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Set up, launch, and run your winning social/mobile media campaign! This guide is packed with actionable tools, techniques, and tips you can really use – all fully revamped for today's newest platforms and opportunities. Authors Jamie Turner and Reshma Shah have unsurpassed experience using social and mobile media to solve complex and difficult marketing challenges. Their How to Make Money with Social Media, Second Edition reads just like the conversation you'd want to have with them over coffee: it's friendly, upbeat, based on hard-won experience about what does (and doesn't) work, and focused on exactly what you need to know.
Step by step, Turner and Shah show you how to:
Every chapter includes easy-to-use tips in handy callouts and sidebars, concluding with Action Steps that answer today's #1 social/mobile marketing question: "What should I do next?"
Whether you're a marketer, entrepreneur, sales leader, or student, if you want to profit from social or mobile marketing, start right here.
Chapter 1: In the Beginning 1
Chapter 2: The Evolution of Marketing 11
Chapter 3: How to Think Strategically about Social Media 21
Chapter 4: How to Speak Social Media 31
Chapter 5: Laying the Groundwork for Success 39
Chapter 6: Why Your First Social Media Campaign Didn’t Work 47
Chapter 7: Managing the Conversation 53
Chapter 8: Social Media Is More Than Just Facebook, LinkedIn, Google+, and Twitter 61
Chapter 9: Closing the Loop with E-mail and Marketing Automation 69
Chapter 10: How to Use Networking Platforms to Help You Grow Your Sales and Revenue 79
Chapter 11: How to Use Promoting Platforms to Help You Grow Your Sales and Revenue 87
Chapter 12: How to Use Sharing Platforms to Help You Grow Your Sales and Revenue 95
Chapter 13: It’s Not about Social or Mobile, It’s about Social and Mobile 103
Chapter 14: How to Integrate Social Media into Your Marketing Plan 115
Chapter 15: How to Conduct a Competitive Assessment 123
Chapter 16: Conducting an Internal Situation Analysis 131
Chapter 17: Understanding the Customer Thought Process 137
Chapter 18: Establishing Your Major Objectives and Key Strategies 145
Chapter 19: Aligning Your Social Media Strategy with Your Brand Essence 153
Chapter 20: How to Measure the Impact of Your Social Media Campaign 159
Chapter 21: Measuring the Quantitative Data 167
Chapter 22: Measuring the Qualitative Data 175
Chapter 23: All Roads in Social Media Should Lead to ROI 183
Chapter 24: How to Ensure Your Social Media Campaign Runs Smoothly 191
Chapter 25: A Step-by-Step Action Plan for Social Media Success 197