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Social Media Marketing

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en Limba Engleză Carte Paperback – 18 Jun 2010
For marketers, social media marketing and optimization offer immense new opportunities. Using these breakthrough techniques, companies can deepen relationships with their best customers, and extend their reach as never before. In this powerful, practical book, one of the world's leading social media marketing experts shows exactly how to leverage social media marketing in your company. Author Li Evans is one of the few individuals with more than a decade of experience in search and social marketing; she currently hosts the popular Search Marketing Gurus blog. In this book, she drills down into the fine points of establishing the right social media strategy for any company - and making it work. Marketers will discover proven techniques for setting social media marketing goals; understanding their audiences; entering the conversation; managing "negativity" and legal concerns; listening to what online communities are saying; building trust and readership; recognizing what's working and what isn't; protecting the consistency of branding and messaging; integrating social media into broader online and search marketing initiatives; and much more.
  • Twitter, Facebook, YouTube, LinkedIn and beyond: powerful new social marketing solutions for companies of every size, in every industry
  • Deeper, more useful coverage of social media strategy than any other book: a complete reference, tutorial, and hands-on action guide, all in one
  • By Li Evans, one of the worldwide Social Marketing Optimization (SMO) community's leading voices
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Specificații

ISBN-13: 9780789742841
ISBN-10: 0789742845
Pagini: 342
Ilustrații: Illustrations
Dimensiuni: 156 x 227 x 19 mm
Greutate: 0.47 kg
Ediția: 1
Editura: Que
Locul publicării: Indianapolis, United States

Cuprins

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
 
 
 
 

Notă biografică

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.

Textul de pe ultima copertă

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