Efnisyfirlit

• Cover
• Introduction
  • About This Book
  • Foolish Assumptions
  • Icons Used in This Book
  • Where to Go from Here
• Part 1: Getting Started with Social Media Marketing
  • Chapter 1: Understanding Social Media Marketing
    • Defining Social Media Marketing
    • Learning about the Roles People Play
    • Comparing Social Media Marketing with Other Marketing Efforts
    • Taking Social Influence Beyond Marketing
  • Chapter 2: Discovering Your SMM Competitors
    • Classifying Consumer Activities
    • Researching Your Customers’ Online Activities
    • Identifying Personas
    • Analyzing Competitor Efforts
    • Researching Your Competitors’ Campaign Support
    • Dipping into Hot SMM Concepts
  • Chapter 3: Getting in the Social Media Marketing Frame of Mind
    • Putting SMM in the Context of the Marketing Funnel
    • Deepening Your SMM Relationship
    • Treating SMM Differently from Brand Marketing
• Part 2: Practicing SMM on the Social Web
  • Chapter 4: Launching SMM Campaigns
    • Discovering the Types of SMM Campaigns
    • Recognizing What Makes a Good SMM Campaign
    • Creating Your SMM Roadmap
    • Participating — Four Rules of the Game
    • Killing the Campaign Expiry Date
    • Monitoring Brands and Conversations
    • Responding to Criticism
  • Chapter 5: Developing Your SMM Voice
    • Figuring Out Why You Need an SMM Voice
    • Defining SMM Voice Characteristics
    • Distinguishing Between SMM Voices and Brand Voices
    • Outlining SMM Voice Objectives
    • Choosing the Owner of Your Organization’s SMM Voice
    • Crowdsourcing SMM Voices with Guidelines
  • Chapter 6: Understanding a Marketer’s Responsibilities
    • Recognizing Who You Serve
    • Practicing Socially Responsible Marketing
    • Accountability to Your Own Company
• Part 3: Reaching Your Audience via Mainstream Social Platforms
  • Chapter 7: Finding the Right Platforms
    • Choosing Social Media Platforms
    • Preparing Your Employees for Social Media Networking
    • Evaluating Your Resources
    • Assessing What Each Social Network Offers You
  • Chapter 8: Exploring SMM Strategies for Facebook
    • Looking at Facebook Basics
    • Using Ads on Facebook
  • Chapter 9: Marketing on Twitter
    • Figuring Out the Basics of Twitter
    • Marketing via Twitter
    • Using Promoted Accounts
    • Making Use of Promoted Tweets
    • Using Promoted Trends
    • Working with Sponsored Tweets
    • Tips and Tricks
  • Chapter 10: Creating a YouTube Strategy
    • Looking at YouTube Basics
    • Promoting on YouTube
    • Seeding a Viral Campaign
    • Advertising on YouTube
  • Chapter 11: Considering LinkedIn
    • Getting Started
    • Creating a New Profile
    • Participating in Groups
    • Using LinkedIn to Answer Questions
    • Finding a Job
  • Chapter 12: Delving into Instagram
    • Recognizing the Basics
    • Getting Found on Instagram
    • Structuring Instagram for Business Goals
  • Chapter 13: Discovering Snapchat
    • Exploring Snapchat
    • Advertising on Snapchat
    • Measuring Results on Snapchat
  • Chapter 14: Marketing with Pinterest
    • Recognizing Pinterest Users
    • Focusing on Strategy
    • Becoming a Business Pinner
    • Developing Credibility with Your Boards and Images
  • Chapter 15: Interacting with Tumblr
    • Setting Up Shop on Tumblr
    • Finding and Sharing the Good Stuff
    • Looking at Paid Media
    • Tracking Your Users
  • Chapter 16: Engaging Customers Using Other Platforms
    • Blogging on Medium for Your Business
    • Discussing Ideas On Reddit.com
    • Sharing Video on TikTok
• Part 4: Getting Your Message to Connectors
  • Chapter 17: Marketing to Millennials
    • Learning About Millennials
    • Understanding What Millennials Want from Brands
    • Recognizing Millennials Shopping Habits
    • Succeeding with Millennials
  • Chapter 18: Accounting for the Influencers
    • Knowing the Expert Influencers
    • Reaching the Expert Influencers
    • Tapping into the Referent Influencers
    • Reaching the Referent Influencers
    • Tapping into the Positional Influencers
    • Translating Influence to the Offline World
  • Chapter 19: Disrupting with Voice Search
    • Understanding Voice Search
    • Interacting with Voice Assistants
    • Discovering What Customers Want
    • Providing Answers
    • Getting Your Content Ready
  • Chapter 20: Utilizing Messaging Apps
    • Looking at Messenger
    • Setting Up Messenger
    • Understanding Chatbots
    • Deploying WhatsApp from Facebook
• Part 5: Old Marketing Is New Again with SMM
  • Chapter 21: Practicing SMM on Your Website
    • Focusing on the SMM-Integrated Website
    • Making the Campaign and the Website Work Together
    • Rethinking Your Website
    • Tips and Tricks for Website SMM
  • Chapter 22: Becoming an Authentic and Engaged Advertiser
    • Social Advertising: An Online Advertising Game Changer
    • Native Advertising and How It Can Work for You
    • Making Paid and Earned Media Work Together
    • Making SMM Work with TV
  • Chapter 23: Building an SMM Mobile Campaign
    • Looking at Consumer Trends in Mobile
    • Understanding the Many Paths within the Mobile Channel
    • Keeping in Mind Mobile Phone Capabilities
    • Fitting Mobile into Your Social Media Practices
    • Building Your Own Mobile-Enabled Communities
    • Adding Social Media Elements to Mobile
    • Harnessing Mobile to Support Social Media
    • Deciding When to Build a Mobile App
  • Chapter 24: Encouraging Employees to Advocate for Your Brand on Social Media
    • Embracing the Idea of Employee Collaboration
    • Picking Social Software for Social Influence
    • Rethinking the Intranet
  • Chapter 25: Changing Tactics and Metrics
    • Correlating Data with Business Objectives
    • Focusing on the Tactics That Count
    • Rethinking the Customer Experience
    • Integrating Marketing Technology with Analytics Systems
    • Deploying AI Tools
  • Chapter 26: Understanding Social Media Governance
    • Recognizing How SMM Impacts Other Company Functions
    • Introducing Social Media Governance Models
    • Dealing with a Social Media Crisis
  • Chapter 27: Using Real-Time Marketing
    • Introducing Real-Time Marketing
    • Organizing for Real-Time Marketing
    • Taking TV into Real-Time Marketing
  • Chapter 28: Data and Privacy
    • Knowing What Data You Have to Play With
    • Harnessing Data & Privacy Best Practices
    • Understanding New Data and Privacy Laws
    • So What Does This All Mean for Your Marketing Effort?
• Part 6: The Part of Tens
  • Chapter 29: Ten SMM-Related Must-Read Blogs
    • Brian Solis
    • Content Marketing Institute
    • Convince and Convert
    • Copyblogger
    • Marketing Profs
    • Neil Patel’s Blog
    • Razor Social
    • Seth Godin
    • Shiv Singh
    • Social Media Examiner
  • Chapter 30: Ten Top SMM Tools
    • Buffer
    • BuzzSumo
    • Facebook Insights
    • Followerwonk
    • Hootsuite
    • Later
    • Mention
    • SproutSocial
    • Tailwind
    • Tweepi
  • Chapter 31: Ten Tips to Navigate Fakeness
    • Create Shared, Mutual Goals
    • Use Reflection to Override Bias
    • Engage Openly with Dissent
    • Challenge Opinion and Ask for Facts
    • Encourage Those Who Don’t Conform
    • Ask Yourself “What if the Opposite Was True”
    • Engage in Active, Critical Analysis
    • Question Morally Dubious Directives
    • Seek Out Allies
    • Focus on Building Trust First
• Index
• About the Authors
• Connect with Dummies
• End User License Agreement

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