Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media [NOOK Book]

Overview

Profit Big from Social Media: Strategies and Solutions That Work!

Using new social media marketing techniques, you can deepen relationships with your most passionate, profitable customers—and create more of them than ever before! In this 100% practical book, world-renowned expert Li Evans shows exactly how to make the most of social media—in any company, in any industry. You’ll discover exactly how to customize your best social networking strategy…then staff it, organize it, ...

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Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media

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Overview

Profit Big from Social Media: Strategies and Solutions That Work!

Using new social media marketing techniques, you can deepen relationships with your most passionate, profitable customers—and create more of them than ever before! In this 100% practical book, world-renowned expert Li Evans shows exactly how to make the most of social media—in any company, in any industry. You’ll discover exactly how to customize your best social networking strategy…then staff it, organize it, manage its risks, and execute it successfully! Evans shows how to understand your audience, enter the conversation, build trust, protect your brand, integrate social media into existing marketing programs, measure your results…and profit big from today’s hottest new social media sites and platforms!

Topics include

  • Make the most of Twitter, Facebook, YouTube, LinkedIn, Flickr, and more
  • Define goals and customize strategy to maximize Return on Conversation (ROC)
  • Understand the whole conversation about you and all the communities you serve
  • Manage legal, compliance, and ethical challenges
  • Plan social media policies for your company’s employees
  • Extend customer service into social media
  • Maintain consistent branding and messaging
  • Complement your SEO, PPC, offline marketing, and PR efforts
  • Learn how to integrate traditional marketing tactics (TV, radio, print) with your social media marketing strategy
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Product Details

  • ISBN-13: 9780768694918
  • Publisher: Pearson Education
  • Publication date: 7/2/2010
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 360
  • Sales rank: 766,138
  • File size: 5 MB

Meet the Author

Since 1999, Liana "Li" Evans has been active full-time in the search marketing arena, becoming well-versed in all avenues of social media and search marketing. Li runs the Search Marketing Gurus blog and is the director of social media for Serengeti Communications, a Washington, DC-based online marketing firm that focuses on building social media strategies for companies and training companies to bring online marketing in-house.

Li has led the SEO strategy for an Internet Retailer 500 company, and was the SEO and social media architect for a Fortune 500 multi-million page entertainment Web site. As a database designer and programmer since 1992, Liana has developed technical expertise in dealing with large-scale retail sites and their dynamic natures.

She holds degrees in both public relations and information technology, which lend well to working with client strategies in social media and search marketing. Li speaks and trains social media and SEO at Search Engine Strategies and other industry conferences.

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Table of Contents

Introduction 1

Part I: The Basics of Social Media

1 It's Not Easy, Quick, or Cheap 7

2 Understanding Social Media Strategies 15

3 Goals Need to Be Defined 23

4 It's ROC (Return on Conversation) not ROI (Return on Investment) 33

5 Know Who Your Audience Is and What They are Doing 41

Part II: It's About Conversation

6 The Conversation Happens With or Without You 53

7 Bring in Legal Early 59

8 Don't Be Afraid of the Negative 67

9 Understanding Each Community 75

10 Come Bearing Gifts 83

11 Bloggers Have No Boundaries 91

12 Every Business is Different 99

13 Don't Fall In Love 105

14 Don't Be Afraid to Throw Out What Isn't Working 113

15 Be Open to Trying New Things (but Don't Fall Off the Bleeding Edge) 121

Part III: Social Media from the Inside Out

16 Everyone in Your Company Has a Stake in Your Social Media Strategy 129

17 Plan Social Media Policies for Company Employees 135

18 Personal Ethics Matter 143

19 Define Who Owns the Conversation 149

20 A Great Customer Service Program Is a Natural Extension into Social Media 159

21 Interns Make Coffee, Not Social Media Strategies 165

22 Branding and Messaging Need to Be Consistent 171

23 Be Transparent: Trust and Readership Must Be Earned 179

24 Audiences Trust Icons and Avatars 187

Part IV: It's Not About You

25 Give Up Control and Drop the Ego 195

26 You Need to Be All "Ears" 203

27 Your Customers Know Your Products Better Than You 211

28 It's All About the Idea 219

29 Your Content Must Have Value 225

30 Sharing with Others Is Key 231

31 For It to Work, You Need to Be Social 239

32 Ask the Audience 245

33 You Get What You Give 253

Part V: How Social Media Fits into the Online Marketing Picture

34 People Do Not Want To Be Marketed To 261

35 The Difference Between Buzz Monitoring and Audience Research 267

36 Complementing Both Search Engine Optimization (SEO) and Pay Per Click (PPC) 273

37 Links and Search Engine Results Are Byproducts of Social Media 279

38 Align Offline Marketing Strategies with Social Media 285

39 Create a Social Media-Friendly "Pressroom" and Promote Events 291

40 YouTube is the Second-Largest Search Engine 297

41 Social Search Is All About the Now 303

42 It's Not Just a Web Browser Anymore 309

43 New Signals to Search Engines 315

44 Choosing a Social Media Consultant 321

45 Putting It All Together 327

Index 333

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  • Posted September 7, 2010

    Struck Gold!

    I am a full-time consultant within the search and social marketing landscape, and needless to say I am someone who is very familiar with the idea of using social networking sites as vehicles for driving conversation, engagement, and ultimately revenue for business purposes. I found this book to be an amazing read; one that everyone, novice or expert, should have on their bookshelf for education and reference. I believe readers will find great value in learning how to develop strategies and goals, to find conversations that are happening around their company, products, and services, to engage, and to define and measure success. My favorite chapter in the book came pretty early. Chapter 3, "Goals need to Be Defined", features valuable insights on ways companies can measure the success of their social marketing efforts. In my opinion, setting predefined goals and measuring success according to those goals is the most important detail when running a social marketing campaign. However, it is also the one detail that I believe is most overlooked. In this chapter, the author does a superb job breaking down what seemed like an unlimited number of metrics a company could use to measure social media - several of which were even new to me. I 100% endorse this book, and recommend it to anyone in, or looking to get into, the social media space. I was personally able to attain several "golden nuggets" during the couple of hours it took me to read this book. I have altered my ongoing personal and professional social media efforts because of it.

    1 out of 1 people found this review helpful.

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  • Posted January 19, 2011

    Everything You Always Wanted To Know About Social Media Marketing & Then Some!

    I love Liana! She's a smart cookie. Her approach to Social Media Marketing is practical and powerful. Whether you're a seasoned Social Media practitioner or just learning the Social Media ropes, I suggest you do yourself a favor and pick this book up.

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  • Posted December 29, 2010

    Highly Recommended!

    This book is an amazing find and worth every penny. Most def an easy read, but invaluable to everyone; from small business owners to mega corporations. This book is a must for every bookshelf as a reference guide.

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  • Posted August 26, 2010

    Stay ahead in the social media game

    I have taken numerous classes related to social media, and none could wrap up everything this book gave me. This book is useful for large corporations to small businesses and even individuals who may just be looking to market themselves through a blog. When I first got this book, I went straight to the chapter, "Bloggers Have No Boundaries." It seems that everybody has a blog these days, and this chapter was most insightful for me.

    This book gives you all of the tips you need to get started, and to stay ahead in the social media marketing game. It will help you determine who your social media expert should be within your company, and explain how every employee plays a part in a company's social media strategy. There are great real-life examples of what to do - and what not to do - when it comes to social media and your business. The chapters are quick, easy reads and well organized.

    The final chapter sums up the book nicely and gives clear explanations on what you should do next. This book is a must-read for anyone interested in marketing.

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