Advanced Social Media Marketing : How to Lead, Launch, and Manage a Successful Social Media Program
By: Funk, Tom.Material type: TextSeries: eBooks on Demand.Publisher: Dordrecht : Springer, 2014Description: 1 online resource (246 p.).ISBN: 9781430244080.Subject(s): Internet advertising | Internet marketing | Online social networks | Social mediaGenre/Form: Electronic books.Additional physical formats: Print version:: Advanced Social Media Marketing : How to Lead, Launch, and Manage a Successful Social Media ProgramDDC classification: 658.8 | 658.8/72 | 658.872 LOC classification: HF6146.I58Online resources: Click here to view this ebook.
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Contents; The Business Case; The Power of Social Media; Beloved Brands Thrive in Social Media; Leveraging the Network Effect; Three Vital Ingredients and "Social Proof"; Setting Goals and Tactics; Customer Service 2.0; How to Calculate Social Media ROI; The Other ROI: Risk of Ignoring; Summary; Best Practices; What's the Big Idea?; Social Media Strategy; One Channel, Many Functions; Listening; Planning; Community Management; Pursuing and Cultivating "Influentials"; Promoting Your Online Community; Tapping the Network Effect; Be Remarkable; Summary; The Platforms; Social Media Market Share
Engagement vs. MarketingFacebook; 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 Results-and Rebalance; Combatting Social Media Fatigue; Promotion and "Earned Media"; Don'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 WorkLocal 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 ProgramBudget 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 SphereImpact on Your Online Business; Impact on Your Offline Business; Brand Engagement Metrics; Social Media Software; HootSuite; Radian6; Other Platforms; It's Only Anecdotal…; Anointing Your Influentials; Summary; Advanced Social Media Campaigns; How the Network Effect Can Turbocharge Your Marketing; Advocacy and Social Marketing Platforms; BuddyMedia; ePrize; Extole; Offerpop; Social Annex; SocialTwist; ShopSocially; Vitrue; Wildfire; To Discount, or Not to Discount?; Sweepstakes Promotions; Contests and Voting; Gamification; Tab Development; Charitable Campaigns
Buzz: Word of Mouth, Promotion, and Going Viral
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Description based upon print version of record.