You are previewing Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success.
O'Reilly logo
Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success

Book Description

Create and maintain a successful social media strategy for your business

Today, a large number of companies still don't have a strategic approach to social media. Others fail to calculate how effective they are at social media, one of the critical components of implementing any social media strategy. When companies start spending time and money on their social media efforts, they need to create an internal plan that everyone can understand. Maximize Your Social offers a clear vision of what businesses need to do to create—and execute upon—their social media for business road map.

  • Explains the evolution of social media and the absolute necessity for creating a social media strategy

  • Outlines preparation for, mechanics of, and maintenance of a successful social media strategy

  • Author Neal Schaffer was named a Forbes Top 30 Social Media Power Influencer, is the creator of the AdAge Top 100 Global Marketing Blog, Windmill Networking, and a global social media speaker

Maximize Your Social will guide you to mastery of social media marketing strategies, saving you from spending a chunk of your budget on a social media consultant. Follow Neal Schaffer's advice, and you'll be able to do it yourself—and do it right.

Table of Contents

  1. Cover
  2. Contents
  3. Front
  4. Title
  5. Copyright
  6. Introduction
  7. Chapter 1: Reality Check: The Permeating Trends of Social Media and Social Business
    1. Convergence of Information and Communication
    2. Social Media’s Permeation of Industry and Corporate Discipline
    3. Big Social Data and the Accessibility of Public Information
  8. Chapter 2: A Social Media Strategy: The Framework for the Ever-Changing World of Social Media
    1. Why is there a Need for a Social Media Strategy?
    2. The Ever-Changing Spectrum of Social Media
    3. PDCA: A Logical Framework for Social Media Strategy Creation
    4. The Essential Components in Any Social Media Strategy
  9. Chapter 3: Determining Objectives and Background for Your Social Media Program
    1. Business Objectives and Projected Outcomes
    2. Target Demographic Group
    3. Target Market Focus
    4. Branding Guidelines
  10. Chapter 4: Auditing Your Social Media Program
    1. Existing Digital Properties and Marketing Channels
    2. Social Media Audit
    3. Industry Role Models Competitive Analysis
  11. Chapter 5: Core Elements and Concepts in Your Social Media Strategy
    1. Branding
    2. Content
    3. Curation
    4. Channels
    5. Frequency
    6. Engagement
    7. Listening
    8. Campaign
    9. Influencers
    10. Brand Ambassadors
    11. Crisis Management
  12. Chapter 6: Blogging as an Essential Part of Every Social Media Strategy
    1. Home Base
    2. Social Voice
    3. Search Engine Optimization (SEO) and Inbound Marketing
    4. Wordpress
    5. Content Buckets
  13. Chapter 7: Maximizing Your Facebook Presence
    1. Edgerank
    2. Engagement
    3. Facebook Ads
    4. Facebook Campaigns
    5. Facebook Insights
  14. Chapter 8: Maximizing Your Twitter Presence
    1. Public Nature
    2. Social Media Dashboards
    3. Content Curation
    4. Twitter Chats
    5. Ads
  15. Chapter 9: Maximizing Your LinkedIn Presence
    1. B2B
    2. Profile Search Engine Optimization (SEO)
    3. Groups
    4. Company Pages
    5. Linkedin Ads
  16. Chapter 10: Maximizing Your Google+ Presence
    1. Search, Plus Your World
    2. SEO
    3. Circles
    4. About Page
    5. Hangouts
    6. Special Report: How Google+ is Changing the Online World and What You Can Do About It
  17. Chapter 11: Maximizing Visual Social Networks
    1. Visual Social Media Marketing
    2. Youtube
    3. SEO
    4. Strategic Youtube Marketing
    5. Pinterest
    6. Instagram
  18. Chapter 12: Determining Staffing Roles and Responsibilities
    1. Who’s Going To Do All This Work?
    2. Who’s In Charge of Social? Everyone
    3. Your Future Social Media Organization
  19. Chapter 13: Onboarding Your Social Media Strategy
    1. Creating an Inclusive Social Culture
  20. Chapter 14: Managing the Risks
    1. Social Media Policy
    2. Social Media and Crisis Management
  21. Chapter 15: Creating Your PDCA Workflow
    1. The D
    2. Creating Your Social Media Calendar
    3. Creating a Daily Workflow
    4. Reviewing Your Workflow: The C and Then A
  22. Chapter 16: Integrating Your Social Media Strategy
    1. Extending Your Social Media Strategy To Your Existing Marketing Channels
  23. Chapter 17: The ROI of Your Social Media Strategy
    1. Social As Part of Your Corporate Infrastructure
    2. Social Media Metrics to Support the Objective
    3. Reviewing Your PDCA Workflow
    4. Maximizing Your Social ROI
  24. Chapter 18: Conclusion: The Future Evolution of Social Media and Your Social Media Strategy
    1. Predicting the Future of Social Media . . . By Looking At Its Past
    2. Our Infatuation With New Social Media Platforms
    3. Things Are Never Static, Even On Old Social Media Platforms
  25. Acknowledgments
  26. About the Author
  27. Index