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Going Social: Excite Customers, Generate Buzz, and Energize Your Brand with the Power of Social Media

by

Going Social: Excite Customers, Generate Buzz, and Energize Your Brand with the Power of Social Media Cover

 

Synopses & Reviews

Publisher Comments:

Just a few years ago, building real relationships with your customers online was a competitive advantage; now it’s a basic requirement for doing business. Jeremy Goldman has been in the trenches helping companies incorporate “social” into their digital processes for over a decade—and in Going Social he gives you all the practical guidance you need to transition from traditional marketing to powerful online engagement.

Featuring insights from entrepreneurs, social media directors, community managers, bloggers, and other experts, Going Social reveals how to use platforms such as Facebook, Twitter, Pinterest, Instagram, LinkedIn, Google+, and Foursquare to breathe new life into your brand, spread the word about your products, get valuable feedback, and grow customer loyalty. It shows you how to:

• Pinpoint where your audience “lives” online

• Create relevant, engaging content

• Give your brand a unique voice and personality

• Build strong bonds with bloggers

• Cultivate brand spokespeople

• Identify and reward influencers

• Use targeting to engage more effectively

• Get good at listening

• Choose and use the best dashboards for monitoring multiple social channels simultaneously

• Avoid pitfalls when possible—and respond to negative feedback when a misstep is made

Regardless of the type or size of your business, to stay competitive you’ll need a robust online presence. With this insightful and easy-to-understand book, you’ll learn how to inject “social” into your processes, connect with your cus­tomers, and position your brand as a winner in the digital landscape.

JEREMY GOLDMAN, a recognized expert in social marketing and communications, has managed e-commerce and social media for major brands, including Kiehl’s, TEMPTU, and Jurlique, and has consulted with numerous others. He is currently AVP of Interactive & Social Media for iluminage inc., a Unilever subsidiary he helped found. He lives in New York City, and tweets incessantly as @jeremarketer.

Review:

"Terrified by Twitter? Fearful of Facebook? Goldman, social media expert and assistant v-p of Interactive Communications for iluminage inc., rides to the rescue with this comprehensive guide to social media strategy, execution, and engagement for newbies. Though many business owners are aware that they need to crack the social media code to move forward, if they don't know what they're doing, they generally don't get the results they expected. With social media, businesses can appeal to the inherently social nature of their customers with an approach that focuses more on the 'social' rather than the 'marketing.' With humor and a friendly tone, Goldman walks his audience through getting buy-in for a program, the proper care and feeding of customers, balancing 'likes' vs. engagement and quantity vs. quality, avoiding common missteps, customer retention, building strong relationships with bloggers, working with online personalities, and bringing your efforts into the physical world. The trick is to take advantage of the fact that the cost of marketing directly to a consumer has gone down — but there's a lot more noise to break through. Goldman urges readers to keep the focus on ROI and to spend time developing an effective strategy. This funny, friendly book is an excellent primer for the social media-averse." Publishers Weekly Copyright PWxyz, LLC. All rights reserved.

Synopsis:

If you’re not social, it’s like you’re not even there. That’s how critical social media marketing has become. Businesses everywhere are struggling to adapt, but transitioning from traditional marketing to online engagement is fraught with questions, such as: How much is a Facebook “like” worth? How can you effectively engage online influencers? What are the best dashboards for monitoring multiple social channels simutaneously? How do you keep it all going around the clock?

For more than a decade, author Jeremy Goldman has helped companies inject “social” into their processes. In Going Social, he explains the ins-and-outs of platforms such as Facebook,Twitter, LinkedIn, Google+, Foursquare, Instagram, Pinterest, and others—and shows readers how to:

• Formulate a social strategy

• Pinpoint their audience and where they “live” online

• Give their brand a unique voice and personality

• Get good at listening

• Create relevant, engaging content

• Identify and reward influencers

• Build strong bonds with bloggers

• Become truly customer-centric

• Avoid pitfalls when possible—and respond to negative feedback when a misstep is made

• Cultivate brand spokespeople

• Use targeting to engage more effectively

• Turn employees into social marketers

• Engage with ROI in mind

The digital landscape offers unprecedented opportunities to breathe new life into brands, spread the word about products, and magnify loyalty. Featuring insights from entrepreneurs, social media directors, community managers, bloggers, and other experts, Going Social is an indispensable guide to connecting with customers in the brave new social frontier.

About the Author

JEREMY GOLDMAN, a recognized expert in social marketing, has managed e-commerce and social media for major brands,

including Kiehl’s, TEMPTU, and Jurlique, and consulted with numerous others. He is currently AVP of Interactive Communications for iluminage inc., a Unilever subsidiary he helped found.

Table of Contents

Contents

Acknowledgments

Introduction

1. Social Marketing: Even More Important Than You Think

2. Devising Your Strategy and Getting Started

3. Engagement 101: Determine Your Voice and Personality

4. How to Develop Content That Promotes Engagement

5. Become Truly Customer-Centric—and Reap the Advantages

6. How to Avoid Pitfalls, Deal with Crises, and Keep Your Brand’s Reputation Intact

7. How to Staff Your Social Team and Organize for More Effective Engagement

8. Tools for Producing More Relevant, Targeted Engagement

9. How to Identify Influencers, Work with VIPs, and Grow Word of Mouth Substantially

10. How to Build Strong Relationships with Bloggers and Work with Online Personalities

11. Increase Engagement by Turning Your Employees into Marketers

12. How to Engage with ROI in Mind

13. Going Social in Real Life

14. Final Word

Notes

Index

Product Details

ISBN:
9780814432556
Author:
Goldman, Jeremy
Publisher:
AMACOM/American Management Association
Subject:
Marketing - General
Subject:
Internet marketing
Subject:
Social networking
Subject:
Business;Marketing
Subject:
Business - General
Copyright:
Publication Date:
20121131
Binding:
TRADE PAPER
Language:
English
Dimensions:
9 x 6 in
Age Level:
18

Related Subjects

Business » General
Business » Marketing
Computers and Internet » Internet » Web » Social Networking

Going Social: Excite Customers, Generate Buzz, and Energize Your Brand with the Power of Social Media New Trade Paper
0 stars - 0 reviews
$19.95 In Stock
Product details pages AMACOM/American Management Association - English 9780814432556 Reviews:
"Publishers Weekly Review" by , "Terrified by Twitter? Fearful of Facebook? Goldman, social media expert and assistant v-p of Interactive Communications for iluminage inc., rides to the rescue with this comprehensive guide to social media strategy, execution, and engagement for newbies. Though many business owners are aware that they need to crack the social media code to move forward, if they don't know what they're doing, they generally don't get the results they expected. With social media, businesses can appeal to the inherently social nature of their customers with an approach that focuses more on the 'social' rather than the 'marketing.' With humor and a friendly tone, Goldman walks his audience through getting buy-in for a program, the proper care and feeding of customers, balancing 'likes' vs. engagement and quantity vs. quality, avoiding common missteps, customer retention, building strong relationships with bloggers, working with online personalities, and bringing your efforts into the physical world. The trick is to take advantage of the fact that the cost of marketing directly to a consumer has gone down — but there's a lot more noise to break through. Goldman urges readers to keep the focus on ROI and to spend time developing an effective strategy. This funny, friendly book is an excellent primer for the social media-averse." Publishers Weekly Copyright PWxyz, LLC. All rights reserved.
"Synopsis" by ,

If you’re not social, it’s like you’re not even there. That’s how critical social media marketing has become. Businesses everywhere are struggling to adapt, but transitioning from traditional marketing to online engagement is fraught with questions, such as: How much is a Facebook “like” worth? How can you effectively engage online influencers? What are the best dashboards for monitoring multiple social channels simutaneously? How do you keep it all going around the clock?

For more than a decade, author Jeremy Goldman has helped companies inject “social” into their processes. In Going Social, he explains the ins-and-outs of platforms such as Facebook,Twitter, LinkedIn, Google+, Foursquare, Instagram, Pinterest, and others—and shows readers how to:

• Formulate a social strategy

• Pinpoint their audience and where they “live” online

• Give their brand a unique voice and personality

• Get good at listening

• Create relevant, engaging content

• Identify and reward influencers

• Build strong bonds with bloggers

• Become truly customer-centric

• Avoid pitfalls when possible—and respond to negative feedback when a misstep is made

• Cultivate brand spokespeople

• Use targeting to engage more effectively

• Turn employees into social marketers

• Engage with ROI in mind

The digital landscape offers unprecedented opportunities to breathe new life into brands, spread the word about products, and magnify loyalty. Featuring insights from entrepreneurs, social media directors, community managers, bloggers, and other experts, Going Social is an indispensable guide to connecting with customers in the brave new social frontier.

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