Working the Crowd, 2nd Edition

Table of contents

1. Front Cover
2. Half Title
3. BCS
4. Title Page
5. Dedication
6. Contents
7. List of figures
8. Author
9. Acknowledgements
10. Glossary
11. 1. WHY DO WE WANT A SOCIAL MEDIA STRATEGY?
    1. Socially connected
    2. Online and face to face networking
12. 2. THE NEW WAY OF COMMUNICATING
    1. Is this the new fad for the 21st century?
    2. Why do you need social connections?
    3. The new way of marketing to your customers
13. 3. YOUR SOCIAL MEDIA SUCCESS PLAN
    1. Spotting the social media snake oil salesman
    2. Measurements and metrics
    3. What is right for your organisation?
    4. Social media is not the new way of communicating
    5. The growth of the Web 2.0 world
    6. Socialising and interacting
    7. Your strong and weak ties
14. 4. THE TOOLS OF THE NEW WEB
    1. The tools of Web 2.0
    2. The power of collective human knowledge
    3. Tools, tools, tools
    4. Virtual worlds and gaming
15. 5. NETWORKS
    1. A site for every purpose
    2. Classifieds
    3. The instant news channel
    4. Social networks and the younger generation
    5. The new way of marketing
16. 6. THE ONLINE BRAND
    1. Managing your brand
    2. Starting to create your personal brand
    3. The potential for reputation damage
17. 7. BRAND IMPACT AND BRAND SUCCESS
    1. The impact of social media inside your business
    2. Using Twitter to grow your business – Dell style
    3. Corporate guidelines and policies
    4. Managing rebrands and brand migration
18. 8. CONNECTIONS AND REPUTATION
    1. Making sense of social networking
    2. Community connections and recommendations
    3. Consolidating your approach
    4. Your existing brand
19. 9. DISCOVERY
    1. Creating and publicising your brand
    2. Using social media for recruitment
    3. Discovering the influencers in your audience
    4. Starting your social media plan
20. 10. SCALING NETWORKS
    1. Scaling networks
    2. Our behaviour is influenced by our age
    3. Other ways of broadcasting your message
    4. Inside the firewall
    5. Customer service
21. 11. RELATIONSHIPS AND ENGAGEMENT
    1. Twitter for your business
    2. Relationships and engagement
    3. Cultivating your advocates
    4. Social marketing
    5. Dealing with the flood of information
22. 12. AMPLIFYING YOUR MESSAGE
    1. Communities and Influencers
    2. Viral awareness
    3. Online gaming for social causes
    4. Recording and tracking
23. 13. WHERE IS IT ALL GOING?
    1. The new way of using the platform
    2. The mobile opportunity
24. Notes
25. Back Cover