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Social Media Marketing


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Table of Contents

Introduction 1

Part I: The Basics of Social Media

1 It's Not Easy, Quick, or Cheap 7

2 Understanding Social Media Strategies 15

3 Goals Need to Be Defined 23

4 It's ROC (Return on Conversation) not ROI (Return on Investment) 33

5 Know Who Your Audience Is and What They are Doing 41

Part II: It's About Conversation

6 The Conversation Happens With or Without You 53

7 Bring in Legal Early 59

8 Don't Be Afraid of the Negative 67

9 Understanding Each Community 75

10 Come Bearing Gifts 83

11 Bloggers Have No Boundaries 91

12 Every Business is Different 99

13 Don't Fall In Love 105

14 Don't Be Afraid to Throw Out What Isn't Working 113

15 Be Open to Trying New Things (but Don't Fall Off the Bleeding Edge) 121

Part III: Social Media from the Inside Out

16 Everyone in Your Company Has a Stake in Your Social Media Strategy 129

17 Plan Social Media Policies for Company Employees 135

18 Personal Ethics Matter 143

19 Define Who Owns the Conversation 149

20 A Great Customer Service Program Is a Natural Extension into Social Media 159

21 Interns Make Coffee, Not Social Media Strategies 165

22 Branding and Messaging Need to Be Consistent 171

23 Be Transparent: Trust and Readership Must Be Earned 179

24 Audiences Trust Icons and Avatars 187

Part IV: It's Not About You

25 Give Up Control and Drop the Ego 195

26 You Need to Be All "Ears" 203

27 Your Customers Know Your Products Better Than You 211

28 It's All About the Idea 219

29 Your Content Must Have Value 225

30 Sharing with Others Is Key 231

31 For It to Work, You Need to Be Social 239

32 Ask the Audience 245

33 You Get What You Give 253

Part V: How Social Media Fits into the Online Marketing Picture

34 People Do Not Want To Be Marketed To 261

35 The Difference Between Buzz Monitoring and Audience Research 267

36 Complementing Both Search Engine Optimization (SEO) and Pay Per Click (PPC) 273

37 Links and Search Engine Results Are Byproducts of Social Media 279

38 Align Offline Marketing Strategies with Social Media 285

39 Create a Social Media-Friendly "Pressroom" and Promote Events 291

40 YouTube is the Second-Largest Search Engine 297

41 Social Search Is All About the Now 303

42 It's Not Just a Web Browser Anymore 309

43 New Signals to Search Engines 315

44 Choosing a Social Media Consultant 321

45 Putting It All Together 327

Index 333

About the Author

Since 1999, Liana "Li" Evans has been active full-time in the search marketing arena, becoming well-versed in all avenues of social media and search marketing. Li runs the Search Marketing Gurus blog and is the director of social media for Serengeti Communications, a Washington, DC-based online marketing firm that focuses on building social media strategies for companies and training companies to bring online marketing in-house. Li has led the SEO strategy for an Internet Retailer 500 company, and was the SEO and social media architect for a Fortune 500 multi-million page entertainment Web site. As a database designer and programmer since 1992, Liana has developed technical expertise in dealing with large-scale retail sites and their dynamic natures. She holds degrees in both public relations and information technology, which lend well to working with client strategies in social media and search marketing. Li speaks and trains social media and SEO at Search Engine Strategies and other industry conferences.

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