The Resource Social media marketing all-in-one for dummies, by Jan Zimmerman and Deborah Ng

Social media marketing all-in-one for dummies, by Jan Zimmerman and Deborah Ng

Label
Social media marketing all-in-one for dummies
Title
Social media marketing all-in-one for dummies
Statement of responsibility
by Jan Zimmerman and Deborah Ng
Creator
Contributor
Author
Subject
Language
eng
Member of
Cataloging source
NhCcYBP
http://library.link/vocab/creatorName
Zimmerman, Jan
Illustrations
illustrations
Index
index present
LC call number
HF5414
LC item number
.Z56 2017
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
  • Ng, Deborah
  • ProQuest (Firm)
Series statement
For dummies
http://library.link/vocab/subjectName
  • Social media
  • Social marketing
  • Internet advertising
  • Internet marketing
  • Online social networks
  • Social media
Label
Social media marketing all-in-one for dummies, by Jan Zimmerman and Deborah Ng
Instantiates
Publication
Note
  • Includes index
  • "9 books in one!"
Antecedent source
unknown
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Machine generated contents note: About This Book -- Foolish Assumptions -- Icons Used in This Book -- Beyond the Book -- Where to Go from Here -- ch. 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 -- ch. 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 -- ch. 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 -- ch. 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 -- ch. 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 -- ch. 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 -- ch. 3 Optimizing Social Media for Internal and External Searches -- Placing Search Terms on Social Media -- Optimizing Blogs -- Optimizing Word Press -- Optimizing Blogger -- Assigning permalinks -- Optimizing Images, Video, and Podcasts -- Optimizing Specific Social Media Platforms -- Optimizing Twitter -- Optimizing Facebook -- Optimizing Google+ -- Optimizing Pinterest -- Optimizing LinkedIn -- Optimizing for Mobile Search -- Gaining Visibility in Real-Time Search -- Gaining Traction on Google with Social Media -- Monitoring Your Search Engine Ranking -- ch. 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 -- ch. 5 Making Social Media Mobile -- Understanding the Statistics of Mobile Device Usage -- Exploring mobile use of social media -- Demographics of mobile users -- Reaching People on the Move with Social Media -- Harvesting Leads and Sales from Social Mobile -- Measuring Your Mobile Marketing Success -- Counting on Tablets -- Using Mobile Social Media for Advertising -- ch. 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 -- ch. 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 -- ch. 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 -- ch. 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 -- ch. 1 Using Twitter as a Marketing Tool -- Deciding Whether Twitter Is Right for You -- Communicating in 140 Characters -- Promoting without Seeming like You're Promoting -- Researching Other Brands on Twitter -- Knowing Quality Is More Important than Quantity -- ch. 2 Using Twitter as a Networking Tool -- Finding the Right People to Follow -- Finding Out Who Is Talking about You on Twitter -- Responding to Tweets -- Searching on Twitter -- Tweeting like a Pro -- Articulating in 140 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 -- Hosting a Tweet-Up -- ch. 3 Finding the Right Twitter Tools -- Customizing Your Twitter Profile Page -- Creating a header photo -- Creating a custom Twitter avatar -- Pinning Tweets -- Using a Twitter Application -- Exploring Twitter desktop applications -- Tweeting from a gadget -- ch. 4 Social Listening with Twitter -- Using Twitter to Listen to Your Customers -- Responding to questions and complaints -- Gaining new customers by being helpful -- ch. 5 Hosting Twitter Chats -- 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 -- ch. 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 -- Filling Out What You're About -- Using a Custom URL 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 -- ch. 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 -- Using Closed or Secret Groups -- Closed versus secret groups -- Creating a Facebook group -- Learning through Insights -- Getting the scoop on your fans through Insights -- Putting Insights data to good use -- ch. 3 Advertising on Facebook -- Reaching More Fans with Ads --
  • Contents note continued: Deciding whether you want to invest in an ad -- Choosing the right Facebook ad for you -- Creating an ad with Ads Manager -- Targeting your fans -- Measuring Your Ad's ROI -- ch. 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 -- ch. 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 -- ch. 2 Promoting Your Business with LinkedIn -- Exploring the Benefits of a Company Page -- Creating a LinkedIn Company Page -- Setting up your brand's profile -- Adding and removing administrators -- Sharing your brand's content -- Selling and Promoting with LinkedIn Showcase Pages -- Highlighting your products and services -- Showcase pages -- ch. 3 Starting a LinkedIn Group -- Exploring the Benefits of LinkedIn Groups -- Growing a Community with a LinkedIn Group -- Setting up a LinkedIn group -- Choosing a standard or unlisted group -- Establishing group guidelines -- Growing Your Group -- Inviting others to join your group -- Approving or preapproving group members -- Moderating Your LinkedIn Group -- Appointing a manager or moderator -- Managing a moderation queue -- Featuring posts from community members -- Adding a Jobs tab to your group -- Sending a weekly email to your group -- ch. 4 Using LinkedIn as a Content Platform -- Blogging on LinkedIn -- Creating your first post -- Writing in a professional voice -- Promoting Your LinkedIn Posts on Other Social Channels -- ch. 1 Pinning Down Pinterest -- Understanding Pinterest -- Getting Started -- Joining Pinterest -- Navigating Pinterest -- Setting up your Pinterest profile -- 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 -- Collaborating with group boards -- Liking pins -- Commenting on pins -- Playing nice -- ch. 2 Snapchatting It Up! -- Getting Started with Snapchat -- Setting up an account -- Understanding the lingo -- Touring the Snapchat screens -- Tips for adding followers -- Taking Your First Snap -- Telling Your Snapchat Story -- Knowing who is viewing your stories -- Engaging with Snapchat -- Using lenses, filters, and geofilters -- ch. 3 Getting Started with Instagram -- Promoting Your Brand on Instagram -- Creating and Using Your Instagram Account -- Setting up your account -- Sharing photos -- Controlling notifications -- Determining What Is Photo-Worthy for Your Brand -- Using Hashtags in Your Instagram Posts -- Finding Friends and Fans on Instagram -- Using Instagram Stories -- ch. 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 -- ch. 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 Virtual Spaces -- Meeting through Meetup -- Tweeting for meeting in real space -- Marketing with meet-ups and tweet-ups -- 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 -- Comparing LivingSocial and Groupon -- Digging into Groupon -- LivingSocial -- Diversifying Your Daily Deals -- ch. 3 Profiting from Mid-Size Social Media Channels -- Deciding Whether to Invest Your Time -- Spotting Your Audience with Spotify -- Turning Up New Prospects with Tumblr -- Setting up an account -- Advertising on Tumblr -- Analyzing Tumblr results -- Promoting Video with Vimeo -- Signing up for a Vimeo business account -- Advertising on Vimeo -- Live Streaming with Periscope -- ch. 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 -- ch. 5 Advertising on Social Media -- Integrating Social Media with Paid Advertising -- Advertising on social media sites -- Exploring the growth in social advertising -- Maximizing your advertising dollars -- Advertising on Facebook and Instagram -- Getting started -- Boosting or promoting a post -- Paying for your Facebook ads -- Advertising on Twitter -- Promoting your tweets -- Promoting your account -- Promoting a trend -- Remarketing with Twitter -- Engaging your Twitter audience -- Pricing and bidding on Twitter -- Dealing with Twitter cards -- Advertising on LinkedIn -- Targeting your LinkedIn ads -- Pricing and bidding -- Advertising on Pinterest -- Pricing and bidding -- Engagement ads -- ch. 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 -- ch. 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 -- Discovering details about your Pinterest profile -- Finding out about your Pinterest audience -- Analyzing interactions between your website and Pinterest -- Third-party Pinterest analytics -- Comparing Hard and Soft Costs versus Income -- ch. 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 -- Checking your retweet ranking -- Monitoring the Mentions tab -- Gleaning meaning from direct messages -- Using the Hashtag as a Measurement Mechanism -- Calculating the Twitter Follower-to-Following Ratio -- ch. 4 Analyzing Facebook Metrics -- Monitoring Facebook Interaction with Insights -- Using Page Insights -- Accessing Insights -- Exporting Insights -- Exploring the Insights Overview and Detail Pages -- Likes detail page -- Reach detail page -- Page Views detail page -- ch. 5 Measuring Other Social Media Networks -- Plugging into Social Media -- Measuring LinkedIn Success -- Updates -- Reach & Engagement -- Followers -- Monitoring Social Mobile Impact -- ch. 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 -- ch. 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
Dimensions
unknown
Edition
4th edition.
Extent
1 online resource.
File format
unknown
Form of item
online
Isbn
9781119329923
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Quality assurance targets
not applicable
Reformatting quality
unknown
Reproduction note
Electronic reproduction.
Sound
unknown sound
Specific material designation
remote
Stock number
99972496720
System control number
(NhCcYBP)14256203
Label
Social media marketing all-in-one for dummies, by Jan Zimmerman and Deborah Ng
Publication
Note
  • Includes index
  • "9 books in one!"
Antecedent source
unknown
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Machine generated contents note: About This Book -- Foolish Assumptions -- Icons Used in This Book -- Beyond the Book -- Where to Go from Here -- ch. 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 -- ch. 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 -- ch. 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 -- ch. 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 -- ch. 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 -- ch. 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 -- ch. 3 Optimizing Social Media for Internal and External Searches -- Placing Search Terms on Social Media -- Optimizing Blogs -- Optimizing Word Press -- Optimizing Blogger -- Assigning permalinks -- Optimizing Images, Video, and Podcasts -- Optimizing Specific Social Media Platforms -- Optimizing Twitter -- Optimizing Facebook -- Optimizing Google+ -- Optimizing Pinterest -- Optimizing LinkedIn -- Optimizing for Mobile Search -- Gaining Visibility in Real-Time Search -- Gaining Traction on Google with Social Media -- Monitoring Your Search Engine Ranking -- ch. 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 -- ch. 5 Making Social Media Mobile -- Understanding the Statistics of Mobile Device Usage -- Exploring mobile use of social media -- Demographics of mobile users -- Reaching People on the Move with Social Media -- Harvesting Leads and Sales from Social Mobile -- Measuring Your Mobile Marketing Success -- Counting on Tablets -- Using Mobile Social Media for Advertising -- ch. 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 -- ch. 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 -- ch. 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 -- ch. 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 -- ch. 1 Using Twitter as a Marketing Tool -- Deciding Whether Twitter Is Right for You -- Communicating in 140 Characters -- Promoting without Seeming like You're Promoting -- Researching Other Brands on Twitter -- Knowing Quality Is More Important than Quantity -- ch. 2 Using Twitter as a Networking Tool -- Finding the Right People to Follow -- Finding Out Who Is Talking about You on Twitter -- Responding to Tweets -- Searching on Twitter -- Tweeting like a Pro -- Articulating in 140 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 -- Hosting a Tweet-Up -- ch. 3 Finding the Right Twitter Tools -- Customizing Your Twitter Profile Page -- Creating a header photo -- Creating a custom Twitter avatar -- Pinning Tweets -- Using a Twitter Application -- Exploring Twitter desktop applications -- Tweeting from a gadget -- ch. 4 Social Listening with Twitter -- Using Twitter to Listen to Your Customers -- Responding to questions and complaints -- Gaining new customers by being helpful -- ch. 5 Hosting Twitter Chats -- 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 -- ch. 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 -- Filling Out What You're About -- Using a Custom URL 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 -- ch. 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 -- Using Closed or Secret Groups -- Closed versus secret groups -- Creating a Facebook group -- Learning through Insights -- Getting the scoop on your fans through Insights -- Putting Insights data to good use -- ch. 3 Advertising on Facebook -- Reaching More Fans with Ads --
  • Contents note continued: Deciding whether you want to invest in an ad -- Choosing the right Facebook ad for you -- Creating an ad with Ads Manager -- Targeting your fans -- Measuring Your Ad's ROI -- ch. 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 -- ch. 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 -- ch. 2 Promoting Your Business with LinkedIn -- Exploring the Benefits of a Company Page -- Creating a LinkedIn Company Page -- Setting up your brand's profile -- Adding and removing administrators -- Sharing your brand's content -- Selling and Promoting with LinkedIn Showcase Pages -- Highlighting your products and services -- Showcase pages -- ch. 3 Starting a LinkedIn Group -- Exploring the Benefits of LinkedIn Groups -- Growing a Community with a LinkedIn Group -- Setting up a LinkedIn group -- Choosing a standard or unlisted group -- Establishing group guidelines -- Growing Your Group -- Inviting others to join your group -- Approving or preapproving group members -- Moderating Your LinkedIn Group -- Appointing a manager or moderator -- Managing a moderation queue -- Featuring posts from community members -- Adding a Jobs tab to your group -- Sending a weekly email to your group -- ch. 4 Using LinkedIn as a Content Platform -- Blogging on LinkedIn -- Creating your first post -- Writing in a professional voice -- Promoting Your LinkedIn Posts on Other Social Channels -- ch. 1 Pinning Down Pinterest -- Understanding Pinterest -- Getting Started -- Joining Pinterest -- Navigating Pinterest -- Setting up your Pinterest profile -- 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 -- Collaborating with group boards -- Liking pins -- Commenting on pins -- Playing nice -- ch. 2 Snapchatting It Up! -- Getting Started with Snapchat -- Setting up an account -- Understanding the lingo -- Touring the Snapchat screens -- Tips for adding followers -- Taking Your First Snap -- Telling Your Snapchat Story -- Knowing who is viewing your stories -- Engaging with Snapchat -- Using lenses, filters, and geofilters -- ch. 3 Getting Started with Instagram -- Promoting Your Brand on Instagram -- Creating and Using Your Instagram Account -- Setting up your account -- Sharing photos -- Controlling notifications -- Determining What Is Photo-Worthy for Your Brand -- Using Hashtags in Your Instagram Posts -- Finding Friends and Fans on Instagram -- Using Instagram Stories -- ch. 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 -- ch. 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 Virtual Spaces -- Meeting through Meetup -- Tweeting for meeting in real space -- Marketing with meet-ups and tweet-ups -- 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 -- Comparing LivingSocial and Groupon -- Digging into Groupon -- LivingSocial -- Diversifying Your Daily Deals -- ch. 3 Profiting from Mid-Size Social Media Channels -- Deciding Whether to Invest Your Time -- Spotting Your Audience with Spotify -- Turning Up New Prospects with Tumblr -- Setting up an account -- Advertising on Tumblr -- Analyzing Tumblr results -- Promoting Video with Vimeo -- Signing up for a Vimeo business account -- Advertising on Vimeo -- Live Streaming with Periscope -- ch. 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 -- ch. 5 Advertising on Social Media -- Integrating Social Media with Paid Advertising -- Advertising on social media sites -- Exploring the growth in social advertising -- Maximizing your advertising dollars -- Advertising on Facebook and Instagram -- Getting started -- Boosting or promoting a post -- Paying for your Facebook ads -- Advertising on Twitter -- Promoting your tweets -- Promoting your account -- Promoting a trend -- Remarketing with Twitter -- Engaging your Twitter audience -- Pricing and bidding on Twitter -- Dealing with Twitter cards -- Advertising on LinkedIn -- Targeting your LinkedIn ads -- Pricing and bidding -- Advertising on Pinterest -- Pricing and bidding -- Engagement ads -- ch. 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 -- ch. 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 -- Discovering details about your Pinterest profile -- Finding out about your Pinterest audience -- Analyzing interactions between your website and Pinterest -- Third-party Pinterest analytics -- Comparing Hard and Soft Costs versus Income -- ch. 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 -- Checking your retweet ranking -- Monitoring the Mentions tab -- Gleaning meaning from direct messages -- Using the Hashtag as a Measurement Mechanism -- Calculating the Twitter Follower-to-Following Ratio -- ch. 4 Analyzing Facebook Metrics -- Monitoring Facebook Interaction with Insights -- Using Page Insights -- Accessing Insights -- Exporting Insights -- Exploring the Insights Overview and Detail Pages -- Likes detail page -- Reach detail page -- Page Views detail page -- ch. 5 Measuring Other Social Media Networks -- Plugging into Social Media -- Measuring LinkedIn Success -- Updates -- Reach & Engagement -- Followers -- Monitoring Social Mobile Impact -- ch. 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 -- ch. 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
Dimensions
unknown
Edition
4th edition.
Extent
1 online resource.
File format
unknown
Form of item
online
Isbn
9781119329923
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Quality assurance targets
not applicable
Reformatting quality
unknown
Reproduction note
Electronic reproduction.
Sound
unknown sound
Specific material designation
remote
Stock number
99972496720
System control number
(NhCcYBP)14256203

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