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Working the Crowd

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.

Table of Contents

  1. Copyright
  2. Dedication
  3. LIST OF FIGURES
  4. AUTHOR
  5. ACKNOWLEDGEMENTS
  6. GLOSSARY
  7. 1 WHY DO WE WANT A SOCIAL MEDIA STRATEGY?
    1. SOCIALLY CONNECTED
    2. ONLINE AND FACE TO FACE NETWORKING
  8. 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
  9. 3 YOUR SOCIAL MEDIA SUCCESS PLAN
    1. MEASUREMENTS AND METRICS
    2. WHAT IS RIGHT FOR YOUR ORGANISATION?
    3. SOCIAL MEDIA IS NOT THE NEW WAY OF COMMUNICATING
    4. THE GROWTH OF THE WEB 2.0 WORLD
    5. SOCIALISING AND INTERACTING
    6. YOUR STRONG AND WEAK TIES
  10. 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
  11. 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
  12. 6 THE ONLINE BRAND
    1. MANAGING YOUR BRAND
    2. STARTING TO CREATE YOUR PERSONAL BRAND
    3. THE POTENTIAL FOR REPUTATION DAMAGE
  13. 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
  14. 8 CONNECTIONS AND REPUTATION
    1. MAKING SENSE OF SOCIAL NETWORKING
    2. COMMUNITY CONNECTIONS AND RECOMMENDATIONS
    3. CONSOLIDATING YOUR APPROACH
    4. YOUR EXISTING BRAND
  15. 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
  16. 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
  17. 11 RELATIONSHIPS AND ENGAGEMENT
    1. TWITTER FOR YOUR BUSINESS
    2. CULTIVATING YOUR ADVOCATES
    3. SOCIAL MARKETING
    4. DEALING WITH THE FLOOD OF INFORMATION
  18. 12 AMPLIFYING YOUR MESSAGE
    1. COMMUNITIES AND INFLUENCERS
    2. VIRAL AWARENESS
    3. ONLINE GAMING FOR SOCIAL CAUSES
    4. RECORDING AND TRACKING
  19. 13 WHERE IS IT ALL GOING?
    1. THE NEW WAY OF USING THE PLATFORM
    2. THE MOBILE OPPORTUNITY
  20. NOTES
  21. INDEX