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How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business

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How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business


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Today's #1 executive guide to winning social media marketing: proven strategies, execution techniques, and insider tips from real experts!

  • For every marketing executive, CxO, and entrepreneur who needs to understand social media marketing - and make it work for them.
  • Step-by-step techniques for managing the conversation, building momentum, avoiding pitfalls, and using social media to network, promote, and profit.
  • Includes extensive sections on measurement, and on integrating social media into the broader marketing mix.
  • Description

    • Copyright 2010
    • Edition: 1st
    • Book
    • ISBN-10: 0-13-210056-8
    • ISBN-13: 978-0-13-210056-4
    • eBook (Watermarked)
    • ISBN-10: 0-13-231191-7
    • ISBN-13: 978-0-13-231191-5

    This is an authoritative, up-to-the-minute resource, written by real experts who have made social media marketing work for many of the world's largest companies. This in-the-trenches guide brings together both practical strategies and proven execution techniques for driving maximum value from social media marketing. Drawing on their extensive experience, Jamie Turner and Reshma Shah also show how to avoid crucial pitfalls that other companies have encountered, so you make the most of limited resources, and strengthen your brand instead of placing it at risk. Turner and Shah present comprehensive and realistic coverage of these and many other key topics:

    • What social media is not, why your first campaign failed, and what to do differently next time
    • How to think about social media, plan effectively, and set yourself up for success
    • How to make the most of YouTube, LinkedIn, Facebook, and Twitter and go beyond them
    • How to measure brand sentiment, target market engagement, and return on investment
    • How to identify key strategies, major objectives, and competitive issues, and integrate social media into broader marketing campaigns

    Sample Content

    Online Sample Chapters

    How to Make Money with Social Media: What Social Media Isn't

    Introduction to How to Make Money with Social Media

    Sample Pages

    Download the sample pages (includes Chapter 1 and Index)

    Table of Contents

    Acknowledgments  xiii

    About the Authors  xv

    Introduction  2

    PART I The Social Media Landscape  7

    Chapter 1 What Social Media Isn’t  8

    Chapter 2 The Evolution of Marketing  18

    Chapter 3 How to Think About Social Media  30

    Chapter 4 The Language of Social Media  42

    PART II How to Set Yourself Up for Social Media Success  53

    Chapter 5 Laying the Groundwork for Success  54

    Chapter 6 Why Your First Social Media Campaign Didn’t Work  64

    Chapter 7 Managing the Conversation  72

    Chapter 8 Creating Circular Momentum  82

    PART III Social Media Platforms  93

    Chapter 9 Social Media Is More Than Just YouTube, LinkedIn, Facebook, and Twitter  94

    Chapter 10 How to Use Networking Platforms to Help You Grow Your Sales and Revenue  104

    Chapter 11 How to Use Promoting Platforms to Help You Grow Your Sales and Revenue  114

    Chapter 12 How to Use Sharing Platforms to Help You Grow Your Sales and Revenue  124

    Chapter 13 Mobile Media, Augmented Reality, and Widgets, Oh My!  134

    PART IV Social Media Integration  145

    Chapter 14 How to Integrate Social Media into Your Marketing Plan  146

    Chapter 15 How to Conduct a Competitive Assessment  156

    Chapter 16 Conducting an Internal Situation Analysis  164

    Chapter 17 Understanding the Customer Thought Processes  174

    Chapter 18 Establishing Your Major Objectives and Key Strategies  186

    Chapter 19 Aligning your Social Media Strategy with Your Brand Essence  198

    PART V How to Measure Social Media  207

    Chapter 20 How to Measure a Social Media Campaign  208

    Chapter 21 Step 1: Measuring the Quantitative Data  218

    Chapter 22 Step 2: Measuring the Qualitative Data  230

    Chapter 23 Step 3: Measuring the Only Really Important Thing–Your Return on Investment  242

    PART VI Conclusion  255

    Chapter 24 Social Media Guidelines for Corporations  256

    Chapter 25 59 Things You Need to Do on Your Way to a Successful Social Media Campaign  266

    Index  276


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