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• Cover
• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• Where to Go from Here
• Part 1: Getting Started with Social Media Marketing
• Chapter 1: Understanding Social Media Marketing
• Defining Social Media Marketing
• Learning about the Roles People Play
• Comparing Social Media Marketing with Other Marketing Efforts
• Taking Social Influence Beyond Marketing
• Chapter 2: Discovering Your SMM Competitors
• Classifying Consumer Activities
• Researching Your Customers’ Online Activities
• Identifying Personas
• Analyzing Competitor Efforts
• Researching Your Competitors’ Campaign Support
• Dipping into Hot SMM Concepts
• Chapter 3: Getting in the Social Media Marketing Frame of Mind
• Putting SMM in the Context of the Marketing Funnel
• Deepening Your SMM Relationship
• Treating SMM Differently from Brand Marketing
• Part 2: Practicing SMM on the Social Web
• Chapter 4: Launching SMM Campaigns
• Discovering the Types of SMM Campaigns
• Recognizing What Makes a Good SMM Campaign
• Creating Your SMM Roadmap
• Participating — Four Rules of the Game
• Killing the Campaign Expiry Date
• Monitoring Brands and Conversations
• Responding to Criticism
• Chapter 5: Developing Your SMM Voice
• Figuring Out Why You Need an SMM Voice
• Defining SMM Voice Characteristics
• Distinguishing Between SMM Voices and Brand Voices
• Outlining SMM Voice Objectives
• Choosing the Owner of Your Organization’s SMM Voice
• Crowdsourcing SMM Voices with Guidelines
• Chapter 6: Understanding a Marketer’s Responsibilities
• Recognizing Who You Serve
• Practicing Socially Responsible Marketing
• Accountability to Your Own Company
• Part 3: Reaching Your Audience via Mainstream Social Platforms
• Chapter 7: Finding the Right Platforms
• Choosing Social Media Platforms
• Preparing Your Employees for Social Media Networking
• Evaluating Your Resources
• Assessing What Each Social Network Offers You
• Chapter 8: Exploring SMM Strategies for Facebook
• Looking at Facebook Basics
• Using Ads on Facebook
• Chapter 9: Marketing on Twitter
• Figuring Out the Basics of Twitter
• Marketing via Twitter
• Using Promoted Accounts
• Making Use of Promoted Tweets
• Using Promoted Trends
• Working with Sponsored Tweets
• Tips and Tricks
• Chapter 10: Creating a YouTube Strategy
• Looking at YouTube Basics
• Promoting on YouTube
• Seeding a Viral Campaign
• Advertising on YouTube
• Chapter 11: Considering LinkedIn
• Getting Started
• Creating a New Profile
• Participating in Groups
• Using LinkedIn to Answer Questions
• Finding a Job
• Chapter 12: Delving into Instagram
• Recognizing the Basics
• Getting Found on Instagram
• Structuring Instagram for Business Goals
• Chapter 13: Discovering Snapchat
• Exploring Snapchat
• Advertising on Snapchat
• Measuring Results on Snapchat
• Chapter 14: Marketing with Pinterest
• Recognizing Pinterest Users
• Focusing on Strategy
• Becoming a Business Pinner
• Developing Credibility with Your Boards and Images
• Chapter 15: Interacting with Tumblr
• Setting Up Shop on Tumblr
• Finding and Sharing the Good Stuff
• Looking at Paid Media
• Tracking Your Users
• Chapter 16: Engaging Customers Using Other Platforms
• Blogging on Medium for Your Business
• Discussing Ideas On Reddit.com
• Sharing Video on TikTok
• Part 4: Getting Your Message to Connectors
• Chapter 17: Marketing to Millennials
• Learning About Millennials
• Understanding What Millennials Want from Brands
• Recognizing Millennials Shopping Habits
• Succeeding with Millennials
• Chapter 18: Accounting for the Influencers
• Knowing the Expert Influencers
• Reaching the Expert Influencers
• Tapping into the Referent Influencers
• Reaching the Referent Influencers
• Tapping into the Positional Influencers
• Translating Influence to the Offline World
• Chapter 19: Disrupting with Voice Search
• Understanding Voice Search
• Interacting with Voice Assistants
• Discovering What Customers Want
• Providing Answers
• Getting Your Content Ready
• Chapter 20: Utilizing Messaging Apps
• Looking at Messenger
• Setting Up Messenger
• Understanding Chatbots
• Deploying WhatsApp from Facebook
• Part 5: Old Marketing Is New Again with SMM
• Chapter 21: Practicing SMM on Your Website
• Focusing on the SMM-Integrated Website
• Making the Campaign and the Website Work Together
• Rethinking Your Website
• Tips and Tricks for Website SMM
• Chapter 22: Becoming an Authentic and Engaged Advertiser
• Social Advertising: An Online Advertising Game Changer
• Native Advertising and How It Can Work for You
• Making Paid and Earned Media Work Together
• Making SMM Work with TV
• Chapter 23: Building an SMM Mobile Campaign
• Looking at Consumer Trends in Mobile
• Understanding the Many Paths within the Mobile Channel
• Keeping in Mind Mobile Phone Capabilities
• Fitting Mobile into Your Social Media Practices
• Building Your Own Mobile-Enabled Communities
• Adding Social Media Elements to Mobile
• Harnessing Mobile to Support Social Media
• Deciding When to Build a Mobile App
• Chapter 24: Encouraging Employees to Advocate for Your Brand on Social Media
• Embracing the Idea of Employee Collaboration
• Picking Social Software for Social Influence
• Rethinking the Intranet
• Chapter 25: Changing Tactics and Metrics
• Correlating Data with Business Objectives
• Focusing on the Tactics That Count
• Rethinking the Customer Experience
• Integrating Marketing Technology with Analytics Systems
• Deploying AI Tools
• Chapter 26: Understanding Social Media Governance
• Recognizing How SMM Impacts Other Company Functions
• Introducing Social Media Governance Models
• Dealing with a Social Media Crisis
• Chapter 27: Using Real-Time Marketing
• Introducing Real-Time Marketing
• Organizing for Real-Time Marketing
• Taking TV into Real-Time Marketing
• Chapter 28: Data and Privacy
• Knowing What Data You Have to Play With
• Harnessing Data & Privacy Best Practices
• Understanding New Data and Privacy Laws
• So What Does This All Mean for Your Marketing Effort?
• Part 6: The Part of Tens
• Chapter 29: Ten SMM-Related Must-Read Blogs
• Brian Solis
• Content Marketing Institute
• Convince and Convert
• Copyblogger
• Marketing Profs
• Neil Patel’s Blog
• Razor Social
• Seth Godin
• Shiv Singh
• Social Media Examiner
• Chapter 30: Ten Top SMM Tools
• Buffer
• BuzzSumo
• Facebook Insights
• Followerwonk
• Hootsuite
• Later
• Mention
• SproutSocial
• Tailwind
• Tweepi
• Chapter 31: Ten Tips to Navigate Fakeness
• Create Shared, Mutual Goals
• Use Reflection to Override Bias
• Engage Openly with Dissent
• Challenge Opinion and Ask for Facts
• Encourage Those Who Don’t Conform
• Ask Yourself “What if the Opposite Was True”
• Engage in Active, Critical Analysis
• Question Morally Dubious Directives
• Seek Out Allies
• Focus on Building Trust First
• Index
• About the Authors
• Connect with Dummies
• End User License Agreement