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Social Media Marketing All-in-One For Dummies, 4th Edition

E-Book

$19.99

Social Media Marketing All-in-One For Dummies, 4th Edition

Jan Zimmerman, Deborah Ng

ISBN: 978-1-119-32992-3 April 2017 752 Pages

Description

The bestselling social media marketing book

Marketing your business through social media isn't an option these days—it's absolutely imperative. In this new edition of the bestselling Social Media Marketing All-in-One For Dummies, you'll get comprehensive, expert guidance on how to use the latest social media platforms to promote your business, reach customers, and thrive in the global marketplace.

Social media continues to evolve at breakneck speed, and with the help of this guide, you'll discover how to devise and maintain a successful social media strategy, use the latest tactics for reaching your customers, and utilize data to make adjustments to future campaigns and activities. Plus, you'll find out how to apply the marketing savvy you already have to the social media your prospects are using, helping you to reach—and keep—more customers, make more sales, and boost your bottom line.

  • Includes the latest changes to Facebook, Twitter, Pinterest, LinkedIn, YouTube, and more
  • Offers tips for engaging your community and measuring your efforts
  • Explains how to blend social media with your other online and offline marketing efforts
  • Shows you how to leverage data to learn more about your community

Don't get left behind! Let this book help you get the most from every minute and dollar you spend on marketing.

Introduction 1

About This Book 2

Foolish Assumptions 2

Icons Used in This Book 3

Beyond the Book 4

Where to Go from Here 4

Book 1: The Social Media Mix 5

Chapter 1: Making the Business Case for Social Media 7

Making Your Social Debut 8

Defining Social Media Marketing 9

Understanding the Benefits of Social Media 13

Understanding the Cons of Social Media 19

Integrating Social Media into Your Overall Marketing Effort 20

Developing a Strategic Social Media Marketing Plan 22

Chapter 2: Tallying the Bottom Line 33

Preparing to Calculate Return on Investment 34

Accounting for Customers Acquired Online 35

Establishing Key Performance Indicators for Sales 39

Tracking Leads 43

Understanding Other Common Business Metrics 44

Determining Return on Investment 45

Chapter 3: Plotting Your Social Media Marketing Strategy 53

Locating Your Target Market Online 54

Segmenting Your B2C Market 54

Researching B2B Markets 64

Conducting Other Types of Market Research Online 65

Setting Up Your Social Media Marketing Plan 67

Chapter 4: Managing Your Cybersocial Campaign 77

Managing Your Social Media Schedule 78

Building Your Social Media Marketing Dream Team 85

Creating a Social Media Marketing Policy 87

Staying on the Right Side of the Law 90

Protecting Your Brand Reputation 95

Book 2: Cybersocial Tools 99

Chapter 1: Discovering Helpful Tech Tools 101

Keeping Track of the Social Media Scene 102

Saving Time with Content-Distribution Tools 104

Snipping Ugly URLs 106

Using E-Commerce Tools for Social Sites 108

Keeping Your Ear to the Social Ground 118

Measuring the Buzz by Type of Service 124

Chapter 2: Leveraging SEO for Improved Visibility 127

Making the Statistical Case for SEO 128

Thinking Tactically and Practically 130

Focusing on the Top Search Engines 131

Knowing the Importance of Search Phrases 132

Maximizing Metatag Muscle 138

Optimizing Your Site and Content for Search Engines 142

Chapter 3: Optimizing Social Media for Internal and External Searches 159

Placing Search Terms on Social Media 160

Optimizing Blogs 161

Optimizing Images, Video, and Podcasts 166

Optimizing Specific Social Media Platforms 167

Optimizing for Mobile Search 173

Gaining Visibility in Real-Time Search 175

Gaining Traction on Google with Social Media 177

Monitoring Your Search Engine Ranking 178

Chapter 4: Using Social Bookmarks, News, and Share Buttons 181

Bookmarking Your Way to Traffic 182

Sharing the News 185

Benefiting from Social Bookmarks and News Services 186

Researching a Social Bookmark and Social News Campaign 187

Submitting to Bookmarking Services 190

Submitting to Social News Services 192

Using Application-Specific Bookmarks 194

Timing Your Submissions 195

Encouraging Others to Bookmark or Rate Your Site 201

Using Social Media Buttons 202

Chapter 5: Making Social Media Mobile 207

Understanding the Statistics of Mobile Device Usage 208

Reaching People on the Move with Social Media 212

Harvesting Leads and Sales from Social Mobile 216

Measuring Your Mobile Marketing Success 220

Counting on Tablets 221

Using Mobile Social Media for Advertising 222

Book 3: Content Marketing 225

Chapter 1: Growing Your Brand with Content 227

Introducing Content Marketing 228

Determining the Best Content Platform for Your Needs 231

Selling Your Brand through Content Marketing 232

Making Your Content Stand Out 233

Chapter 2: Exploring Content-Marketing Platforms 237

Building a Blog 238

Using Podcasts and Video on Your Blog or Website 243

Sharing Images 249

Using Social Media Platforms for Online Content 254

Guest Blogging to Grow Awareness and Expertise 258

Chapter 3: Developing a Content-Marketing Strategy 263

Determining Content Goals 263

Putting a Strategy on Paper 270

Chapter 4: Getting Your Content to the Masses 275

Creating an Editorial Calendar to Keep Content Flowing 276

Finding the Right Mix between Evergreen and Timely Content 278

Executing Your Content Strategy 279

Sharing Your Content with the Public 280

Measuring the Success of Your Content Strategy 281

Book 4: Twitter 285

Chapter 1: Using Twitter as a Marketing Tool 287

Deciding Whether Twitter Is Right for You 288

Communicating in 140 Characters 290

Promoting without Seeming like You’re Promoting 291

Researching Other Brands on Twitter 296

Knowing Quality Is More Important than Quantity 297

Chapter 2: Using Twitter as a Networking Tool 299

Finding the Right People to Follow 300

Finding Out Who Is Talking about You on Twitter 301

Responding to Tweets 302

Searching on Twitter 303

Tweeting like a Pro 304

Sharing on Twitter 305

Following the Twitter Rules of Etiquette 310

Hosting a Tweet-Up 311

Chapter 3: Finding the Right Twitter Tools 313

Customizing Your Twitter Profile Page 314

Pinning Tweets 317

Using a Twitter Application 318

Chapter 4: Social Listening with Twitter 321

Using Twitter to Listen to Your Customers 321

Chapter 5: Hosting Twitter Chats 327

Benefiting from Twitter Chats 327

Finding a Hashtag for Your Chat 328

Keeping Track of Who Says What 329

Finding Guests for Your Twitter Chat 331

Promoting Your Twitter Chat 332

Hosting Your Twitter Chat 333

Book 5: Facebook 337

Chapter 1: Using Facebook as a Marketing Tool 339

Understanding the Appeal of Brands on Facebook 340

Branding with Facebook Pages 341

Examining the Components of a Facebook Page 342

Making the Most of Your Facebook Page 345

Understanding Your Facebook Administrative Functions 348

Filling Out What You’re About 349

Using a Custom URL for Your Page 350

Inviting People to Join Your Community 351

Liking Other Brands 353

Creating Facebook Events 354

Chapter 2: Creating and Sharing Content on Facebook 357

Creating a Facebook Content Strategy 358

Sharing Your Brand’s Story 359

Creating Content That Sings 361

Sharing and Being Shared 362

Bringing Your Community into the Mix 365

Using Closed or Secret Groups 368

Learning through Insights 370

Chapter 3: Advertising on Facebook 373

Reaching More Fans with Ads 374

Measuring Your Ad’s ROI 379

Chapter 4: Streaming Live Video on Facebook 381

Understanding the Benefits of Live Streaming 382

Setting Up Your Live Stream 384

Engaging with Your Community via Facebook Live 388

Brainstorming Ideas for Live Videos 389

Book 6: LinkedIn 391

Chapter 1: Promoting Yourself with LinkedIn 393

Exploring the Benefits of Using LinkedIn 394

Creating an Online Resume 395

Understanding Recommendations and Endorsements 402

Using LinkedIn Messages 407

Chapter 2: Promoting Your Business with LinkedIn 409

Exploring the Benefits of a Company Page 410

Creating a LinkedIn Company Page 410

Selling and Promoting with LinkedIn Showcase Pages 414

Chapter 3: Starting a LinkedIn Group 417

Exploring the Benefits of LinkedIn Groups 417

Growing a Community with a LinkedIn Group 418

Growing Your Group 422

Moderating Your LinkedIn Group 424

Chapter 4: Using LinkedIn as a Content Platform 429

Blogging on LinkedIn 430

Promoting Your LinkedIn Posts on Other Social Channels 433

Book 7: Getting Visual 435

Chapter 1: Pinning Down Pinterest 437

Understanding Pinterest 438

Getting Started 439

Joining Pinterest 441

Getting on Board 445

Pinning on Pinterest 448

Following on Pinterest 452

Sharing on Pinterest 453

Driving Traffic with Pinterest 455

Building Your Pinterest Community 459

Chapter 2: Snapchatting It Up! 463

Getting Started with Snapchat 463

Taking Your First Snap 470

Telling Your Snapchat Story 471

Chapter 3: Getting Started with Instagram 477

Promoting Your Brand on Instagram 478

Creating and Using Your Instagram Account 479

Determining What Is Photo-Worthy for Your Brand 484

Using Hashtags in Your Instagram Posts 485

Finding Friends and Fans on Instagram 487

Using Instagram Stories 488

Book 8: Other Social Media Marketing Sites 489

Chapter 1: Weighing the Business Benefits of Minor Social Sites 491

Reviewing Your Goals 492

Researching Minor Social Networks 493

Assessing the Involvement of Your Target Audience 496

Choosing Social Sites Strategically 498

Chapter 2: Maximizing Stratified Social Communities 503

Making a Bigger Splash on a Smaller Site 504

Taking Networking to the Next Level 504

Selecting Social Networks by Vertical Industry Sector 506

Selecting Social Networks by Demographics 510

Selecting Social Networks by Activity Type 512

Finding Yourself in the Real World with Geomarketing 515

Spacing Out with Twitter 517

Finding Your Business on Facebook 518

Making Real Connections in Virtual Spaces 521

Making Deals on Social Media 523

Setting Terms for Your Coupon Campaign 526

Comparing LivingSocial and Groupon 531

Diversifying Your Daily Deals 533

Chapter 3: Profiting from Mid-Size Social Media Channels 535

Deciding Whether to Invest Your Time 535

Spotting Your Audience with Spotify 536

Turning Up New Prospects with Tumblr 538

Promoting Video with Vimeo 540

Live Streaming with Periscope 542

Chapter 4: Integrating Social Media 545

Thinking Strategically about Social Media Integration 546

Integrating Social Media with E-Newsletters 547

Integrating Social Media with Press Releases 551

Integrating Social Media with Your Website 557

Chapter 5: Advertising on Social Media 561

Integrating Social Media with Paid Advertising 561

Advertising on Facebook and Instagram 564

Advertising on Twitter 568

Advertising on LinkedIn 573

Advertising on Pinterest 576

Book 9: Measuring Results and Building on Success 581

Chapter 1: Delving into Data 583

Planning a Measurement Strategy 584

Selecting Analytics Packages 589

Getting Started with Google Analytics 594

Integrating Google’s Social Media Analytics 596

Chapter 2: Analyzing Content-Sharing Metrics 599

Measuring the Effectiveness of Content Sharing with Standard Analytics 599

Evaluating Blog-Specific Metrics 603

Visualizing Video Success 605

Understanding Podcast Metrics 606

Measuring Your Results from Pinterest 609

Comparing Hard and Soft Costs versus Income 614

Chapter 3: Analyzing Twitter Metrics 617

Tracking Website Referrals with Google Analytics 618

Tracking Shortened Links 618

Using Twitter Analytics 619

Using TweetDeck 622

Using Third-Party Twitter Analytics Applications 622

Tracking Account Activity with the Notifications Tab 623

Using the Hashtag as a Measurement Mechanism 625

Calculating the Twitter Follower-to-Following Ratio 626

Chapter 4: Analyzing Facebook Metrics 627

Monitoring Facebook Interaction with Insights 627

Using Page Insights 628

Exploring the Insights Overview and Detail Pages 630

Chapter 5: Measuring Other Social Media Networks 635

Plugging into Social Media 635

Measuring LinkedIn Success 636

Monitoring Social Mobile Impact 640

Chapter 6: Comparing Metrics from Different Marketing Techniques 643

Establishing Key Performance Indicators 644

Comparing Metrics across Social Media 646

Integrating Social Media with Web Metrics 653

Using Advertising Metrics to Compare Social Media with Other Types of Marketing 655

Juxtaposing Social Media Metrics with Other Online Marketing 658

Contrasting Word-of-Web with Word-of-Mouth 660

Chapter 7: Making Decisions by the Numbers 663

Using Metrics to Make Decisions 663

Knowing When to Hold and When to Fold 664

Diagnosing Problems with Social Media Campaigns 669

Fixing Problems 670

Adjusting to Reality 675

Index 677

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24-Jun-17