Social media marketing: an hour a day

Written by a social media marketing expert, this book eschews theoretical surveys of social media marketing to focus on practical, how-to advice for understanding social media, developing a social media marketing strategy, implementing the campaign, and then measuring results. Part I of the book lays the foundation for social media marketing with a quick survey of the current landscape. Part II helps readers prepare their own social media marketing strategy and includes information on touchpoint analysis and influencer tools that marketers can use to help focus social media marketing strategies. Part III shows how to leverage the tools and techniques that are available today, examining everything from blogs and RSS feeds to podcasts and video to social networks and user-generated-content sharing sites like YouTube. The part concludes with a chapter on measuring campaign effectiveness that includes how to integrate those metrics with traditional media measurements. Full of interesting case studies, step-by-step guides, and hands-on tutorials and written in the popular Hour a Day format, in which intimidating topics are broken down into easily approachable tasks, this book is sure to help marketers and advertisers at all levels develop, implement, and measure successful social media marketing campaigns.

Foreword.

Introduction.

Part I The Foundation of Social Media.

Chapter 1 Backlash.

The Early Social Networks.

The Pushback Begins.

A Big Boost from an Unlikely Source.

Why Does This Matter?

The Backlash: Measured and Formalized.

Which Brings Us to Trust.

Chapter 1: The Main Points.

Chapter 2 The Marketers Dilemma.

The Roots of Avoidance.

Early Online Word of Mouth.

The Social Web Blooms.

Nielsen Shows the Way.

Chapter 2: The Main Points.

Chapter 3 What Is Social Media?

Social Media Defined.

Is Social Media Accurate?

Social Media and Marketing.

Social Media as a Guidepost.

Social Medias Impact on the Purchase Funnel.

The Social Feedback Cycle.

The Elements of Social Media.

Chapter 3: The Main Points.

Part II Month 1: Prepare for Social Marketing.

Chapter 4 Week 1: Web 2.0: The Social Web.

Social Networks: The Power of the Collective.

Sarnoffs Law.

Metcalfes Law.

Reeds Law.

Social Media Begins Here.

Week 1: Engaging with Social Media.

Monday: The Written Word.

Using Blogs and Wikis.

Finding Social Content.

Tuesday: The Web Comes Alive with Multimedia.

Tuesdays One Hour Exercise.

Wednesday: Microblogs and Tagging.

Thursday: RSS.

Friday: Social Networks.

Fridays One Hour Exercise.

Chapter 4: The Main Points.

Chapter 5 Week 2: The Social Feedback Cycle.

Social Media in Marketing.

Consideration and the Purchase Funnel.

Consumer Generated Media.

Create Your Social Feedback Cycle.

The Social Feedback Cycle.

The Awareness Phase.

The Point of Sale.

Let the Games Begin.

Your Social Feedback Cycle.

Chapter 5: The Main Points.

Chapter 6 Week 3: Touchpoint Analysis.

Touchpoints and the Social Web.

Identifying Touchpoints.

Quantifying Touchpoints.

Gather Your Touchpoint Data.

Organize Your Data.

Evaluate and Rank Your Data.

Analyze Your Data.

Plan Your Next Steps.

Chapter 6: The Main Points.

Chapter 7 Week 4: Influence and Measurement.

Influence and the Social Web.

Quantifying the Conversation.

Influence and Metrics.

Applying Influence: Social Media.

Metrics: From Influence to ROI.

Chapter 7: The Main Points.

Part III Month 2: Social Media Channels.

Chapter 8 Week 1: Build a Social Media Campaign.

How Is Social Media Different?

Quantifying the Social Feedback Cycle.

Combining Touchpoints and Feedback.

Applying Social Media Metrics.

Social Media Channels.

Making Sense of the Channels.

Social Media and the Purchase Funnel.

The Point of Sale and Beyond.

Refining Your Plan.

Putting Your Framework Together.

Chapter 8: The Main Points.

Chapter 9 Week 2: Social Platforms.

Social Networks.

Personal Social Networks.

Business Social Networks.

Participation Is Everything.

White Label Platforms.

Support Forums, Message Boards, and Communities.

Customer Communities.

Working with Social Platforms.

Chapter 9: The Main Points.

Chapter 10...