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

Description

This is the Rough Cut version of the printed book.

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

• 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

Sample Content

Table of Contents

Introduction     1

Part I: The Basics of Social Media

1          It's Not Easy, Quick, or Cheap     7

2          Understanding Social Media Strategies     15

3          Goals Need to Be Defined     23

4          It's ROC (Return on Conversation) not ROI (Return on Investment)     33

5          Know Who Your Audience Is and What They are Doing     41

Part II: It's About Conversation

6          The Conversation Happens With or Without You     53

7          Bring in Legal Early     59

8          Don't Be Afraid of the Negative     67

9          Understanding Each Community     75

10        Come Bearing Gifts     83

11        Bloggers Have No Boundaries     91

12        Every Business is Different     99

13        Don't Fall In Love     105

14        Don't Be Afraid to Throw Out What Isn't Working     113

15        Be Open to Trying New Things (but Don't Fall Off the Bleeding Edge)     121

Part III: Social Media from the Inside Out

16        Everyone in Your Company Has a Stake in Your Social Media Strategy     129

17        Plan Social Media Policies for Company Employees     135

18        Personal Ethics Matter     143

19        Define Who Owns the Conversation     149

20        A Great Customer Service Program Is a Natural Extension into Social Media     159

21        Interns Make Coffee, Not Social Media Strategies     165

22        Branding and Messaging Need to Be Consistent     171

23        Be Transparent: Trust and Readership Must Be Earned     179

24        Audiences Trust Icons and Avatars     187

Part IV: It's Not About You

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