Part I The Foundation of Social Media.
Chapter 1 Backlash.
The Early Social Networks.
The Pushback Begins.
A Big Boost from an Unlikely Source.
Why Does This Matter?
The Backlash: Measured and Formalized.
Which Brings Us to Trust.
Chapter 1: The Main Points.
Chapter 2 The Marketer’s Dilemma.
The Roots of Avoidance.
Early Online Word-of-Mouth.
The Social Web Blooms.
Nielsen Shows the Way.
Chapter 2: The Main Points.
Chapter 3 What Is Social Media?
Social Media Defined.
Is Social Media Accurate?
Social Media and Marketing.
Social Media as a Guidepost.
Social Media’s Impact on the Purchase Funnel.
The Social Feedback Cycle.
The Elements of Social Media.
Chapter 3: The Main Points.
Part II Month 1: Prepare for Social Marketing.
Chapter 4 Week 1: Web 2.0: The Social Web.
Social Networks: The Power of the Collective.
Social Media Begins Here.
Week 1: Engaging with Social Media.
Monday: The Written Word.
Using Blogs and Wikis.
Finding Social Content.
Tuesday: The Web Comes Alive with Multimedia.
Tuesday’s One-Hour Exercise.
Wednesday: Microblogs and Tagging.
Friday: Social Networks.
Friday’s One-Hour Exercise.
Chapter 4: The Main Points.
Chapter 5 Week 2: The Social Feedback Cycle.
Social Media in Marketing.
Consideration and the Purchase Funnel.
Create Your Social Feedback Cycle.
The Social Feedback Cycle.
The Awareness Phase.
Let the Games Begin.
Your Social Feedback Cycle.
Chapter 5: The Main Points.
Chapter 6 Week 3: Touchpoint Analysis.
Touchpoints and the Social Web.
Gather Your Touchpoint Data.
Organize Your Data.
Evaluate and Rank Your Data.
Analyze Your Data.
Plan Your Next Steps.
Chapter 6: The Main Points.
Chapter 7 Week 4: Influence and Measurement.
Influence and the Social Web.
Quantifying the Conversation.
Influence and Metrics.
Applying Influence: Social Media.
Metrics: From Influence to ROI.
Chapter 7: The Main Points.
Part III Month 2: Social Media Channels.
Chapter 8 Week 1: Build a Social Media Campaign.
How Is Social Media Different?
Quantifying the Social Feedback Cycle.
Combining Touchpoints and Feedback.
Applying Social Media Metrics.
Social Media Channels.
Making Sense of the Channels.
Social Media and the Purchase Funnel.
The Point of Sale and Beyond.
Refining Your Plan.
Putting Your Framework Together.
Chapter 8: The Main Points.
Chapter 9 Week 2: Social Platforms.
Personal Social Networks.
Business Social Networks.
Participation Is Everything.
Support Forums, Message Boards, and Communities.
Working with Social Platforms.
Chapter 9: The Main Points.
Chapter 10 Week 3: Social Content: Multimedia.
Advertising and the Social Web.
The Multimedia Channels.
Photo and Video Sharing.
Audio and Video Podcasting.
Your Social Media Marketing Plan.
Pulling Things Together.
Chapter 10: The Main Points.
Chapter 11 Week 4: Social Content: Reviews, Ratings, and Recommendations.
Consensus and Marketing.
Putting It All Together.
Winning the Popularity Contest.
The Voting Process.
Getting There Faster.
Building Your Plan.
Chapter 11: The Main Points.
Chapter 12 Week 5: Social Interactions.
Connecting the Dots.
Managing Social Information.
Events and Calendars.
SMS and Mobile Communications.
Status Notices and Bacn.
Social Information and Marketing.
Chapter 12: The Main Points.
Part IV Month 3: Complete Your Plan.
Chapter 13 Week 1: Objectives, Metrics, and ROI.
The Basis for Social Media Metrics.
Define Your Objectives and Audience.
Behaviors that Drive Metrics.
What and Where to Measure.
Choosing Social Media Metrics.
Metrics in Motion.
Planning for Measurement.
Your Business Objectives.
Chapter 13: The Main Points.
Chapter 14 Week 2: Present Your Social Media Plan.
Choose Your Path.
Affirm Your Business Objectives.
Define Your Audience.
Choose Your Examples.
Monday: Build Your Foundation.
Define the Opportunity.
Social Feedback Cycle.
Net Promoter Score.
Tuesday: Choose Your Methods.
Select Your Channels.
Wednesday: Pick Your Channels.
Select Your Metrics.
Growth and Profits.
Thursday: Verify Your Metrics.
Write and Present Your Plan.
Friday: Wrap It Up.
Chapter 14: The Main Points.
Appendix A Worksheets.
Worksheets Part II.
Worksheets Part III.
Worksheets Part IV.
Appendix B Additional Social Media Resources.
The reference to Figure 2.5, DVR Penetration, in the last line of the first full paragraph should read "...eMarketer goes on to project a DVR penetration of about 35 percent by 2010."
Under Reed's Law, the third sentence, "Compared with a network of 10 people, a network of 100 people..." should read
"Compared with a network of 10 people, the change in value for a network of 100 people..."
In the shaded box labeled A Sample Call Script, the reference in the second sentence to "a scale of 1 to 10," should read
"...On a scale of 0 to 10, where 0 means 'no way' and 10 means 'absolutely, without hesitation'..."
|8||160||Text correction, Table 8.1|
Under "These Metrics," in the second entry, "blog context" should read "blog content"