Social media marketing all-in-one

The bestselling social media marketing book Marketing your business through social media isn't an option these days—it's absolutely imperative. In this new edition of the bestselling Social Media Marketing All-in-One For Dummies , you'll get comprehensive, expert guidance on how to us...

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Detalles Bibliográficos
Otros Autores:	Ng, Deborah, author (author)
Formato:	Libro electrónico
Idioma:	Inglés
Publicado:	Hoboken, N.J.: John Wiley & Sons c2017. Hoboken, New Jersey : 2017.
Edición:	Fourth edition
Colección:	--For dummies.
Materias:	Social media > Marketing. Social marketing. Internet marketing.
Ver en Biblioteca Universitat Ramon Llull:	https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630153806719

Tabla de Contenidos:

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
Assigning permalinks
Optimizing Images, Video, and Podcasts
Optimizing Specific Social Media Platforms
Optimizing Twitter
Optimizing Facebook
Optimizing Google+
Optimizing Pinterest
Optimizing LinkedIn
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
Chapter 5 Making Social Media Mobile
Understanding the Statistics of Mobile Device Usage
Exploring mobile use of social media
Demographics of mobile users
Reaching People on the Move with Social Media
Harvesting Leads and Sales from Social Mobile
Measuring Your Mobile Marketing Success
Counting on Tablets
Using Mobile Social Media for Advertising
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 140 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 Out Who Is Talking about You on Twitter
Responding to Tweets
Searching on Twitter
Tweeting like a Pro
Articulating in 140 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
Hosting a Tweet-Up
Chapter 3 Finding the Right Twitter Tools
Customizing Your Twitter Profile Page
Creating a header photo
Creating a custom Twitter avatar
Pinning 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 Chats
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
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
Filling Out What You're About
Using a Custom URL for Your Page.
Inviting People to Join Your Community.

Social media marketing all-in-one

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