Social media marketing all-in-one
| Otros Autores: | , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, N.J.:
John Wiley
c2021.
Indianapolis, Indiana : [2021] |
| Edición: | Fifth edition |
| Colección: | --For dummies
|
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009633581306719 |
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
- 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.
