Engaging with social media such as Facebook, YouTube, and Twitter is now a key part of global business communications. Blogs, microblogs, social networking and social news sites have become the new tools for effective marketing and sales. This book is an excellent resource for anyone planning a social media strategy or individual campaign. It includes: specific sites for various types of networking and engagement; blogs and microblogs; online presence and creating a social media brand; brand perception and reputation; legal issues; connecting to a global audience; job recruitment via social media; how different age groups interact online; viral marketing; creating brand advocates and how they can broadcast the message; future predictions.
Author(s): Eileen Brown
Publisher: British Informatics Society Ltd
Year: 2010
Language: English
Pages: 180
Front Cover......Page 1
Working the crowd......Page 3
BCS, the chartered institute for IT......Page 5
Working the crowd......Page 7
Contents......Page 11
List of figures......Page 13
Author......Page 15
Acknowledgements......Page 16
Glossary......Page 17
1 Why do we want a social media strategy?......Page 19
Socially connected......Page 20
Online and face to face networking......Page 22
2 The new way of communicating......Page 25
Is this the new fad for the 21st century?......Page 26
Why do you need social connections?......Page 28
The new way of marketing to your customers......Page 31
3 Your social media success plan......Page 34
Measurements and metrics......Page 37
What is right for your organisation?......Page 42
Social media is not the new way of communicating......Page 43
The growth of the web 2.0 world......Page 47
Socialising and interacting......Page 50
Your strong and weak ties......Page 52
The tools of web 2.0......Page 56
The power of collective human knowledge......Page 58
Tools, Tools, Tools......Page 60
Virtual worlds and gaming......Page 65
A site for every purpose......Page 67
Classifieds......Page 70
The instant news channel......Page 72
Social networks and the younger generation......Page 75
The new way of marketing......Page 76
6 The online brand......Page 78
Managing your brand......Page 79
Starting to create your personal brand......Page 81
The potential for reputation damage......Page 88
The impact of social media inside your business......Page 92
Using twitter to grow your business - dells style......Page 94
Corporate guidelines and policies......Page 95
Managing rebrands and brand migration......Page 101
Making sense of social networking......Page 105
Community connections and recommendations......Page 109
Consolidating your approach......Page 112
Your existing brand......Page 114
Creating and publicising your brand......Page 123
Using social media for recruitment......Page 126
Discovering the influencers in your audience......Page 130
Starting your social media plan......Page 133
Scaling networks......Page 136
Our behaviour is influenced by our age......Page 137
Other ways of broadcasting your message......Page 139
Inside the firewall......Page 141
Customer service......Page 145
Twitter for your business......Page 148
Cultivating your advocates......Page 151
Social marketing......Page 153
Dealing with the flood of information......Page 157
Communities and influencers......Page 159
Viral awareness......Page 163
Online gaming for social causes......Page 164
Recording and tracking......Page 166
13 Where is it all going?......Page 168
The new way of using the platform......Page 169
The mobile opportunity......Page 170
Notes......Page 173
Index......Page 176
Back Cover......Page 180
