Social media marketing for dummies

Title Page
Copyright Page
Table of Contents
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
			Changing roles of the social media marketer
			Understanding the role of the influencer
			Considering the types of influencers
			Influencing on digital platforms
		Comparing Social Media Marketing with Other Marketing Efforts
			Direct mail
			Public relations
			Online advertising
			Promotions
		Taking Social Influence Beyond Marketing
			Using social influencers to mobilize
			Marketers as better corporate citizens
			Social graphs for social change
	Chapter 2 Discovering Your SMM Competitors
		Classifying Consumer Activities
		Researching Your Customers’ Online Activities
		Identifying Personas
		Analyzing Competitor Efforts
			Setting up Google Alerts
			Setting up Twitter alerts
			Monitoring social networks
			Tracking competitor websites
		Researching Your Competitors’ Campaign Support
			Conducting qualitative research
			Running surveys and quantitative research
			Seeing why all consumers are not created equal
		Dipping into Hot SMM Concepts
			Discovering gamification
			Choosing localized marketing
			Creating an app for that
	Chapter 3 Getting in the Social Media Marketing Frame of Mind
		Putting SMM in the Context of the Marketing Funnel
			SMM at the awareness stage
			SMM at the consideration stage
			SMM at the preference stage
			SMM at the action stage
			SMM at the loyalty stage
		Deepening Your SMM Relationship
			SMM for customer service
			SMM with offline marketing
			SMM in the world of real-time marketing
		Treating SMM Differently from Brand Marketing
			SMM in the context of brand marketing
			SMM in the context of direct-response marketing
			Tying SMM with brand marketing and direct response
Part 2 Practicing SMM on the Social Web
	Chapter 4 Launching SMM Campaigns
		Discovering the Types of SMM Campaigns
			Influencer outreach
			UGC contests
			Brand utilities
			Podcasting
			Sponsored conversations
		Recognizing What Makes a Good SMM Campaign
		Creating Your SMM Roadmap
			Define your objectives
			Develop a powerful story/experience
			Create an action plan
			Craft the content path
			Execute for influence
			Create partnerships
			Track the results
		Participating — Four Rules of the Game
			Be authentic
			Give participants equal status
			Let go of the campaign
		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
			Multiple and authentic
			Transparent and easy to find
			Engaging and conversational
			Social web savvy
			Unique to the person
		Distinguishing Between SMM Voices and Brand Voices
		Outlining SMM Voice Objectives
		Choosing the Owner of Your Organization’s SMM Voice
			CEO
			CMO
			Social media lead
			PR manager
			Agency
			Other external voices
		Crowdsourcing SMM Voices with Guidelines
	Chapter 6 Understanding a Marketer’s Responsibilities
		Recognizing Who You Serve
			Employees
			Suppliers
			Communities
			Shareholders
		Practicing Socially Responsible Marketing
			A commitment to the truth
			Five ways to encourage truthfulness
		Accountability to Your Own Company
Part 3 Reaching Your Audience via Mainstream Social Platforms
	Chapter 7 Finding the Right Platforms
		Choosing Social Media Platforms
			Learning about your customers
			Addressing your industry influence
		Preparing Your Employees for Social Media Networking
		Evaluating Your Resources
		Assessing What Each Social Network Offers You
			Using platforms as audience research tools
			Getting niche-savvy
	Chapter 8 Exploring SMM Strategies for Facebook
		Looking at Facebook Basics
			Starting with Search
			Facebook pages
			Facebook groups
			Facebook events
			Facebook applications
			Login with Facebook
		Using Ads on Facebook
			Sponsored stories
			Other advertising formats
	Chapter 9 Marketing on Twitter
		Figuring Out the Basics of Twitter
			A Twitter handle
			Searches
			Responses
			Following and followers
		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
			Benefitting from SMM marketing on YouTube
			Attracting subscribers
		Promoting on YouTube
			Always create a customized channel
			Creating custom content for YouTube
			Tagging and categorizing all your clips
			Leaving video responses
			Including a call to action
			Have some fun, too
		Seeding a Viral Campaign
		Advertising on YouTube
	Chapter 11 Considering LinkedIn
		Getting Started
		Creating a New Profile
			Preparing a content strategy
			Covering what matters first
			Accessing LinkedIn from your mobile devices
			Finding connections
			Choosing to advertise
		Participating in Groups
			Benefitting from joining groups
			Starting your own group
			Leading a successful group
		Using LinkedIn to Answer Questions
		Finding a Job
	Chapter 12 Delving into Instagram
		Recognizing the Basics
			Signing up
			Sharing photos or videos for the first time
			Using filters
		Getting Found on Instagram
		Structuring Instagram for Business Goals
			Creating content for your business
			Curating and sharing
			Using tools to manage your account from your computer
	Chapter 13 Discovering Snapchat
		Exploring Snapchat
			Looking at Snapchat’s unique features
			Getting to know the Snapchat user
		Advertising on Snapchat
			Choosing an objective and format
			Reaching your customers on Snapchat
		Measuring Results on Snapchat
	Chapter 14 Marketing with Pinterest
		Recognizing Pinterest Users
			Exploring the interests of users
			Pinning as a social activity
		Focusing on Strategy
		Becoming a Business Pinner
			Setting up your profile
			Starting a group board
			Creating secret boards
		Developing Credibility with Your Boards and Images
			Drilling down with Guided Search
			Experimenting with promoted pins
			Tracking your results
	Chapter 15 Interacting with Tumblr
		Setting Up Shop on Tumblr
		Finding and Sharing the Good Stuff
			Using your dashboard
			Observing other blog successes
		Looking at Paid Media
		Tracking Your Users
	Chapter 16 Engaging Customers Using Other Platforms
		Blogging on Medium for Your Business
			Looking at the pros and cons
			Making a choice
			Utilizing analytics
			Delving into Medium content
		Discussing Ideas On Reddit.com
			Marketing on Reddit
			Setting up
			Knowing the lingo
			Analyzing content
		Sharing Video on TikTok
			Getting in on the action
			Experimenting with TikTok
Part 4 Getting Your Message to Connectors
	Chapter 17 Marketing to Millennials
		Learning About Millennials
			Technically savvy
			Seek a balanced life
			Follow influencers
			Look for recognition and feedback
			Prefer to share or barter
		Understanding What Millennials Want from Brands
			Trustworthiness and authenticity
			Cause-minded attitude
			Respectful of privacy concerns
			Open to collaboration with customers
		Recognizing Millennials Shopping Habits
		Succeeding with Millennials
			Hitting the target
			Appreciating the convenience of subscription services
	Chapter 18 Accounting for the Influencers
		Knowing the Expert Influencers
		Reaching the Expert Influencers
		Tapping into the Referent Influencers
			Anonymous referent influencers
			Known referent influencers
		Reaching the Referent Influencers
			Cookie data
			Website behavior
		Tapping into the Positional Influencers
			Understanding the circles of influence around your customers
			Letting consumers shape and share the experience
			Articulating your product benefits for multiple audiences
			Fishing where the fish are
			Offering friends and family incentives
		Translating Influence to the Offline World
			Putting your customer reviews in your stores
			Marrying social media marketing with events and PR
			Measuring online buzz and offline influence
			Connecting influencers at meet-ups
			Treating your stores as cafés
			Putting Twitter on the big screen
	Chapter 19 Disrupting with Voice Search
		Understanding Voice Search
			Benefitting from voice searches
			Reviewing smart speakers
		Interacting with Voice Assistants
		Discovering What Customers Want
		Providing Answers
			Creating flash briefings and Actions
			Looking at brand examples
			Developing your apps
		Getting Your Content Ready
	Chapter 20 Utilizing Messaging Apps
		Looking at Messenger
			Reviewing benefits for brands
			Learning what users want when messaging brands
		Setting Up Messenger
		Understanding Chatbots
			Classifying chatbots
			Dipping into chatbots
		Deploying WhatsApp from Facebook
			Communicating with users
			Creating mobile messages with WhatsApp
			Using the WhatsApp Business App
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
			Treating your website as a hub, not a destination
			Linking prominently to your presence on social platforms
			Promoting campaigns on your website home page
			Encouraging deeper interaction through your website
			Asking customers to give you feedback on your content
		Rethinking Your Website
			User experience
			Simple design
			Conversational user interface (CUI)
			Content marketing
			Customer reviews
			About Us and Contact Us pages
		Tips and Tricks for Website SMM
			Aggregate information for your customer’s journey
			Amplify business stories
			Align your organization into multiple, authentic voices
			Apply share buttons
	Chapter 22 Becoming an Authentic and Engaged Advertiser
		Social Advertising: An Online Advertising Game Changer
		Native Advertising and How It Can Work for You
			Emotional
			Engaging
			Simple
		Making Paid and Earned Media Work Together
			Working harder to gain attention
			Making paid media jump-start earned media initiatives
			Tips and tricks for campaigns
		Making SMM Work with TV
			Awareness through TV; engagement via the Internet
			Awareness, engagement, and conversion with television
			Measuring the effectiveness of TV and the second screen
	Chapter 23 Building an SMM Mobile Campaign
		Looking at Consumer Trends in Mobile
			A telephone and much more
			The release and adoption of smarter phones
		Understanding the Many Paths within the Mobile Channel
		Keeping in Mind Mobile Phone Capabilities
			It’s a snap: Using the camera
			Location, location, location
			Near-field communications and RFID
			Phone interaction
		Fitting Mobile into Your Social Media Practices
			Defining mobile marketing and its place within the social media context
			Uniting mobile marketing with social media
			Supporting a cause
		Building Your Own Mobile-Enabled Communities
			Leveraging existing online communities
			Creating your own social offerings: applications and widgets galore
		Adding Social Media Elements to Mobile
			Portable social graphs
			Searching with 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
			Rewarding teams
			Treating everyone equally
			Trusting your employees
			Creating the right culture
			Placing a premium on groups with a purpose
			Avoiding excessive snooping
		Picking Social Software for Social Influence
		Rethinking the Intranet
			Getting rid of the buzzwords
			Don’t try to control too much
			Surfacing the connections
			Taking search social
			Allowing alternative access
			Promoting the value of historical record
			Giving your intranet a pulse
			Aiming to destructure
			Giving employees other choices
	Chapter 25 Changing Tactics and Metrics
		Correlating Data with Business Objectives
		Focusing on the Tactics That Count
		Rethinking the Customer Experience
			Personalizing the CX
			Measuring your customer experience
			Analyzing the customer journey
		Integrating Marketing Technology with Analytics Systems
			Facing data problems
			Preparing your data
		Deploying AI Tools
	Chapter 26 Understanding Social Media Governance
		Recognizing How SMM Impacts Other Company Functions
			Public relations
			Customer support
			Sales
			Legal
		Introducing Social Media Governance Models
			Social media policies and guidelines
			Tips and tricks for social media governance
		Dealing with a Social Media Crisis
	Chapter 27 Using Real-Time Marketing
		Introducing Real-Time Marketing
			Real-time insights
			Real-time response
			Real-time “on the fly”
			Real-time co-creation
			Real-time distribution
			Real-time engagement
		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
			General Data Protection Regulation
			California Consumer Privacy Act
		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
EULA