Advanced Social Media Marketing : How to Lead, Launch, and Manage a Successful Social Media Program

Advanced Social Media Marketing How to Lead, Launch, and Manage a Successful Social Media Program

Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn’t whether to take your business onto social media platforms—...

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Detalles Bibliográficos
Autor principal: Funk, Tom. author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Berkeley, CA : Apress 2013.
Edición:1st ed. 2013.
Materias:
Business.
Management science.
Business and Management, general.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009469414306719
Tabla de Contenidos:
  • ""Contents""; ""About the Author ""; ""Acknowledgments ""; ""The Business Case""; ""The Power of Social Media""; ""Beloved Brands Thrive in Social Media""; ""Leveraging the Network Effect""; ""Three Vital Ingredients and “Social Proofâ€?""; ""Setting Goals and Tactics""; ""Customer Service 2.0""; ""How to Calculate Social Media ROI""; ""The Other ROI: Risk of Ignoring""; ""Summary""; ""Best Practices""; ""Whatâ€?s the Big Idea?""; ""Social Media Strategy""; ""One Channel, Many Functions""; ""Listening""; ""Planning""; ""Community Management""; ""Pursuing and Cultivating “Influentialsâ€?""
  • ""Promoting Your Online Community""""Tapping the Network Effect""; ""Be Remarkable""; ""Summary""; ""The Platforms""; ""Social Media Market Share""; ""Engagement vs. Marketing""; ""Facebook""; ""Twitter""; ""Google+""; ""LinkedIn""; ""YouTube""; ""Pinterest""; ""Foursquare""; ""Niche Networks""; ""Proprietary Networks""; ""Blogging""; ""Mobile""; ""Summary""; ""Advertising and Promotion""; ""Your Social Ad Budget""; ""Goals and Tests: Where Are Social Ad Dollars Going?""; ""Measure Resultsâ€?and Rebalance""; ""Combatting Social Media Fatigue""; ""Promotion and “Earned Mediaâ€?""
  • ""Donâ€?t Go There""""Summary""; ""Facebook Advertising""; ""Managing Your Facebook Ads""; ""Marketplace Ads""; ""External URLs""; ""Facebook Object Ads""; ""Page Post Ads""; ""Sponsored Stories""; ""Promoted Posts""; ""Adding Social Activity to Ads""; ""Targeting""; ""CPC or CPM?""; ""Create Facebook Ads That Work""; ""Local Businesses: Facebook Offers""; ""Facebook Sponsored Search Results""; ""Remarketing with Facebook Exchange""; ""Custom Audiences""; ""Action Spec Targeting""; ""Facebook Premium Ads""; ""Going Mobile""; ""The New Stuff""; ""Do Facebook Ads Really Work?""; ""Summary""
  • ""Advertising on Twitter and Other Networks""""Twitter""; ""Promoted Accounts, Tweets, and Trends""; ""Interest-Targeting on Twitter""; ""YouTube""; ""YouTube Video Remarketing""; ""Brand Channels""; ""Home-Page and Display Advertising""; ""LinkedIn""; ""Google+""; ""StumbleUpon""; ""Yelp""; ""TripAdvisor""; ""Other Platforms""; ""Summary""; ""Operations""; ""Who Owns Social Media?""; ""Planning Your Social Media Program""; ""Budget Accurately""; ""Social Media Certification""; ""Basic Documents You Need""; ""Publishing Management""; ""Building Your Social Media Dream Team""
  • ""Choosing a Social Media Agency""""Technology Infrastructure""; ""Hardware""; ""Software""; ""Monitoring Tools""; ""Publishing and Management Tools""; ""Ad-Management Tools""; ""Campaign Platforms""; ""Analytics Platforms""; ""Damage Control""; ""Your Social Media Command Center""; ""Summary""; ""Measuring Success""; ""What Are Your Goals?""; ""What Is a Facebook Fan Really Worth?""; ""Social Media Analytics""; ""Tools for Social Media Analytics""; ""Your Online Community""; ""Facebook Insights""; ""Your Brand in the Social Sphere""; ""Impact on Your Online Business""
  • ""Impact on Your Offline Business""

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