Name: Social Media Marketing All-in-One For Dummies By Jan Zimmerman
SKU: 9781119330394
Price: 36.99 AUD
Availability: InStock

Social Media Marketing All-in-One For Dummies Summary

Social Media Marketing All-in-One For Dummies by Jan Zimmerman

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.

About Jan Zimmerman

Jan Zimmerman owns Sandia Consulting Group and Watermelon Mountain Web Marketing, where she both practices and provides support for social media marketing techniques. Deborah Ng is a freelance writer from central New Jersey. She blogs about books at BooksAndChardonnay.com and shares tips and job leads for telecommuters at Telecommunity.net.

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

Additional information

Sku

GOR009146496

ISBN 13

9781119330394

ISBN 10

1119330394

Title

Social Media Marketing All-in-One For Dummies by Jan Zimmerman

Author

Jan Zimmerman

Condition

Used - Very Good

Binding type

Paperback

Publisher

John Wiley & Sons Inc

Year published

20170501

Number of pages

752

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Social Media Marketing All-in-One For Dummies Jan Zimmerman

Social Media Marketing All-in-One For Dummies by Jan Zimmerman

Summary

Social Media Marketing All-in-One For Dummies Summary

Social Media Marketing All-in-One For Dummies by Jan Zimmerman

About Jan Zimmerman

Table of Contents

Additional information

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