Social Media for Business: 101 Ways to Grow Your Business Without Wasting Your Time

Overview

Filled with the latest information on Facebook, LinkedIn, YouTube, and other key social-media sites, this all-purpose guide provides specific strategies and tactics that focus on building business. In addition to marketing and PR, this resource addresses recruiting, risk management, cost, and other key business issues. Marketing, sales, public relations, and customer-service professionals within any business will learn how to save time and develop a weekly checklist of social-media priorities, connect ...

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Overview

Filled with the latest information on Facebook, LinkedIn, YouTube, and other key social-media sites, this all-purpose guide provides specific strategies and tactics that focus on building business. In addition to marketing and PR, this resource addresses recruiting, risk management, cost, and other key business issues. Marketing, sales, public relations, and customer-service professionals within any business will learn how to save time and develop a weekly checklist of social-media priorities, connect social-media sites together, attract the right job candidates, and help improve customer satisfaction and brand loyalty. Keeping a close eye on return-on-investment, this clever resource promises to help market-savvy businesses outpace their competition.

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Product Details

  • ISBN-13: 9781931644907
  • Publisher: Maximum Press
  • Publication date: 8/1/2010
  • Pages: 195
  • Product dimensions: 7.10 (w) x 9.20 (h) x 0.60 (d)

Meet the Author

Susan Sweeney, CA, CSP, HoF, is an internet marketing expert, a consultant, and the author of eight internet marketing books, including 3G Marketing on the Internet and The e-Business Formula for Success. She lives in Waverley, Nova Scotia, and Fort Myers, Florida. Randall Craig, CFA, MBA, CMC, is the president of the consulting firm Pinetree Advisors, lectures at the Schulich School of Business at York University, and writes a weekly column on the Monster.com job boards. He is the author of numerous books, including Leaving the Mother Ship and Personal Balance Sheet: A Practical Career Planning Guide. He lives in Toronto, Ontario.

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Table of Contents

Introduction

Social Networks

Social Networking

Social Media

About This Book

Chapter 1 Should Social Media Be Part of Your Marketing Mix? 1

Reality Check 3

Risks 4

First Steps 8

Chapter 2 Deciding How (and Why) You Will Use Social Media 9

Strategic Hierarchy 9

Building Relationships 10

Be a Social Media Leader 10

Building a Following 12

Minimalist---Low-Hanging Fruit 12

Stay with the Pack---Keep Up with Competitors 13

Use it Selectively---Recruitment Only As an Example 13

Development of Your Personal Profile 14

How to Decide 14

First Steps 15

Additional Resources 15

Books 15

Chapter 3 Integration of Social Media 16

Not a "Tack-on" 16

Social Media Integration 17

Quick Summary 18

First Steps 19

Chapter 4 Your Core---Web Sites and/or Blogs 20

The Future: Is Your Web Site a Blog, or Is Your Blog a Web Site? 22

Content Repurposing 23

First Steps 25

Additional Resources 25

Software and Tools 26

Chapter 5 SEO and Social Media 27

SEO Basics 27

RSS 28

Social Media Integration 30

Social Media SEO 31

First Steps 31

Additional Resources 31

Articles 31

Chapter 6 Linkedin 32

Overview 32

Profile 33

Recommendations 34

Groups 34

Applications 35

Microblogging 36

Job Postings 37

Answers 37

Company Page 38

LinkedIn Priority List: Personal 39

LinkedIn Priority List: Company 41

Ongoing Maintenance 42

First Steps 42

Additional Resources 43

Software/Tools 43

Education 43

Books 44

Chapter 7 Facebook 45

Overview 45

Profile 46

Pages 47

Groups 50

Advertising 51

Applications 54

Facebook Future 55

First Steps 56

Additional Resources 57

Software/Tools 57

Education 58

Articles 58

Books 59

Chapter 8 Twitter 60

What Twitter Is...and Isn't 60

Twitter Strategies 63

Negative Strategies 63

Positive Strategies 63

Twitter Lists 64

Twitter Search/Twitter Trends 65

Twitter Management Tools 66

URL Shorteners 68

Twitter Tips 71

Attracting Followers 73

Getting Started with Twitter 75

First Steps 76

Additional Resources 76

Software/Tools 77

Education 78

Articles 79

Books 79

Chapter 9 YouTube and Other Video-Sharing Sites 80

Overview 80

Creating Video Is Easy 81

Sharing Is Easy 83

Make Your Video Easy to Find 83

Getting on the YouTube Home Page 84

Create and Customize Your Own Channel 84

Channel Customization 85

Promote Your Channel and Your Videos 86

Join or Create YouTube Groups 87

Advertise on YouTube 87

Other Opportunities and Options with YouTube 87

Video Syndication 88

First Steps 88

Additional Resources 90

Software/Tools 90

Education 91

Books 91

Chapter 10 MySpace 92

Profile Page 92

Profile Page Customization 93

Groups 94

Forums 95

Events 95

Applications 96

Blogs 96

Email and Instant Messaging 97

Advertising 97

MySpace Brand Communities 99

Overall Recommendation 100

First Steps 100

Additional Resources 101

Software/Tools 101

Articles 101

Chapter 11 Flickr 102

Sign Up for an Account 103

Upload Photos and Videos 105

Organize Your Photos and Videos 106

Promote Your Photos and Videos 106

Display Your Flickr Photos on Your Site or Blog 107

Share Flickr Photos 107

Enable Stats 109

Flickr App Garden 109

First Steps 109

Additional Resources 109

Software/Tools 110

Education 110

Chapter 12 Tier Two Sites 111

Overview 111

Plaxo 112

Naymz 116

Xing 118

Wikis 118

Digg 119

Del.icio.us 121

Sharing Tools 122

First Steps 123

Additional Resources 123

Software/Tools 123

Education 124

Chapter 13 Other Sites 125

Overview 125

eBay 125

Answers Sites 127

Answers Sites 127

Ratings Sites 128

Yahoo! 129

MSN/Windows Live 131

Ning and SocialGo 131

Google 134

First Steps 135

Additional Resources 136

Software/Tools 136

Books 136

Education 136

Chapter 14 Mobile Access 138

Overview 138

Interesting Stats 138

Applications 139

Mobile Capabilities Now and in the Near Future 142

First Steps 143

Additional Resources 143

Software/Tools 143

Books 144

Education 144

Chapter 15 Tactical Ideas 145

Sales 145

Customer Service 147

Marketing: General 147

PR and Crisis Management 150

Recruitment 151

Research and Development 153

Training 154

Finance and Administration 154

Supply Chain and Production 156

First Steps 156

Chapter 16 Putting the Plan Together 157

Planning 157

Define Social Media Audiences 157

Define Your Social Media Goals, by Audience 158

Benchmarks for Success 161

Risks 162

Implementation 162

Do the Work Internally 163

Outsource the Work 163

Launch Strategies 164

Gradual Ramp-up 164

Big-bang Launch 164

Choosing an Agency or Consultant 165

General Recommendations 167

First Steps 167

Chapter 17 ROI and Measurement 168

Return on Investment 168

Several Approaches 170

Before You Start 170

What Is Being Measured? 171

Exposure 171

Engagement 172

Influence 172

Action/Results 173

Stats from Social Media Platforms 174

Additional Resources 174

Software/Tools 175

Articles 178

Education 178

Chapter 18 Keeping Up-to-Date 179

Learn from Your Network 179

Learn from Your (Younger) Staff 180

Learn from Your Investments 181

Learn from the Internet 181

First Steps 182

About the Authors 183

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