Home > Store

Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media

Register your product to gain access to bonus material or receive a coupon.

Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media

Book

  • Sorry, this book is no longer in print.
Not for Sale

eBook

  • Your Price: $19.19
  • List Price: $23.99
  • Includes EPUB and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    Adobe Reader PDF The popular standard, used most often with the free Acrobat® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

Description

  • Copyright 2010
  • Dimensions: 6" x 9"
  • Pages: 368
  • Edition: 1st
  • Book
  • ISBN-10: 0-7897-4284-5
  • ISBN-13: 978-0-7897-4284-1

Profit Big from Social Media: Strategies and Solutions That Work!

Using new social media marketing techniques, you can deepen relationships with your most passionate, profitable customers--and create more of them than ever before! In this 100% practical book, world-renowned expert Li Evans shows exactly how to make the most of social media--in any company, in any industry. You’ll discover exactly how to customize your best social networking strategy…then staff it, organize it, manage its risks, and execute it successfully! Evans shows how to understand your audience, enter the conversation, build trust, protect your brand, integrate social media into existing marketing programs, measure your results…and profit big from today’s hottest new social media sites and platforms!

Topics include

• Make the most of Twitter, Facebook, YouTube, LinkedIn, Flickr, and more

• Define goals and customize strategy to maximize Return on Conversation (ROC)

• Understand the whole conversation about you and all the communities you serve

• Manage legal, compliance, and ethical challenges

• Plan social media policies for your company’s employees

• Extend customer service into social media

• Maintain consistent branding and messaging

• Complement your SEO, PPC, offline marketing, and PR efforts

• Learn how to integrate traditional marketing tactics (TV, radio, print) with your social media marketing strategy

Sample Content

Online Sample Chapter

Social Media Marketing: The Conversation Happens With or Without You

Excerpts

Audiences Trust Avatars & Icons in Social Media Communities

Be Open to Trying New Things with Your Social Media Marketing Strategy, But Don't Fall Off the Bleeding Edge

Bring Legal Into Your Social Media Marketing Strategy, Early

Don't Fall In Love With One Social Media Platform

Engaging Strategies for Twitter, Facebook & Other Social Media

For Your Social Media Marketing Strategy to Work, You Need to be Social

In Social Media Branding & Messaging Need to be Consistent

It's All About the Idea in Social Media

Social Media Marketing Goals Need to Be Defined

Social Media Marketing: It's Not Easy, Quick or Cheap

Social Media Marketing: You Get What You Give

Understand Each Community You Engage With in Social Media

YouTube is the Second-Largest Search Engine: How Can You Use It?

Sample Pages

Download the sample pages (includes Chapter 6 and Index)

Table of Contents

Introduction     1

Part I: The Basics of Social Media

1          It's Not Easy, Quick, or Cheap     7

2          Understanding Social Media Strategies     15

3          Goals Need to Be Defined     23

4          It's ROC (Return on Conversation) not ROI (Return on Investment)     33

5          Know Who Your Audience Is and What They are Doing     41

Part II: It's About Conversation

6          The Conversation Happens With or Without You     53

7          Bring in Legal Early     59

8          Don't Be Afraid of the Negative     67

9          Understanding Each Community     75

10        Come Bearing Gifts     83

11        Bloggers Have No Boundaries     91

12        Every Business is Different     99

13        Don't Fall In Love     105

14        Don't Be Afraid to Throw Out What Isn't Working     113

15        Be Open to Trying New Things (but Don't Fall Off the Bleeding Edge)     121

Part III: Social Media from the Inside Out

16        Everyone in Your Company Has a Stake in Your Social Media Strategy     129

17        Plan Social Media Policies for Company Employees     135

18        Personal Ethics Matter     143

19        Define Who Owns the Conversation     149

20        A Great Customer Service Program Is a Natural Extension into Social Media     159

21        Interns Make Coffee, Not Social Media Strategies     165

22        Branding and Messaging Need to Be Consistent     171

23        Be Transparent: Trust and Readership Must Be Earned     179

24        Audiences Trust Icons and Avatars     187

Part IV: It's Not About You

25        Give Up Control and Drop the Ego     195

26        You Need to Be All "Ears"     203

27        Your Customers Know Your Products Better Than You     211

28        It's All About the Idea     219

29        Your Content Must Have Value     225

30        Sharing with Others Is Key     231

31        For It to Work, You Need to Be Social     239

32        Ask the Audience     245

33        You Get What You Give     253

Part V: How Social Media Fits into the Online Marketing Picture

34        People Do Not Want To Be Marketed To     261

35        The Difference Between Buzz Monitoring and Audience Research     267

36        Complementing Both Search Engine Optimization (SEO) and Pay Per Click (PPC)     273

37        Links and Search Engine Results Are Byproducts of Social Media     279

38        Align Offline Marketing Strategies with Social Media     285

39        Create a Social Media-Friendly "Pressroom" and Promote Events     291

40        YouTube is the Second-Largest Search Engine     297

41        Social Search Is All About the Now     303

42        It's Not Just a Web Browser Anymore     309

43        New Signals to Search Engines     315

44        Choosing a Social Media Consultant     321

45        Putting It All Together     327

Index     333

Updates

Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020