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ZERO TO 100000 Social Media Tips and Tricks for Small Businesses

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

01.10.2011

Verlag

QUE

Seitenzahl

240

Maße (L/B/H)

22.9/15.4/2 cm

Gewicht

324 g

Sprache

Englisch

ISBN

978-0-7897-4800-3

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

01.10.2011

Verlag

QUE

Seitenzahl

240

Maße (L/B/H)

22.9/15.4/2 cm

Gewicht

324 g

Sprache

Englisch

ISBN

978-0-7897-4800-3

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  • Produktbild: ZERO TO 100000
  • About the Authors xvii Acknowledgements xix Before You Begin xx What You Will Find In This Book xxii Part I: You're Anything but Small 1 Chapter 1: Welcome to the Big Wide Social Media Stage 3 A Shift in Worlds That Works for You 4 It All Starts with Personality 4 A Sneak Peek at What's to Come 4 The Whole Social Media World's a Stage 8 Chapter 2: The Changing Social Landscape of Communication 9 Now for the Science Part 10 The Zuckerberg Revolution: Communication 2.0 11 Put Away the Megaphone and Put On Your Thinking Cap 12 There's No One Size Fits All in Social Media 12 From Scattered to Unified Customer Bases 13 The Power of Listening 14 Part II: Social Media Networking Basics 17 Chapter 3: Twitter: 140 Characters to Success 19 A Little History 20 Getting Started: Creating a Great Twitter Account 20 Customizing Your Twitter Profile 25 Chapter 4: Facebook Pages: The Public Face of Your Brand 29 A Little History 30 Show Me the Money 30 A Constant Flow of New Features 30 Why a Page and Not a Profile? 30 Creating Your Facebook Page 31 Using Discussions 36 Chapter 5: LinkedIn: Adding Your Link to the Chain of Success 37 A Little History 38 What's It All About? 38 LinkedIn Answers and Groups 39 Getting Started on LinkedIn 39 To Upgrade or Not to Upgrade 42 Chapter 6: YouTube: Your Brand Channel 43 A Little History 44 It's Big 44 Getting Started 45 Customizing Your Channel 47 Your First YouTube Video 52 Basic Rules for YouTube Success 53 Customizing Your Display of Videos and Playlists 54 Chapter 7: Foursquare: Putting Your Brand on the Map 55 A Little History 56 What Makes Foursquare Different? 56 Getting Started with Foursquare 56 How to Get the Best Out of Foursquare 59 Chapter 8: Blogging Your Way to Business Success 63 In Blogging We Trust 64 Using Your Head and Your Resources 65 Moving Forward 68 Sourcing and Building Great and Original Content 73 Chapter 9: The Secrets to a Successful Blog 75 Be a Font of Knowledge 76 Remember It's a Two-way Street 76 Keep Consumer Problems in Mind 76 Keep Them Wanting More 76 Make Headlines 77 A Picture Paints a Thousand Words 77 Reinvention Is the Key to Longevity 77 How to Presell Your Blog Content 78 Value-Added Blogging Tools 81 Embedding a YouTube Video into Your Blog 88 Part III: The 10-Step Method to Building a Fast and Effective Online Presence 91 Chapter 10: Step 1: Listen First, Engage Second 93 Monologue Versus Interactive Communication 94 Learning How to Listen 95 Organizing Your Findings for Maximum Benefit 100 Chapter 11: Step 2: Understand and Build Your Social Media Voice 101 Understanding Share of Voice and Sentiment 102 Calculating and Monitoring 102 Building Awareness 104 Signs of Engagement 104 Find Your Brand Evangelists 105 Spotting and Optimizing Trends 106 Brand Versus Social Voice: Making Them One and the Same 106 Chapter 12: Step 3: It's Who You Know-Finding and Attracting the Influencers 109 All That Glitters Isn't Gold 110 What Makes an Influencer? 111 Key Factors to Help You Identify Influencers Important to You 112 A Valuable Audience Awaits 115 Attracting Engagement for Long-Term Social Media Success 116 Chapter 13: Step 4: Don't Get Too Big for Your Social Media Boots! 117 Dealing with Social Media Narcissists 120 Chapter 14: Step 5: Instilling a Sense of Community 121 Content Curation 123 Your Online Focus Group 123 Discovering the Nerve Center of Your Community 124 Let It Develop Its Own Personality 125 Chapter 15: Step 6: Do You Need a Brand Makeover? 127 Why Change Is Necessary 128 Embracing Change in Social Media 129 Keeping It Fresh 129 Be the Change You Wish to See 132 Chapter 16: Step 7: Become a Social Conductor 133 So, What Is a Social Conductor, Exactly? 134 How to Conduct Your Social Media Traffic 134 The Five Elements That Make a Great Social Conductor 136 Campaigning for Votes 138 Employ an Influencer 139 How Long Will the Traffic Last? 139 Chapter 17: Step 8: Introducing Cross Platform Promotion 141 A Synergetic Way of Thinking 142 Start with Your Strategy 142 Advertise Without Advertising 143 Time-Saving CPP Tools 144 Planning a CPP Schedule for Success 145 Using CPP to Create a Response Buzz 145 Chapter 18: Step 9: Social Media Darwinism-Survival of the Fittest 147 Shifting Customer Service into Social Media 148 Offering Cross Platform Choice 149 Maintaining Online Ethics 150 Utilizing Social Media Metrics 151 Adapting and Evolving 151 Chapter 19: Step 10: Knowing You've Made It and Measuring Your Success 153 How to Get a High-Definition Picture of Your Success to Date 155 Track Audience Duration and Discover Their Preferences 155 And We Made It 159 Part IV: AN EXPERT IN YOUR POCKET 161 Chapter 20: Jeff Bullas 163 About Jeff Bullas 164 Expert Answers to Key Social Media Questions 164 Jeff 's Top Tips for Social Media Success 168 Chapter 21: Lori McNee 169 About Lori McNee 170 Expert Answers to Key Social Media Questions 171 Lori's Top Tips for Social Media Success 174 Chapter 22: Paul Steele 175 About Paul Steele 176 Expert Answers to Key Social Media Questions 177 Paul's Top Tips for Social Media Success 179 Chapter 23: Jessica Northey 181 About Jessica Northey 182 Expert Answers to Key Social Media Questions 183 Jessica's Top Tips for Social Media Success 186 Chapter 24: Danny Devriendt 189 About Danny Devriendt 190 Expert Answers to Key Social Media Questions 191 Danny's Top Tips for Social Media Success 194 Index 195