Part IV
Old Marketing Is New Again with SMM
In this part . . .
In Part IV, you learn how to transform your own Web site to allow for social media marketing. We also explain what it means to be an authentic and engaged advertiser — in other words, how to take your existing advertising efforts social and get more mileage out of them.
In Chapter 15, we give you recommendations on how to retool your corporate website to allow for social media marketing. In Chapter 16, we show how earned and paid media can help with your social media marketing efforts and how to leverage your SMM efforts with offline marketing efforts. Chapter 17 discusses how to tap into the mobile phone market to spread your SMM campaign. In Chapter 18, you find out how to get your employees practicing social media marketing in your own company. Chapter 19 goes in-depth on how to measure your campaign to find out how successful it was.
In Chapter 20, we discuss the fundamentals of social media governance. We also show you what models of governance you can choose to make applying them easier. Chapter 21 discusses how real-time marketing is making a big impact on SMM and how you can jump in.
