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Table Of Contents

Where We Are Now
What Is Social Media Marketing?
What Makes “Social Media” Marketing Different?
A Brief Introduction to Social Media Portals
The Web As a Means of Giving Consumers a Voice
It’s Time to Join the Conversation
Content Is Not King (Not by Itself, at Least)
Are You Ready for Social Media Marketing?
So What’s Next?
Summary
The Hurdle: Overcoming Fear About an Uncontrolled Message
Asking the Right Questions: Setting Goals for Your Campaign
Making Your Goals SMART
Researching Your Social Media Community
Formulating Your Strategy
When Should I Pursue Social Media Marketing?
Achieving Social Media Mastery: Networking and Implementing Strategy
When Is It Appropriate Not to Respond at All?
How Do You Monitor the Conversation?
You’re Listening—What Now?
Planning Your Social Media Strategy
Networking Within a Social Medium
Understanding and Listening to Your Audience
The Importance of Giving
Community Managers
Power Accounts
Participation Is Marketing: Getting into the Game
The Cluetrain Manifesto: Markets Are Conversations
The “Participation Is Marketing” Phenomenon
Tyson Foods Case Study: We Have a Blog and We’ll Use It for Good
The Home Depot Case Study: Tapping into the Mindshare of Valued Customers
Reputation Management
Network Solutions Case Study: Reputation Management by Listening
Reputation Management Monitoring: 12 Reputations You Should Monitor Online
Considering a Reputation Management Strategy
Using Blogs to Communicate, Influence, and Learn from Your Constituents
A Short History of Blogging
The History of Blogs, 1998–2009: Who Is Writing and Who Is Reading?
Blogs As Online Influencers
How Blogs Are Consumed
A Beginner’s Guide to Blog Platforms
Writing for Blog Audiences
How Blogs Are Discovered
What to Do If Your Corporate Policy Disallows Blogging
Microblogging Magic: How Twitter Can Transform Your Business
A History of Twitter
Twitter for Business Is Born
Using Twitter
How to Achieve Business Goals Through Twitter
Getting Social: Facebook, MySpace, LinkedIn, and Other Social Networks
Introduction to Social Networking Sites
Facebook: The Digital You
MySpace: Personalized Connections
Getting Professional with LinkedIn
The Big Social Networks Abroad
Informing Your Public: The Informational Social Networks
Human-Edited Social Search
Choosing the Best Answers: Using Yahoo! Answers for Social Media Marketing
Other Q&A Websites to Be Considered in a Social Media Marketing Strategy
Knowledge Is Power
Create Your Own Wiki
Leaving Your Mark: How to Rock the Social Bookmarking Space
A Timeline: The Past, Present, and Future
Using Social Bookmarking Sites
The Wisdom of Crowds
What Is Social News?
What Are Social News Websites?
The Big Players in Social News
New Media Tactics: Photography, Video, and Podcasting
Using Your Pictures to Market Yourself
Beyond Stationary: The Video Marketing Guide
The Emergence of Podcasting and the Podcast Today
Sealing the Deal: Putting It All Together
Identification: Telling People Who You Are
The Social Media Workflow
Revisiting Return on Investment
Am I Done Yet?
Strategizing in Social Media Communities
Thinking Outside Social Media Communities: Face-to-Face Interactions
Fostering Creativity Online
The Ultimate Social Media Etiquette Handbook
Recommended Reading
INDEX
P. 1
The New Community Rules: Marketing on the Social Web

The New Community Rules: Marketing on the Social Web

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Blogs, networking sites, and other examples of the social web provide businesses with a largely untapped marketing channel for products and services. But how do you take advantage of them? With The New Community Rules, you'll understand how social web technologies work, and learn the most practical and effective ways to reach people who frequent these sites.

Written by an expert in social media and viral marketing, this book cuts through the hype and jargon to give you intelligent advice and strategies for positioning your business on the social web, with case studies that show how other companies have used this approach.

The New Community Rules will help you:

Explore blogging and microblogging, and find out how to use applications such as Twitter to create brand awareness Learn the art of conversation marketing, and how social media thrives on honesty and transparency Manage and enhance your online reputation through the social web Tap into the increasingly influential video and podcasting market Discover which tactics work -- and which don't -- by learning about what other marketers have tried

Many consumers today use the Web as a voice. The New Community Rules demonstrates how you can join the conversation, contribute to the community, and bring people to your product or service.

Blogs, networking sites, and other examples of the social web provide businesses with a largely untapped marketing channel for products and services. But how do you take advantage of them? With The New Community Rules, you'll understand how social web technologies work, and learn the most practical and effective ways to reach people who frequent these sites.

Written by an expert in social media and viral marketing, this book cuts through the hype and jargon to give you intelligent advice and strategies for positioning your business on the social web, with case studies that show how other companies have used this approach.

The New Community Rules will help you:

Explore blogging and microblogging, and find out how to use applications such as Twitter to create brand awareness Learn the art of conversation marketing, and how social media thrives on honesty and transparency Manage and enhance your online reputation through the social web Tap into the increasingly influential video and podcasting market Discover which tactics work -- and which don't -- by learning about what other marketers have tried

Many consumers today use the Web as a voice. The New Community Rules demonstrates how you can join the conversation, contribute to the community, and bring people to your product or service.

More info:

Publish date: Jul 1, 2009
Added to Scribd: Sep 02, 2011
Copyright:Traditional Copyright: All rights reservedISBN:9781449392093
List Price: $19.99 Buy Now

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