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How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business
- By Jamie Turner, Reshma Shah
- Published Sep 20, 2010 by FT Press.
Book
- Sorry, this book is no longer in print.
About
Features
Today's #1 executive guide to winning social media marketing: proven strategies, execution techniques, and insider tips from real experts!
Description
- Copyright 2010
- Edition: 1st
- Book
- ISBN-10: 0-13-210056-8
- ISBN-13: 978-0-13-210056-4
This is an authoritative, up-to-the-minute resource, written by real experts who have made social media marketing work for many of the world's largest companies. This in-the-trenches guide brings together both practical strategies and proven execution techniques for driving maximum value from social media marketing. Drawing on their extensive experience, Jamie Turner and Reshma Shah also show how to avoid crucial pitfalls that other companies have encountered, so you make the most of limited resources, and strengthen your brand instead of placing it at risk. Turner and Shah present comprehensive and realistic coverage of these and many other key topics:
- What social media is not, why your first campaign failed, and what to do differently next time
- How to think about social media, plan effectively, and set yourself up for success
- How to make the most of YouTube, LinkedIn, Facebook, and Twitter and go beyond them
- How to measure brand sentiment, target market engagement, and return on investment
- How to identify key strategies, major objectives, and competitive issues, and integrate social media into broader marketing campaigns
Sample Content
Online Sample Chapters
How to Make Money with Social Media: What Social Media Isn't
Introduction to How to Make Money with Social Media
Sample Pages
Download the sample pages (includes Chapter 1 and Index)
Table of Contents
Acknowledgments xiii
About the Authors xv
Introduction 2
PART I The Social Media Landscape 7
Chapter 1 What Social Media Isn’t 8
Chapter 2 The Evolution of Marketing 18
Chapter 3 How to Think About Social Media 30
Chapter 4 The Language of Social Media 42
PART II How to Set Yourself Up for Social Media Success 53
Chapter 5 Laying the Groundwork for Success 54
Chapter 6 Why Your First Social Media Campaign Didn’t Work 64
Chapter 7 Managing the Conversation 72
Chapter 8 Creating Circular Momentum 82
PART III Social Media Platforms 93
Chapter 9 Social Media Is More Than Just YouTube, LinkedIn, Facebook, and Twitter 94
Chapter 10 How to Use Networking Platforms to Help You Grow Your Sales and Revenue 104
Chapter 11 How to Use Promoting Platforms to Help You Grow Your Sales and Revenue 114
Chapter 12 How to Use Sharing Platforms to Help You Grow Your Sales and Revenue 124
Chapter 13 Mobile Media, Augmented Reality, and Widgets, Oh My! 134
PART IV Social Media Integration 145
Chapter 14 How to Integrate Social Media into Your Marketing Plan 146
Chapter 15 How to Conduct a Competitive Assessment 156
Chapter 16 Conducting an Internal Situation Analysis 164
Chapter 17 Understanding the Customer Thought Processes 174
Chapter 18 Establishing Your Major Objectives and Key Strategies 186
Chapter 19 Aligning your Social Media Strategy with Your Brand Essence 198
PART V How to Measure Social Media 207
Chapter 20 How to Measure a Social Media Campaign 208
Chapter 21 Step 1: Measuring the Quantitative Data 218
Chapter 22 Step 2: Measuring the Qualitative Data 230
Chapter 23 Step 3: Measuring the Only Really Important Thing–Your Return on Investment 242
PART VI Conclusion 255
Chapter 24 Social Media Guidelines for Corporations 256
Chapter 25 59 Things You Need to Do on Your Way to a Successful Social Media Campaign 266
Index 276