Synopses & Reviews
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
How can your business or organization take advantage of social media? With this book, you'll quickly learn about the wide range of options -- including blogs, forums, and sites such as Twitter, Facebook, and LinkedIn -- and determine which ones best meet your marketing needs.
The Social Media Marketing Book offers practical advice to help you plan and execute strategies every step of the way, along with techniques necessary to measure results and track return on investment. Learn how these technologies work, how people use them, and how you can get them to work for you. This book is an ideal resource, whether you're a marketing and PR professional, web developer, entrepreneur, or simply interested in this new marketing arena.
Make sense of this complicated environment with the help of screenshots, graphs, and visual explanations Learn the history and culture of each social media type, including features, functionality, and protocols Get non-technical explanations of the methods you need to engage networks Set specific goals for your campaigns and evaluate them according to key performance indicators Choose the technologies and marketing tactics most relevant to your campaign goals Understand social web jargon used by customers and marketers
This easy-to-understand guide provides a thorough introduction to social networking sites, including Twitter, Facebook, and LinkedIn. "The Social Media Marketing Book" can change anyone from a social media newbie into a knowledgeable and discriminating user.
How can Facebook help you promote your brand, products, and services? This book provides proven tactics that you can use right away to build your brand and engage prospective customers. With 500 million active users worldwide, Facebook offers a much larger audience than traditional media, but it's a new landscape loaded with unfamiliar challenges. The Facebook Marketing Book shows you how to make the most of the service while skirting not-so-obvious pitfalls along the way.
Whether you're a marketing and PR professional, an entrepreneur, or a small business owner, you'll learn about the tools and features that will help you reach specific Facebook audiences. You'll also get an in-depth overview, with colorful and easy-to-understand introductions to Profiles, Groups, Pages, Applications, Ads, Events, and Facebook etiquette.
- Approach Facebook's complex environment with clear, actionable items
- Make sense of the social networking world
- Be familiar with the technologies you need for social network marketing
- Explore tactics for using Facebook features, functionality, and protocols
- Learn how to set specific campaign goals
- Determine which Facebook features are relevant to your campaigns
- Plan and execute Facebook marketing strategies
- Measure the results of your campaigns with key performance indicators
About the Author
Dan Zarrella has written extensively about the science of viral marketing, memetics and social media on his own blog and for a variety of popular industry blogs, including Mashable, CopyBlogger, ReadWriteWeb, Plagiarism Today, ProBlogger, Social Desire, CenterNetworks, Nowsourcing, and SEOScoop.
He has been featured in The Twitter Book, The Financial Times, NYPost, The Boston Globe, Forbes, Wired, The Wall Street Journal, Mashable and TechCrunch. He was recently awarded Shorty and Semmy awards for social media & viral marketing.
Dan has spoken at PubCon, Search Engine Strategies, Convergence '09, 140 The Twitter Conference, WordCamp Mid Atlantic, Social Media Camp, Inbound Marketing Bootcamp, and The Texas Domains and Developers Conference, and he currently works as an inbound marketing manager at HubSpot.
Table of Contents
; Chapter 1: Introduction to Social Networking; 1.1 Who Uses Facebook?; 1.2 Impact on Todays Media; 1.3 Big Brands on Facebook; 1.4 How You Can (and Should) Use Facebook; 1.5 Creating Valuable Content; Chapter 2: Facebook Profile Basics; 2.1 What Is a Facebook Profile?; 2.2 Facebook Profiles for Business; 2.3 Facebook Profile Tabs; 2.4 Setting Up a Facebook Profile; 2.5 Profile Interactions; 2.6 Summary; Chapter 3: Facebook Page Basics; 3.1 The Difference Between a Page and a Profile; 3.2 What Requires a Facebook Page, Not a Profile; 3.3 Types of Pages; 3.4 Creating and Customizing a Facebook Page; 3.5 Facebook Page Tabs; 3.6 Page Applications; 3.7 Page Optimization; 3.8 Promoting Your Page; 3.9 Page Interactions; 3.10 Summary; Chapter 4: Facebook Group Basics; 4.1 Groups Versus Pages; 4.2 Groups Can Be GoodSometimes; 4.3 When You Want a Group; 4.4 Creating a Group; 4.5 Managing a Group; 4.6 Monitoring and Managing a Group; 4.7 Using Groups to Supplement Your Page; 4.8 Summary; Chapter 5: Facebook Events; 5.1 When to Use an Event; 5.2 Creating an Event; 5.3 Breaking Through the Clutter; 5.4 Sending Invites; 5.5 Integrating with a Page; 5.6 Promoting Your Event; 5.7 Event Follow-Up; 5.8 Summary; Chapter 6: Facebook Application Basics; 6.1 Create Inherently Social Applications; 6.2 Improve Existing Social Behaviors; 6.3 Learn from Success; 6.4 Clarity, Simplicity, and Speed to Engagement; 6.5 Integrate with Viral Facebook Features; 6.6 Development; 6.7 Art and Copy; 6.8 Launching and Promoting Your Application; 6.9 Summary; Chapter 7: Customizing Your Facebook Page; 7.1 Page Icon; 7.2 Designing Assets and Media; 7.3 Content; 7.4 Branded Patterns and Days; 7.5 Exclusive Stuff; 7.6 Custom Tabs; 7.7 User Applications; 7.8 Summary; Chapter 8: Developing a Facebook Content Strategy; 8.1 Competing with Other Content on Facebook; 8.2 Optimizing for Both Facebook and Search Engines; 8.3 Summary; Chapter 9: Cross-Promoting Content on Facebook; 9.1 Least Shared Words; 9.2 Meta Mentions; 9.3 Most Shared Words; 9.4 Digits; 9.5 Linguistic Content; 9.6 Video; 9.7 Parts of Speech; 9.8 Readability; 9.9 Social Plug-ins; 9.10 Summary; Chapter 10: Facebook Page Management; 10.1 Exclusive Deals for Fans; 10.2 Frequent Status Updates; 10.3 Timely Redesigns; 10.4 Promotions; 10.5 Monitoring; 10.6 Moderation; 10.7 Responding; 10.8 Advertising; 10.9 Summary; Chapter 11: Advertising on Facebook; 11.1 Where to Send Users; 11.2 Creative Content Design; 11.3 Targeting; 11.4 Budget; 11.5 Bidding; 11.6 Ad Stats; 11.7 Summary; Chapter 12: Analytics and ROI; 12.1 Insights for Page; 12.2 Insights for Applications; 12.3 Facebook Ads Analytics; 12.4 Tracking; 12.5 Summary; Acknowledgments; About the Authors; Colophon;