Contents in Detail. Foreword by Shel Israel...xvii. Acknowledgments... xix

Transcription

1 Contents in Detail Foreword by Shel Israel...xvii Acknowledgments... xix Introduction: A Window into the World of Social Media Marketing...xxiii How to Learn the Lingo...xxiv Who Is This Book For?... xxv This Book Isn t for You If xxv Getting Around: What You ll Learn....xxvi Chapter 1: What Is Social Media?...1 The Rise of the Social Network Five Fundamentals of Social Media...4 It s About Democracy: A Communication Revolution...4 It s About Community: We Are Family...7 Friends with Benefits

2 It s About Collaboration: Two Heads (or Millions) Really Are Better Than One....7 It s About Scope: The Infinite Internet It s About Authenticity: A Cult of Honesty Social Media Channels: What Are They and How Can You Use Them?...11 What Is Social Media Marketing? Why Should You Embrace Social Media Marketing? How Does Social Media Fit with Your Marketing Goals?..15 Now for Some Sober Second Thoughts...16 Hitting the Trail: What You ll Need to Get Started Time, Time, and More Time Boss Buy-In The Buddy System The Best Books and Blogs...19 Surfing the Wave of Change...19 Chapter 2: Get Social Media Ready...21 RSS RSS Feeds and Readers...24 Mainlining Data...26 Entering the Blogosphere: The Basics of Launching a Corporate Blog...28 How Do You Start?...29 Should You Build Your Own Blogging Software?...30 Who Should Blog?...30 Why Should You Write a Blog?...31 What Should You Write About?...33 How Often Should You Blog?...33 How Will You Manage All the Feedback?...34 Where Should the Blog Live?...34 A Few Blogging Don ts...35 Prepping Your Website for Social Media Outreach...37 Link Me Up...38 The Social Media Resource Page...39 The Social Media News Release...43 x Contents in Detail Friends with Benefits

3 Chapter 3: Flagging a Ride: Finding the Right Bloggers and Communities...47 Three Buckets of Blogs...48 Size Matters, and Yes, It Is a Popularity Contest...49 Learn to Read the Road Signs...50 Finding Blogs with Google...51 Metrics: Making a List, Checking It Twice...52 Google PageRank and Trends...53 Technorati, BlogPulse, IceRocket... the List Goes On...55 Alexa, Compete, and Quantcast...56 Count RSS Subscribers...57 Be a Bit Skeptical...58 Don t Overlook Anecdotal Evidence...58 Blogrolls: Who Is Your BFF?...58 A Little Help from Your Friends...59 Trust Your Instincts...60 Chapter 4: Netiquette: Miss Manners for the Web...63 Lesson #1: Listen First Lesson #2: Take Baby Steps...65 Lesson #3: Make Friends Lesson #4: Lay Your Cards on the Table...67 Lesson #5: Bloggers Aren t Journalists...69 Lesson #6: Your Reputation Precedes You...70 Lesson #7: Don t Be a Social Media Spammer...71 Lesson #8: Don t Fib...72 Who Are These New Influencers, Anyway?...74 Margaret Mason, Shopping Diva at Mighty Goods...74 Muhammad Saleem on Getting Dugg...75 For Marshall Kirkpatrick, It s Just the Facts, Ma am...76 Etiquette Cheat Sheet...77 Chapter 5: Stick Out Your Thumb: Devising Your Pitch...79 Drums or Smoke Signals: Which Channel to Choose?...82 Pitch Tactics We ve Tried...85 An Illuminating Pitch...85 Other Ways to Woo...86 Friends with Benefits Contents in Detail xi

4 Other Blogger Outreach Campaigns We Like It s Not Always About the Pitch: Finding Other Creative Ways to Get Noticed...93 What Not to Do...94 Don t Bribe the Border Guard...96 Rules for Following Up...97 Chapter 6: Measuring Success: How to Monitor the Web...99 What Does Success Look Like? Be Realistic. Be Humble Tricks of the Trade: Tools for Measuring Success Web Analytics: Your Foreign Language Phrase Book Google Alerts: An Oldie but a Goodie Web Monitoring The One-Stop Web Monitoring Shop Talking Back: How to Respond to Posts If You Don t Measure, You Can t Manage Chapter 7: Is Social Media Marketing Risky Business? Risk #1: Your Campaign Doesn t Get off the Ground Secrets to Building Long-Term Relationships You re Just an Average Joe Risk #2: Blogger Backlash Risk #3: The Crowd Talks Back Risk #4: You Get Rejected Risk #5: Your Initiative Dies on the Vine Risk #6: Ignoring Other Marketing Channels Risk #7: Too Much Success, Too Soon Risk #8: Not Being Proactive Risk #9: You Will Be Measured Risk #10: Someone Gets Cold Feet Proceed with Caution, Not Cowardice Chapter 8: Damage Control in the Digital Age A Crisis Management Primer Can Social Media Make Your Crisis Worse? The Internet Insta-Crisis xii Contents in Detail Friends with Benefits

5 The Predictable Pile-On The Internet Never Forgets, Remember? Do You Really Have a Crisis on Your Hands? What Is Social Media s Role in Crisis Communications? Rules for Making Social Media Work for You in a Crisis Rule #1: Don t Hide Rule #2: Use Your Blog as a Crisis Management Tool Rule #3: Monitor the Web Closely Rule #4: Clean Up Your Mess with the Right Channels..144 Rule #5: Consider Search in Your Crisis Strategy Rule #6: Outfit Your Website for a Crisis Social Media Pitfalls and How to Avoid Them Get Yourself a Lightweight Blogging Policy What Does a Blogging Policy Look Like? Test-Run Your Campaign Own Your Social Media Campaign Assets Chapter 9: Does MySpace Still Matter? MySpace Demographics: Who Goes There? How Does MySpace Work? From Social Platform to Social Phenomenon Marketing with MySpace MySpace Marketing Success Stories Roller Warehouse Weird Al Yankovic: White and Nerdy on MySpace Obama Takes the White House with the Help of Social Networks Catering to the MySpace Crowd Banging the Drums with MySpace Tatango and MySpace s Network Effect Tips and Tricks for MySpace Marketers What s Next for MySpace? Chapter 10: Understanding Facebook Profiles and the Network Effect Anatomy of a Facebook Profile Friends with Benefits Contents in Detail xiii

6 The Basics Events Groups and Pages: Which to Use? Market Passively Case Study: Chicken, Biscuits, and Facebook An Appetite for Fun Don t Be Apprehensive Working with Facebook App Developers Advertising on Facebook Case Study: Sharpening Perception with Mystery and Social Networks Case Study: Self-Propelled Video on Facebook The Future of Facebook and the Facebook of the Future Chapter 11: Video Marketing with YouTube and Other Video Sharing Sites Why Make YouTube a Marketing Channel? Setting Your Expectations and Measuring Results What Makes a Popular YouTube Video? Funny Beats Pretty The Wisdom of Stealth Videos Your Latest Picture Marketing with YouTube Videos Set the Stage Pick the Right Title Describe and Lead with a Link Categorize and Tag Responsibly Play Nice with Others Join Groups Curate with Playlists Include Videos in Pitches Feature Videos in Other Communication Channels Annotate Your Videos Case Study: Elastic Path Makes E-commerce Platforms Fun No, Really YouTube Killed the Video Star xiv Contents in Detail Friends with Benefits

7 Chapter 12: The Twitter Revolution From Broadcast to Conversation Getting Started with Twitter Know Your DMs from Your Hash Tags Tweeting Beyond the Browser Tweeting for Fun and Profit Case Study: Insta-Fundraising with Twitter Ten Ways to Be a Jerk on Twitter Beyond the Twitterdome Chapter 13: The Power of Crowds: Understanding and Participating in Online Communities Social News and the Wisdom of Crowds Why Marketers Should Care About Social News Using Social News to Build Buzz Social Bookmarking and Crowdsourced Curation A Social Bookmarking Primer How Marketers Can Benefit from Social Bookmarking..249 Should You Build Your Own Social Network? What About Wikipedia? Photo Sharing with Flickr Stand Out in Your Crowd Afterword Recommended Reading Books Blogs and Websites Index Friends with Benefits Contents in Detail xv