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Lon Safko is a marketing consultant with more than twenty-five years of experience in speaking, marketing, sales, strategic partnering, and e-commerce. He has founded fourteen successful companies, including Paper Models, Inc., holds three U.S. patents for 3D Internet advertising, has eighteen inventions in the Smithsonian Institution, and privately coaches companies on harnessing social media, marketing, and innovative thinking to create higher productivity and profits.
Table of Contents
INTRODUCTION xiPART I Tactics and Tools
CHAPTER 1 What Is Social Media? 3
CHAPTER 2 Say Hello to Social Networking 25
CHAPTER 3 It’s Not Your Father’s E-Mail 61
CHAPTER 4 The World of Web Pages 85
CHAPTER 5 The Internet Forum 117
CHAPTER 6 The Ubiquitous Blog 141
CHAPTER 7 The Wisdom of the Wiki 167
CHAPTER 8 A Picture Is Worth a Thousand Words (Photo Sharing) 187
CHAPTER 9 Talking about the Podcast (Audio Create) 207
CHAPTER 10 Got Audio? (Audio Sharing) 233
CHAPTER 11 Watch Out for Vlogs (Video Create) 253
CHAPTER 12 Got Video? (Video Sharing) 273
CHAPTER 13 Thumbs Up for Microblogging 289
CHAPTER 14 Live from Anywhere—It’s Livecasting 317
CHAPTER 15 Virtual Worlds—Real Impact 339
CHAPTER 16 Gaming the System: Virtual Gaming 371
CHAPTER 17 RSS—Really Simple Syndication Made Simple 397
CHAPTER 18 Spotlight on Search (Search Engine Optimization) 411
CHAPTER 19 Marketing Yourself (Search Engine Marketing) 441
CHAPTER 20 The Formidable Fourth Screen (Mobile) 457
CHAPTER 21 Let the Conversation Begin (Interpersonal) 487
PART II Strategy: The Five Steps to Social Media Success
CHAPTER 22 Analyze Your Existing Media 539
CHAPTER 23 The Social Media Trinity 551
CHAPTER 24 Integrate Strategies 565
CHAPTER 25 Identify Resources 577
CHAPTER 26 Implement and Measurement 589