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Are you looking to take advantage of social media for your business or organization? With easy-to-understand introductions to blogging, forums, opinion and review sites, and social networks such as Twitter, Facebook, and LinkedIn, this book will help you choose the best -- and avoid the worst -- of the social web's unique marketing opportunities.
The Social Media Marketing Book guides you through the maze of communities, platforms, and social media tools so you can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, Dan Zarrella, aka "The Social Media & Marketing Scientist," shows you how to plan and implement campaigns intelligently, and then measure results and track return on investment. Whether you're a seasoned pro or new to the social web, this book will take you beyond the jargon to social media marketing mastery.
Make sense of this complicated environment with the help of screenshots, graphs, and visual explanations
Understand the history and culture of each social media type, including features, functionality, and protocols
Get clear-cut explanations of the methods you need to trigger viral marketing successes
Choose the technologies and marketing tactics most relevant to your campaign goals
Learn how to set specific goals for your campaigns and evaluate them according to key performance indicators
Praise for The Social Media Marketing Book:
"Let Zarrella take you to social-media marketing school. You'll learn more from reading this book than a month of research on the Internet."--Guy Kawasaki, co-founder of Alltop.com
"If I could be any other person for a day, it would be Dan Zarella. Either him or Brad Pitt. But Dan's smarter. This book is why I say that."--Chris Brogan, President of New Marketing Labs
"This book demonstrates a beginning to the endless possibilities of the Social Web."-- Brian Solis, publisher of leading marketing blog PR 2.0
List of contents
Inhaltsverzeichnis
Chapter 1 Introduction What Is Social Media Marketing?
Big Brands and Social Media
Small Business and Social Media
Social Media and You
Chapter 2 Blogging
Introduction
History
Protocol
Platforms
Content Strategies
Building an Audience
Takeaway Tips
Chapter 3 Twitter and Microblogging
Introduction
History
Protocol
Clients
Takeaway Tips
Chapter 4 Social Networking
Introduction
History
Protocol
Facebook
LinkedIn
MySpace
Takeaway Tips
Chapter 5 Media Sharing
Introduction
History
Protocol
YouTube
Flickr
SlideShare
Takeaway Tips
Chapter 6 Social News and Bookmarking
Introduction
History
Protocol
Digg
Reddit
StumbleUpon
Delicious
Niche Sites
Takeaway Tips
Chapter 7 Ratings and Reviews
Introduction
History
Protocol
Yelp
Other Sites
Takeaway Tips
Chapter 8 Forums
Introduction
History
Protocol
Research
Engaging
Takeaway Tips
Chapter 9 Virtual Worlds
Introduction
History
Second Life
Takeaway Tips
Chapter 10 Strategy, Tactics, and Practice
Introduction
Monitoring
Research
Campaigns Versus Ongoing Strategy
Integration
Calls to Action
Takeaway Tips
Chapter 11 Measurement
Introduction
Metrics
Goal Setting
Software
Takeaway Tips
Appendix Acknowledgments
Colophon
About the author
Dan Zarrella schreibt regelmäßig über virales Marketing, Memetik und soziale Medien sowohl in seinem eigenen als auch in anderen bekannten Blogs, darunter Mashable, CopyBlogger, ReadWriteWeb, Plagiarism Today, ProBlogger, Social Desire, CenterNetworks, Nowsourcing und SEOScoop.§Über Zarrella wurde in Das Twitter-Buch (O Reilly), den Zeitungen Financial Times, New York Post, Boston Globe sowie den Magazinen Forbes, Wired und Wall Street Journal und den Blogs Mashable und TechCrunch berichtet. Zarrella erhielt den Shorty-Award und den Semmy-Award für Social-Media- und virales Marketing.§Dan Zarrella hat auf zahlreichen Konferenzen gesprochen, darunter PubCon, Search Engine Strategies, Covergence 09, 140: The Twitter Conference, WordCamp Mid Atlantic, Social Media Camp, Inbound Marketing Bootcamp und Texas Domains and Developers Conference. Im Hauptberuf ist Zarrella Inbound-Marketing-Manager beim US-amerikanischen Unternehmen HubSpot.
Summary
Introduces you to blogging, Twitter, social networks such as Facebook and LinkedIn, social news and bookmarking sites, forums, opinion and review sites, and virtual worlds. This book is suitable for marketing and PR professionals, web developers, entrepreneurs, and those interested in this marketing arena.
Report
"Dan Zarellas The Social Marketing Book ist für alle Unternehmen, die auf der Suche nach Ideen und Konzepten sind, eine Marke oder ein Produkt im Web bekannt und populär zu machen. Er stellt die angesagtesten und bekanntesten Web 2.0 Dienste vor, verrät was man beachten und wovor man sich hüten sollte. Das Web tickt anders als andere Medien und das sollte jedem Leser spätestens nach der Lektüre klar sein, um Erfolg zu haben - und zwar langfristig und effizient." - it-rezensionen.chip.de, März 2010
