The New Media Driver's License

by Cole, Richard T.; Mehraban, Derek; Lorenc, Michal

• ISBN13: 9781933199351
• ISBN10: 1933199350
• Format: Paperback
• Copyright: 2012-01-15
• Publisher: Racom Communications

Summary

If you are looking to understand social media marketing, search engine optimisation, blogging, digital public relations, Google, and more, then this book is for you. Whatever your job title, these skills will help you go far in this new world of digital media. After reading this new media resource, you will be better equipped to build your personal brand through new media and position yourself for success; use digital marketing to help sell products or find new volunteers; start a new blog or develop content for blogs that already exist but are dead in the water; write digital public relations (PR) news releases; be a master of social media sites like Facebook, LinkedIn, Twitter and YouTube; build communities of interest with customers or other audiences; practice search engine optimisation and search engine marketing; understand how Google and Yahoo search rankings have an impact on your business's bottom line, and prove it with Google Analytics.

Author Biography

Professor Richard Cole and my marketing colleague Derek Mehraban [have created] a tool (an extremely powerful one) to connect, or, as they put it, to jumpstart his journey into the exciting world of new and social media.

Table of Contents

Foreword	p. xiii
Introduction	p. xvii
How to Use this Book	p. xix
Social Media	p. 1
What Makes Social Media Social?	p. 3
Social Media: The Phenomena	p. 5
Strategies and Campaigns in Social Media	p. 9
Social Media: The Emerging Tool for Business	p. 18
New Tactics, Tools and Tricks of the Trade	p. 25
Social Media for Personal Brand Building	p. 32
Monitoring, Evaluation and Security in Social Media	p. 37
Extra Point-Tracking the Trends	p. 46
Part I-Perfect Practice Makes Perfect	p. 51
Blogging	p. 53
The Ins and Outs of Blogging	p. 55
Becoming a Better Blog Writer	p. 58
Making Your Blog	p. 62
Blogging for Business	p. 67
The Best of the Best Blogs	p. 72
Part II-Perfect Practice Makes Perfect	p. 76
Social Networking	p. 79
Everyone's Friend: Facebook	p. 81
About Facebook: The Big Kid on the Block	p. 82
How Business Exploits Facebook's Potential	p. 86
Some Important Information About Facebook Users	p. 91
New Facebook Tools	p. 93
Facebook and Personal Finances	p. 95
Enhancing Your Facebook Page	p. 97
Extra Point-Facebook in the Future	p. 101
LinkedIn to Business Connections	p. 103
Using Linkedln for Business	p. 105
Linkedln for Personal Growth	p. 107
Becoming a Master of Your Twitterverse	p. 110
Twitter Twends	p. 110
That Tweet Smell of Successful Strategies	p. 112
Business Twips, Tactics, Tools and Tricks of the Trade	p. 114
Tweeting Your Personal Brand	p. 120
Monitoring, Evaluation and Security	p. 122
Extra Point-Tweeting for World Peace	p. 124
Location, Location and Foursquare	p. 125
Understanding Foursquare	p. 126
Tips, Tactics and Foursquare Tricks of the Trade	p. 127
Extra Point-Evalution and Security	p. 129
Part III-Perfect Practice Makes Perfect	p. 129
Google	p. 131
Google: Searching Out the Changes in Our World	p. 133
Understanding Google	p. 134
Google Uses	p. 136
Google Tools and Apps	p. 139
Google for Business	p. 146
Extra Point-Google+	p. 148
Part IV-Perfect Practice Makes Perfect	p. 153
Online Public Relations	p. 155
Online PR: The Dialog We've Wanted All Along	p. 157
PR's Role in Social Media and Vice Versa	p. 161
Going Social with Traditional Reporters and Editors	p. 165
Pay Attention to the Blogger	p. 167
The Importance of Location, Location, CONTENT	p. 170
Social Media PR Tools, Tips, Tactics and Tricks	p. 172
Extra Point-Keeping up to Speed	p. 181
Part V-Perfect Practice Makes Perfect	p. 183
Internet Marketing	p. 185
Internet Marketing through Customer Conversations	p. 187
Trends and Concepts in Internet Marketing	p. 189
Including Internet Marketing in a Business Strategy	p. 191
Tips, Tactics, Tools and Tricks of the Trade	p. 193
Extra Point-New Four P's of Marketing	p. 195
Buying Your Position with Search Engine Marketing (SEM) and Pay-Per-Click (PPC)	p. 196
Understanding the Basics	p. 198
Creating Your "Find-ability" Strategy	p. 203
Starting and Running a Google Ad Campaign	p. 207
SEM and PPC Mistakes and Miscalculations	p. 209
Extra Point-Staying Ahead of the Game	p. 209
Earning Your Position with Search Engine Optimization	p. 213
Understanding the Basics	p. 214
Creating Your SEO Find-ability Strategy	p. 215
Starting and Running a SEO Campaign	p. 217
Evaluating Your SEO Campaign and Avoiding Mistakes	p. 218
Extra Point-Staying Ahead of the Game	p. 218
Social Bookmarking: What's That and Who Cares?	p. 220
Understanding the Basics	p. 221
Tips, Tools, Tactics and Tricks of the Trade	p. 222
Extra Point-Social Bookmarking for Business	p. 226
Part VI-Perfect Practice Makes Perfect	p. 226
Accessorizing Social Media: Design and Action	p. 229
Basics of Good Web Design	p. 231
Tips, Techniques, Tactics and Tools of the Trade	p. 231
Resources for Design Professionals	p. 235
Extra Point-Staying Ahead of the Game	p. 236
A Special Perfect Practice Makes Perfect for Web Design	p. 239
You-Tubing in the Streams of Consciousness	p. 241
Understanding the Basics	p. 241
Tips, Tools, Tactics and Tricks of the Trade	p. 243
Online Video Marketing and Advertising	p. 245
Extra Point-Staying Ahead of the Game	p. 247
Post Script	p. 250
About the Authors	p. 255
Index	p. 257
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