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The Social Media Marketing Book

Book Description

Are you looking to take advantage of social media for your business or organization? With easy-to-understand introductions to blogging, forums, opinion and review sites, and social networks such as Twitter, Facebook, and LinkedIn, this book will help you choose the best -- and avoid the worst -- of the social web's unique marketing opportunities. The Social Media Marketing Book guides you through the maze of communities, platforms, and social media tools so you can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, Dan Zarrella, aka "The Social Media & Marketing Scientist," shows you how to plan and implement campaigns intelligently, and then measure results and track return on investment. Whether you're a seasoned pro or new to the social web, this book will take you beyond the jargon to social media marketing mastery.

  • Make sense of this complicated environment with the help of screenshots, graphs, and visual explanations

  • Understand the history and culture of each social media type, including features, functionality, and protocols

  • Get clear-cut explanations of the methods you need to trigger viral marketing successes

  • Choose the technologies and marketing tactics most relevant to your campaign goals

  • Learn how to set specific goals for your campaigns and evaluate them according to key performance indicators

Praise for The Social Media Marketing Book:

"Let Zarrella take you to social-media marketing school. You'll learn more from reading this book than a month of research on the Internet." --Guy Kawasaki, co-founder of Alltop.com

"If I could be any other person for a day, it would be Dan Zarella. Either him or Brad Pitt. But Dan's smarter. This book is why I say that." --Chris Brogan, President of New Marketing Labs

"This book demonstrates a beginning to the endless possibilities of the Social Web." -- Brian Solis, publisher of leading marketing blog PR 2.0

Table of Contents

  1. The Social Media Marketing Book
    1. 1. Introduction
      1. What Is Social Media Marketing?
      2. Big Brands and Social Media
      3. Small Business and Social Media
      4. Social Media and You
    2. 2. Blogging
      1. Introduction
      2. History
      3. Protocol
        1. Posts
        2. Permalinks
        3. Comments
        4. Themes
        5. Archive and Category Pages
        6. Blogrolls
        7. Links
        8. Trackbacks and Pingbacks
        9. The TweetMeme Button
        10. Subscriptions
      4. Platforms
        1. Hosted Versus Self-Hosted
        2. WordPress
        3. Movable Type
        4. Blogger
        5. HubSpot
      5. Content Strategies
        1. News
        2. Lists
        3. How-To's
        4. Controversy
      6. Building an Audience
      7. Takeaway Tips
    3. 3. Twitter and Microblogging
      1. Introduction
      2. History
      3. Protocol
        1. Account
        2. Avatar
        3. Bio
        4. Background
        5. Following
        6. Tweeting
        7. Replies
        8. Retweets
        9. Direct Messages
        10. Trending Topics
        11. Hashtags
        12. Shortened URLs
      4. Clients
      5. Takeaway Tips
    4. 4. Social Networking
      1. Introduction
      2. History
      3. Protocol
        1. Profiles
        2. Connecting
        3. Private Messaging
        4. Public Messaging
        5. Groups
        6. Photos
        7. Events
        8. Applications
        9. Status Updates
        10. Privacy
      4. Facebook
        1. Pages
        2. Privacy Settings
      5. LinkedIn
        1. Introductions
        2. Recommendations
        3. Answers
      6. MySpace
        1. Blogs
        2. Bulletins
        3. MySpace for Musicians
      7. Takeaway Tips
    5. 5. Media Sharing
      1. Introduction
      2. History
      3. Protocol
        1. Tags
        2. Digital Asset Optimization
        3. Organic Content
      4. YouTube
        1. Your Profile
        2. Your Videos
      5. Flickr
        1. Your Profile
        2. Your Photos
        3. Creative Commons
        4. Other Features
      6. SlideShare
        1. Your Profile
        2. Your Presentations
        3. Other Features
      7. Takeaway Tips
    6. 6. Social News and Bookmarking
      1. Introduction
      2. History
      3. Protocol
        1. Your Profile
        2. Submitting
        3. Voting
        4. Headlines
        5. Linkerati
        6. Going Pop
        7. The Digg Effect
        8. Timing
        9. Power Users
        10. Reciprocity
        11. Content Types
      4. Digg
      5. Reddit
      6. StumbleUpon
      7. Delicious
      8. Niche Sites
      9. Takeaway Tips
    7. 7. Ratings and Reviews
      1. Introduction
      2. History
      3. Protocol
        1. Top Lists
        2. Search
        3. Sock Puppets
        4. Responding
      4. Yelp
        1. Unlocking the Business Owner Account
        2. Offers and Announcements
        3. Website Badges and Stickers
        4. Elite Yelp Squad
      5. Other Sites
      6. Takeaway Tips
    8. 8. Forums
      1. Introduction
      2. History
      3. Protocol
        1. Profiles
        2. Lurking
        3. Posting
        4. Threads
        5. Moderators and Administrators
        6. Signature
        7. Reputation
        8. Private Messaging
        9. Trolls and Flaming
      4. Research
      5. Engaging
        1. Should You Start Your Own Forum?
      6. Takeaway Tips
    9. 9. Virtual Worlds
      1. Introduction
      2. History
      3. Second Life
        1. Linden Dollars
        2. Your Avatar
        3. Real Estate
        4. Groups
        5. Teleporting
        6. Search
        7. SLurl (Second Life URL)
        8. You Don't Have to Do Everything Yourself
        9. Engagement Versus Volume
      4. Takeaway Tips
    10. 10. Strategy, Tactics, and Practice
      1. Introduction
      2. Monitoring
        1. Paid Monitoring Tools
        2. Responding
      3. Research
      4. Campaigns Versus Ongoing Strategy
      5. Integration
      6. Calls to Action
        1. Sticky CTAs
        2. Conversion CTAs
      7. Takeaway Tips
    11. 11. Measurement
      1. Introduction
      2. Metrics
        1. On-Site
          1. ROI
          2. Engagement
          3. Eyeballs
        2. Off-Site
          1. Twitter
          2. Facebook and LinkedIn
          3. Media-sharing sites
          4. Social news and bookmarking sites
          5. Review sites
          6. Forums
          7. Second Life
          8. Earned media
      3. Goal Setting
      4. Software
      5. Takeaway Tips
    12. A. Acknowledgments
    13. Colophon