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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 3: Creating Your Social Media Plan

In This Chapter

check.png Researching your audience

check.png Reviewing your site for social skills

check.png Preparing for social media greatness

check.png Finding your message

check.png Setting your routine

In this chapter, you find out how to research your audience and pick the message and style that work for you. You also select target sites accordingly as well as prepare a profile that you can use repeatedly. After you make those decisions, it’s time to set your social media schedule.

Researching Your Audience

Social media is unique enough that you’ll want to analyze your audience there separately from other vehicles, such as search engines. For example, you might expect instant sales from a paid search ad or an e-mail marketing campaign. But when it comes to social media, you’re looking for evidence of steady inroads with your audience, such as increased blog mentions about your company, which won’t lead to sales for weeks or months. When you research your audience, you need to answer ...

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