The Social Media Bible: Tactics, Tools, and Strategies for Business Success

683 Pages·2012·15.23 MB·English

by  Lon Safko

CONTENTS
Acknowledgments
Introduction
Part I—Tactics and Tools
Part II—Strategy
The Five Steps to Social Media Success
Social Media Experts
The ROI of Social Media
International Perspective
Chapter To-Do Lists
Part I: Tactics and Tools
Chapter 1: What Is Social Media?
Ask Your Audience
So What Is It?
Why Social Media?
Word of Mouth at the Speed of Light
Other Customers
15 Social Media Categories
Credits
Chapter 2: Say Hello to Social Networking
What’s in it for you?
Back to the Beginning
What You Need to Know
Social Network Examples
What’s in it for the User?
What’s in it for Businesses?
Common Terms
Profile
Facebook Interface
Privacy Settings
Child Safety
Twitter
Common Terms
Understanding the Tool
Other
Location-Based Social Media
Common Terms
Foursquare
To-Do List
Conclusion
Downloads
Credits
Chapter 3: It’s Not Your Father’s E-Mail
What’s in it for You?
Back to the Beginning
What you Need to Know
Tips, Techniques, and Tactics
To-Do List
Conclusion
Downloads
Credits
Notes
Chapter 4: The World of Web Pages
What’s in it for You?
Back to the Beginning
What you Need to Know
Techniques and Tactics
To-Do List
Conclusion
Downloads
Credits
Notes
Chapter 5: The Internet Forum
What’s in it for You?
Back to the Beginning
What you Need to Know
To-Do List
Conclusion
Downloads
Credits
Notes
Chapter 6: The Ubiquitous Blog
What’s in it for You?
Back to the Beginning
What you Need to Know
To-Do List
Conclusion
Downloads
Credits
Note
Chapter 7: The Wisdom of the Wiki
What’s in it for You?
Back to the Beginning
What you Need to Know
To-Do List
Conclusion
Downloads
Credits
Chapter 8: A Picture Is Worth a Thousand Words (Photo Sharing)
What’s in it for You?
Back to the Beginning
What you Need to Know
Techniques and Tactics
To-Do List
Conclusion
Credits
Chapter 9: Talking about the Podcast (Audio Create)
What’s in it for You?
Back to the Beginning
What you Need to Know
Tips, Techniques, and Tactics
To-Do List
Conclusion
Downloads
Credits
Note
Chapter 10: Got Audio? (Audio Sharing)
What’s in it for You?
Back to the Beginning
What you Need to Know
To-Do List
Conclusion
Downloads
Credits
Notes
Chapter 11: Watch Out for Vlogs (Video Create)
What’s in it for You?
Back to the Beginning
What you Need to Know
Tips, Techniques, and Tactics
To-Do List
Conclusion
Downloads
Credits
Chapter 12: Got Video? (Video Sharing)
What’s in it for You?
Back to the Beginning
What you Need to Know
To-Do List
Conclusion
Downloads
Credits
Note
Chapter 13: Thumbs Up for Microblogging
What’s in it for You?
Back to the Beginning
What you Need to Know
The Microsphere Is Not All Good
On the Lighter Side of Microblogging
To-Do List
Conclusion
Downloads
Credits
Notes
Chapter 14: Live from Anywhere—It’s Livecasting
What’s in it for You?
Back to the Beginning
What you Need to Know
To-Do List
Conclusion
Downloads
Credits
Notes
Chapter 15: Virtual Worlds—Real Impact
What’s in it for You?
Back to the Beginning
What you Need to Know
To-Do List
Conclusion
Downloads
Credits
Notes
Chapter 16: Gaming the System: Virtual Gaming
What’s in it for You?
What you Need to Know
Back to the Beginning
To-Do List
Conclusion
Downloads
Credits
Note
Chapter 17: RSS—Really Simple Syndication Made Simple
What’s in it for You?
Back to the Beginning
What you Need to Know
To-Do List
Conclusion
Downloads
Credits
Notes
Chapter 18: Spotlight on Search (Search Engine Optimization)
What’s in it for You
Back to the Beginning
What you Need to Know
Tips, Techniques, and Tactics
To-Do List
Conclusion
Downloads
Credits
Note
Chapter 19: Marketing Yourself (Search Engine Marketing)
What’s in it for You?
Back to the Beginning
What you Need to Know
Tips, Techniques, and Tactics
To-Do List
Conclusion
Downloads
Credits
Chapter 20: The Formidable Fourth Screen (Mobile)
What’s in it for You?
What you Need to Know
To-Do List
Conclusion
Downloads
Credits
Note
Chapter 21: Let the Conversation Begin (Interpersonal)
What’s in it for You?
What you Need to Know
Sharing Applications
To-Do List
Conclusion
Downloads
Credits
Part II: Strategy: The Five Steps to Social Media Success
Chapter 22: Analyze Your Existing Media
Identifying Your Existing Media
Who Are You?
Conclusion
Credits
Chapter 23: The Social Media Trinity
Trinity Number One—Blogs
Understand the Terms
Trinity Number Two—Microblogging (Twitter)
Trinity Number Three—Social Networks
Conclusion
Credits
Chapter 24: Integrate Strategies
Integrate Your Existing Strategy into the Trinity
Selecting the Best of Both
Develop Clear Individual Goals (Conversions)
Quality Content, Not Quality Production
Integrate Existing Conventional and New Digital
Conclusion
Credits
Chapter 25: Identify Resources
Management Buy-In
Reputation Management
Successful Campaigns
Identify Resources
In-House
Out-House
Conclusion
Credits
Chapter 26: Implement and Measurement
Implementing Your Strategy, Metrics, and Analytics
Determine Your Measurement Tools
Know Your Competition
Analyze Each Marketing Channel
Managing Your Expectations
Putting the Pedal to the Metal!
Conclusion
Credits
Index