Social media marketing all-in-one / Michelle Krasniak, Jan Zimmerman, Deborah Ng.

Format:

Book

Author/Creator:

Krasniak, Michelle.

Ng, Deborah, author.

Zimmerman, Jan, author.

Series:

--For dummies

Language:

English

Subjects (All):

Internet marketing.

Physical Description:

1 online resource (787 pages) : illustrations

Edition:

Fifth edition.

Place of Publication:

Hoboken, N.J.: John Wiley, c2021.

Indianapolis, Indiana : John Wiley and Sons, [2021]

Summary:

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.

Contents:

Intro

Title Page

Copyright Page

Table of Contents

Introduction

About This Book

Foolish Assumptions

Icons Used in This Book

Beyond the Book

Where to Go from Here

Book 1 The Social Media Mix

Chapter 1 Making the Business Case for Social Media

Making Your Social Debut

Defining Social Media Marketing

Understanding the Benefits of Social Media

Casting a wide net to catch your target market

Branding

Building relationships

Improving business processes

Improving search engine rankings

Selling in the social media marketplace

Finding alternative advertising opportunities

Understanding the Cons of Social Media

Integrating Social Media into Your Overall Marketing Effort

Developing a Strategic Social Media Marketing Plan

Establishing goals

Setting quantifiable objectives

Identifying your target markets

Estimating costs

Valuing social media ROI

Chapter 2 Tallying the Bottom Line

Preparing to Calculate Return on Investment

Accounting for Customers Acquired Online

Comparing the costs of customer acquisition

One is silver and the other gold

Establishing Key Performance Indicators for Sales

Tracking Leads

Understanding Other Common Business Metrics

Break-even point

Profit margin

Revenue versus profit

Determining Return on Investment

Chapter 3 Plotting Your Social Media Marketing Strategy

Locating Your Target Market Online

Segmenting Your B2C Market

Demographics

Geographic location

Purchasing behavior in different life stages

Psychographics or lifestyle

Affinity groups

Researching B2B Markets

Conducting Other Types of Market Research Online

Identifying influencers

Understanding why people use social media services

Setting Up Your Social Media Marketing Plan

Chapter 4 Managing Your Cybersocial Campaign.

Managing Your Social Media Schedule

Controlling the time commitment

Developing your social date book

Creating a social media dashboard

Building Your Social Media Marketing Dream Team

Seeking a skilled social media director

Looking inside

Hiring experts

Creating a Social Media Marketing Policy

Staying on the Right Side of the Law

Obtaining permission to avoid infringement

Respecting privacy

Revealing product endorsement relationships

Protecting Your Brand Reputation

Book 2 Cybersocial Tools

Chapter 1 Discovering Helpful Tech Tools

Keeping Track of the Social Media Scene

Saving Time with Content-Distribution Tools

Alternative Content-Distribution Services

Snipping Ugly URLs

Using E-Commerce Tools for Social Sites

Selling through links

Displaying products on social media channels

Selling directly on social media

Reviewing third-party products for selling through social media

Keeping Your Ear to the Social Ground

Deciding what to monitor and why

Deciding which tools to use

Using free or inexpensive social monitoring tools

Measuring the Buzz by Type of Service

Chapter 2 Leveraging SEO for Improved Visibility

Making the Statistical Case for SEO

Thinking Tactically and Practically

Focusing on the Top Search Engines

Knowing the Importance of Search Phrases

Choosing the right search terms

Where to place search terms on your site

Understanding tags and tag clouds

Maximizing Metatag Muscle

Tipping the scales with the page title metatag

Pumping up page description metatags

Optimizing Your Site and Content for Search Engines

Writing an optimized first paragraph

Updating often

Making your site search engine friendly

Optimizing for local search

Getting inbound links from social sharing, social bookmarks, and social news services.

Reaping other links from social media

Chapter 3 Optimizing Social Media for Internal and External Searches

Placing Search Terms on Social Media

Optimizing Blogs

Optimizing WordPress

Optimizing Blogger

Optimizing Wix

Assigning permalinks

Optimizing Images, Video, and Podcasts

Optimizing Specific Social Media Platforms

Optimizing Twitter

Optimizing Facebook

Optimizing Instagram

Optimizing Pinterest

Optimizing LinkedIn

Optimizing YouTube

Optimizing for Mobile Search

Gaining Visibility in Real-Time Search

Gaining Traction on Google with Social Media

Monitoring Your Search Engine Ranking

Chapter 4 Using Social Bookmarks, News, and Share Buttons

Bookmarking Your Way to Traffic

Sharing the News

Benefiting from Social Bookmarks and News Services

Researching a Social Bookmark and Social News Campaign

Executing your plan

Monitoring results

Submitting to Bookmarking Services

Submitting to Social News Services

Selecting content for social news services

Preparing social news stories for success

Using Application-Specific Bookmarks

Timing Your Submissions

Encouraging Others to Bookmark or Rate Your Site

Using Social Media Buttons

Follow Us buttons

Share buttons

Book 3 Content Marketing

Chapter 1 Growing Your Brand with Content

Introducing Content Marketing

Defining content marketing

Examining how content marketing can help your business

Determining the Best Content Platform for Your Needs

Selling Your Brand through Content Marketing

Making Your Content Stand Out

Chapter 2 Exploring Content-Marketing Platforms

Building a Blog

Understanding how blogging can benefit your business

Deciding if blogging is right for you

Setting up your blog

Using Podcasts and Video on Your Blog or Website.

Deciding if podcasting is right for you

Using podcasts to drive traffic and land sales

Creating viral videos

Interviewing experts on camera

Sharing Images

Using images for your online content

Legalities: What you need to know about sharing images

Finding images online

Sharing images on photo-sharing sites

Using Social Media Platforms for Online Content

Deciding which social media platforms to use

Creating and sharing content with social media

Understanding the importance of community

Guest Blogging to Grow Awareness and Expertise

Understanding guest blogging

Finding relevant blogs and pitching your content

Promoting your guest blog posts

Chapter 3 Developing a Content-Marketing Strategy

Determining Content Goals

Driving traffic

Making sales

Establishing expertise

Growing your online community

Collecting leads with your content

Putting a Strategy on Paper

Understanding the elements of a content-marketing strategy

Doing a content inventory

Taking steps to achieve your goals

Delegating tasks

Chapter 4 Getting Your Content to the Masses

Creating an Editorial Calendar to Keep Content Flowing

Exploring the benefits of an editorial calendar

Deciding what to include on your calendar

Finding the Right Mix between Evergreen and Timely Content

Executing Your Content Strategy

Sharing Your Content with the Public

Measuring the Success of Your Content Strategy

Book 4 Twitter

Chapter 1 Using Twitter as a Marketing Tool

Deciding Whether Twitter Is Right for You

Communicating in 280 Characters

Promoting without Seeming like You're Promoting

Researching Other Brands on Twitter

Knowing Quality Is More Important than Quantity

Chapter 2 Using Twitter as a Networking Tool

Finding the Right People to Follow.

Finding the Right Topics to Follow

Finding Out Who Is Talking about You on Twitter

Responding to Tweets

Searching on Twitter

Filtering Search Results

Tweeting like a Pro

Articulating in 280 characters

Using the hashtag

Sharing on Twitter

Knowing when to @reply and direct message

Retweeting and being retweeted

Blocking people

Creating a successful Twitter campaign

Using keywords in your tweets

Following the Twitter Rules of Etiquette

Chapter 3 Finding the Right Twitter Tools

Customizing Your Twitter Profile Page

Creating a header photo

Creating a custom Twitter avatar

Pinning Tweets

Embedding Tweets

Using a Twitter Application

Exploring Twitter desktop applications

Tweeting from a gadget

Chapter 4 Social Listening with Twitter

Using Twitter to Listen to Your Customers

Responding to questions and complaints

Gaining new customers by being helpful

Chapter 5 Hosting Twitter Chat

Benefiting from Twitter Chats

Finding a Hashtag for Your Chat

Keeping Track of Who Says What

Finding Guests for Your Twitter Chat

Promoting Your Twitter Chat

Hosting Your Twitter Chat

Following Twitter Chat Best Practices

Book 5 Facebook

Chapter 1 Using Facebook as a Marketing Tool

Understanding the Appeal of Brands on Facebook

Branding with Facebook Pages

Examining the Components of a Facebook Page

Making the Most of Your Facebook Page

Adding a profile picture

Adding a cover photo

Adding finishing touches

Understanding Your Facebook Administrative Functions

Settings

Insights

Filling Out What You're About

Using a Custom Username for Your Page

Inviting People to Join Your Community

Inviting friends to like your page

Getting likes from others

Liking Other Brands

Creating Facebook Events.

Chapter 2 Creating and Sharing Content on Facebook.

Notes:

"9 books in one!"--Cover

Includes index

Description based on print version record.

ISBN:

1-119-69693-3

1-119-69694-1

OCLC:

1241444547