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
Reihe
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Maße
Höhe: 229 mm
Breite: 160 mm
Dicke: 20 mm
Gewicht
ISBN-13
978-0-7897-4284-1 (9780789742841)
Schweitzer Klassifikation
Since 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.
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
