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Think Before You Engage: 100 Questions to Ask Before Starting a Social Media Marketing Campaign

Book Description

Be sure you've addressed the most important questions before using social media to market your company or brand!

From small business owners to job seekers, social media marketing campaigns are being started every day. However, without the proper prep work, campaigns fail, brands or organizations are impacted, customers are not engaged, and money and efforts are wasted. This invaluable guide answers all the most important questions to consider before starting a marketing campaign using social media so you can avoid common pitfalls.

Social media guru and author David Peck presents you with a working knowledge of the different social media tools that are needed to effectively embark on a social media marketing campaign.

  • Guides you through defining goals, setting up a web site, using pertinent social networks, linking sites together, building a community, and monitoring progress

  • Features numerous real-world stories that offer unique insight on what to do and what not to do

  • Shares simple tips for developing a web site with no code required

  • Sifts through the enormous amount of social media available and helps you select which is most appropriate for your needs

  • Addresses how to locate and engage people and then keep them coming back

Answering a plethora of common questions, this book shows you how to engage your customers with social media in a way that will keep them coming back for more.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. Dedication
  5. About the Author
  6. About the Technical Editor
  7. Credits
  8. Acknowledgements
  9. Contents at a Glance
  10. Contents
  11. Foreword
  12. Introduction
    1. Social Media Is Cost-Effective
    2. Social Media Saves Time
    3. Social Media Gets Quick Results and Instant Engagement
    4. Personal Branding and Website Traffic
  13. Chapter 1: Planning a Brand
    1. 1. Why Do I Need to Establish a Brand?
    2. 2. Brand or Online Presence—What's the Difference?
    3. 3. What Are Some Successful Brands?
    4. 4. How Do I Develop My Brand Strategy?
    5. 5. What Is My Brand's Objective?
    6. 6. Who Is My Target Audience?
    7. 7. Am I Reflecting My Brand?
  14. Chapter 2: Building an Online Identity
    1. 8. What Is a Username?
    2. 9. What Is an Avatar?
    3. 10. How Do I Brand My Online Identity?
    4. 11. Why Does An Email Address Matter?
  15. Chapter 3: Choosing the Right Social Networks
    1. 12. What Social Networks Best Fit My Goals?
    2. 13. How Do I Choose Which Sites to Use?
    3. 14. Why Do I Need to Be Selective?
  16. Chapter 4: Creating a Website
    1. 15. How Do I Set Up a Website?
    2. 16. What Should I Use as My Website Address?
    3. 17. How Do I Design My Website?
    4. 18. Is a Logo Important?
    5. 19. What Pages Are Essential for My Website?
    6. 20. Would Collecting Email Addresses Be Worthwhile?
    7. 21. Should I Have Ads on My Website?
    8. 22. What Can I Install on My Website to Encourage Conversations?
  17. Chapter 5: Making a Website Social
    1. 23. How Do I Add a Blog to My Website?
    2. 24. What Do I Write About?
    3. 25. What Tone Should I Use?
    4. 26. What Is Google Reader?
    5. 27. What Do Bloggers Have the Most Trouble With?
    6. 28. Should I Use Lists?
    7. 29. How Often Should I Write?
    8. 30. Are Webinars Valuable?
    9. 31. What Is FriendFeed?
    10. 32. What Is a CAPTCHA?
    11. 33. How Can Ping.fm Make My Life Easier?
    12. 34. Should I “Guest Blog?”
    13. 35. What Is a Blogroll?
    14. 36. What Are the Benefits of Sharing Other People's Articles?
    15. 37. Are There Any Tips or Tricks to Interacting on Other Websites?
    16. 38. What Should I Do if I Don't Want a Blog?
  18. Chapter 6: Twitter
    1. 39. Why Are People Flocking to Twitter?
    2. 40. What Is the Difference Between Following and Followers?
    3. 41. How Do I Increase My Twitter Following?
    4. 42. What Should I Tweet About?
    5. 43. Why Is Twitter Search So Powerful?
    6. 44. What Are Twitter Trends?
  19. Chapter 7: Facebook
    1. 45. Why Do So Many People Use Facebook?
    2. 46. What Are the Different Types of Facebook Pages?
    3. 47. How Do I Best Use My Facebook Page?
    4. 48. What Should My Facebook Page Be About?
    5. 49. How Do I Get People to Like My Facebook Page?
    6. 50. How Do I Use Facebook Analytics?
    7. 51. What Is Facebook Connect?
    8. 52. How Do Facebook “Likes” Help Me?
    9. 53. How Do I Create Events in Facebook?
    10. 54. What Does Tagging Do?
    11. 55. What Are Facebook Lists?
    12. 56. How Do I Reach Out to Other Brands on Facebook?
    13. 57. Should I Link My Facebook and Twitter Accounts?
  20. Chapter 8: LinkedIn
    1. 58. What Is LinkedIn?
    2. 59. How Do I Use LinkedIn?
    3. 60. How Do I Get Recommendations?
    4. 61. What Is LinkedIn Answers?
    5. 62. What Are Contacts and Can I Have Too Many?
    6. 63. What Are LinkedIn Groups?
  21. Chapter 9: Other Key Social Media Websites
    1. 64. What Sites Can Help Me Find Relevant News?
    2. 65. What Is Social Bookmarking?
    3. 66. What Are the Best Sites for Video Sharing?
    4. 67. How Can I Share Pictures?
  22. Chapter 10: Getting Found Online
    1. 68. What Is SEO?
    2. 69. What Keywords Do I Use?
    3. 70. Should I Look at My Web Code?
    4. 71. Does Link Building Help My Website?
    5. 72. How Can I Use Social Media to Help My SEO?
  23. Chapter 11: Monitoring an Online Brand
    1. 73. How Do I Track What Is Said About My Brand?
    2. 74. What Brand-Monitoring Tools Can I Use?
    3. 75. How Can Social Media Websites Make This Easier?
  24. Chapter 12: The Real World
    1. 76. Do I Still Need a Business Card?
    2. 77. Why Does What I Do in the Real World Matter?
    3. 78. How Do I Find (and Get) Speaking Engagements?
    4. 79. What Is a Tweet-Up?
    5. 80. How Do I Use Event-Planning Websites?
    6. 81. What Are Tips for Hosting a Successful Event?
  25. Chapter 13: Dealing with Difficult Situations
    1. 82. How Do I Handle Inappropriate Comments?
    2. 83. What if I'm Stalked?
    3. 84. How Do I Prevent Spam?
    4. 85. Can I Stop People from Hacking?
    5. 86. What Can I Do if Someone Is Upset by Other Comments?
    6. 87. How Do I Get Support from Social Media Websites?
  26. Chapter 14: Creating a Social Media Strategy
    1. 88. What Does a Social Media Strategy Look Like?
    2. 89. What Sections Do I Include?
    3. 90. What Are Key Influencers?
    4. 91. How Do I Figure Out Who My Key Influencers Are?
    5. 92. How Should I Describe the Platforms I Choose?
    6. 93. What Metrics Should I Use to Gauge My Return on Investment?
    7. 94. What Do I Include as My Next Steps?
    8. 95. How Often Should I Update My Strategy?
    9. 96. With Whom Should I Share My Strategy?
  27. Chapter 15: Evolving a Brand
    1. 97. How Can I Build Influence?
    2. 98. How Can I Keep My Social Media Efforts Interesting?
    3. 99. How Do I Keep from Being Overwhelmed?
    4. 100. Where Do I Go from Here?
  28. Index