Social Media Marketing : An Hour a Day

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  • Edition: 2nd
  • Format: Paperback
  • Copyright: 3/13/2012
  • Publisher: Sybex

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Written by a social media marketing expert, this book eschews theoretical surveys of social media marketing to focus on practical, how-to advice for understanding social media, developing a social media marketing strategy, implementing the campaign, and then measuring results. The 2nd Edition has been revised and updated with more than 100 pages of new material on all the latest developments in the field, including new and updated coverage on Facebook, Twitter, and Google+, the latest on listening and analytics platforms, incorporating mobile and location-based services like Foursquare and Gowalla into your plan, and other content that will help readers quickly develop an effective, practical approach to social media marketing mastery. Part I of the book lays the foundation for social media marketing with a quick survey of the current landscape. Part II helps readers prepare their own social media marketing strategy and includes information on touchpoint analysis and influencer tools that marketers can use to help focus social media marketing strategies. Part III shows how to leverage the platforms, tools, and techniques that are available today, examining everything from Facebook, Twitter, and Google+ to blogs, RSS feeds, podcasts, video and more. The part concludes with a chapter on measuring campaign effectiveness that includes how to integrate those metrics with traditional media measurements. Full of interesting case studies, step-by-step guides, and hands-on tutorials and written in the popular An Hour a Day format, in which intimidating topics are broken down into easily approachable tasks, this book is sure to help marketers and advertisers at all levels develop, implement, and measure successful social media marketing campaigns.

Author Biography

Dave Evans is a VP of social strategy at Social Dynamx, a software firm delivering a scalable social media platform for customer care. Dave has been involved with social media programs for clients including Intel, Dell, Pepsi, the Dallas/Fort Worth and Bangalore International Airports, and others. He serves on the advisory boards for social technology startups including Friend2Friend and Netbase. He is also a ClickZ columnist and frequent keynote presenter, and has served on the advisory board for ad:tech and the Measurement and Metrics Council for the Word of Mouth Marketing Association.

Table of Contents

Forewordp. xix
Introductionp. xxi
The Foundation of Social Mediap. 1
Backlashp. 3
The Early Social Networksp. 4
The Pushback Beginsp. 6
A Big Boost from an Unlikely Sourcep. 6
Why Does This Matter?p. 7
The Backlash: Measured and Formalizedp. 11
The Main Pointsp. 14
The Marketer's Dilemmap. 15
The Roots of Avoidancep. 16
Early Online Word of Mouthp. 19
The Social Web Bloomsp. 26
Nielsen Adds Social Metricsp. 28
The Main Pointsp. 30
What Is Social Media?p. 31
Social Media Definedp. 32
Is Social Media Accurate?p. 34
Social Media and Marketingp. 37
Social Media as a Guidepostp. 39
Social Media's Impact on the Purchase Funnelp. 41
The Social Feedback Cyclep. 42
The Elements of Social Mediap. 45
The Main Pointsp. 48
Month 1: Prepare for Social Marketingp. 49
Week 1: Web 2.0, The Social Webp. 51
Social Networks: The Power of the Collectivep. 52
Sarnoff's Lawp. 53
Metcalfe's Lawp. 53
Reed's Lawp. 54
Social Media Begins Herep. 56
Week 1: Engaging with Social Mediap. 57
Monday: Using Blogs and Wikisp. 58
Tuesday: Multimediap. 62
Wednesday: Microblogs and Taggingp. 66
Thursday: RSSp. 70
Friday: Social Networksp. 73
The Main Pointsp. 78
Week 2: The Social Feedback Cyclep. 79
Social Media in Marketingp. 80
Consideration and the Purchase Funnelp. 83
Consumer-Generated Mediap. 87
Create Your Social Feedback Cyclep. 92
The Social Feedback Cyclep. 92
Monday: Define Campaign Objectivesp. 93
Tuesday: The Awareness Phasep. 95
Wednesday: The Point of Salep. 96
Thursday: Gathering Insightsp. 98
Friday: Your Social Feedback Cyclep. 101
The Main Pointsp. 103
Week 3: Touchpoint Analysisp. 105
Touchpoints and the Social Webp. 106
Identifying Touchpointsp. 110
Quantifying Touchpointsp. 113
Monday: Gather Your Touchpoint Datap. 114
Tuesday: Organize Your Datap. 118
Wednesday: Evaluate and Rank Your Datap. 123
Thursday: Analyze Your Datap. 127
Friday: Plan Your Next Stepsp. 128
The Main Pointsp. 129
Week 4: Influence and Measurementp. 131
Influence and the Social Webp. 132
Quantifying the Conversationp. 137
Monday and Tuesday: Influence and Metricsp. 138
Wednesday: Applying Influence: Social Mediap. 143
Thursday and Friday: Metrics-From Influence to ROIp. 147
The Main Pointsp. 154
Month 2: Social Media Channelsp. 155
Week 1: Build a Social Media Campaignp. 157
How Is Social Media Different?p. 158
Quantifying the Social Feedback Cyclep. 160
Monday: Combining Touchpoints and Feedbackp. 161
Tuesday: Applying Social Media Metricsp. 162
Wednesday: Social Media Channelsp. 167
Thursday and Friday: Social Media and the Purchase Funnelp. 174
The Main Pointsp. 183
Week 2: Social Platformsp. 185
Building Social Networksp. 186
Monday: Build a Social Networkp. 187
Tuesday: Participate in the Social Webp. 193
Wednesday: Social Application Platformsp. 197
Thursday: Understand Customer Communitiesp. 203
Friday: Work with Social Platformsp. 206
The Main Pointsp. 211
Week 3: Social Content-Text, Photos, Audio, and Videop. 213
Advertising and the Social Webp. 214
Monday: Explore Corporate Blogsp. 214
Tuesday: Experience Microblogsp. 221
Wednesday: Consider Photo and Video Sharingp. 226
Thursday: Experience Audio and Video Podcastingp. 233
Friday: Create Your Social Media Marketing Planp. 238
The Main Pointsp. 240
Week 4: Social Content-Ratings, Reviews, and Recommendationsp. 241
Marketplace Conversationsp. 242
Building Consensusp. 244
Monday: Understand Consensus and Marketingp. 245
Tuesday: Win the Popularity Contestp. 254
Wednesday: Apply Recommendationsp. 258
Thursday: Get There Fasterp. 260
Friday: Build Your Planp. 265
The Main Pointsp. 267
Week 5: Social Interactionsp. 269
Connecting the Dotsp. 270
Managing Social Informationp. 271
Monday: Events and Calendarsp. 275
Tuesday: Mobile and Location-Based Mediap. 280
Wednesday: Status Notices and Activity Streamsp. 283
Thursday: Activity Feedsp. 285
Friday: Social Information and Marketingp. 288
The Main Pointsp. 291
Month 3: Complete Your Planp. 293
Week 1: Objectives, Metrics, and ROIp. 295
The Basis for Social Media Metricsp. 296
Define Your Objectives and Audiencep. 296
Key Performance Indicatorsp. 297
What and Where to Measurep. 298
Choosing Social Media Metricsp. 302
Metrics in Motionp. 303
Content Metricsp. 303
Relevance Metricsp. 305
Impact Metricsp. 306
Real-World Connectionsp. 307
Audiencep. 308
Influencep. 309
Engagementp. 309
Loyaltyp. 310
Actionp. 311
Planning for Measurementp. 312
Monday: Your Business Objectivesp. 313
Tuesday: Your Audiencep. 313
Wednesday: Content Metricsp. 315
Thursday: Relevance Metricsp. 316
Friday: Impact Metricsp. 317
The Main Pointsp. 318
Week 2: Present Your Social Media Planp. 319
Create Your Planp. 320
Monday: Affirm Your Business Objectivesp. 322
Tuesday: Define the Opportunity and Choose Your Methodsp. 325
Wednesday: Select Your Channelsp. 330
Thursday: Select Your Metricsp. 337
Friday: Write and Present Your Planp. 341
The Main Pointsp. 342
Worksheetsp. 343
Worksheets Part IIp. 344
Chapters 4-7p. 344
Chapter 4: Week 1: Web 2.0, The Social Webp. 344
Chapter 5: Week 2: The Social Feedback Cyclep. 349
Chapter 6: Week 3: Touchpoint Analysisp. 353
Chapter 7: Week 4: Influence and Measurementp. 357
Worksheets Part IIIp. 362
Chapters 8-12p. 362
Chapter 8: Week 1: Build a Social Media Campaignp. 362
Chapter 9: Week 2: Social Platformsp. 366
Chapter 10: Week 3: Social Content-Text, Photos, Audio, and Videop. 369
Chapter 11: Week 4: Social Content-Ratings, Reviews, and Recommendationsp. 372
Chapter 12: Week 5: Social Interactionsp. 375
Worksheets Part IVp. 379
Chapters 13 & 14p. 379
Chapter 13: Week 1: Objectives, Metrics, and ROIp. 379
Chapter 14: Week 2: Present Your Social Media Planp. 382
Additional Social Media Resourcesp. 387
Industry Expertsp. 388
Industry Blogs and Resourcesp. 388
Agencies and Social Media Practitionersp. 389
Social Networks and Servicesp. 389
Metrics Platforms and Listenersp. 390
Indexp. 391
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