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Social Media Marketing: Strategies For Engaging In Facebook, Twitter & Other

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Price:£17.99
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Seller assumes all responsibility for this listing.Item number: 220912119561
Last updated on 13 Dec, 2011 07:11:38 GMT View all revisions

Item specifics

Condition: NewAuthor: Liana Evans
Publication Year: 18/06/2010Subject: Management, Business, Economics & Industry
Format: PaperbackSubject 2: Business, Accounting & Vocational: Textbooks & Study Guides
Language: English  
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Description
In this powerful, practical book, one of the world's leading social media marketing experts shows exactly how to leverage social media marketing in a company.

Key Features
Author(s)Liana Evans
PublisherPearson Education (US)
Date of Publication18/06/2010
Language(s)English
FormatPaperback
ISBN-100789742845
ISBN-139780789742841
GenreBusiness, Accounting & Vocational: Textbooks & Study Guides

Publication Data
Country of PublicationUnited States
ImprintQue Corporation,U.S.
Content NoteIllustrations

Dimensions
Weight486 g
Width152 mm
Height229 mm
Spine19 mm
Pagination360

Description
Table Of ContentsIntroduction 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 25 Give Up Control and Drop the Ego 195 26 You Need to Be All Ears 203 27 Your Customers Know Your Products Better Than You 211 28 It's All About the Idea 219 29 Your Content Must Have Value 225 30 Sharing with Others Is Key 231 31 For It to Work, You Need to Be Social 239 32 Ask the Audience 245 33 You Get What You Give 253 Part V: How Social Media Fits into the Online Marketing Picture 34 People Do Not Want To Be Marketed To 261 35 The Difference Between Buzz Monitoring and Audience Research 267 36 Complementing Both Search Engine Optimization (SEO) and Pay Per Click (PPC) 273 37 Links and Search Engine Results Are Byproducts of Social Media 279 38 Align Offline Marketing Strategies with Social Media 285 39 Create a Social Media-Friendly Pressroom and Promote Events 291 40 YouTube is the Second-Largest Search Engine 297 41 Social Search Is All About the Now 303 42 It's Not Just a Web Browser Anymore 309 43 New Signals to Search Engines 315 44 Choosing a Social Media Consultant 321 45 Putting It All Together 327 Index 333
Author BiographySince 1999, Liana Li Evans has been active full-time in the search marketing arena, becoming well-versed in all avenues of social media and search marketing. Li runs the Search Marketing Gurus blog and is the director of social media for Serengeti Communications, a Washington, DC-based online marketing firm that focuses on building social media strategies for companies and training companies to bring online marketing in-house. Li has led the SEO strategy for an Internet Retailer 500 company, and was the SEO and social media architect for a Fortune 500 multi-million page entertainment Web site. As a database designer and programmer since 1992, Liana has developed technical expertise in dealing with large-scale retail sites and their dynamic natures. She holds degrees in both public relations and information technology, which lend well to working with client strategies in social media and search marketing. Li speaks and trains social media and SEO at Search Engine Strategies and other industry conferences.

Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.

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Social Media Marketing: Strategies For Engaging In Facebook, Twitter & Other Social Media

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Item Description
ISBN:9780789742841
Author:Evans, Liana
User Type:Intermediate/Advance
Book Type:Reference
Publisher Name:QUE
Publication Date:July 2010
Number Of Pages:342

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

 



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

25        Give Up Control and Drop the Ego     195

26        You Need to Be All "Ears"     203

27        Your Customers Know Your Products Better Than You     211

28        It's All About the Idea     219

29        Your Content Must Have Value     225

30        Sharing with Others Is Key     231

31        For It to Work, You Need to Be Social     239

32        Ask the Audience     245

33        You Get What You Give     253

 

Part V: How Social Media Fits into the Online Marketing Picture

34        People Do Not Want To Be Marketed To     261

35        The Difference Between Buzz Monitoring and Audience Research     267

36        Complementing Both Search Engine Optimization (SEO) and Pay Per Click (PPC)     273

37        Links and Search Engine Results Are Byproducts of Social Media     279

38        Align Offline Marketing Strategies with Social Media     285

39        Create a Social Media-Friendly "Pressroom" and Promote Events     291

40        YouTube is the Second-Largest Search Engine     297

41        Social Search Is All About the Now     303

42        It's Not Just a Web Browser Anymore     309

43        New Signals to Search Engines     315

44        Choosing a Social Media Consultant     321

45        Putting It All Together     327

Index     333

 

 

 

 

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