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A guide to social media marketing. It introduces you to the basics, demonstrates how to manage details and describes how you can track results. It helps you learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user-generated content sharing sites like YouTube.
List of contents
Foreword.
Introduction.
Part I The Foundation of Social Media.
Chapter 1 Backlash.
Chapter 2 The Marketer's Dilemma.
Capter 3 What Is Social Media?
Part II Month 1: Prepare for Social Marketing.
Chapter 4 Week 1: Web 2.0: The Social Web.
Chapter 5 Week 2: The Social Feedback Cycle.
Chapter 6 Week 3: Touchpoint Analysis.
Chapter 7 Week 4: Influence and Measurement.
Part III Month 2: Social Media Channels.
Chapter 8 Week 1: Build a Social Media Campaign.
Chapter 9 Week 2: Social Platforms.
Chapter 10 Week 3: Social Content: Multimedia.
Chapter 11 Week 4: Social Content: Reviews, Ratings, and Recommendations.
Chapter 12 Week 5: Social Interactions.
Part IV Month 3: Complete Your Plan.
Chapter 13 Week 1: Objectives, Metrics, and ROI.
Chapter 14 Week 2: Present Your Social Media Plan.
Appendix A Worksheets.
Appendix B Additional Social Media Resources.
Index.
