مقدمه‌ای بر بازاریابی رسانه‌های اجتماعی: راهنمایی برای مبتدیان مطلق

Easily understand the most important tools and skills in social media marketing. You'll be exposed to Facebook pages and ads, work with Twitter and LinkedIn, save time with Hootsuite, and learn social media monitoring. If you are completely new to social media marketing and you want to learn the basics, this guide will introduce you to the content quickly.__Introduction to Social Media Marketing__has a particular focus on ROI (return on investment), to help you think critically about the value social media could bring a business or organization. You'll explore the question of whether or not it's worth it to invest time and money in each social media channel. **What You’ll Learn** * Understand basic functions for most social media tools, including how to get up and running * See the benefits of social media tools and which one you should use for specific purposes * Calculate the real ROI expected from using specific tools * Utilize social media monitoring and analytics **Who This Book Is For**Those who need to get up to speed on a broad range of social media tools and techniques for business or personal use. This book is also suitable as a student reference. Contents 5 About the Author 6 About the Technical Reviewer 7 Introduction 8 Chapter 1: The Basics of Having Fun and Building Skills 10 Return on Investment (ROI) 10 The Skill of Social Media Marketing 12 2B or not 2B? B2B and B2C 13 Engagement/PR 14 Word of Mouth (WOM) 15 Monitoring 16 Posting: Promotions/Content 17 Channels: Facebook, Twitter, and TBD 18 Internal and Third-Party Tools 20 Things Change 20 Search Drill: Learning How to Learn 21 Learning More 21 Conclusion 21 Chapter 2: Skillbox: Content 23 Curation vs. Creation vs. Collaboration 23 Create a Google Account/Gmail Address 25 Start a Blog 25 Search Drill: Find a Blog 29 Create a Free Web Site 29 Other Systems for Making Web Sites 34 Make/Edit a Video 34 Editing on YouTube 36 Adjusting Digital Images 38 Taking Screenshots 38 Learning More 39 Conclusion 39 Chapter 3: Facebook Pages 40 What Is a Facebook Page? 40 Facebook Pages: To Do or Not to Do? 43 Principle: What Is Facebook’s Business Model? 43 Creating a Facebook Page 48 Posting to the Page 53 Content! Content! 54 Accessing Pages 55 Facebook Page Links 55 Facebook Page Usernames 56 The More Things Change... 58 Learning More 58 Conclusion 58 Chapter 4: Facebook Ads 59 What Are Facebook Ads and Why Should You Use Them? 59 When to Use Facebook Ads 62 Purchase Intent 63 Metrics for Measuring Facebook Ads 63 Targeting an Ad 64 Creating a Campaign 65 And Now for Something Really, Really, Really Important 71 Monitoring the Campaign 77 Learning More 78 Free Facebook Ads 79 Conclusion 79 Chapter 5: Twitter 81 Twitter: To Do or Not to Do? 81 A High-Level Overview of Twitter 82 Creating a Twitter Account 85 Posting to Twitter 88 ROI and Strategy of Twitter 90 Learning More 90 Conclusion 91 Chapter 6: LinkedIn 92 LinkedIn: To Do or Not to Do? 92 Understanding LinkedIn 94 Creating a LinkedIn Page 95 Posting to the Page 98 Something Really Interesting and Important 99 ROI Strategies for LinkedIn 99 Personal LinkedIn Development 100 Learning More 100 Conclusion 100 Chapter 7: Hootsuite 101 Understanding Hootsuite 102 Hootsuite on YouTube 103 Hootsuite Help 103 Creating and Configuring a Hootsuite Account 105 Configuring Hootsuite 113 Getting Around Hootsuite 116 Posting with Hootsuite 118 The Joy of Scheduling a Post 121 ROI Strategies 123 Learning More 125 Conclusion 125 Chapter 8: Social Media Monitoring and Analytics 126 Understanding Social Media Monitoring, Social Listening, and Analytics 126 What Is Social Media Monitoring? Social Listening? 127 Tools 127 The Need for Speed: What Is a Social Media Crisis? 128 Social Listening in Hootsuite: Owned Media 130 Basic Social Analytics 130 Basic Social Reporting in Hootsuite 132 Scheduling and Automating Reports 139 Trying Socialmention.com 141 The Value of Quotes 144 Other Tools 147 ROI Strategies 147 Hootsuite Certification 148 OMCP/Market Motive Certification 150 Free Radian6 Training 151 Learning More 151 Conclusion 151 Index 152 Easily understand the most important tools and skills in social media marketing. You'll be exposed to Facebook pages and ads, work with Twitter and LinkedIn, save time with Hootsuite, and learn social media monitoring. If you are completely new to social media marketing and you want to learn the basics, this guide will introduce you to the content quickly. Introduction to Social Media Marketing has a particular focus on ROI (return on investment), to help you think critically about the value social media could bring a business or organization. You'll explore the question of whether or not it's worth it to invest time and money in each social media channel. What You'll Learn Understand basic functions for most social media tools, including how to get up and running See the benefits of social media tools and which one you should use for specific purposes Calculate the real ROI expected from using specific tools Utilize social media monitoring and analytics Who This Book Is For Those who need to get up to speed on a broad range of social media tools and techniques for business or personal use. This book is also suitable as a student reference. Front Matter....Pages i-xii The Basics of Having Fun and Building Skills....Pages 1-13 Skillbox: Content....Pages 15-31 Facebook Pages....Pages 33-51 Facebook Ads....Pages 53-74 Twitter....Pages 75-85 LinkedIn....Pages 87-95 Hootsuite....Pages 97-121 Social Media Monitoring and Analytics....Pages 123-148 Back Matter....Pages 149-152