Social Media Marketing All-in-One For Dummies

Introduction 1About This Book 2Foolish Assumptions 2Icons Used in This Book 3Beyond the Book 4Where to Go from Here 4Book 1: The Social Media Mix 5Chapter 1: Making the Business Case for Social Media 7Making Your Social Debut 8Defining Social Media Marketing 9Understanding the Benefits of Social Media 13Understanding the Cons of Social Media 19Integrating Social Media into Your Overall Marketing Effort 20Developing a Strategic Social Media Marketing Plan 22Chapter 2: Tallying the Bottom Line 33Preparing to Calculate Return on Investment 34Accounting for Customers Acquired Online 35Establishing Key Performance Indicators for Sales 39Tracking Leads 43Understanding Other Common Business Metrics 44Determining Return on Investment 45Chapter 3: Plotting Your Social Media Marketing Strategy 53Locating Your Target Market Online 54Segmenting Your B2C Market 54Researching B2B Markets 64Conducting Other Types of Market Research Online 65Setting Up Your Social Media Marketing Plan 67Chapter 4: Managing Your Cybersocial Campaign 77Managing Your Social Media Schedule 78Building Your Social Media Marketing Dream Team 85Creating a Social Media Marketing Policy 87Staying on the Right Side of the Law 90Protecting Your Brand Reputation 95Book 2: Cybersocial Tools 99Chapter 1: Discovering Helpful Tech Tools 101Keeping Track of the Social Media Scene 102Saving Time with Content-Distribution Tools 104Snipping Ugly URLs 106Using E-Commerce Tools for Social Sites 108Keeping Your Ear to the Social Ground 118Measuring the Buzz by Type of Service 124Chapter 2: Leveraging SEO for Improved Visibility 127Making the Statistical Case for SEO 128Thinking Tactically and Practically 130Focusing on the Top Search Engines 131Knowing the Importance of Search Phrases 132Maximizing Metatag Muscle 138Optimizing Your Site and Content for Search Engines 142Chapter 3: Optimizing Social Media for Internal and External Searches 159Placing Search Terms on Social Media 160Optimizing Blogs 161Optimizing Images, Video, and Podcasts 166Optimizing Specific Social Media Platforms 167Optimizing for Mobile Search 173Gaining Visibility in Real-Time Search 175Gaining Traction on Google with Social Media 177Monitoring Your Search Engine Ranking 178Chapter 4: Using Social Bookmarks, News, and Share Buttons 181Bookmarking Your Way to Traffic 182Sharing the News 185Benefiting from Social Bookmarks and News Services 186Researching a Social Bookmark and Social News Campaign 187Submitting to Bookmarking Services 190Submitting to Social News Services 192Using Application-Specific Bookmarks 194Timing Your Submissions 195Encouraging Others to Bookmark or Rate Your Site 201Using Social Media Buttons 202Chapter 5: Making Social Media Mobile 207Understanding the Statistics of Mobile Device Usage 208Reaching People on the Move with Social Media 212Harvesting Leads and Sales from Social Mobile 216Measuring Your Mobile Marketing Success 220Counting on Tablets 221Using Mobile Social Media for Advertising 222Book 3: Content Marketing 225Chapter 1: Growing Your Brand with Content 227Introducing Content Marketing 228Determining the Best Content Platform for Your Needs 231Selling Your Brand through Content Marketing 232Making Your Content Stand Out 233Chapter 2: Exploring Content-Marketing Platforms 237Building a Blog 238Using Podcasts and Video on Your Blog or Website 243Sharing Images 249Using Social Media Platforms for Online Content 254Guest Blogging to Grow Awareness and Expertise 258Chapter 3: Developing a Content-Marketing Strategy 263Determining Content Goals 263Putting a Strategy on Paper 270Chapter 4: Getting Your Content to the Masses 275Creating an Editorial Calendar to Keep Content Flowing 276Finding the Right Mix between Evergreen and Timely Content 278Executing Your Content Strategy 279Sharing Your Content with the Public 280Measuring the Success of Your Content Strategy 281Book 4: Twitter 285Chapter 1: Using Twitter as a Marketing Tool 287Deciding Whether Twitter Is Right for You 288Communicating in 140 Characters 290Promoting without Seeming like You're Promoting 291Researching Other Brands on Twitter 296Knowing Quality Is More Important than Quantity 297Chapter 2: Using Twitter as a Networking Tool 299Finding the Right People to Follow 300Finding Out Who Is Talking about You on Twitter 301Responding to Tweets 302Searching on Twitter 303Tweeting like a Pro 304Sharing on Twitter 305Following the Twitter Rules of Etiquette 310Hosting a Tweet-Up 311Chapter 3: Finding the Right Twitter Tools 313Customizing Your Twitter Profile Page 314Pinning Tweets 317Using a Twitter Application 318Chapter 4: Social Listening with Twitter 321Using Twitter to Listen to Your Customers 321Chapter 5: Hosting Twitter Chats 327Benefiting from Twitter Chats 327Finding a Hashtag for Your Chat 328Keeping Track of Who Says What 329Finding Guests for Your Twitter Chat 331Promoting Your Twitter Chat 332Hosting Your Twitter Chat 333Book 5: Facebook 337Chapter 1: Using Facebook as a Marketing Tool 339Understanding the Appeal of Brands on Facebook 340Branding with Facebook Pages 341Examining the Components of a Facebook Page 342Making the Most of Your Facebook Page 345Understanding Your Facebook Administrative Functions 348Filling Out What You're About 349Using a Custom URL for Your Page 350Inviting People to Join Your Community 351Liking Other Brands 353Creating Facebook Events 354Chapter 2: Creating and Sharing Content on Facebook 357Creating a Facebook Content Strategy 358Sharing Your Brand's Story 359Creating Content That Sings 361Sharing and Being Shared 362Bringing Your Community into the Mix 365Using Closed or Secret Groups 368Learning through Insights 370Chapter 3: Advertising on Facebook 373Reaching More Fans with Ads 374Measuring Your Ad's ROI 379Chapter 4: Streaming Live Video on Facebook 381Understanding the Benefits of Live Streaming 382Setting Up Your Live Stream 384Engaging with Your Community via Facebook Live 388Brainstorming Ideas for Live Videos 389Book 6: LinkedIn 391Chapter 1: Promoting Yourself with LinkedIn 393Exploring the Benefits of Using LinkedIn 394Creating an Online Resume 395Understanding Recommendations and Endorsements 402Using LinkedIn Messages 407Chapter 2: Promoting Your Business with LinkedIn 409Exploring the Benefits of a Company Page 410Creating a LinkedIn Company Page 410Selling and Promoting with LinkedIn Showcase Pages 414Chapter 3: Starting a LinkedIn Group 417Exploring the Benefits of LinkedIn Groups 417Growing a Community with a LinkedIn Group 418Growing Your Group 422Moderating Your LinkedIn Group 424Chapter 4: Using LinkedIn as a Content Platform 429Blogging on LinkedIn 430Promoting Your LinkedIn Posts on Other Social Channels 433Book 7: Getting Visual 435Chapter 1: Pinning Down Pinterest 437Understanding Pinterest 438Getting Started 439Joining Pinterest 441Getting on Board 445Pinning on Pinterest 448Following on Pinterest 452Sharing on Pinterest 453Driving Traffic with Pinterest 455Building Your Pinterest Community 459Chapter 2: Snapchatting It Up! 463Getting Started with Snapchat 463Taking Your First Snap 470Telling Your Snapchat Story 471Chapter 3: Getting Started with Instagram 477Promoting Your Brand on Instagram 478Creating and Using Your Instagram Account 479Determining What Is Photo-Worthy for Your Brand 484Using Hashtags in Your Instagram Posts 485Finding Friends and Fans on Instagram 487Using Instagram Stories 488Book 8: Other Social Media Marketing Sites 489Chapter 1: Weighing the Business Benefits of Minor Social Sites 491Reviewing Your Goals 492Researching Minor Social Networks 493Assessing the Involvement of Your Target Audience 496Choosing Social Sites Strategically 498Chapter 2: Maximizing Stratified Social Communities 503Making a Bigger Splash on a Smaller Site 504Taking Networking to the Next Level 504Selecting Social Networks by Vertical Industry Sector 506Selecting Social Networks by Demographics 510Selecting Social Networks by Activity Type 512Finding Yourself in the Real World with Geomarketing 515Spacing Out with Twitter 517Finding Your Business on Facebook 518Making Real Connections in Virtual Spaces 521Making Deals on Social Media 523Setting Terms for Your Coupon Campaign 526Comparing LivingSocial and Groupon 531Diversifying Your Daily Deals 533Chapter 3: Profiting from Mid-Size Social Media Channels 535Deciding Whether to Invest Your Time 535Spotting Your Audience with Spotify 536Turning Up New Prospects with Tumblr 538Promoting Video with Vimeo 540Live Streaming with Periscope 542Chapter 4: Integrating Social Media 545Thinking Strategically about Social Media Integration 546Integrating Social Media with E-Newsletters 547Integrating Social Media with Press Releases 551Integrating Social Media with Your Website 557Chapter 5: Advertising on Social Media 561Integrating Social Media with Paid Advertising 561Advertising on Facebook and Instagram 564Advertising on Twitter 568Advertising on LinkedIn 573Advertising on Pinterest 576Book 9: Measuring Results and Building on Success 581Chapter 1: Delving into Data 583Planning a Measurement Strategy 584Selecting Analytics Packages 589Getting Started with Google Analytics 594Integrating Google's Social Media Analytics 596Chapter 2: Analyzing Content-Sharing Metrics 599Measuring the Effectiveness of Content Sharing with Standard Analytics 599Evaluating Blog-Specific Metrics 603Visualizing Video Success 605Understanding Podcast Metrics 606Measuring Your Results from Pinterest 609Comparing Hard and Soft Costs versus Income 614Chapter 3: Analyzing Twitter Metrics 617Tracking Website Referrals with Google Analytics 618Tracking Shortened Links 618Using Twitter Analytics 619Using TweetDeck 622Using Third-Party Twitter Analytics Applications 622Tracking Account Activity with the Notifications Tab 623Using the Hashtag as a Measurement Mechanism 625Calculating the Twitter Follower-to-Following Ratio 626Chapter 4: Analyzing Facebook Metrics 627Monitoring Facebook Interaction with Insights 627Using Page Insights 628Exploring the Insights Overview and Detail Pages 630Chapter 5: Measuring Other Social Media Networks 635Plugging into Social Media 635Measuring LinkedIn Success 636Monitoring Social Mobile Impact 640Chapter 6: Comparing Metrics from Different Marketing Techniques 643Establishing Key Performance Indicators 644Comparing Metrics across Social Media 646Integrating Social Media with Web Metrics 653Using Advertising Metrics to Compare Social Media with Other Types of Marketing 655Juxtaposing Social Media Metrics with Other Online Marketing 658Contrasting Word-of-Web with Word-of-Mouth 660Chapter 7: Making Decisions by the Numbers 663Using Metrics to Make Decisions 663Knowing When to Hold and When to Fold 664Diagnosing Problems with Social Media Campaigns 669Fixing Problems 670Adjusting to Reality 675Index 677