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Social media marketing : promoting your company through viral marketing

Author: Liana Evans
Publisher: Indianapolis, Ind. : Que Pub. ; London : Pearson Education [distributor], ©2010.
Edition/Format:   eBook : Document : EnglishView all editions and formats

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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Additional Physical Format: Print version: Evans, Liana.
Social media marketing.
Indianapolis, Ind. : Que ; London : Pearson Education [distributor], 2010
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Liana Evans
ISBN: 9780768694956 0768694957
OCLC Number: 609599680
Description: 1 online resource : illustrations
Contents: Introduction 1Part I: The Basics of Social Media1 It's Not Easy, Quick, or Cheap 72 Understanding Social Media Strategies 153 Goals Need to Be Defined 234 It's ROC (Return on Conversation) not ROI (Return on Investment) 335 Know Who Your Audience Is and What They are Doing 41 Part II: It's About Conversation6 The Conversation Happens With or Without You 537 Bring in Legal Early 598 Don't Be Afraid of the Negative 679 Understanding Each Community 7510 Come Bearing Gifts 8311 Bloggers Have No Boundaries 9112 Every Business is Different 9913 Don't Fall In Love 10514 Don't Be Afraid to Throw Out What Isn't Working 11315 Be Open to Trying New Things (but Don't Fall Off the Bleeding Edge) 121 Part III: Social Media from the Inside Out16 Everyone in Your Company Has a Stake in Your Social Media Strategy 12917 Plan Social Media Policies for Company Employees 13518 Personal Ethics Matter 14319 Define Who Owns the Conversation 14920 A Great Customer Service Program Is a Natural Extension into Social Media 15921 Interns Make Coffee, Not Social Media Strategies 16522 Branding and Messaging Need to Be Consistent 17123 Be Transparent: Trust and Readership Must Be Earned 17924 Audiences Trust Icons and Avatars 187 Part IV: It's Not About You25 Give Up Control and Drop the Ego 19526 You Need to Be All "Ears" 20327 Your Customers Know Your Products Better Than You 21128 It's All About the Idea 21929 Your Content Must Have Value 22530 Sharing with Others Is Key 23131 For It to Work, You Need to Be Social 23932 Ask the Audience 24533 You Get What You Give 253 Part V: How Social Media Fits into the Online Marketing Picture34 People Do Not Want To Be Marketed To 26135 The Difference Between Buzz Monitoring and Audience Research 26736 Complementing Both Search Engine Optimization (SEO) and Pay Per Click (PPC) 27337 Links and Search Engine Results Are Byproducts of Social Media 27938 Align Offline Marketing Strategies with Social Media 28539 Create a Social Media-Friendly "Pressroom" and Promote Events 29140 YouTube is the Second-Largest Search Engine 29741 Social Search Is All About the Now 30342 It's Not Just a Web Browser Anymore 30943 New Signals to Search Engines 31544 Choosing a Social Media Consultant 32145 Putting It All Together 327Index 333
Responsibility: by Liana Evans.


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