The Social Media Marketing Book

by Dan Zarrella

Overview

Are you looking to take advantage of social media for your business or organization? With easy-to-understand introductions to blogging, forums, opinion and review sites, and social networks such as Twitter, Facebook, and LinkedIn, this book will help you choose the best -- and avoid the worst -- of the social web's unique marketing opportunities.

The Social Media Marketing Book guides you through the maze of communities, platforms, and social media tools so you can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, Dan Zarrella, aka "The Social Media & Marketing Scientist," shows you how to plan and implement campaigns intelligently, and then measure results and track return on investment. Whether you're a seasoned pro or new to the social web, this book will take you beyond the jargon to social media marketing mastery.

• Make sense of this complicated environment with the help of screenshots, graphs, and visual explanations
• Understand the history and culture of each social media type, including features, functionality, and protocols
• Get clear-cut explanations of the methods you need to trigger viral marketing successes
• Choose the technologies and marketing tactics most relevant to your campaign goals
• Learn how to set specific goals for your campaigns and evaluate them according to key performance indicators

Praise for The Social Media Marketing Book:

"Let Zarrella take you to social-media marketing school. You'll learn more from reading this book than a month of research on the Internet."--Guy Kawasaki, co-founder of Alltop.com

"If I could be any other person for a day, it would be Dan Zarella. Either him or Brad Pitt. But Dan's smarter. This book is why I say that."--Chris Brogan, President of New Marketing Labs

"This book demonstrates a beginning to the endless possibilities of the Social Web."-- Brian Solis, publisher of leading marketing blog PR 2.0

Product Details

ISBN-13:	9780596806606
Publisher:	O'Reilly Media, Incorporated
Publication date:	11/25/2009
Pages:	232
Sales rank:	349,704
Product dimensions:	7.90(w) x 5.90(h) x 0.60(d)

About the Author

Dan Zarrella has written extensively about the science of viral marketing, memetics and social media on his own blog and for a variety of popular industry blogs, including Mashable, CopyBlogger, ReadWriteWeb, Plagiarism Today, ProBlogger, Social Desire, CenterNetworks, Nowsourcing, and SEOScoop.

He has been featured in The Twitter Book, The Financial Times, NYPost, The Boston Globe, Forbes, Wired, The Wall Street Journal, Mashable and TechCrunch. He was recently awarded Shorty and Semmy awards for social media & viral marketing.

Dan has spoken at PubCon, Search Engine Strategies, Convergence '09, 140 The Twitter Conference, WordCamp Mid Atlantic, Social Media Camp, Inbound Marketing Bootcamp, and The Texas Domains and Developers Conference, and he currently works as an inbound marketing manager at HubSpot.

Table of Contents

Chapter 1: Introduction;
1.1 What Is Social Media Marketing?;
1.2 Big Brands and Social Media;
1.3 Small Business and Social Media;
1.4 Social Media and You;
Chapter 2: Blogging;
2.1 Introduction;
2.2 History;
2.3 Protocol;
2.4 Platforms;
2.5 Content Strategies;
2.6 Building an Audience;
2.7 Takeaway Tips;
Chapter 3: Twitter and Microblogging;
3.1 Introduction;
3.2 History;
3.3 Protocol;
3.4 Clients;
3.5 Takeaway Tips;
Chapter 4: Social Networking;
4.1 Introduction;
4.2 History;
4.3 Protocol;
4.4 Facebook;
4.5 LinkedIn;
4.6 MySpace;
4.7 Takeaway Tips;
Chapter 5: Media Sharing;
5.1 Introduction;
5.2 History;
5.3 Protocol;
5.4 YouTube;
5.5 Flickr;
5.6 SlideShare;
5.7 Takeaway Tips;
Chapter 6: Social News and Bookmarking;
6.1 Introduction;
6.2 History;
6.3 Protocol;
6.4 Digg;
6.5 Reddit;
6.6 StumbleUpon;
6.7 Delicious;
6.8 Niche Sites;
6.9 Takeaway Tips;
Chapter 7: Ratings and Reviews;
7.1 Introduction;
7.2 History;
7.3 Protocol;
7.4 Yelp;
7.5 Other Sites;
7.6 Takeaway Tips;
Chapter 8: Forums;
8.1 Introduction;
8.2 History;
8.3 Protocol;
8.4 Research;
8.5 Engaging;
8.6 Takeaway Tips;
Chapter 9: Virtual Worlds;
9.1 Introduction;
9.2 History;
9.3 Second Life;
9.4 Takeaway Tips;
Chapter 10: Strategy, Tactics, and Practice;
10.1 Introduction;
10.2 Monitoring;
10.3 Research;
10.4 Campaigns Versus Ongoing Strategy;
10.5 Integration;
10.6 Calls to Action;
10.7 Takeaway Tips;
Chapter 11: Measurement;
11.1 Introduction;
11.2 Metrics;
11.3 Goal Setting;
11.4 Software;
11.5 Takeaway Tips;
Acknowledgments;
Colophon;

What People are Saying About This

From the Publisher

After poring over The Social Media Marketing Book you may not come away with a master marketing strategy, but you'll get a good briefing on tactics.

— Thomas E. Weber,

Editorial Reviews

After poring over The Social Media Marketing Book you may not come away with a master marketing strategy, but you'll get a good briefing on tactics.

— Thomas E. Weber,

Thomas E. Weber

If you are new to social marketing and want an easy to understand book to break it all down, then I highly recommend The Social Media Marketing Book.

— T. Michael Testi,

T. Michael Testi

If you are trying to explain why your company needs a social media presence, hand this book to your boss. He'll thank you for it.

— Lisa Martin,

Lisa Martin

Overall, The Social Media Marketing Book is an extremely valuable resource on understanding and applying social media for both the individuals, and business. The book is a great introduction that can help you to get started. Once done, you can move onto the next level. Hopefully, Zarrella is working on that book now.

— Ben Rothke,

Ben Rothke

After poring over The Social Media Marketing Book you may not come away with a master marketing strategy, but you'll get a good briefing on tactics.

— Thomas E. Weber,

From the Publisher