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IAB social+media+handbook.pdf

IAB social+media+handbook.pdf

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Published by Buzeedocs
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Published by: Buzeedocs on Oct 25, 2010
Copyright:Attribution Non-commercial


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Internet Marketing Handbook Series
Brand buildingNetworkEngagement Interaction
Become part o the online community
Guide to social media:
become part o the online community
On my honour, I promise that I will do my best,To do my duty to the leading media owners andagencies in the UK internet industry,To help consumers, And to keep the IAB trooper’s law.
Introduction 2What is social media 410 rules to get you started, rom the IABSocial Media Council 6The denition and role o social mediaThe landscape: the rise o social media platorms and practicesand the resulting consumer behaviour 8The dierence between ‘getting it’ and ‘doing it right’ 14 An introduction to online PR and blogging 22The art o online conversations and the tools to help you 28Stories, passions and actions – How BRAVIA Bunnies inspiredthe social media conversation 34Branded Utilities (and how brands rom all sectors engagethe social media consumer) 40When creativity and display advertising meets social media 46Using social media to increase paid-searchmarketing eectiveness 52Integrating social media 58Planning and evaluating social media campaigns 60Social media measurement – the basics 64The uture: where we are now and where we should be 70Jargon Buster 74

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