The Clash of the internet Giants | p. 7 |
The Rise of Facebook | p. 8 |
Google's Problem | p. 12 |
Google's Artillery | p. 16 |
The Coming Showdown | p. 17 |
The New Influences in Search and Social Media | p. 21 |
The Evolution of a Social Algorithm | p. 22 |
The Rise of Tastemakers on Facebook | p. 23 |
How to Become a Facebook Tastemaker | p. 26 |
Build an Organic Fan Base | p. 27 |
Entertain People to Increase Exposure to Your Status Updates | p. 30 |
Facebook Ads | p. 33 |
Google's Pursuit of Tastemakers | p. 38 |
Escalation of Tensions Around Tastemaker Data | p. 41 |
Social and Contextual Discovery | p. 43 |
Social Discovery | p. 44 |
How Facebook Will Incorporate New Types of Social Advertising | p. 46 |
Richer Tagging | p. 47 |
New, Purchase-Related "Stories" in the News Feed | p. 49 |
Better Information on Friends and their Activities | p. 50 |
More Personalized Deals | p. 50 |
Birthday Gift Suggestions | p. 50 |
Contextual Discovery | p. 51 |
Capitalizing on Contextual Discovery | p. 54 |
Real-Time Search and the Culture of Status Updates | p. 57 |
Real-Time Search's Homes | p. 59 |
Profiting from Real-Time Search: The Search and Sell Method | p. 62 |
Devise Clever Search Phrases that Return Status Updates From Potential Customers | p. 63 |
Identify the Usernames of Your Target Customers | p. 64 |
Take Your Time Contacting Leads | p. 65 |
Real-Time Search as an Advertising Aid | p. 68 |
Preparing for Real-Time 2.0 | p. 69 |
Benefiting from Real-Time 2.0 | p. 70 |
Winning the Real-Time Search Game | p. 73 |
Where Social Meets Local | p. 75 |
How to Rank Highly in Google's Local Searches | p. 77 |
Directory Listings | p. 79 |
Links | p. 80 |
Proximity to the Searcher | p. 80 |
Business Name | p. 81 |
Proper Categorization and Tagging | p. 82 |
Reviews | p. 83 |
Social Interaction | p. 83 |
Check-Ins and Location Sharing | p. 84 |
Contextual Discovery and the Local Landscape | p. 88 |
Social Data and the Local Meeting | p. 90 |
Converting Social Media into Profits | p. 93 |
Making Yourself Valuable | p. 94 |
The Principles of Selling Through Social Media | p. 97 |
Principle #1: Cater to Short Attention Spans | p. 98 |
Principle #2: Know Your Medium | p. 99 |
Principle #3: Target People's Core Interests | p. 101 |
Principle #4: Ask for the Sale | p. 107 |
Principle #5: Invest Widely in Small Quantities, Then Invest Deeply in Whatever Is Working | p. 109 |
Monetizing in Each Medium | p. 110 |
The Possibilities of Social Data | p. 117 |
The Pandora of People | p. 119 |
Social Data As a Life Saver | p. 122 |
The Inner Workings of "People Similar to You" | p. 124 |
Corporate and Government Uses of Social Data | p. 126 |
Facebook and the Future of Social Data | p. 129 |
Dominating Facebook Ads | p. 131 |
Facebook Versus Google: The Battle for Your Purchasing Power | p. 132 |
How to Think About Facebook Ads | p. 135 |
The 10 Commandments of Amazing Facebook Ads | p. 140 |
Thy Picture Must Be Relevant | p. 140 |
Thy Call to Action Must Be Clear | p. 140 |
Honor Thy Fans' Complementary Interests | p. 140 |
Thou Shalt Not Bore Thy Ad Viewers | p. 141 |
Emotionalize Thy Language | p. 141 |
Thou Shalt Be Positive | p. 143 |
Simplify Thy Language | p. 143 |
Thou Shalt Not Covet Sexy Pictures | p. 143 |
Thou Shalt Test Thy Ads in Different Demographics | p. 143 |
Reward Thy Fans | p. 144 |
Good Ads and Bad Ads | p. 144 |
Good Ads | p. 144 |
Bad Ads | p. 147 |
Converting Facebook Likes into Purchases | p. 150 |
Using Status Updates to Engage Fans and Convert Customers | p. 154 |
Outsmarting Everything Else | p. 157 |
Attracting Attention on YouTube | p. 158 |
Using LinkedIn for Business Development | p. 162 |
Speaking to Success | p. 164 |
Build Your Bio | p. 164 |
Speak Anywhere You Can | p. 166 |
Get Friendly with Conference Organizers | p. 167 |
Apply to Many Conferences | p. 167 |
Get Creative with Your Presentations | p. 167 |
Managing Your Online Reputation | p. 169 |
A Final Word | p. 170 |
Index | p. 171 |
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