Efnisyfirlit

• Cover
• Title Page
• Copyright
• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• Beyond the Book
• Where to Go from Here
• Book 1: The Social Media Mix
• Chapter 1: Making the Business Case for Social Media
• Making Your Social Debut
• Defining Social Media Marketing
• Understanding the Benefits of Social Media
• Understanding the Cons of Social Media
• Integrating Social Media into Your Overall Marketing Effort
• Developing a Strategic Social Media Marketing Plan
• Chapter 2: Tallying the Bottom Line
• Preparing to Calculate Return on Investment
• Accounting for Customers Acquired Online
• Establishing Key Performance Indicators for Sales
• Tracking Leads
• Understanding Other Common Business Metrics
• Determining Return on Investment
• Chapter 3: Plotting Your Social Media Marketing Strategy
• Locating Your Target Market Online
• Segmenting Your B2C Market
• Researching B2B Markets
• Conducting Other Types of Market Research Online
• Setting Up Your Social Media Marketing Plan
• Chapter 4: Managing Your Cybersocial Campaign
• Managing Your Social Media Schedule
• Building Your Social Media Marketing Dream Team
• Creating a Social Media Marketing Policy
• Staying on the Right Side of the Law
• Protecting Your Brand Reputation
• Book 2: Cybersocial Tools
• Chapter 1: Discovering Helpful Tech Tools
• Keeping Track of the Social Media Scene
• Saving Time with Content-Distribution Tools
• Alternative Content-Distribution Services
• Snipping Ugly URLs
• Using E-Commerce Tools for Social Sites
• Keeping Your Ear to the Social Ground
• Measuring the Buzz by Type of Service
• Chapter 2: Leveraging SEO for Improved Visibility
• Making the Statistical Case for SEO
• Thinking Tactically and Practically
• Focusing on the Top Search Engines
• Knowing the Importance of Search Phrases
• Maximizing Metatag Muscle
• Optimizing Your Site and Content for Search Engines
• Chapter 3: Optimizing Social Media for Internal and External Searches
• Placing Search Terms on Social Media
• Optimizing Blogs
• Optimizing Images, Video, and Podcasts
• Optimizing Specific Social Media Platforms
• Optimizing for Mobile Search
• Gaining Visibility in Real-Time Search
• Gaining Traction on Google with Social Media
• Monitoring Your Search Engine Ranking
• Chapter 4: Using Social Bookmarks, News, and Share Buttons
• Bookmarking Your Way to Traffic
• Sharing the News
• Benefiting from Social Bookmarks and News Services
• Researching a Social Bookmark and Social News Campaign
• Submitting to Bookmarking Services
• Submitting to Social News Services
• Using Application-Specific Bookmarks
• Timing Your Submissions
• Encouraging Others to Bookmark or Rate Your Site
• Using Social Media Buttons
• Book 3: Content Marketing
• Chapter 1: Growing Your Brand with Content
• Introducing Content Marketing
• Determining the Best Content Platform for Your Needs
• Selling Your Brand through Content Marketing
• Making Your Content Stand Out
• Chapter 2: Exploring Content-Marketing Platforms
• Building a Blog
• Using Podcasts and Video on Your Blog or Website
• Sharing Images
• Using Social Media Platforms for Online Content
• Guest Blogging to Grow Awareness and Expertise
• Chapter 3: Developing a Content-Marketing Strategy
• Determining Content Goals
• Putting a Strategy on Paper
• Chapter 4: Getting Your Content to the Masses
• Creating an Editorial Calendar to Keep Content Flowing
• Finding the Right Mix between Evergreen and Timely Content
• Executing Your Content Strategy
• Sharing Your Content with the Public
• Measuring the Success of Your Content Strategy
• Book 4: Twitter
• Chapter 1: Using Twitter as a Marketing Tool
• Deciding Whether Twitter Is Right for You
• Communicating in 280 Characters
• Promoting without Seeming like You’re Promoting
• Researching Other Brands on Twitter
• Knowing Quality Is More Important than Quantity
• Chapter 2: Using Twitter as a Networking Tool
• Finding the Right People to Follow
• Finding the Right Topics to Follow
• Finding Out Who Is Talking about You on Twitter
• Responding to Tweets
• Searching on Twitter
• Filtering Search Results
• Tweeting like a Pro
• Sharing on Twitter
• Following the Twitter Rules of Etiquette
• Chapter 3: Finding the Right Twitter Tools
• Customizing Your Twitter Profile Page
• Pinning Tweets
• Embedding Tweets
• Using a Twitter Application
• Chapter 4: Social Listening with Twitter
• Using Twitter to Listen to Your Customers
• Chapter 5: Hosting Twitter Chat
• Benefiting from Twitter Chats
• Finding a Hashtag for Your Chat
• Keeping Track of Who Says What
• Finding Guests for Your Twitter Chat
• Promoting Your Twitter Chat
• Hosting Your Twitter Chat
• Following Twitter Chat Best Practices
• Book 5: Facebook
• Chapter 1: Using Facebook as a Marketing Tool
• Understanding the Appeal of Brands on Facebook
• Branding with Facebook Pages
• Examining the Components of a Facebook Page
• Making the Most of Your Facebook Page
• Understanding Your Facebook Administrative Functions
• Filling Out What You’re About
• Using a Custom Username for Your Page
• Inviting People to Join Your Community
• Liking Other Brands
• Creating Facebook Events
• Chapter 2: Creating and Sharing Content on Facebook
• Creating a Facebook Content Strategy
• Sharing Your Brand’s Story
• Creating Content That Sings
• Sharing and Being Shared
• Bringing Your Community into the Mix
• Making Connections with Facebook Groups
• Learning through Insights
• Chapter 3: Advertising and Selling on Facebook
• Reaching More Fans with Ads
• Measuring Your Ad’s ROI
• Selling on Facebook
• Chapter 4: Streaming Live Video on Facebook
• Understanding the Benefits of Live Streaming
• Setting Up Your Live Stream
• Engaging with Your Community via Facebook Live
• Brainstorming Ideas for Live Videos
• Book 6: LinkedIn
• Chapter 1: Promoting Yourself with LinkedIn
• Exploring the Benefits of Using LinkedIn
• Creating an Online Resume
• Understanding Recommendations and Endorsements
• Using LinkedIn Messages
• Chapter 2: Promoting Your Business with LinkedIn
• Exploring the Benefits of a LinkedIn Page
• Selling and Promoting with LinkedIn Showcase Pages
• Benefitting from LinkedIn Groups
• Chapter 3: Using LinkedIn as a Content Platform
• Blogging on LinkedIn
• Promoting Your LinkedIn Articles
• Posting Content on LinkedIn Pages
• Book 7: Getting Visual
• Chapter 1: Pinning Down Pinterest
• Understanding Pinterest
• Getting Started
• Joining Pinterest
• Getting on Board
• Pinning on Pinterest
• Following on Pinterest
• Sharing on Pinterest
• Driving Traffic with Pinterest
• Building Your Pinterest Community
• Using Tools for Pinterest Marketing
• Chapter 2: Snapchatting It Up!
• Setting Up a General Snapchat Account
• Taking Your First Snap
• Telling Your Snapchat Story
• Chapter 3: Getting Started with Instagram
• Promoting Your Brand on Instagram
• Creating and Using Your Instagram Account
• Determining What Is Photo-Worthy for Your Brand
• Using Hashtags in Your Instagram Posts
• Using Instagram Stories
• Going Live with Instagram Live
• Chapter 4: TikTok(ing) Around the Clock
• Using TikTok for Brand Promotion
• Creating and Personalizing Your TikTok Account
• Determining What Videos You Should Create
• Chapter 5: Watching and Listening: Videos, Podcasts, and Your Brand
• Deciding if Video and Podcasts Are Right for You
• Determining What Content to Create
• Getting Set Up with Equipment
• Creating Your Content
• Publishing Your Content
• Book 8: Other Social Media Marketing Sites
• Chapter 1: Weighing the Business Benefits of Minor Social Sites
• Reviewing Your Goals
• Researching Minor Social Networks
• Assessing the Involvement of Your Target Audience
• Choosing Social Sites Strategically
• Chapter 2: Maximizing Stratified Social Communities
• Making a Bigger Splash on a Smaller Site
• Taking Networking to the Next Level
• Selecting Social Networks by Vertical Industry Sector
• Selecting Social Networks by Demographics
• Selecting Social Networks by Activity Type
• Finding Yourself in the Real World with Geomarketing
• Spacing Out with Twitter
• Finding Your Business on Facebook
• Making Real Connections in Meetup
• Making Deals on Social Media
• Setting Terms for Your Coupon Campaign
• Digging into Groupon
• Diversifying Your Daily Deals
• Chapter 3: Profiting from Mid-Size Social Media Channels
• Deciding Whether to Invest Your Time
• Entertaining Your Audience with Streaming Content
• Turning Up New Prospects with Tumblr
• Promoting Video with Vimeo
• Chapter 4: Integrating Social Media
• Thinking Strategically about Social Media Integration
• Integrating Social Media with E-Newsletters
• Integrating Social Media with Press Releases
• Integrating Social Media with Your Website
• Chapter 5: Advertising on Social Media
• Integrating Social Media with Paid Advertising
• Advertising on Facebook and Instagram
• Advertising on Twitter
• Advertising on LinkedIn
• Targeting Your LinkedIn Ads
• Advertising on Pinterest
• Advertising on YouTube
• Advertising on Snapchat
• Advertising on TikTok
• Interfacing with Influencers
• Book 9: Measuring Results and Building on Success
• Chapter 1: Delving into Data
• Planning a Measurement Strategy
• Selecting Analytics Packages
• Getting Started with Google Analytics
• Integrating Google’s Social Media Analytics
• Chapter 2: Analyzing Content-Sharing Metrics
• Measuring the Effectiveness of Content Sharing with Standard Analytics
• Evaluating Blog-Specific Metrics
• Visualizing Video Success
• Understanding Podcast Metrics
• Measuring Your Results from Pinterest
• Comparing Hard and Soft Costs versus Income
• Chapter 3: Analyzing Twitter Metrics
• Tracking Website Referrals with Google Analytics
• Tracking Shortened Links
• Using Twitter Analytics
• Using TweetDeck
• Using Third-Party Twitter Analytics Applications
• Tracking Account Activity with the Notifications Tab
• Using the Hashtag as a Measurement Mechanism
• Calculating the Twitter Follower-to-Following Ratio
• Chapter 4: Analyzing Facebook Metrics
• Monitoring Facebook Interaction with Insights
• Using Page Insights
• Exploring the Insights Overview and Detail Pages
• Chapter 5: Measuring Other Social Media Networks
• Plugging into Social Media
• Measuring LinkedIn Success
• Exploring Instagram Insights
• Chapter 6: Comparing Metrics from Different Marketing Techniques
• Establishing Key Performance Indicators
• Comparing Metrics across Social Media
• Integrating Social Media with Web Metrics
• Using Advertising Metrics to Compare Social Media with Other Types of Marketing
• Juxtaposing Social Media Metrics with Other Online Marketing
• Contrasting Word-of-Web with Word-of-Mouth
• Chapter 7: Making Decisions by the Numbers
• Using Metrics to Make Decisions
• Knowing When to Hold and When to Fold
• Diagnosing Problems with Social Media Campaigns
• Fixing Problems
• Adjusting to Reality
• Index
• About the Authors
• Connect with Dummies
• End User License Agreement