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Social Media Marketing By Liana Evans

Social Media Marketing
by Liana Evans

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In this powerful, practical book, one of the world's leading social media marketing experts shows exactly how to leverage social media marketing in a company.
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Social Media Marketing Summary


Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media by Liana Evans

Profit Big from Social Media: Strategies and Solutions That Work!

Using new social media marketing techniques, you can deepen relationships with your most passionate, profitable customers--and create more of them than ever before! In this 100% practical book, world-renowned expert Li Evans shows exactly how to make the most of social media--in any company, in any industry. You'll discover exactly how to customize your best social networking strategy...then staff it, organize it, manage its risks, and execute it successfully! Evans shows how to understand your audience, enter the conversation, build trust, protect your brand, integrate social media into existing marketing programs, measure your results...and profit big from today's hottest new social media sites and platforms!

Topics include

* Make the most of Twitter, Facebook, YouTube, LinkedIn, Flickr, and more

* Define goals and customize strategy to maximize Return on Conversation (ROC)

* Understand the whole conversation about you and all the communities you serve

* Manage legal, compliance, and ethical challenges

* Plan social media policies for your company's employees

* Extend customer service into social media

* Maintain consistent branding and messaging

* Complement your SEO, PPC, offline marketing, and PR efforts

* Learn how to integrate traditional marketing tactics (TV, radio, print) with your social media marketing strategy

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About Liana Evans


Since 1999, Liana "Li" Evans has been active full-time in the search marketing arena, becoming well-versed in all avenues of social media and search marketing. Li runs the Search Marketing Gurus blog and is the director of social media for Serengeti Communications, a Washington, DC-based online marketing firm that focuses on building social media strategies for companies and training companies to bring online marketing in-house.

Li has led the SEO strategy for an Internet Retailer 500 company, and was the SEO and social media architect for a Fortune 500 multi-million page entertainment Web site. As a database designer and programmer since 1992, Liana has developed technical expertise in dealing with large-scale retail sites and their dynamic natures.

She holds degrees in both public relations and information technology, which lend well to working with client strategies in social media and search marketing. Li speaks and trains social media and SEO at Search Engine Strategies and other industry conferences.

Table of Contents


Introduction 1

Part I: The Basics of Social Media

1 It's Not Easy, Quick, or Cheap 7

2 Understanding Social Media Strategies 15

3 Goals Need to Be Defined 23

4 It's ROC (Return on Conversation) not ROI (Return on Investment) 33

5 Know Who Your Audience Is and What They are Doing 41

Part II: It's About Conversation

6 The Conversation Happens With or Without You 53

7 Bring in Legal Early 59

8 Don't Be Afraid of the Negative 67

9 Understanding Each Community 75

10 Come Bearing Gifts 83

11 Bloggers Have No Boundaries 91

12 Every Business is Different 99

13 Don't Fall In Love 105

14 Don't Be Afraid to Throw Out What Isn't Working 113

15 Be Open to Trying New Things (but Don't Fall Off the Bleeding Edge) 121

Part III: Social Media from the Inside Out

16 Everyone in Your Company Has a Stake in Your Social Media Strategy 129

17 Plan Social Media Policies for Company Employees 135

18 Personal Ethics Matter 143

19 Define Who Owns the Conversation 149

20 A Great Customer Service Program Is a Natural Extension into Social Media 159

21 Interns Make Coffee, Not Social Media Strategies 165

22 Branding and Messaging Need to Be Consistent 171

23 Be Transparent: Trust and Readership Must Be Earned 179

24 Audiences Trust Icons and Avatars 187

Part IV: It's Not About You

25 Give Up Control and Drop the Ego 195

26 You Need to Be All "Ears" 203

27 Your Customers Know Your Products Better Than You 211

28 It's All About the Idea 219

29 Your Content Must Have Value 225

30 Sharing with Others Is Key 231

31 For It to Work, You Need to Be Social 239

32 Ask the Audience 245

33 You Get What You Give 253

Part V: How Social Media Fits into the Online Marketing Picture

34 People Do Not Want To Be Marketed To 261

35 The Difference Between Buzz Monitoring and Audience Research 267

36 Complementing Both Search Engine Optimization (SEO) and Pay Per Click (PPC) 273

37 Links and Search Engine Results Are Byproducts of Social Media 279

38 Align Offline Marketing Strategies with Social Media 285

39 Create a Social Media-Friendly "Pressroom" and Promote Events 291

40 YouTube is the Second-Largest Search Engine 297

41 Social Search Is All About the Now 303

42 It's Not Just a Web Browser Anymore 309

43 New Signals to Search Engines 315

44 Choosing a Social Media Consultant 321

45 Putting It All Together 327

Index 333

Additional information

GOR010398208
Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media by Liana Evans
Liana Evans
Used - Like New
Paperback
Pearson Education (US)
2010-06-18
360
0789742845
9780789742841
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins.