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

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 {u2022} Make the most of Twitter, Facebook, YouTube, LinkedIn, Flickr, and more {u2022} Define goals and customize strategy to maximize Return on Conversation (ROC) {u2022} Understand the whole conversation about you and all the communities you serve {u2022} Manage legal, compliance, and ethical challenges {u2022} Plan social media policies for your company's employees {u2022} Extend customer service into social media {u2022} Maintain consistent branding and messaging {u2022} Complement your SEO, PPC, offline marketing, and PR efforts {u2022} Learn how to integrate traditional marketing tactics (TV, radio, print) with your social media marketing strategy Cover......Page 1 Contents at a Glance......Page 4 Introduction......Page 10 Part I: The Basics of Social Media......Page 14 1 It’s Not Easy, Quick, or Cheap......Page 16 2 Understanding Social Media Strategies......Page 24 3 Goals Need to Be Defined......Page 32 4 It’s ROC (Return on Conversation) not ROI (Return on Investment)......Page 42 5 Know Who Your Audience Is and What They are Doing......Page 50 Part II: It’s About Conversation......Page 60 6 The Conversation Happens With or Without You......Page 62 7 Bring in Legal Early......Page 68 8 Don’t Be Afraid of the Negative......Page 76 9 Understanding Each Community......Page 84 10 Come Bearing Gifts......Page 92 11 Bloggers Have No Boundaries......Page 100 12 Every Business Is Different......Page 108 13 Don’t Fall in Love......Page 114 14 Don’t Be Afraid to Throw Out What Isn’t Working......Page 122 15 Be Open to Trying New Things (but Don’t Fall Off the Bleeding Edge)......Page 130 Part III: Social Media from the Inside Out......Page 136 16 Everyone in Your Company Has a Stake in Your Social Media Strategy......Page 138 17 Plan Social Media Policies for Company Employees......Page 144 18 Personal Ethics Matter......Page 152 19 Define Who Owns the Conversation......Page 158 20 A Great Customer Service Program Is a Natural Extension into Social Media......Page 168 21 Interns Make Coffee, Not Social Media Strategies......Page 174 22 Branding and Messaging Need to Be Consistent......Page 180 23 Be Transparent: Trust and Readership Must Be Earned......Page 188 24 Audiences Trust Icons and Avatars......Page 196 Part IV: It’s Not About You......Page 202 25 Give Up Control and Drop the Ego......Page 204 26 You Need to Be All “Ears”......Page 212 27 Your Customers Know Your Products Better Than You......Page 220 28 It’s All About the Idea......Page 228 29 Your Content Must Have Value......Page 234 30 Sharing with Others Is Key......Page 240 31 For It to Work,You Need to Be Social......Page 248 32 Ask the Audience......Page 254 33 You Get What You Give......Page 262 Part V: How Social Media Fits into the Online Marketing Picture......Page 268 34 People Do Not Want To Be Marketed To......Page 270 35 The Difference Between Buzz Monitoring and Audience Research......Page 276 36 Complementing Both Search Engine Optimization (SEO) and Pay-Per-Click (PPC) Marketing......Page 282 37 Links and Search Engine Results Are Byproducts of Social Media......Page 288 38 Align Offline Marketing Strategies with Social Media......Page 294 39 Create a Social Media-Friendly “Pressroom” and Promote Events......Page 300 40 You Tube Is the Second-Largest Search Engine......Page 306 41 Social Search Is All About the Now......Page 312 42 It’s Not Just a Web Browser Anymore......Page 318 43 New Signals to Search Engines......Page 324 44 Choosing a Social Media Consultant......Page 330 45 Putting It All Together......Page 336 A......Page 342 C......Page 343 D......Page 344 E......Page 345 I......Page 346 M......Page 347 O......Page 348 S......Page 349 T......Page 350 X-Y-Z......Page 351

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

Evans led SEO strategy for an Internet Retailer 500 company and was SEO and social Media Architect for a Fortune 400 enterprise's multimillion page entertainment website.

She speaks and leads workshops on social media and SEO at Search Engine Strategies and other leading industry conferences.

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! --Back Cover 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 **Profit****from Social Media: Strategies and Solutions That Work!****Topics include**__whole____all__