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Social Media Optimization For Dummies

Book Description

Optimize, optimize, optimize to get the most out of your company's social media presence

As it turns out, social media is good for a lot more than funny cat videos, memes, and sharing what you're eating for lunch with the world. As the social media sphere continues to grow and be redefined, it's more important than ever to arm yourself with the latest information on how you can use it to drive traffic to your website, raise awareness of your brand, and promote your products or services. If you're a marketer who has asked yourself how you can possibly stay afloat in these newly chartered and oft overcrowded waters, Social Media Optimization For Dummies serves as your roadmap to smart marketing in the digital age.

So, what is Social Media Optimization (SMO), exactly? Well, it's comprised of two closely related practices. First, SMO refers to a set of techniques in which social media is used to drive traffic to a website and create an interest in a product or service. Second, SMO concerns the optimization of the social media presence itself with the goal of building followers, increasing engagement, and, again, generating interest in a product or service. Each of these parts supports the other and, when the channels are managed efficiently, enhances the other's effectiveness. In this plain English, easy-to-follow guide, you'll quickly discover how to apply SMO practices to your marketing plan to accomplish those goals.

  • Integrate social media into your website

  • Drive traffic to your website

  • Build followers and generate a buzz

  • Increase engagement with customers

  • From integrating social media into your website to building your social media presence to everything in between, Social Media Optimization For Dummies points your business toward success.

    Table of Contents

    1. Cover Page
    2. Title Page
    3. Copyright
    4. Contents at a Glance
    5. Contents
    6. Introduction
      1. About This Book
      2. Foolish Assumptions
      3. Icons Used in This Book
      4. Beyond the Book
      5. Where to Go from Here
    7. Part I: Getting Started with Social Media Optimization
      1. Chapter 1: Building the Foundations of Social Media Optimization
        1. Defining SMO
        2. Seeing What SMO Can Do for You
        3. Making a Commitment to SMO
        4. Finding Your Voice
      2. Chapter 2: SMO Is the New SEO
        1. Creating a Business Case
        2. Creating a Connection between SMO and SEO
        3. Reaping the Benefits of SMO
      3. Chapter 3: Starting Your SMO Journey
        1. Establishing Your Presence in the Social Media World
        2. Getting Off to a Painless Start
        3. Picking the Low-Hanging Fruit
        4. Matching Content to Channels
    8. Part II: The Push and Pull of SMO
      1. Chapter 4: Driving Traffic to Your Website
        1. Blending the Right Mix for SMO Success
        2. Leveraging Likes and Shares on Facebook
        3. Finding New Fans and Creating New Mavens
      2. Chapter 5: Widening Your Reach
        1. Taking Your Content to the World
        2. Making Content That Travels Well
        3. Repurposing content for use on other sites
      3. Chapter 6: Raising Awareness of Your Social Media Presence
        1. Publicizing the Existence of Your Social Media Presence
        2. Displaying Social Media Content to Your Website Visitors
    9. Part III: Leveraging Social Media with Your Website
      1. Chapter 7: Integrating Social Media Tools
        1. Improving Your Visibility
        2. Using Facebook Tools
        3. Integrating Google+
        4. Tapping Into the WordPress Community
        5. Implementing Social Login
      2. Chapter 8: Inspiring User Engagement
        1. Inviting Comments and Discussion
        2. Implementing Social Discussion Tools
      3. Chapter 9: Implementing Social Media Standards and Protocols
        1. Introducing Semantic Markup
        2. Making Sense of Schema.org
        3. Applying Facebook's Open Graph Protocol
        4. Dealing with Twitter and Pinterest Microformats
    10. Part IV: Mastering Practical SMO
      1. Chapter 10: Promoting Your Content
        1. Getting the Big Three to Work for You
        2. Getting Visual
        3. Reaching Out through the Social News Networks
        4. Tailoring Content to Specialty Channels
        5. Reaching Mobile Users
      2. Chapter 11: Using SMO to Sell Products or Services
        1. Generating Prelaunch Publicity
        2. Spreading the Word with Snapchat
        3. Reaching Out to Bloggers
        4. Converting Followers to Customers
      3. Chapter 12: Enriching Events with Social Media
        1. Generating Pre-Event Buzz
        2. Creating a Sense of Community for the Event
        3. Providing a Real-Time Channel
        4. Encouraging Fan-Created Content
        5. Tapping the power of hashtags
      4. Chapter 13: Building Your Brand and Establishing Expertise
        1. Harnessing the Power of Social Media for Brand Building
        2. Creating the Perception of Expertise
      5. Chapter 14: Managing Reputation
        1. Building and Preserving Reputation with Social Media
        2. Discovering the Pain and the Power of Review Sites
        3. Encouraging Positive Reviewers
        4. Managing Online Detractors
        5. Tracking Online Reputation
      6. Chapter 15: Creating a Crisis Management Resource
        1. Embracing the Tyranny of Immediacy
        2. Becoming a Resource in a Time of Crisis
        3. Owning the Discussion
    11. Part V: Building Your Social Media Presence
      1. Chapter 16: Integrating SMO into Your Workflow
        1. Planning for SMO
        2. Staying SMART
        3. Managing Multiple Social Profiles
        4. Keeping Control of Your Social Media Life
        5. Keeping Up with the Social World
      2. Chapter 17: Finding Your Followers
        1. Finding an Audience You Didn't Know You Had
        2. Building an Audience on Facebook
        3. Finding Followers on Twitter
      3. Chapter 18: Tapping Into the Vox Populi
        1. Designing for Virality
        2. Discovering Techniques with Viral Appeal
      4. Chapter 19: Tracking Progress and Measuring Success
        1. Identifying the Key Metrics
        2. Analyzing Your Facebook Page and Twitter Activity
    12. Part VI: The Part of Tens
      1. Chapter 20: Ten Rules of Social Media Optimization
        1. Be Authentic
        2. Engage — Don't Broadcast
        3. Leverage Your Efforts
        4. Stay Fresh
        5. Be Selective
        6. Be Share-Friendly
        7. Be a Resource
        8. Create Great Content
        9. Know Your Audience
        10. Plan the Work; Work the Plan
      2. Chapter 21: Ten Tools for Managing Your Social Media Presence
        1. Hootsuite
        2. Quill Engage
        3. Buffer
        4. Instagress
        5. Facebook Insights
        6. Twitter Analytics
        7. Klout
        8. Circloscope
        9. BuzzSumo
        10. Tagboard
    13. Index
    14. About the Authors
    15. Dedication
    16. Acknowledgments