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Social Media Marketing For Dummies

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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
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