouTube. New company names and ...