Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Purchase Benefits
What is included with this book?
Foreword | p. xvii |
Acknowledgments | p. xxi |
Introduction: A Window into the World of Social Media Marketing | p. xxiii |
How to Learn the Lingo | p. xxiv |
Who Is This Book For? | p. xxv |
This Book Isn't for You If | p. xxv |
Getting Around: What You'll Learn | p. xxvi |
What Is Social Media? | p. 1 |
The Rise of the Social Network | p. 3 |
Five Fundamentals of Social Media | p. 4 |
It's About Democracy: A Communication Revolution | p. 4 |
It's About Community: We Are Family | p. 7 |
It's About Collaboration: Two Heads (or Millions) Really Are Better Than One | p. 7 |
It's About Scope: The Infinite Internet | p. 10 |
It's About Authenticity: A Cult of Honesty | p. 10 |
Social Media Channels: What Are They and How Can You Use Them? | p. 11 |
What Is Social Media Marketing? | p. 13 |
Why Should You Embrace Social Media Marketing? | p. 14 |
How Does Social Media Fit with Your Marketing Goals? | p. 15 |
Now for Some Sober Second Thoughts | p. 16 |
Hitting the Trail: What You'll Need to Get Started | p. 18 |
Time, Time, and More Time | p. 18 |
Boss Buy-In | p. 18 |
The Buddy System | p. 19 |
The Best Books and Blogs | p. 19 |
Surfing the Wave of Change | p. 19 |
Get Social Media Ready | p. 21 |
RSS 101 | p. 22 |
RSS Feeds and Readers | p. 24 |
Mainlining Data | p. 26 |
Entering the Blogosphere: The Basics of Launching a Corporate Blog | p. 28 |
How Do You Start? | p. 29 |
Should You Build Your Own Blogging Software? | p. 30 |
Who Should Blog? | p. 30 |
Why Should You Write a Blog? | p. 31 |
What Should You Write About? | p. 33 |
How Often Should You Blog? | p. 33 |
How Will You Manage All the Feedback? | p. 34 |
Where Should the Blog Live? | p. 34 |
A Few Blogging Don'ts | p. 35 |
Prepping Your Website for Social Media Outreach | p. 37 |
Link Me Up | p. 38 |
The Social Media Resource Page | p. 39 |
The Social Media News Release | p. 43 |
Flagging a Ride: Finding the Right Bloggers and Communities | p. 47 |
Three Buckets of Blogs | p. 48 |
Size Matters, and Yes, It Is a Popularity Contest | p. 49 |
Learn to Read the Road Signs | p. 50 |
Finding Blogs with Google | p. 51 |
Metrics: Making a List, Checking It Twice | p. 52 |
Google PageRank and Trends | p. 53 |
Technorati, BlogPulse, IceRocket the List Goes On | p. 55 |
Alexa, Compete, and Quantcast | p. 56 |
Count RSS Subscribers | p. 57 |
Be a Bit Skeptical | p. 58 |
Don't Overlook Anecdotal Evidence | p. 58 |
Blogrolls: Who Is Your BFF? | p. 58 |
A Little Help from Your Friends | p. 59 |
Trust Your Instincts | p. 60 |
Netiquette: Miss Manners for the Web | p. 63 |
Listen First | p. 64 |
Take Baby Steps | p. 65 |
Make Friends | p. 67 |
Lay Your Cards on the Table | p. 67 |
Bloggers Aren't Journalists | p. 69 |
Your Reputation Precedes You | p. 70 |
Don't Be a Social Media Spammer | p. 71 |
Don't Fib | p. 72 |
Who Are These New Influences, Anyway? | p. 74 |
Margaret Mason, Shopping Diva at Mighty Goods | p. 74 |
Muhammad Saleem on Getting Dugg | p. 75 |
For Marshall kirkpatrick, It's Just the Facts, Ma'am | p. 76 |
Etiquette Cheat Sheet | p. 77 |
Stick Out Your Thumb: Devising Your Pitch | p. 79 |
Drums or Smoke Signals: Which Channel to Choose? | p. 82 |
Pitch Tactics We've Tried | p. 85 |
An ôIlluminatingö Email Pitch | p. 85 |
Other Ways to Woo | p. 86 |
Other Blogger Outreach Campaigns We Like | p. 91 |
It's Not Always About the Pitch: Finding Other Creative Ways to Get Noticed | p. 93 |
What Not to Do | p. 94 |
Don't Bribe the Border Guard | p. 96 |
Rules for Following Up | p. 97 |
Measuring Success: How to Monitor the Web | p. 99 |
What Does Success Look Like? | p. 100 |
Be Realistic, Be Humble | p. 105 |
Tricks of the Trade: Tools for Measuring Success | p. 105 |
Web Analytics: Your Foreign Language Phrase Book | p. 105 |
Google Alerts: An Oldie but a Goodie | p. 106 |
Web Monitoring 2.0 | p. 106 |
The One-Stop Web Monitoring Shop | p. 109 |
Talking Back: How to Respond to Posts | p. 1ll |
If You Don't Measure, You Can't Manage | p. 113 |
Is Social Media Marketing Risky Business? | p. 115 |
Your Campaign Doesn't Get off the Ground | p. 116 |
Secrets to Building Long-Term Relationships | p. 117 |
You're Just an Average Joe | p. 118 |
Blogger Backlash | p. 118 |
The Crowd Talks Back | p. 120 |
You Get Rejected | p. 121 |
Your Initiative Dies on the Vine | p. 122 |
Ignoring Other Marketing Channels | p. 124 |
Too Much Success, Too Soon | p. 125 |
Not Being Proactivej | p. 126 |
You Will Be Measured | p. 128 |
Someone Gets Cold Feet | p. 128 |
Proceed with Caution, Not Cowardice | p. 129 |
Damage Control in the Digital Age | p. 131 |
A Crisis Management Primer | p. 132 |
Can Social Media Make Your Crisis Worse? | p. 133 |
The Internet Insta-Crisis | p. 133 |
The Predictable Pile-On | p. 134 |
The Internet Never Forgets, Remember? | p. 135 |
Do You Really Have a Crisis on Your Hands? | p. 136 |
What Is Social Media's Role in Crisis Communications? | p. 139 |
Rules for Making Social Media Work for You in a Crisis | p. 140 |
Don't Hide | p. 140 |
Use Your Blog as a Crisis Management Tool | p. 142 |
Monitor the Web Closely | p. 142 |
Clean Up Your Mess with the Right Channels | p. 144 |
Consider ôSearchö in Your Crisis Strategy | p. 145 |
Outfit Your Website for a Crisis | p. 146 |
Social Media Pitfalls and How to Avoid Them | p. 148 |
Get Yourself a Lightweight Blogging Policy | p. 148 |
What Does a Blogging Policy Look Like? | p. 149 |
Test-Run Your Campaign | p. 151 |
Own Your Social Media Campaign Assets | p. 152 |
Does MySpace Still Matter? | p. 155 |
MySpace 101 | p. 156 |
Demographics: Who Goes There? | p. 158 |
How Does MySpace Work? | p. 159 |
From Social Platform to Social Phenomenon | p. 160 |
Marketing with MySpace | p. 161 |
MySpace Marketing Success Stories | p. 162 |
Roller Warehouse | p. 162 |
Weird Al Yankovic: ôWhite and Nerdyö on MySpace | p. 164 |
Obama Takes the White House with the Help of Social Networks | p. 164 |
Catering to the MySpace Crowd | p. 165 |
Banging the Drums with MySpace | p. 166 |
Tatango and MySpace's Network Effect | p. 168 |
Tips and Tricks for MySpace Marketers | p. 169 |
What's Next for MySpace? | p. 170 |
Understanding Facebook | p. 171 |
Profiles and the Network Effect | p. 173 |
Anatomy of a Facebook Profile | p. 174 |
The Basics | p. 177 |
Events | p. 178 |
Groups and pages: Which to use? | p. 178 |
Market Passively | p. 182 |
Case Study: Chicken, Biscuits, and Facebook | p. 182 |
An Appetite for Fun | p. 183 |
Don't Be Apprehensive | p. 184 |
Working with Facebook App Developers | p. 186 |
Advertising on Facebook | p. 187 |
Case Study: Sharpening Perception with Mystery and Social Networks | p. 188 |
Case Study: Self-Propelled Video on Facebook | p. 191 |
The Future of Facebook and the Facebook of the Future | p. 193 |
Video Marketing with YouTube and Other Video Sharing Sites | p. 195 |
Why Make YouTube a Marketing Channel? | p. 197 |
Setting Your Expectations and Measuring Results | p. 198 |
What Makes a Popular YouTube Video? | p. 200 |
Funny Beats Pretty | p. 205 |
The Wisdom of Stealth Videos | p. 206 |
Your Latest Picture | p. 208 |
Marketing with YouTube Videos: | p. 209 |
Set the Stage | p. 210 |
Pick the Right Title | p. 211 |
Describe and Lead with a Link | p. 211 |
Categorize and Tag Responsibly | p. 212 |
Play Nice with Others | p. 212 |
Join Groups | p. 212 |
Curate with Playlists | p. 213 |
Include Videos in Pitches | p. 214 |
Feature Videos in Other Communication Channels | p. 214 |
Annotate Your Videos | p. 214 |
Case Study: Elastic Path Makes E-commerce Platforms Fun-No, Really | p. 215 |
YouTube Killed the Video Star | p. 217 |
The Twitter Revolution | p. 219 |
From Broadcast to Conversation | p. 220 |
Getting Started with Twitter | p. 222 |
Know Your DMs from Your Hash Tags | p. 224 |
Tweeting Beyond the Browser | p. 226 |
Tweeting for Fun and Profit | p. 227 |
Case Study: Insta-Fundraising with Twitter | p. 231 |
Ten Ways to Be a Jerk on Twitter | p. 233 |
Beyond the Twitterdome | p. 237 |
The Power of Crowds: Understanding and Participating in Online Communities | p. 239 |
Social News and the Wisdom of Crowds | p. 240 |
Why Marketers Should Care About Social News | p. 241 |
Using Social News to Build Buzz | p. 242 |
Social Bookmarking and Crowdsourced Curation | p. 245 |
A Social Bookmarking Primer | p. 245 |
How Marketers Can Benefit from Social Bookmarking | p. 249 |
Should You Build Your Own Social Network? | p. 251 |
What About Wikipedia? | p. 254 |
Photo Sharing with Flickr | p. 257 |
Stand Out in Your Crowd | p. 259 |
Afterword | p. 261 |
Recommended Reading | p. 263 |
Books | p. 263 |
Blogs and Websites | p. 264 |
Index | p. 265 |
Table of Contents provided by Ingram. All Rights Reserved. |
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