You are previewing Working the Crowd - Social media marketing for business Second edition.
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Working the Crowd - Social media marketing for business Second edition

Book Description

Engaging with social media such as Facebook, YouTube, and Twitter is now a key part of global business communications. Blogs, microblogs, social networking and social news sites have become the new tools for effective marketing and sales. This book is an excellent resource for anyone planning a social media strategy or individual campaign. It includes: specific sites for various types of networking and engagement; blogs and microblogs; online presence and creating a social media brand; brand perception and reputation; legal issues; connecting to a global audience; job recruitment via social media; how different age groups interact online; viral marketing; creating brand advocates and how they can broadcast the message; future predictions. This new edition is updated to cover the latest thinking, practices and technology such as Google+.

Table of Contents

  1. Front Cover
  2. Half Title
  3. BCS
  4. Title Page
  5. Dedication
  6. Contents
  7. List of figures
  8. Author
  9. Acknowledgements
  10. Glossary
  11. 1. WHY DO WE WANT A SOCIAL MEDIA STRATEGY?
    1. Socially connected
    2. Online and face to face networking
  12. 2. THE NEW WAY OF COMMUNICATING
    1. Is this the new fad for the 21st century?
    2. Why do you need social connections?
    3. The new way of marketing to your customers
  13. 3. YOUR SOCIAL MEDIA SUCCESS PLAN
    1. Spotting the social media snake oil salesman
    2. Measurements and metrics
    3. What is right for your organisation?
    4. Social media is not the new way of communicating
    5. The growth of the Web 2.0 world
    6. Socialising and interacting
    7. Your strong and weak ties
  14. 4. THE TOOLS OF THE NEW WEB
    1. The tools of Web 2.0
    2. The power of collective human knowledge
    3. Tools, tools, tools
    4. Virtual worlds and gaming
  15. 5. NETWORKS
    1. A site for every purpose
    2. Classifieds
    3. The instant news channel
    4. Social networks and the younger generation
    5. The new way of marketing
  16. 6. THE ONLINE BRAND
    1. Managing your brand
    2. Starting to create your personal brand
    3. The potential for reputation damage
  17. 7. BRAND IMPACT AND BRAND SUCCESS
    1. The impact of social media inside your business
    2. Using Twitter to grow your business – Dell style
    3. Corporate guidelines and policies
    4. Managing rebrands and brand migration
  18. 8. CONNECTIONS AND REPUTATION
    1. Making sense of social networking
    2. Community connections and recommendations
    3. Consolidating your approach
    4. Your existing brand
  19. 9. DISCOVERY
    1. Creating and publicising your brand
    2. Using social media for recruitment
    3. Discovering the influencers in your audience
    4. Starting your social media plan
  20. 10. SCALING NETWORKS
    1. Scaling networks
    2. Our behaviour is influenced by our age
    3. Other ways of broadcasting your message
    4. Inside the firewall
    5. Customer service
  21. 11. RELATIONSHIPS AND ENGAGEMENT
    1. Twitter for your business
    2. Relationships and engagement
    3. Cultivating your advocates
    4. Social marketing
    5. Dealing with the flood of information
  22. 12. AMPLIFYING YOUR MESSAGE
    1. Communities and Influencers
    2. Viral awareness
    3. Online gaming for social causes
    4. Recording and tracking
  23. 13. WHERE IS IT ALL GOING?
    1. The new way of using the platform
    2. The mobile opportunity
  24. Notes
  25. Back Cover