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Sections

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  • Introduction
  • About This Book
  • 2What You Don’t Have to Read
  • What You Don’t Have to Read
  • Foolish Assumptions
  • How This Book Is Organized
  • Book I: The Social Media Mix
  • Book II: Cybersocial Tools
  • Book III: Blogs, Podcasts, and Vlogs
  • Book IV: Twitter
  • Book V: Facebook
  • Book VI: LinkedIn
  • Book VII: Other Social Media Marketing Sites
  • Book VIII: Measuring Your Results; Building on Your Success
  • Icons Used in This Book
  • 6Conventions Used in This Book
  • Conventions Used in This Book
  • Where to Go from Here
  • Chapter 1: Making the Business Case for Social Media
  • Making Your Social Debut
  • 10Defining Social Media Marketing
  • Defining Social Media Marketing
  • Understanding the Benefits of Social Media
  • Casting a wide net to catch your target market
  • Branding
  • Building relationships
  • Improving business processes
  • Improving search engine rankings
  • Selling when opportunity arises
  • Saving money on advertising
  • Understanding the Cons of Social Media
  • 22Integrating Social Media into Your Overall Marketing Effort
  • Integrating Social Media into Your Overall Marketing Effort
  • 24Developing a Strategic Social Media Marketing Plan
  • Developing a Strategic Social Media Marketing Plan
  • Establishing goals
  • Setting quantifiable objectives
  • Identifying your target markets
  • Estimating costs
  • Valuing social media ROI
  • Chapter 2: Plotting Your Social Media Marketing Strategy
  • Locating Your Target Market Online
  • 34Segmenting Your B2C Market
  • Segmenting Your B2C Market
  • Demographics
  • Geographics
  • Life stages
  • Psychographics or lifestyle
  • Affinity, or interest, groups
  • Researching B2B Markets
  • Conducting Other Types of Market Research Online
  • Identifying influencers
  • Understanding why people use social media services
  • 50Setting Up Your Social Marketing Worksheet
  • Setting Up Your Social Marketing Worksheet
  • Chapter 3: Managing Your Cybersocial Campaign
  • Managing Your Social Media Schedule
  • Bounding the time commitment
  • Developing your social date book
  • Creating a social media dashboard
  • Building Your Social Media Marketing Dream Team
  • Seeking a skilled social director
  • Looking inside
  • Hiring experts
  • 70Creating a Social Media Marketing Policy
  • Creating a Social Media Marketing Policy
  • 72Staying on the Right Side of the Law
  • Staying on the Right Side of the Law
  • Obtaining permission to avoid infringement
  • Respecting privacy
  • Revealing product endorsement relationships
  • Protecting Your Brand
  • Copyrighting your material
  • Trademarking your brand names
  • Protecting your brand reputation
  • Chapter 4: Joining the Conversation
  • 84Lurking and Listening
  • Lurking and Listening
  • Listening actively
  • Hearing an opportunity and taking it
  • Minding Your Social Media P’s & Q’s
  • Sticking to business
  • Selling them softly with your song
  • 90Engaging Your Audience
  • Engaging Your Audience
  • Keeping it short and sweet
  • Finding your voice
  • 94Staying Engaged
  • Staying Engaged
  • Asking questions . .
  • . . . and answering questions
  • Being helpful
  • Finding content
  • Goofing with grace
  • Handling critics
  • Chapter 1: Discovering Helpful Tech Tools
  • 102Keeping Track of the Social Media Scene
  • Keeping Track of the Social Media Scene
  • 104Saving Time with Content Distribution Tools
  • Saving Time with Content Distribution Tools
  • Ping.fm by Seesmic
  • Alternative content distribution services
  • Putting Real Simple Syndication (RSS) to work
  • Notifying Search Engines about Updates
  • Snipping Ugly URLs
  • Using E-Commerce Tools for Social Sites
  • Netcarnation
  • ProductCart
  • 122Keeping Your Ear to the Social Ground
  • Sellit
  • Shopit
  • Keeping Your Ear to the Social Ground
  • Deciding what to monitor and why
  • Deciding which tools to use
  • Using free or cheap social monitoring tools
  • Measuring the Buzz by Type of Service
  • 136Making the Statistical Case for SEO
  • Making the Statistical Case for SEO
  • Thinking Tactically and Practically
  • 138Focusing on the Right Search Engines
  • Focusing on the Right Search Engines
  • 140Selecting the Right Keywords
  • Selecting the Right Keywords
  • Understanding tags and tag clouds
  • Maximizing Metatag Muscle
  • Keeping up with keyword metatags
  • Tipping the scales with title tags
  • Pumping up page description tags
  • Working out with tags
  • 150Optimizing Your Site and Content for Search Engines
  • Optimizing Your Site and Content for Search Engines
  • Writing an optimized first paragraph
  • Updating often
  • Using search terms elsewhere on pages
  • Making your site search engine friendly
  • Building Effective Inbound Links
  • Google PageRank
  • Knowing what makes a good inbound link
  • Hunting for elusive links
  • Implementing your link campaign
  • Reaping other links from social media
  • Creating a resource page for outbound links
  • Optimizing Social Media for Search Engines
  • Placing your search terms on social media
  • Optimizing blogs
  • Assigning permalinks
  • Optimizing images, video, and podcasts
  • Optimizing Twitter
  • Optimizing Facebook
  • Optimizing LinkedIn
  • Gaining Visibility in Real-Time Search
  • 182Monitoring Your Search Engine Ranking
  • Monitoring Your Search Engine Ranking
  • Chapter 3: Using Social Bookmarks and Social News
  • Bookmarking Your Way to Traffic
  • Sharing the News
  • Benefiting from Social Bookmarks and News Services
  • Researching a Social Bookmark and Social News Campaign
  • Executing your plan
  • Monitoring results
  • 192Submitting to Bookmarking Services
  • Submitting to Bookmarking Services
  • Submitting to Social News Services
  • Selecting content for social news services
  • Preparing social news stories for success
  • 196Using Application-Specific Bookmarks
  • Using Application-Specific Bookmarks
  • 198Timing Your Submissions
  • Timing Your Submissions
  • Encouraging Others to Bookmark or Rate Your Site
  • Swapping bookmarks
  • Using Social Media Buttons
  • Follow Us buttons
  • Social Sharing buttons
  • Chapter 1: Developing Your Strategic Mix
  • Welcome to the Wild World of Multimedia Social Media
  • Determining whether you need a blog
  • Podcasting to reach your audience
  • Vlogging: Marketing with video
  • Determining Your Lofty — or Not So Lofty — Goals
  • 216Putting the Wheels in Motion
  • Putting the Wheels in Motion
  • Introducing Yourself to the Online World
  • Creating your first blog post
  • Creating your first podcast
  • Creating a video Web log
  • Getting noticed
  • Mixing and matching your content with other social media
  • Maintaining your enthusiasm
  • Chapter 2: Building Your Blog
  • Choosing a Blogging Application and Web Host
  • Getting to know b2evolution
  • Moving in on MovableType
  • Getting wordy with WordPress
  • 226Using a Blog Hosting Service
  • Using a Blog Hosting Service
  • Setting up a new blog with Blogger
  • Adding links, images, and video
  • Hosting your blog with WordPress
  • 236Setting Up Your WordPress Blog
  • Setting Up Your WordPress Blog
  • Modifying your blog with themes
  • Modifying your blog with plug-ins
  • Using Google Analytics
  • Google FeedBurner
  • 248Discovering the Fine Art of Blogging
  • Discovering the Fine Art of Blogging
  • Doing your homework
  • Creating a post
  • Adding keywords and tags
  • Making posts public, private, or sticky
  • Keeping posts timely
  • Handling comments and spam and other delights
  • Creating meaningful categories
  • Announcing new posts
  • Using trackbacks
  • Chapter 3: Creating a Podcast
  • Getting Your Podcast Ducks in a Row
  • Finding a bandwidth-friendly host
  • Securing hardware for your podcast
  • Getting software for your podcast
  • Setting up a Web site for your podcast
  • Using multimedia plug-ins
  • 264Recording Your Podcast
  • Recording Your Podcast
  • Recording tips
  • 266It’s a Wrap — Now What?
  • Anatomy of a podcast
  • It’s a Wrap — Now What?
  • Putting the pieces together
  • Optimizing your podcast for the Web and portable devices
  • Optimizing a podcast for iTunes
  • Uploading and archiving your podcast
  • Selecting Helpful Companion Products and Services
  • TalkShoe
  • BlogTalkRadio
  • iTunes
  • 278Promoting Your Podcast
  • Promoting Your Podcast
  • Chapter 4: Producing Your Videocast
  • Finding Hardware for Your Videocast
  • Recording a Videocast
  • Finalizing a Videocast
  • Obtaining software to edit and render a videocast
  • Optimizing your videocast for the Web
  • 288Finding an Online Service for Your Work
  • Finding an Online Service for Your Work
  • YouTube
  • Vimeo
  • blip.tv
  • Uploading and Archiving Your Videocast
  • 296Adding Music to Your Videocast
  • Adding Music to Your Videocast
  • Creating royalty-free music
  • 298Getting Your Videocast Recognized
  • Finding cool royalty-free music
  • Getting Your Videocast Recognized
  • Chapter 5: Measuring Blogging, Podcasting, and Vlogging Metrics
  • Measuring the Effectiveness of a Blog, Podcast, or Vlog
  • Web site stats
  • Comments
  • Videos
  • Viewing General Statistics with Webalizer
  • 310Comparing Hard and Soft Costs versus “Income”
  • Comparing Hard and Soft Costs versus “Income”
  • Checking iTunes Subscribers
  • Chapter 1: Getting to Know Twitter
  • Saying What’s on Your Mind, 140 Characters at a Time
  • Twitter demographics
  • What’s in it for you?
  • Major brands and Twitter
  • Creating a Twitter Account
  • 324Finding People to Follow
  • Finding People to Follow
  • 328Setting Up Your Twitter Page
  • Setting Up Your Twitter Page
  • 332Getting Your Feet Wet on Twitter
  • Getting Your Feet Wet on Twitter
  • Chapter 2: Communing with Like-Minded People
  • Creating a Tweet Strategy for Your Business
  • 338Searching on Twitter
  • Searching on Twitter
  • Searching for the right tweeple (Twitter people)
  • Searching for Twitter activity for your type of business
  • Getting in touch with local tweeple
  • Tweeting Like a Pro
  • Catching on to Twitter lingo
  • Using the hashtag
  • Replying to a Twitter user
  • Retweeting a message
  • Sending direct messages
  • Blocking people
  • Starting Your Twitter Campaign
  • 354Becoming a Resource for Your Twibe
  • Becoming a Resource for Your Twibe
  • Following Twitter Rules of Etiquette (Twittiquette)
  • Giving and Getting Recommendations on Follow Friday
  • Advertising on Twitter
  • Chapter 3: Twitter Applications and Other Delights
  • Customizing Your Twitter Page
  • Creating a custom Twitter background
  • Creating a custom Twitter avatar
  • Tweeting from Your Desktop
  • Twitter Browser Plug-Ins, Extensions, and Interesting Web Sites
  • Tweeting from Your Phone or iPod touch
  • Twitter Browser Plug-Ins, Extensions, and Interesting Web Sites
  • 366Exploring Other Twitter Applications
  • Exploring Other Twitter Applications
  • 368Marketing on Twitter via Peashoot
  • Marketing on Twitter via Peashoot
  • Chapter 4: Using Twitter with Other Social Media Marketing
  • Combining Your Blog with Twitter
  • 372Using Twitter to Draw Traffic to Your Blog
  • Using Twitter to Draw Traffic to Your Blog
  • Using Twitter to Draw Traffic to Your Web Site
  • Getting Goodies from Twitter
  • Adding widgets to your Web site
  • Linking Twitter to your Facebook page
  • Chapter 5: Measuring Twitter Metrics
  • Tracking Web Site Referrals
  • 384Using Twitter Analytics Applications
  • Using Twitter Analytics Applications
  • 386Monitoring Retweets
  • Monitoring Retweets
  • 388Analyzing Your @replies Mentions
  • Analyzing Your @replies Mentions
  • Checking Direct Messages
  • Using the Hashtag As a Measurement Mechanism
  • 390Calculating a Following to Follower to Updates Ratio
  • Calculating a Following to Follower to Updates Ratio
  • Tracking Links
  • Logging Visits per Follower
  • Chapter 1: Getting to Know Facebook
  • Discovering How Facebook Can Help Your Business
  • Setting Up a Personal Facebook Account
  • 400Setting Up Your Facebook Page
  • Setting Up Your Facebook Page
  • Searching for contacts on Facebook
  • Setting up your profile
  • Adding a picture to your Facebook page
  • Modifying your Facebook profile
  • 404Setting Up a Facebook Page for Your Business
  • Setting Up a Facebook Page for Your Business
  • 406Tweaking Your Facebook Business Page
  • Tweaking Your Facebook Business Page
  • Linking your Business page to your Twitter feed
  • Changing your business page settings
  • Changing your wall settings
  • Adding a photo
  • 414Adding Information to Your Facebook Business Page
  • Adding Information to Your Facebook Business Page
  • Chapter 2: Getting Around on Facebook
  • Adding Messages on Your Page
  • Adding Images and Video
  • Adding a Photos or Video tab
  • Uploading photos to a Facebook album
  • Editing your photos and albums
  • Adding video
  • Finding People to Like Your Business Page
  • Responding to your comments
  • Managing comments and wall posts
  • 434Using a Page Badge to Promote Your Business Page
  • Using a Page Badge to Promote Your Business Page
  • Chatting on Facebook
  • Chapter 3: Using Facebook Features
  • Adding Administrators to Your Facebook Business Page
  • Using SEO to Get Your Facebook Business Page Noticed
  • Using SEO to Get Your Facebook Business Page Noticed
  • Using Facebook As a Marketing Tool
  • Advertising on Facebook
  • Creating a Facebook group
  • Creating a Facebook event
  • 454Using the Discussions Tab
  • Using the Discussions Tab
  • Using Facebook Tools and Applications
  • Creating a Facebook poll
  • Adding your blog to Facebook
  • Creating a custom tab for your business page
  • Finding other Facebook applications
  • 466Creating a Custom URL for Your Business Page
  • Creating a Custom URL for Your Business Page
  • Chapter 4: Analyzing Facebook Metrics
  • Checking Referrals from Web Sites
  • 470Monitoring Post Comments
  • Monitoring Post Comments
  • Measuring Link Effectiveness
  • 472Tracking Friend and Fan Requests
  • Tracking Friend and Fan Requests
  • Gathering Group Members
  • Using the Ads Manager
  • 474Using Facebook Insights
  • Using Facebook Insights
  • 476Making the Grade on Facebook Grader
  • Making the Grade on Facebook Grader
  • Chapter 1: Getting Started with LinkedIn
  • Discovering the Benefits of LinkedIn
  • Determining whether LinkedIn is right for you
  • Taking a look at LinkedIn demographics
  • 484Setting Up a LinkedIn Account
  • Setting Up a LinkedIn Account
  • 486Setting Up Your LinkedIn Profile
  • Setting Up Your LinkedIn Profile
  • Getting Connected on LinkedIn
  • 496Getting Recommended
  • Getting Recommended
  • Asking for recommendations
  • Accepting recommendations
  • Chapter 2: LinkedIn Nuts and Bolts
  • Expanding Your LinkedIn Network
  • Interacting with Your LinkedIn Network
  • Getting to Know LinkedIn Features
  • Finding jobs on LinkedIn
  • Sending and receiving messages
  • Managing invites and messages
  • About LinkedIn Groups
  • Joining a group
  • Creating a group
  • Creating a discussion
  • 518Establishing Yourself As an Expert
  • Establishing Yourself As an Expert
  • Chapter 3: Maximizing LinkedIn
  • Tweaking Your Profile
  • 520Managing Your LinkedIn Contacts
  • Managing Your LinkedIn Contacts
  • Removing a contact
  • Modifying a contact’s information
  • Tagging contacts
  • Searching for People on LinkedIn
  • Posting Job Ads
  • 528Asking and Answering Questions on LinkedIn
  • Asking and Answering Questions on LinkedIn
  • Asking questions
  • Answering questions
  • 534Using LinkedIn Applications
  • Using LinkedIn Applications
  • 536Following a Company
  • Following a Company
  • 540Creating a LinkedIn Company Page
  • Creating a LinkedIn Company Page
  • Chapter 4: Measuring Your Results
  • ✓ Checking Web site referrals
  • Checking Your Web Site Referrals
  • 546Tracking How Many People View Your Profile
  • Tracking How Many People View Your Profile
  • Gathering Recommendations
  • Checking Update Replies
  • 548Generating Connections and Connection Requests
  • Generating Connections and Connection Requests
  • Comparing Group Members to Connections
  • Responding to Question and Poll Replies
  • Chapter 1: Weighing the Business Benefits of Minor Social Sites
  • 554Reviewing Your Goals
  • Reviewing Your Goals
  • Researching Minor Social Networks
  • Assessing the Involvement of Your Target Audience
  • Lurking
  • Responding
  • Quantifying market presence
  • Choosing Social Sites Strategically
  • Chapter 2: Ning
  • 566Integrating Ning into Your Web Presence
  • Integrating Ning into Your Web Presence
  • Deciding Whether Ning Is Right for You
  • Making the most of Ning
  • Exploiting the demographics of Ning
  • 572Getting Started with Ning
  • Getting Started with Ning
  • Signing up
  • Naming your Ning community
  • Choosing features and display options
  • Applying the four-second rule to your Ning network
  • Selecting Your Pricing Plan
  • Marketing Your Community
  • Using search engine optimization techniques
  • Using traffic-building techniques specific to Ning
  • Measuring your Ning results
  • Chapter 3: MySpace
  • ✓ Deciding whether MySpace is right for you
  • Deciding Whether MySpace Is Right for You
  • Exploiting the demographics of MySpace
  • Fitting the MySpace glove
  • 598Understanding How MySpace Can Benefit Your Business
  • Understanding How MySpace Can Benefit Your Business
  • Reinforcing your brand
  • Setting goals and objectives for MySpace
  • Considering your investment of time and resources
  • Beginning with MySpace
  • Editing your profile
  • Customizing your profile
  • Customizing your MySpace appearance
  • Selecting other options
  • Making the Most of MySpace
  • Selecting groups
  • Managing your MySpace blog
  • Busting out with MySpace bulletins
  • Promoting events
  • Selling through MySpace
  • Advertising on MySpace
  • Buying group or bulletin access
  • Marketing off MySpace
  • Using the MySpace icon
  • Cross-promoting on Twitter
  • Chapter 4: Flickr
  • ✓ Deciding whether Flickr is right for you
  • Deciding Whether Flickr Is Right for You
  • 618Making the Most of Flickr
  • Making the Most of Flickr
  • 620Beginning with Flickr
  • Beginning with Flickr
  • 624Uploading Photos
  • Uploading Photos
  • Determining what to upload
  • Adding titles, tags, and descriptions
  • Setting Up Sets and Collections: A Tactical Choice
  • Participating in the Flickr Community
  • Getting into groups
  • Creating your own group
  • Posting properly
  • Casting bread upon the Flickr waters
  • 634Extending Your Market Reach with Flickr
  • Extending Your Market Reach with Flickr
  • Building an audience on Flickr
  • Using Flickr to build an audience offsite
  • Using Flickr to improve search engine rankings
  • 640Measuring Your Flickr Results
  • Measuring Your Flickr Results
  • Reviewing free stats
  • Reviewing Pro stats
  • Protecting Your Photos on Flickr
  • Chapter 5: Maximizing Stratified Social Communities
  • Becoming a Big Fish in a Small Pond
  • 644Taking Networking to the Next Level
  • Taking Networking to the Next Level
  • 646Selecting Social Networks by Vertical Industry Sector
  • Selecting Social Networks by Vertical Industry Sector
  • 650Selecting Social Networks by Demographics
  • Selecting Social Networks by Demographics
  • 654Selecting Social Networks by Activity Type
  • Selecting Social Networks by Activity Type
  • Table 5-4 Social Networks by Activity Type
  • Chapter 1: Delving into Data
  • Planning a Measurement Strategy
  • Monitoring versus measuring
  • Deciding what to measure
  • Establishing responsibility for analytics
  • Selecting a Statistical Package
  • Getting Started with Google Analytics
  • Integrating social media analytics
  • Creating goals and funnels for social media
  • Chapter 2: Comparing Metrics from Different Marketing Techniques
  • Establishing Key Performance Indicators
  • Overcoming measurement challenges
  • Using A/B testing
  • 684Comparing Metrics across Social Media
  • Comparing Metrics across Social Media
  • Tagging links
  • Analyzing the clickstream
  • Integrating Social Media with Web Metrics
  • Obtaining metrics for paid advertising
  • Applying advertising metrics to social media
  • 696Juxtaposing Social Media Metrics with Other Online Marketing
  • Juxtaposing Social Media Metrics with Other Online Marketing
  • Contrasting Word-of-Web with Word-of-Mouth
  • Chapter 3: Tallying the Bottom Line
  • 702Preparing to Calculate Return on Investment
  • Preparing to Calculate Return on Investment
  • 704Accounting for Customers Acquired Online
  • Accounting for Customers Acquired Online
  • Comparing the costs of customer acquisition
  • One is silver and the other gold
  • Establishing Key Performance Indicators for Sales
  • Tracking leads
  • Understanding Other Common Business Metrics
  • Break-even point
  • Profit margin
  • Revenue versus profit
  • 714Determining Return on Investment
  • Determining Return on Investment
  • Chapter 4: Making Decisions by the Numbers
  • 720Knowing When to Hold and When to Fold
  • Knowing When to Hold and When to Fold
  • 724Diagnosing Problems with Social Media Campaigns
  • Diagnosing Problems with Social Media Campaigns
  • Fixing Problems
  • Your social presence can’t be found
  • Inappropriate match between channel and audience
  • Poor content
  • Lack of audience engagement
  • The four Ps of marketing
  • 730Adjusting to Reality
  • Adjusting to Reality
  • Chapter 5: Multiplying Your Impact
  • 734Thinking Strategically
  • Thinking Strategically
  • Integrating with E-Mail
  • Gaining more subscribers
  • Finding more followers and connections
  • Finding and sharing content
  • Integrating with Public Relations and Press Releases
  • Setting up an online newsroom
  • Cultivating influencers
  • Distributing your news
  • Emphasizing content
  • Rethinking the press release for social media
  • Measuring results
  • 748Integrating with Paid Advertising
  • Integrating with Paid Advertising
  • Advertising on social media sites
  • Engagement ads
  • 752Integrating with Your Web Site
  • Integrating with Your Web Site
  • Coupons, discounts, and freebies
  • Contests and games
  • Microsites
  • Chapter 6: Staying Ahead of the Curve
  • Gaining Customers, Sharing Savings
  • Groupon
  • LivingSocial
  • 764Gaming the System
  • Gaming the System
  • Tracking who’s playing
  • 766Living Virtually
  • Changing the game for marketers
  • Living Virtually
  • 768Making Social Mobile
  • Making Social Mobile
  • Locating Yourself with Social Mapping
  • Going geo or staying put
  • Applying social mapping to B2B
  • foursquare
  • Gowalla
  • Loopt
  • Location apps on Facebook and Twitter
  • Meet-ups and tweet-ups
  • Buzzing Around
  • Using Buzz for business
  • Opening a Gmail account
  • Setting up a Google business profile
  • Index

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