Social Media Engagement For Dummies^®

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Table of Contents

Introduction

About This Book

Foolish Assumptions

Conventions Used in This Book

What You Don’t Have to Read

How This Book Is Organized

Part I: The Basics of Social Media Engagement

Part II: Exploring the Elements of Social Media Engagement

Part III: Examining the Basic Engagement Tools

Part IV: Engaging Through Additional Social Channels

Part V: Leveraging Audio and Video for Engagement

Part VI: The Part of Tens

Icons Used in This Book

Where to Go from Here

Part I: The Basics of Social Media Engagement

Chapter 1: Explaining the Why, Who, and How of Social Media Engagement

Seeking the Benefits of Social Media Engagement

Keeping up with changing consumer needs

Humanizing your brand in the marketplace

Strengthening connections with customers

Tapping into new markets

Reaping the rewards of an engaged community

Seeing How People and Organizations Engage with Social Media

Individual consumers

Online communities

Your business

Your employees

Setting Goals for Social Media Engagement

Building trust and credibility

Being present with a human touch

Creating connections

Sparking conversations

Driving interaction

Chapter 2: Assessing the Impact of Social Media Engagement

Considering the Downsides of Social Media Engagement

Managing the “time suck”

Overcoming the barriers to entry

Surviving information overload

Dealing with potential backlash

Avoiding ...