Social Media Marketing All-in-One For Dummies

Title Page
Copyright Page
Table of Contents
Introduction
	About This Book
	Foolish Assumptions
	Icons Used in This Book
	Beyond the Book
	Where to Go from Here
Book 1 The Social Media Mix
	Chapter 1 Making the Business Case for Social Media
		Making Your Social Debut
		Defining Social Media Marketing
		Understanding the Benefits of Social Media
			Casting a wide net to catch your target market
			Branding
			Building relationships
			Improving business processes
			Improving search engine rankings
			Selling in the social media marketplace
			Finding alternative advertising opportunities
		Understanding the Cons of Social Media
		Integrating Social Media into Your Overall Marketing Effort
		Developing a Strategic Social Media Marketing Plan
			Establishing goals
			Setting quantifiable objectives
			Identifying your target markets
			Estimating costs
			Valuing social media ROI
	Chapter 2 Tallying the Bottom Line
		Preparing to Calculate Return on Investment
		Accounting for Customers Acquired Online
			Comparing the costs of customer acquisition
			One is silver and the other gold
		Establishing Key Performance Indicators for Sales
		Tracking Leads
		Understanding Other Common Business Metrics
			Break-even point
			Profit margin
			Revenue versus profit
		Determining Return on Investment
	Chapter 3 Plotting Your Social Media Marketing Strategy
		Locating Your Target Market Online
		Segmenting Your B2C Market
			Demographics
			Geographic location
			Purchasing behavior in different life stages
			Psychographics or lifestyle
			Affinity groups
		Researching B2B Markets
		Conducting Other Types of Market Research Online
			Identifying influencers
			Understanding why people use social media services
		Setting Up Your Social Media Marketing Plan
	Chapter 4 Managing Your Cybersocial Campaign
		Managing Your Social Media Schedule
			Controlling the time commitment
			Developing your social date book
			Creating a social media dashboard
		Building Your Social Media Marketing Dream Team
			Seeking a skilled social media director
			Looking inside
			Hiring experts
		Creating a Social Media Marketing Policy
		Staying on the Right Side of the Law
			Obtaining permission to avoid infringement
			Respecting privacy
			Revealing product endorsement relationships
		Protecting Your Brand Reputation
Book 2 Cybersocial Tools
	Chapter 1 Discovering Helpful Tech Tools
		Keeping Track of the Social Media Scene
		Saving Time with Content-Distribution Tools
		Alternative Content-Distribution Services
		Snipping Ugly URLs
		Using E-Commerce Tools for Social Sites
			Selling through links
			Displaying products on social media channels
			Selling directly on social media
			Reviewing third-party products for selling through social media
		Keeping Your Ear to the Social Ground
			Deciding what to monitor and why
			Deciding which tools to use
			Using free or inexpensive social monitoring tools
		Measuring the Buzz by Type of Service
	Chapter 2 Leveraging SEO for Improved Visibility
		Making the Statistical Case for SEO
		Thinking Tactically and Practically
		Focusing on the Top Search Engines
		Knowing the Importance of Search Phrases
			Choosing the right search terms
			Where to place search terms on your site
			Understanding tags and tag clouds
		Maximizing Metatag Muscle
			Tipping the scales with the page title metatag
			Pumping up page description metatags
		Optimizing Your Site and Content for Search Engines
			Writing an optimized first paragraph
			Updating often
			Making your site search engine friendly
			Optimizing for local search
			Getting inbound links from social sharing, social bookmarks, and social news services
			Reaping other links from social media
	Chapter 3 Optimizing Social Media for Internal and External Searches
		Placing Search Terms on Social Media
		Optimizing Blogs
			Optimizing WordPress
			Optimizing Blogger
			Optimizing Wix
			Assigning permalinks
		Optimizing Images, Video, and Podcasts
		Optimizing Specific Social Media Platforms
			Optimizing Twitter
			Optimizing Facebook
			Optimizing Instagram
			Optimizing Pinterest
			Optimizing LinkedIn
			Optimizing YouTube
		Optimizing for Mobile Search
		Gaining Visibility in Real-Time Search
		Gaining Traction on Google with Social Media
		Monitoring Your Search Engine Ranking
	Chapter 4 Using Social Bookmarks, News, and Share Buttons
		Bookmarking Your Way to Traffic
		Sharing the News
		Benefiting from Social Bookmarks and News Services
		Researching a Social Bookmark and Social News Campaign
			Executing your plan
			Monitoring results
		Submitting to Bookmarking Services
		Submitting to Social News Services
			Selecting content for social news services
			Preparing social news stories for success
		Using Application-Specific Bookmarks
		Timing Your Submissions
		Encouraging Others to Bookmark or Rate Your Site
		Using Social Media Buttons
			Follow Us buttons
			Share buttons
Book 3 Content Marketing
	Chapter 1 Growing Your Brand with Content
		Introducing Content Marketing
			Defining content marketing
			Examining how content marketing can help your business
		Determining the Best Content Platform for Your Needs
		Selling Your Brand through Content Marketing
		Making Your Content Stand Out
	Chapter 2 Exploring Content-Marketing Platforms
		Building a Blog
			Understanding how blogging can benefit your business
			Deciding if blogging is right for you
			Setting up your blog
		Using Podcasts and Video on Your Blog or Website
			Deciding if podcasting is right for you
			Using podcasts to drive traffic and land sales
			Creating viral videos
			Interviewing experts on camera
		Sharing Images
			Using images for your online content
			Legalities: What you need to know about sharing images
			Finding images online
			Sharing images on photo-sharing sites
		Using Social Media Platforms for Online Content
			Deciding which social media platforms to use
			Creating and sharing content with social media
			Understanding the importance of community
		Guest Blogging to Grow Awareness and Expertise
			Understanding guest blogging
			Finding relevant blogs and pitching your content
			Promoting your guest blog posts
	Chapter 3 Developing a Content-Marketing Strategy
		Determining Content Goals
			Driving traffic
			Making sales
			Establishing expertise
			Growing your online community
			Collecting leads with your content
		Putting a Strategy on Paper
			Understanding the elements of a content-marketing strategy
			Doing a content inventory
			Taking steps to achieve your goals
			Delegating tasks
	Chapter 4 Getting Your Content to the Masses
		Creating an Editorial Calendar to Keep Content Flowing
			Exploring the benefits of an editorial calendar
			Deciding what to include on your calendar
		Finding the Right Mix between Evergreen and Timely Content
		Executing Your Content Strategy
		Sharing Your Content with the Public
		Measuring the Success of Your Content Strategy
Book 4 Twitter
	Chapter 1 Using Twitter as a Marketing Tool
		Deciding Whether Twitter Is Right for You
		Communicating in 280 Characters
		Promoting without Seeming like You’re Promoting
		Researching Other Brands on Twitter
		Knowing Quality Is More Important than Quantity
	Chapter 2 Using Twitter as a Networking Tool
		Finding the Right People to Follow
		Finding the Right Topics to Follow
		Finding Out Who Is Talking about You on Twitter
		Responding to Tweets
		Searching on Twitter
		Filtering Search Results
		Tweeting like a Pro
			Articulating in 280 characters
			Using the hashtag
		Sharing on Twitter
			Knowing when to @reply and direct message
			Retweeting and being retweeted
			Blocking people
			Creating a successful Twitter campaign
			Using keywords in your tweets
		Following the Twitter Rules of Etiquette
	Chapter 3 Finding the Right Twitter Tools
		Customizing Your Twitter Profile Page
			Creating a header photo
			Creating a custom Twitter avatar
		Pinning Tweets
		Embedding Tweets
		Using a Twitter Application
			Exploring Twitter desktop applications
			Tweeting from a gadget
	Chapter 4 Social Listening with Twitter
		Using Twitter to Listen to Your Customers
			Responding to questions and complaints
			Gaining new customers by being helpful
	Chapter 5 Hosting Twitter Chat
		Benefiting from Twitter Chats
		Finding a Hashtag for Your Chat
		Keeping Track of Who Says What
		Finding Guests for Your Twitter Chat
		Promoting Your Twitter Chat
		Hosting Your Twitter Chat
		Following Twitter Chat Best Practices
Book 5 Facebook
	Chapter 1 Using Facebook as a Marketing Tool
		Understanding the Appeal of Brands on Facebook
		Branding with Facebook Pages
		Examining the Components of a Facebook Page
		Making the Most of Your Facebook Page
			Adding a profile picture
			Adding a cover photo
			Adding finishing touches
		Understanding Your Facebook Administrative Functions
			Settings
			Insights
		Filling Out What You’re About
		Using a Custom Username for Your Page
		Inviting People to Join Your Community
			Inviting friends to like your page
			Getting likes from others
		Liking Other Brands
		Creating Facebook Events
	Chapter 2 Creating and Sharing Content on Facebook
		Creating a Facebook Content Strategy
		Sharing Your Brand’s Story
		Creating Content That Sings
		Sharing and Being Shared
			Posting content that followers will want to share
			Using hashtags in your posts
		Bringing Your Community into the Mix
			Selling on Facebook
			Creating polls, quizzes, and contests
			Offering discounts to your community
		Making Connections with Facebook Groups
		Learning through Insights
			Getting the scoop on your fans through Insights
			Putting Insights data to good use
	Chapter 3 Advertising and Selling on Facebook
		Reaching More Fans with Ads
			Deciding whether you want to invest in an ad
			Choosing the right goal for your Facebook ad
			Creating an ad with Ad Center
			Targeting your fans
		Measuring Your Ad’s ROI
		Selling on Facebook
			Facebook Marketplace
			Shop Now button
			Facebook Shops
	Chapter 4 Streaming Live Video on Facebook
		Understanding the Benefits of Live Streaming
		Setting Up Your Live Stream
		Engaging with Your Community via Facebook Live
		Brainstorming Ideas for Live Videos
Book 6 LinkedIn
	Chapter 1 Promoting Yourself with LinkedIn
		Exploring the Benefits of Using LinkedIn
		Creating an Online Resume
			Projecting a professional image on LinkedIn
			Choosing and uploading a profile photo
			Filling out your profile
		Understanding Recommendations and Endorsements
			Receiving recommendations
			Giving recommendations
			Asking for endorsements
		Using LinkedIn Messages
	Chapter 2 Promoting Your Business with LinkedIn
		Exploring the Benefits of a LinkedIn Page
			Creating a LinkedIn Page
			Setting up your brand’s profile
			Optimizing your company page
			Adding and removing administrators
			Sharing your brand’s content
		Selling and Promoting with LinkedIn Showcase Pages
			Highlighting your products and services
			Utilizing showcase pages
		Benefitting from LinkedIn Groups
			Exploring groups
			Growing a community with a LinkedIn group
			Establishing group guidelines
			Growing your group
			Moderating your LinkedIn group
			Recommending posts
	Chapter 3 Using LinkedIn as a Content Platform
		Blogging on LinkedIn
			Creating your first post
			Writing in a professional voice
		Promoting Your LinkedIn Articles
		Posting Content on LinkedIn Pages
			Deciding on the content to post
			Taking advantage of LinkedIn’s content tools
Book 7 Getting Visual
	Chapter 1 Pinning Down Pinterest
		Understanding Pinterest
		Getting Started
		Joining Pinterest
			Setting up your Pinterest profile
			Navigating Pinterest
			Business hub
		Getting on Board
			Planning your initial boards
			Creating your first board
		Pinning on Pinterest
			Pinning an image
			Tagging
		Following on Pinterest
			Following friends
			Following folks you don’t know
		Sharing on Pinterest
			Sharing other people’s Pins
			Using share buttons
		Driving Traffic with Pinterest
			Being descriptive but brief
			Using keywords
		Building Your Pinterest Community
			Commenting on Pins
			Playing nice
		Using Tools for Pinterest Marketing
			Scheduling and automation
			Growing your audience
			Finding boards to follow
			Creating content
	Chapter 2 Snapchatting It Up!
		Setting Up a General Snapchat Account
			Understanding the lingo
			Touring the Snapchat screens
			Adding followers
		Taking Your First Snap
		Telling Your Snapchat Story
			Knowing who is viewing your stories
			Engaging with Snapchat
			Using lenses, filters, and geofilters
	Chapter 3 Getting Started with Instagram
		Promoting Your Brand on Instagram
		Creating and Using Your Instagram Account
			Setting up your account
			Completing your profile
			Finding friends and fans on Instagram
			Sharing photos
			Controlling notifications
		Determining What Is Photo-Worthy for Your Brand
		Using Hashtags in Your Instagram Posts
		Using Instagram Stories
		Going Live with Instagram Live
	Chapter 4 TikTok(ing) Around the Clock
		Using TikTok for Brand Promotion
		Creating and Personalizing Your TikTok Account
			Setting up your account
			Completing your profile
			Touring the TikTok screens
			Following (and getting followers) on TikTok
			Sharing videos
		Determining What Videos You Should Create
	Chapter 5 Watching and Listening: Videos, Podcasts, and Your Brand
		Deciding if Video and Podcasts Are Right for You
		Determining What Content to Create
			Informative
			Company-related
			Attention-catching (and keeping)
			Competitive
			Fun!
		Getting Set Up with Equipment
			Choosing software
			Picking a camera
			Using a tripod
			Selecting a microphone
		Creating Your Content
		Publishing Your Content
Book 8 Other Social Media Marketing Sites
	Chapter 1 Weighing the Business Benefits of Minor Social Sites
		Reviewing Your Goals
		Researching Minor Social Networks
		Assessing the Involvement of Your Target Audience
			Lurking
			Responding
			Quantifying market presence
		Choosing Social Sites Strategically
	Chapter 2 Maximizing Stratified Social Communities
		Making a Bigger Splash on a Smaller Site
		Taking Networking to the Next Level
		Selecting Social Networks by Vertical Industry Sector
		Selecting Social Networks by Demographics
		Selecting Social Networks by Activity Type
		Finding Yourself in the Real World with Geomarketing
			Going geo for good reason
			Deciding whether geomarketing is right for you
		Spacing Out with Twitter
			Checking in on Twitter
			Searching real space with Twitter
		Finding Your Business on Facebook
			Geotagging on Facebook
			Getting close with places nearby
			Checking in on Facebook
			Making a Facebook offer they can’t refuse
		Making Real Connections in Meetup
		Making Deals on Social Media
			Offering savings, gaining customers
			Making an attractive offer
		Setting Terms for Your Coupon Campaign
			The depth of the discount
			The scope of the deal
			Grappling with the gotchas
			Measuring success
			Further leveraging your deal
			More upsides and downsides
		Digging into Groupon
		Diversifying Your Daily Deals
	Chapter 3 Profiting from Mid-Size Social Media Channels
		Deciding Whether to Invest Your Time
		Entertaining Your Audience with Streaming Content
		Turning Up New Prospects with Tumblr
			Setting up an account
			Advertising on Tumblr
		Promoting Video with Vimeo
			Signing up for a Vimeo Business account
			Advertising on Vimeo
	Chapter 4 Integrating Social Media
		Thinking Strategically about Social Media Integration
		Integrating Social Media with E-Newsletters
			Gaining more subscribers
			Finding more followers and connections
			Finding and sharing content
		Integrating Social Media with Press Releases
			Setting up an online newsroom
			Cultivating influencers
			Distributing your news
			Emphasizing content
			Pressing for attention
			Measuring results
		Integrating Social Media with Your Website
			Coupons, discounts, and freebies
			Contests and games
			Microsites
			Private membership sites
			Community forums
	Chapter 5 Advertising on Social Media
		Integrating Social Media with Paid Advertising
			Advertising on social media sites
			Maximizing your advertising dollars
			Engagement ads
		Advertising on Facebook and Instagram
			Getting started
			Boosting or promoting a post
			Paying for your Facebook ads
		Advertising on Twitter
			Promoting your tweets
			Followers campaign
			Promoting a trend
			Engaging your Twitter audience
			Creating an ad on Twitter
			Dealing with Twitter cards
		Advertising on LinkedIn
		Targeting Your LinkedIn Ads
		Advertising on Pinterest
		Advertising on YouTube
		Advertising on Snapchat
		Advertising on TikTok
		Interfacing with Influencers
Book 9 Measuring Results and Building on Success
	Chapter 1 Delving into Data
		Planning a Measurement Strategy
			Monitoring versus measuring
			Deciding what to measure
			Establishing responsibility for analytics
		Selecting Analytics Packages
			Reviewing analytical options for social media
			Selecting a URL-shortening tool for statistics
		Getting Started with Google Analytics
		Integrating Google’s Social Media Analytics
	Chapter 2 Analyzing Content-Sharing Metrics
		Measuring the Effectiveness of Content Sharing with Standard Analytics
			Maximizing website stats
			Tracking comments
		Evaluating Blog-Specific Metrics
		Visualizing Video Success
		Understanding Podcast Metrics
		Measuring Your Results from Pinterest
			Finding out about your Pinterest audience
			Third-party Pinterest analytics
		Comparing Hard and Soft Costs versus Income
	Chapter 3 Analyzing Twitter Metrics
		Tracking Website Referrals with Google Analytics
		Tracking Shortened Links
		Using Twitter Analytics
		Using TweetDeck
		Using Third-Party Twitter Analytics Applications
		Tracking Account Activity with the Notifications Tab
			Monitoring mentions
			Checking your retweet ranking
			Gleaning meaning from direct messages
		Using the Hashtag as a Measurement Mechanism
		Calculating the Twitter Follower- to-Following Ratio
	Chapter 4 Analyzing Facebook Metrics
		Monitoring Facebook Interaction with Insights
		Using Page Insights
			Accessing Insights
			Exporting Insights
		Exploring the Insights Overview and Detail Pages
			Actions on Page detail page
			Total Views detail page
			Reach detail page
			Post Engagement detail page
	Chapter 5 Measuring Other Social Media Networks
		Plugging into Social Media
		Measuring LinkedIn Success
			Visitors
			Updates
			Followers
		Exploring Instagram Insights
			Overview
			Content You Shared
	Chapter 6 Comparing Metrics from Different Marketing Techniques
		Establishing Key Performance Indicators
			Overcoming measurement challenges
			Using A/B testing
		Comparing Metrics across Social Media
			Tagging links
			Analyzing the clickstream
			Tracking your own outbound links
		Integrating Social Media with Web Metrics
		Using Advertising Metrics to Compare Social Media with Other Types of Marketing
			Obtaining metrics for paid advertising
			Applying advertising metrics to social media
		Juxtaposing Social Media Metrics with Other Online Marketing
		Contrasting Word-of-Web with Word-of-Mouth
	Chapter 7 Making Decisions by the Numbers
		Using Metrics to Make Decisions
		Knowing When to Hold and When to Fold
		Diagnosing Problems with Social Media Campaigns
		Fixing Problems
			Your social presence can’t be found
			Inappropriate match between channel and audience
			Poor content
			Lack of audience engagement
			The four Ps of marketing
		Adjusting to Reality
Index
EULA