Are you looking to take advantage of social media for your business or organization? With easy-to-understand introductions to blogging, forums, opinion and review sites, and social networks such as Twitter, Facebook, and LinkedIn, this book will help you choose the best -- and avoid the worst -- of the social web's unique marketing opportunities. The Social Media Marketing Book guides you through the maze of communities, platforms, and social media tools so you can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, Dan Zarrella, aka "The Social Media & Marketing Scientist," shows you how to plan and implement campaigns intelligently, and then measure results and track return on investment. Whether you're a seasoned pro or new to the social web, this book will take you beyond the jargon to social media marketing mastery. Make sense of this complicated environment with the help of screenshots, graphs, and visual explanations Understand the history and culture of each social media type, including features, functionality, and protocols Get clear-cut explanations of the methods you need to trigger viral marketing successes Choose the technologies and marketing tactics most relevant to your campaign goals Learn how to set specific goals for your campaigns and evaluate them according to key performance indicators
Author(s): Dan Zarrella
Edition: 1
Publisher: O'Reilly Media
Year: 2009
Language: English
Pages: 241
Oreilly - The Social Media Marketing Book (2009) (ATTiCA)......Page 1
What Is Social Media Marketing?......Page 9
Big Brands and Social Media......Page 11
Small Business and Social Media......Page 15
Social Media and You......Page 16
Introduction......Page 17
History......Page 19
Protocol......Page 21
Platforms......Page 29
Content Strategies......Page 35
Takeaway Tips......Page 38
Introduction......Page 39
History......Page 41
Protocol......Page 43
Clients......Page 59
Takeaway Tips......Page 60
History......Page 61
Protocol......Page 65
Facebook......Page 75
LinkedIn......Page 79
MySpace......Page 81
Takeaway Tips......Page 84
Introduction......Page 85
Protocol......Page 87
YouTube......Page 91
Flickr......Page 97
SlideShare......Page 105
Takeaway Tips......Page 110
History......Page 111
Protocol......Page 113
Digg......Page 125
Reddit......Page 129
StumbleUpon......Page 133
Niche Sites......Page 135
Takeaway Tips......Page 138
Introduction......Page 139
History......Page 141
Protocol......Page 143
Yelp......Page 147
Other Sites......Page 153
Takeaway Tips......Page 154
History......Page 155
Protocol......Page 157
Research......Page 167
Engaging......Page 169
Takeaway Tips......Page 178
Introduction......Page 179
History......Page 181
Second Life......Page 183
Takeaway Tips......Page 192
Introduction......Page 193
Monitoring......Page 195
Research......Page 203
Campaigns Versus Ongoing Strategy......Page 205
Integration......Page 207
Calls to Action......Page 209
Takeaway Tips......Page 212
Introduction......Page 213
Metrics......Page 215
Goal Setting......Page 229
Software......Page 231
Takeaway Tips......Page 232
Acknowledgments......Page 233
Index......Page 235
