Social media for business : foolproof tips to help you promote your business or your brand / Linda Coles.

Format:

Book

Author/Creator:

Coles, Linda, author.

Language:

English

Subjects (All):

Social media.

Internet marketing.

Business networks.

Physical Description:

xx, 265 pages; |c 22cm

Edition:

3rd ed.

Place of Publication:

Milton, Australia : Wiley, 2018.

Summary:

The quick-and-easy guide to effective social media marketing Social Media for Business is the essential guide to navigating the social media maelstrom and effectively promoting your business online. You'll learn how to develop a simple marketing plan, use social media effectively and measure the results of your efforts as you turn contacts and followers into customers. This new third edition has been updated to reflect the expanding influence of Instagram, and includes Snapchat, Security, Social Influence and updated case studies that illustrate the rapid evolution of social media as a business tool. You'll learn about the recent changes to Facebook, LinkedIn, YouTube and Pinterest and how to factor them into your strategy - as well as when to decide to transition toward or away from any specific platform. Social media can help you expand your networks, engage with your customers and help you grow your business, but not all platforms work for all businesses. The best results come from directed effort and stellar execution, and this book shows you how to make it happen from setup to sale. * Learn where to focus your efforts for maximum gain * Discover the newest platforms, their demographics and their potential * Understand key changes that can affect the way you use major platforms * Build an effective social media presence that translates into business Not every business needs a Facebook page, but every business does need some sort of online presence - and social media can be a high-impact, cost-effective way to reach thousands of potential customers. From building a profile to creating and curating content, Social Media for Business is packed with guidance every business owner needs.

Contents:

Intro

Social Media for Business

Contents

Foreword

About the author

Acknowledgements

Introduction

Who should read this book?

What will I learn?

Opening story

Chapter 1 Social media - policy, plan and profitability

Do I need social media?

Digital marketing and social influence

What is social influence?

How can influence help you online with digital marketing?

Nothing going on here - move along!

How are you marketing at the moment?

Spoilt for choice

How will social media grow your business?

Engage your customers

Deliver great content

Listen to your customers

Build your business network

Find your cheerleaders and raving fans

Do it all over and over again

Your details are not safe online ... or are they?

What if it goes wrong?

Let's start networking and making connections

Networking in your pyjamas

Creating a listening post

Getting an effective social media plan together

How do I go about making my one-page plan?

Create a SWOT analysis

Forming the social media team

Get a media team in place

Getting a content plan

What is content marketing?

What is it not?

Set up content themes

Quick ideas for your content

What makes people share?

Rules of engagement

Monitoring your social media profitability

Other areas that contribute to the ROI

What you don't see

Chapter 2 Facebook

Using Facebook for marketing

Profile page

Group page

Business page

Setting up your business page

Do you need multiple pages?

Back to your content plan

Should you allow your fans to post on your page?

Comments

Scheduling content

Using Facebook Live

Facebook ads

Sponsored updates

Chapter 3 LinkedIn

Your personal profile

Your professional headline or title

Your image

Your website details.

Your public profile address

Your summary

Additional information and personal information

Other profile options

Skills

Rich media

Recommendations

Update your status

Using Publisher

Adding your connections

Networking with LinkedIn

Networking with LinkedIn groups

What should I discuss?

Creating your own group

Sending a group message (announcement)

Featured posts

Growing your group

Setting up your company page

So how do you set it up?

Using InMail

Advertising on LinkedIn

Chapter 4 Twitter

What is Twitter?

Setting up your account

Home page

Finding followers and who to follow

Spam and abuse

Get tweeting

Communicating on Twitter

Lists

Advanced and auto following tools

Advanced search

Making posting easy

Listen out for your brand

Listening online - setting up alerts

Chapter 5 YouTube

Why create a video?

What are people watching?

Examples of smaller businesses that use video

Making your video

Length

Content

Setting up your YouTube channel and uploading your video

Uploading

Where can I post it?

Promoting your video

Subscribing to other channels

Chapter 6 Instagram

What is Instagram?

Using Instagram in your business

Instagram tools

Instagram Stories

Instagram Zoom

Instagram Live

Instagram videos

Getting followers on Instagram

Instagram ads

What's popular on Instagram?

Instagram success stories

Chapter 7 Pinterest

Online scrapbooking made simple

What is a pin?

Setting up your Pinterest page

Create your profile

Create some boards

Pinning

Pinning strategy

Pinning etiquette

Chapter 8 Snapchat

Why are B2B businesses using Snapchat?

Why Snapchat works

Using Snapchat for B2B

Growing your audience on Snapchat

Snapchat directories.

Influencer marketing via Snapchat

Secret Snapchat growth hack

5 strategies to increase audience engagement

Useful Snapchat perks for B2B businesses

Webinar reminders

Event updates

Humanising your brand

Customer service

How to measure the effectiveness of your B2B Snapchat channel

#1 Total opens

#2 Monitor average open rates

#3 Track average screenshots

#4 Observe completion rate

#5 Analyse follower growth

Chapter 9 Online etiquette

You are what you share

Working with original content

Making connections with LinkedIn

Send personalised connection requests

Reply when accepting a connection request

Keep in touch with your connections

Consider your message content

Ask for recommendations

Applying good manners online

Emojis

Chapter 10 Email marketing

What is email marketing?

Best return on investment

Getting started

Build a list

Design

Top of the email

Images

Footer

Designing for mobile phones

Testing

Database

Sending

Lifecycle emails

Chapter 11 Podcasting

What is a podcast?

Don't be scared!

Get the recording

Top and tail it

Upload and share

Chapter 12 Google+

Advantages of Google+

Who should have a Google+ page?

Creating a Google+ page

Adding a manager

Removing a manager

Transferring ownership of a page

The internal pages

People page

Communities page

Other functions

Hashtags

Events

Videos

Chapter 13 Making your website work

What is SEO?

Why does my website need SEO?

Get the most out of your website

Page title tags

Page description tags (meta descriptions)

Headlines

Title tags vs H1 tags: commonalities and differences

Uploading PDFs

Image alt tags

Link building.

Google search console (previously known as Webmaster Tools)

Extra URLs

Natural or clean URLs

Grow your site

Google AdWords

Claim your 'Google My Business' page

Chapter 14 Staying safe

Security for your business accounts

Geotagging yourself

Geotagging your business

Chapter 15 Promoting yourself and getting results

Promote your social media efforts

Email signature

Business cards

Printed media

Vehicle signage

TV and radio

Website

Social box plug-in

Page backgrounds

Voicemail

Newsletter

Is your online message the same as your offline message?

Use fonts consistently

Your website

Direct messages

Wrap

Appendix: Daisy's social media plan

Index

EULA.

Notes:

Includes index.

Description based on online resource; title from PDF title page (ebrary, viewed August 7, 2017).

ISBN:

9780730345770

0730345785

9780730345794

0730345793

OCLC:

982657760