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Social Media Marketing All-in-One For Dummies By Michelle Krasniak

Social Media Marketing All-in-One For Dummies by Michelle Krasniak

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Social Media Marketing All-in-One For Dummies Summary

Social Media Marketing All-in-One For Dummies by Michelle Krasniak

Get social with the bestselling social media marketing book No person can ignore social media these days-and no business can afford to ignore it either. Our lives are mediated through the flicker of Facebook, Twitter, YouTube, and Instagram-and brands are increasingly interwoven with our online identities. Even for the 90% of marketers who interact with social media regularly, its pace and scale can be confusing to the point of distraction. Social Media Marketing All-in-One For Dummies helps you take a step back, make sense of the noise, and get your brand voice heard over the babble-in the way you want it to be. These nine mini-books in one give you essential, straightforward, and friendly guidance on how to use the major social platforms to promote your business, engage your customers, and use feedback to make your product or service the best that it can be. From evaluating the right social mix and planning your strategy to the really fun stuff-like creating videos on Snapchat and TikTok, diving deep on a podcast, or looking pretty on Pinterest-you'll find everything you need to get your social ducks in a row and say the right things. And once the campaign is over, you can follow the guidance here to evaluate success and iterate on your approach, before getting right back out there for an even bigger second bite. Keep up with the latest changes on Twitter, Facebook, LinkedIn, TikTok, and more Blend your social side with your traditional marketing presence Become more engaging and metric your success Get to know your fans with user data Wherever you're coming from-social media strategist, site manager, marketer, or something else-social media is where your customers are. This book shows you how to be there, too.

About Michelle Krasniak

Michelle Krasniak helps clients all over the world develop and execute successful content and social media marketing strategies. With over 20 years of experience as a content creator, she brings to the table a unique combination of creativity and business acumen. Jan Zimmerman is the owner of Watermelon Mountain Web Marketing and has helped businesses of all sizes use online marketing and social media tools for more than 15 years. Deborah Ng is a professional blogger and social media enthusiast who grew her writing blog into the number one online community for freelance writers before selling in 2010.

Table of Contents

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 Casting a wide net to catch your target market 14 Branding 15 Building relationships 15 Improving business processes 16 Improving search engine rankings 16 Selling in the social media marketplace 17 Finding alternative advertising opportunities 18 Understanding the Cons of Social Media 19 Integrating Social Media into Your Overall Marketing Effort 19 Developing a Strategic Social Media Marketing Plan 21 Establishing goals 24 Setting quantifiable objectives 25 Identifying your target markets 25 Estimating costs 26 Valuing social media ROI 26 Chapter 2: Tallying the Bottom Line 27 Preparing to Calculate Return on Investment 28 Accounting for Customers Acquired Online 29 Comparing the costs of customer acquisition 30 One is silver and the other gold 32 Establishing Key Performance Indicators for Sales 32 Tracking Leads 36 Understanding Other Common Business Metrics 37 Break-even point 37 Profit margin 38 Revenue versus profit 38 Determining Return on Investment 38 Chapter 3: Plotting Your Social Media Marketing Strategy 47 Locating Your Target Market Online 48 Segmenting Your B2C Market 48 Demographics 50 Geographic location 50 Purchasing behavior in different life stages 53 Psychographics or lifestyle 54 Affinity groups 55 Researching B2B Markets 57 Conducting Other Types of Market Research Online 59 Identifying influencers 59 Understanding why people use social media services 60 Setting Up Your Social Media Marketing Plan 60 Chapter 4: Managing Your Cybersocial Campaign 69 Managing Your Social Media Schedule 70 Controlling the time commitment 70 Developing your social date book 71 Creating a social media dashboard 72 Building Your Social Media Marketing Dream Team 76 Seeking a skilled social media director 77 Looking inside 78 Hiring experts 78 Creating a Social Media Marketing Policy 79 Staying on the Right Side of the Law 81 Obtaining permission to avoid infringement 82 Respecting privacy 84 Revealing product endorsement relationships 84 Protecting Your Brand Reputation 86 Book 2: Cybersocial Tools 89 Chapter 1: Discovering Helpful Tech Tools 91 Keeping Track of the Social Media Scene 92 Saving Time with Content-Distribution Tools 93 Alternative Content-Distribution Services 94 Snipping Ugly URLs 96 Using E-Commerce Tools for Social Sites 97 Selling through links 98 Displaying products on social media channels 98 Selling directly on social media 98 Reviewing third-party products for selling through social media 102 Keeping Your Ear to the Social Ground 107 Deciding what to monitor and why 107 Deciding which tools to use 108 Using free or inexpensive social monitoring tools 108 Measuring the Buzz by Type of Service 112 Chapter 2: Leveraging SEO for Improved Visibility 115 Making the Statistical Case for SEO 116 Thinking Tactically and Practically 117 Focusing on the Top Search Engines 118 Knowing the Importance of Search Phrases 120 Choosing the right search terms 121 Where to place search terms on your site 123 Understanding tags and tag clouds 124 Maximizing Metatag Muscle 126 Tipping the scales with the page title metatag 128 Pumping up page description metatags 128 Optimizing Your Site and Content for Search Engines 129 Writing an optimized first paragraph 130 Updating often 131 Making your site search engine friendly 134 Optimizing for local search 140 Getting inbound links from social sharing, social bookmarks, and social news services 141 Reaping other links from social media 144 Chapter 3: Optimizing Social Media for Internal and External Searches 147 Placing Search Terms on Social Media 148 Optimizing Blogs 150 Optimizing WordPress 152 Optimizing Blogger 153 Optimizing Wix 153 Assigning permalinks 154 Optimizing Images, Video, and Podcasts 155 Optimizing Specific Social Media Platforms 156 Optimizing Twitter 156 Optimizing Facebook 158 Optimizing Instagram 159 Optimizing Pinterest 161 Optimizing LinkedIn 162 Optimizing YouTube 163 Optimizing for Mobile Search 164 Gaining Visibility in Real-Time Search 166 Gaining Traction on Google with Social Media 167 Monitoring Your Search Engine Ranking 168 Chapter 4: Using Social Bookmarks, News, and Share Buttons 171 Bookmarking Your Way to Traffic 172 Sharing the News 174 Benefiting from Social Bookmarks and News Services 176 Researching a Social Bookmark and Social News Campaign 177 Executing your plan 178 Monitoring results 179 Submitting to Bookmarking Services 180 Submitting to Social News Services 181 Selecting content for social news services 182 Preparing social news stories for success 183 Using Application-Specific Bookmarks 183 Timing Your Submissions 184 Encouraging Others to Bookmark or Rate Your Site 186 Using Social Media Buttons 188 Follow Us buttons 188 Share buttons 189 Book 3: Content Marketing 193 Chapter 1: Growing Your Brand with Content 195 Introducing Content Marketing 196 Defining content marketing 196 Examining how content marketing can help your business 196 Determining the Best Content Platform for Your Needs 199 Selling Your Brand through Content Marketing 200 Making Your Content Stand Out 202 Chapter 2: Exploring Content-Marketing Platforms 205 Building a Blog 206 Understanding how blogging can benefit your business 207 Deciding if blogging is right for you 209 Setting up your blog 209 Using Podcasts and Video on Your Blog or Website 212 Deciding if podcasting is right for you 212 Using podcasts to drive traffic and land sales 214 Creating viral videos 215 Interviewing experts on camera 216 Sharing Images 218 Using images for your online content 218 Legalities: What you need to know about sharing images 219 Finding images online 220 Sharing images on photo-sharing sites 222 Using Social Media Platforms for Online Content 223 Deciding which social media platforms to use 224 Creating and sharing content with social media 225 Understanding the importance of community 227 Guest Blogging to Grow Awareness and Expertise 228 Understanding guest blogging 229 Finding relevant blogs and pitching your content 229 Promoting your guest blog posts 231 Chapter 3: Developing a Content-Marketing Strategy 233 Determining Content Goals 234 Driving traffic 235 Making sales 236 Establishing expertise 238 Growing your online community 238 Collecting leads with your content 239 Putting a Strategy on Paper 240 Understanding the elements of a content-marketing strategy 240 Doing a content inventory 241 Taking steps to achieve your goals 242 Delegating tasks 243 Chapter 4: Getting Your Content to the Masses 245 Creating an Editorial Calendar to Keep Content Flowing 246 Exploring the benefits of an editorial calendar 246 Deciding what to include on your calendar 247 Finding the Right Mix between Evergreen and Timely Content 248 Executing Your Content Strategy 249 Sharing Your Content with the Public 250 Measuring the Success of Your Content Strategy 252 Book 4: Twitter 255 Chapter 1: Using Twitter as a Marketing Tool 257 Deciding Whether Twitter Is Right for You 258 Communicating in 280 Characters 260 Promoting without Seeming like You're Promoting 261 Researching Other Brands on Twitter 268 Knowing Quality Is More Important than Quantity 269 Chapter 2: Using Twitter as a Networking Tool 271 Finding the Right People to Follow 272 Finding the Right Topics to Follow 273 Finding Out Who Is Talking about You on Twitter 274 Responding to Tweets 275 Searching on Twitter 276 Filtering Search Results 277 Tweeting like a Pro 279 Articulating in 280 characters 279 Using the hashtag 279 Sharing on Twitter 280 Knowing when to @reply and direct message 281 Retweeting and being retweeted 281 Blocking people 282 Creating a successful Twitter campaign 283 Using keywords in your tweets 285 Following the Twitter Rules of Etiquette 285 Chapter 3: Finding the Right Twitter Tools 287 Customizing Your Twitter Profile Page 288 Creating a header photo 289 Creating a custom Twitter avatar 291 Pinning Tweets 292 Embedding Tweets 292 Using a Twitter Application 296 Exploring Twitter desktop applications 296 Tweeting from a gadget 297 Chapter 4: Social Listening with Twitter 299 Using Twitter to Listen to Your Customers 299 Responding to questions and complaints 302 Gaining new customers by being helpful 304 Chapter 5: Hosting Twitter Chat 305 Benefiting from Twitter Chats 305 Finding a Hashtag for Your Chat 306 Keeping Track of Who Says What 307 Finding Guests for Your Twitter Chat 308 Promoting Your Twitter Chat 310 Hosting Your Twitter Chat 313 Following Twitter Chat Best Practices 315 Book 5: Facebook 319 Chapter 1: Using Facebook as a Marketing Tool 321 Understanding the Appeal of Brands on Facebook 322 Branding with Facebook Pages 323 Examining the Components of a Facebook Page 324 Making the Most of Your Facebook Page 327 Adding a profile picture 328 Adding a cover photo 329 Adding finishing touches 330 Understanding Your Facebook Administrative Functions 331 Settings 331 Insights 333 Filling Out What You're About 333 Using a Custom Username for Your Page 334 Inviting People to Join Your Community 335 Inviting friends to like your page 336 Getting likes from others 336 Liking Other Brands 338 Creating Facebook Events 339 Chapter 2: Creating and Sharing Content on Facebook 343 Creating a Facebook Content Strategy 344 Sharing Your Brand's Story 345 Creating Content That Sings 347 Sharing and Being Shared 348 Posting content that followers will want to share 349 Using hashtags in your posts 350 Bringing Your Community into the Mix 351 Selling on Facebook 351 Creating polls, quizzes, and contests 353 Offering discounts to your community 355 Making Connections with Facebook Groups 356 Learning through Insights 357 Getting the scoop on your fans through Insights 358 Putting Insights data to good use 359 Chapter 3: Advertising and Selling on Facebook 361 Reaching More Fans with Ads 361 Deciding whether you want to invest in an ad 362 Choosing the right goal for your Facebook ad 363 Creating an ad with Ad Center 365 Targeting your fans 366 Measuring Your Ad's ROI 367 Selling on Facebook 368 Facebook Marketplace 368 Shop Now button 370 Facebook Shops 370 Chapter 4: Streaming Live Video on Facebook 373 Understanding the Benefits of Live Streaming 374 Setting Up Your Live Stream 377 Engaging with Your Community via Facebook Live 380 Brainstorming Ideas for Live Videos 381 Book 6: Linkedin 383 Chapter 1: Promoting Yourself with LinkedIn 385 Exploring the Benefits of Using LinkedIn 386 Creating an Online Resume 387 Projecting a professional image on LinkedIn 388 Choosing and uploading a profile photo 390 Filling out your profile 394 Understanding Recommendations and Endorsements 396 Receiving recommendations 396 Giving recommendations 398 Asking for endorsements 398 Using LinkedIn Messages 401 Chapter 2: Promoting Your Business with LinkedIn 403 Exploring the Benefits of a LinkedIn Page 404 Creating a LinkedIn Page 404 Setting up your brand's profile 405 Optimizing your company page 407 Adding and removing administrators 409 Sharing your brand's content 409 Selling and Promoting with LinkedIn Showcase Pages 410 Highlighting your products and services 410 Utilizing showcase pages 411 Benefitting from LinkedIn Groups 412 Exploring groups 413 Growing a community with a LinkedIn group 413 Establishing group guidelines 415 Growing your group 416 Moderating your LinkedIn group 419 Recommending posts 420 Chapter 3: Using LinkedIn as a Content Platform 421 Blogging on LinkedIn 421 Creating your first post 422 Writing in a professional voice 424 Promoting Your LinkedIn Articles 425 Posting Content on LinkedIn Pages 426 Deciding on the content to post 426 Taking advantage of LinkedIn's content tools 430 Book 7: Getting Visual 431 Chapter 1: Pinning Down Pinterest 433 Understanding Pinterest 434 Getting Started 436 Joining Pinterest 437 Setting up your Pinterest profile 440 Navigating Pinterest 441 Business hub 443 Getting on Board 444 Planning your initial boards 445 Creating your first board 446 Pinning on Pinterest 446 Pinning an image 447 Tagging 451 Following on Pinterest 451 Following friends 451 Following folks you don't know 452 Sharing on Pinterest 453 Sharing other people's Pins 453 Using share buttons 454 Driving Traffic with Pinterest 454 Being descriptive but brief 456 Using keywords 458 Building Your Pinterest Community 458 Commenting on Pins 459 Playing nice 459 Using Tools for Pinterest Marketing 461 Scheduling and automation 461 Growing your audience 462 Finding boards to follow 462 Creating content 463 Chapter 2: Snapchatting It Up! 465 Setting Up a General Snapchat Account 465 Understanding the lingo 469 Touring the Snapchat screens 471 Adding followers 473 Taking Your First Snap 474 Telling Your Snapchat Story 476 Knowing who is viewing your stories 477 Engaging with Snapchat 479 Using lenses, filters, and geofilters 480 Chapter 3: Getting Started with Instagram 485 Promoting Your Brand on Instagram 486 Creating and Using Your Instagram Account 487 Setting up your account 487 Completing your profile 491 Finding friends and fans on Instagram 491 Sharing photos 495 Controlling notifications 497 Determining What Is Photo-Worthy for Your Brand 499 Using Hashtags in Your Instagram Posts 501 Using Instagram Stories 502 Going Live with Instagram Live 503 Chapter 4: TikTok(ing) Around the Clock 507 Using TikTok for Brand Promotion 508 Creating and Personalizing Your TikTok Account 508 Setting up your account 508 Completing your profile 511 Touring the TikTok screens 512 Following (and getting followers) on TikTok 513 Sharing videos 515 Determining What Videos You Should Create 516 Chapter 5: Watching and Listening: Videos, Podcasts, and Your Brand 519 Deciding if Video and Podcasts Are Right for You 520 Determining What Content to Create 521 Informative 522 Company-related 522 Attention-catching (and keeping) 522 Competitive 522 Fun! 523 Getting Set Up with Equipment 523 Choosing software 523 Picking a camera 525 Using a tripod 525 Selecting a microphone 526 Creating Your Content 528 Publishing Your Content 530 Book 8: Other Social Media Marketing Sites 533 Chapter 1: Weighing the Business Benefits of Minor Social Sites 535 Reviewing Your Goals 536 Researching Minor Social Networks 537 Assessing the Involvement of Your Target Audience 540 Lurking 540 Responding 541 Quantifying market presence 541 Choosing Social Sites Strategically 542 Chapter 2: Maximizing Stratified Social Communities 547 Making a Bigger Splash on a Smaller Site 548 Taking Networking to the Next Level 548 Selecting Social Networks by Vertical Industry Sector 550 Selecting Social Networks by Demographics 553 Selecting Social Networks by Activity Type 556 Finding Yourself in the Real World with Geomarketing 558 Going geo for good reason 558 Deciding whether geomarketing is right for you 558 Spacing Out with Twitter 560 Checking in on Twitter 560 Searching real space with Twitter 560 Finding Your Business on Facebook 561 Geotagging on Facebook 561 Getting close with places nearby 561 Checking in on Facebook 561 Making a Facebook offer they can't refuse 562 Making Real Connections in Meetup 564 Making Deals on Social Media 565 Offering savings, gaining customers 566 Making an attractive offer 567 Setting Terms for Your Coupon Campaign 568 The depth of the discount 568 The scope of the deal 569 Grappling with the gotchas 569 Measuring success 570 Further leveraging your deal 571 More upsides and downsides 572 Digging into Groupon 573 Diversifying Your Daily Deals 574 Chapter 3: Profiting from Mid-Size Social Media Channels 575 Deciding Whether to Invest Your Time 575 Entertaining Your Audience with Streaming Content 576 Turning Up New Prospects with Tumblr 578 Setting up an account 579 Advertising on Tumblr 579 Promoting Video with Vimeo 580 Signing up for a Vimeo Business account 581 Advertising on Vimeo 582 Chapter 4: Integrating Social Media 583 Thinking Strategically about Social Media Integration 584 Integrating Social Media with E-Newsletters 585 Gaining more subscribers 587 Finding more followers and connections 587 Finding and sharing content 588 Integrating Social Media with Press Releases 589 Setting up an online newsroom 590 Cultivating influencers 590 Distributing your news 591 Emphasizing content 593 Pressing for attention 594 Measuring results 594 Integrating Social Media with Your Website 595 Coupons, discounts, and freebies 596 Contests and games 597 Microsites 598 Private membership sites 598 Community forums 598 Chapter 5: Advertising on Social Media 601 Integrating Social Media with Paid Advertising 601 Advertising on social media sites 602 Maximizing your advertising dollars 603 Engagement ads 604 Advertising on Facebook and Instagram 605 Getting started 605 Boosting or promoting a post 608 Paying for your Facebook ads 608 Advertising on Twitter 609 Promoting your tweets 609 Followers campaign 609 Promoting a trend 610 Engaging your Twitter audience 610 Creating an ad on Twitter 611 Dealing with Twitter cards 613 Advertising on LinkedIn 614 Targeting Your LinkedIn Ads 617 Advertising on Pinterest 618 Advertising on YouTube 620 Advertising on Snapchat 622 Advertising on TikTok 624 Interfacing with Influencers 626 Book 9: Measuring Results and Building On Success 629 Chapter 1: Delving into Data 631 Planning a Measurement Strategy 632 Monitoring versus measuring 633 Deciding what to measure 634 Establishing responsibility for analytics 635 Selecting Analytics Packages 637 Reviewing analytical options for social media 639 Selecting a URL-shortening tool for statistics 640 Getting Started with Google Analytics 641 Integrating Google's Social Media Analytics 643 Chapter 2: Analyzing Content-Sharing Metrics 645 Measuring the Effectiveness of Content Sharing with Standard Analytics 645 Maximizing website stats 646 Tracking comments 648 Evaluating Blog-Specific Metrics 649 Visualizing Video Success 651 Understanding Podcast Metrics 653 Measuring Your Results from Pinterest 654 Finding out about your Pinterest audience 656 Third-party Pinterest analytics 657 Comparing Hard and Soft Costs versus Income 658 Chapter 3: Analyzing Twitter Metrics 659 Tracking Website Referrals with Google Analytics 660 Tracking Shortened Links 661 Using Twitter Analytics 661 Using TweetDeck 662 Using Third-Party Twitter Analytics Applications 663 Tracking Account Activity with the Notifications Tab 664 Monitoring mentions 665 Checking your retweet ranking 665 Gleaning meaning from direct messages 666 Using the Hashtag as a Measurement Mechanism 666 Calculating the Twitter Follower-to-Following Ratio 667 Chapter 4: Analyzing Facebook Metrics 669 Monitoring Facebook Interaction with Insights 669 Using Page Insights 670 Accessing Insights 670 Exporting Insights 671 Exploring the Insights Overview and Detail Pages 671 Actions on Page detail page 673 Total Views detail page 674 Reach detail page 674 Post Engagement detail page 675 Chapter 5: Measuring Other Social Media Networks 677 Plugging into Social Media 677 Measuring LinkedIn Success 678 Visitors 679 Updates 680 Followers 682 Exploring Instagram Insights 684 Overview 684 Content You Shared 685 Chapter 6: Comparing Metrics from Different Marketing Techniques 687 Establishing Key Performance Indicators 688 Overcoming measurement challenges 688 Using A/B testing 689 Comparing Metrics across Social Media 690 Tagging links 693 Analyzing the clickstream 695 Tracking your own outbound links 696 Integrating Social Media with Web Metrics 696 Using Advertising Metrics to Compare Social Media with Other Types of Marketing 699 Obtaining metrics for paid advertising 699 Applying advertising metrics to social media 701 Juxtaposing Social Media Metrics with Other Online Marketing 702 Contrasting Word-of-Web with Word-of-Mouth 703 Chapter 7: Making Decisions by the Numbers 707 Using Metrics to Make Decisions 707 Knowing When to Hold and When to Fold 708 Diagnosing Problems with Social Media Campaigns 713 Fixing Problems 714 Your social presence can't be found 715 Inappropriate match between channel and audience 715 Poor content 715 Lack of audience engagement 716 The four Ps of marketing 717 Adjusting to Reality 719 Index 721

Additional information

Social Media Marketing All-in-One For Dummies by Michelle Krasniak
John Wiley & Sons Inc
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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