Social Media Playbook for Business : Reaching Your Online Community with Twitter, Facebook, LinkedIn, and More

This practical guide can help any business or organization make sense of the social media buzz and build a successful online community. Social media can be an incredibly powerful marketing tool that brings a company or organization huge rewards. But for beginners in this new world, the potential risks are also high. Consumers are particularly passionate in the online world; the most active social networkers are poised to be your brand's gushing fansor your most scathing critics. Both multimillion-dollar profits and self-inflicted PR fiascos are possible via social media. This guidebook begins by defining "social media," "social networking," and other terms that may be ambiguous, then details what recent market research reveals about the scope and growth rate of the social media landscape. Real-world examples of both large and small organizations who have successfully implemented social media strategies are showcased, and the hype and failed promise of famous flash-in-the-pan social networks are examined. The author outlines a comprehensive strategy for success with social media, including practical information on watching metrics, establishing beachheads, determining your driver, building a checklist of driver "amplifications," and combating the "what now?" factor. Cover; Contents; Acknowledgments; Chapter 1 Introduction; Chapter 2 Getting Started The Strategy; Chapter 3 Getting Started The Platforms; Chapter 4 Taking It to the Next Level; Chapter 5 Success Stories; Chapter 6 Fails and Fiascos; Chapter 7 The Future; Chapter 8 Conclusion; Appendix A: Glossary of Social Terms and Technologies; Appendix B: Social Media Reading and Resource List; Notes; Index. Online networks like Facebook and LinkedIn, as well as media platforms like Twitter, Flickr, and YouTube serve a stunning 80 percent of online Americans every month. Once the province of the young, social media is now growing fastest among older demographics. Every ambitious business or organization needs to understand, participate in, and reap the benefits of social media. Explains how to build a successful online community for a business's products, services, and brand using social media outlets, covering such topics as the types of websites available, pitfalls to avoid, and future trends in social media