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Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program

Book Description

Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn't whether to take your business onto social media platforms—but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success.

Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program.

Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business. In it, we simplify tasks that might otherwise be complicated—like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up.

The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author's own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it's ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz.

What you'll learn

Businesspeople will learn:

  • How to assess the size of the opportunity. Not the total social media universe (irrelevant), but the size and complexion of their market niches.

  • Reasonable goals for brand awareness, leads, and sales—and how to measure them.

  • Best practices for success on Facebook, Twitter, LinkedIn, Groupon, and other SM platforms.

  • How much to invest in people and infrastructure based on goals.

  • How to write a social media business plan and execute program goals crisply.

  • What the legal and PR risks are with a social media program—and how to avoid them

Who this book is for

Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for entrepreneurs, managers, marketers, and other business leaders who want to get their companies up to speed in today's social media landscape. This includes businesspeople rolling out new projects, products, events, or services that would benefit from word-of-mouth and other social media buzz. It's especially for those who have rolled out social media programs that have disappointed and who need to understand how to get the results they are seeking. Last, it's for people new to the topic who suddenly find themselves approving budgets, promotions, or initiatives for social media and need to know where to begin and what is at stake.

Table of Contents

  1. Titlepage
  2. Dedication
  3. Contents
  4. About the Author
  5. Acknowledgments
  6. Chapter 1: The Business Case
    1. The Power of Social Media
    2. Beloved Brands Thrive in Social Media
    3. Leveraging the Network Effect
    4. Three Vital Ingredients and “Social Proof"
    5. Setting Goals and Tactics
    6. Customer Service 2.0
    7. How to Calculate Social Media ROI
    8. The Other ROI: Risk of Ignoring
    9. Summary
  7. Chapter 2: Best Practices
    1. What’s the Big Idea?
    2. Social Media Strategy
    3. Summary
  8. Chapter 3: The Platforms
    1. Social Media Market Share
    2. Engagement vs. Marketing
    3. Facebook
    4. Twitter
    5. Google+
    6. LinkedIn
    7. YouTube
    8. Pinterest
    9. Foursquare
    10. Niche Networks
    11. Proprietary Networks
    12. Blogging
    13. Mobile
    14. Summary
  9. Chapter 4: Advertising and Promotion
    1. Your Social Ad Budget
    2. Combatting Social Media Fatigue
    3. Promotion and “Earned Media”
    4. Don’t Go There
    5. Summary
  10. Chapter 5: Facebook Advertising
    1. Managing Your Facebook Ads
    2. Create Facebook Ads That Work
    3. Local Businesses: Facebook Offers
    4. Facebook Sponsored Search Results
    5. Remarketing with Facebook Exchange
    6. Custom Audiences
    7. Action Spec Targeting
    8. Facebook Premium Ads
    9. Going Mobile
    10. The New Stuff
    11. Do Facebook Ads Really Work?
    12. Summary
  11. Chapter 6: Advertising on Twitter and Other Networks
    1. Twitter
    2. YouTube
    3. LinkedIn
    4. Google+
    5. StumbleUpon
    6. Yelp
    7. TripAdvisor
    8. Other Platforms
    9. Summary
  12. Chapter 7: Operations
    1. Who Owns Social Media?
    2. Planning Your Social Media Program
    3. Budget Accurately
    4. Social Media Certification
    5. Building Your Social Media Dream Team
    6. Choosing a Social Media Agency
    7. Technology Infrastructure
    8. Damage Control
    9. Your Social Media Command Center
    10. Summary
  13. Chapter 8: Measuring Success
    1. What Are Your Goals?
    2. What Is a Facebook Fan Really Worth?
    3. Social Media Analytics
    4. It’s Only Anecdotal…
    5. Anointing Your Influentials
    6. Summary
  14. Chapter 9: Advanced Social Media Campaigns
    1. How the Network Effect Can Turbocharge Your Marketing
    2. Advocacy and Social Marketing Platforms
    3. To Discount, or Not to Discount?
    4. Charitable Campaigns
    5. Buzz: Word of Mouth, Promotion, and Going Viral
    6. Case Studies
    7. Let’s Get Physical: From Virtual to Actual—Tweetups, Meet-Ups, and More
    8. Summary
  15. Chapter 10: Power Up Your Platform
    1. Your Website 2.0: Integrating with Social Networks
    2. Third-Party Social Plug-ins
    3. Summary
  16. Chapter 11: Bringing It All Together
    1. That Future Is Here: The Open Graph
    2. Embedding Social Media Throughout the Enterprise
    3. Summary
  17. Appendix A: Business Plan Example
  18. Appendix B: Task Checklist
  19. Index