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Get social with the bestselling social media marketing book
No person can ignore social media these days--and no business can afford to ignore it either. Our lives are mediated through the flicker of Facebook, Twitter, YouTube, and Instagram--and brands are increasingly interwoven with our online identities. Even for the 90% of marketers who interact with social media regularly, its pace and scale can be confusing to the point of distraction. Social Media Marketing All-in-One For Dummies helps you take a step back, make sense of the noise, and get your brand voice heard over the babble--in the way you want it to be.
These nine mini-books in one give you essential, straightforward, and friendly guidance on how to use the major social platforms to promote your business, engage your customers, and use feedback to make your product or service the best that it can be. From evaluating the right social mix and planning your strategy to the really fun stuff--like creating videos on Snapchat and TikTok, diving deep on a podcast, or looking pretty on Pinterest--you'll find everything you need to get your social ducks in a row and say the right things. And once the campaign is over, you can follow the guidance here to evaluate success and iterate on your approach, before getting right back out there for an even bigger second bite.
Keep up with the latest changes on Twitter, Facebook, LinkedIn, TikTok, and more
Blend your social side with your traditional marketing presence
Become more engaging and metric your success
Get to know your fans with user data
Wherever you're coming from--social media strategist, site manager, marketer, or something else--social media is where your customers are. This book shows you how to be there, too.
Auteur
Michelle Krasniak helps clients all over the world develop and execute successful content and social media marketing strategies. With over 20 years of experience as a content creator, she brings to the table a unique combination of creativity and business acumen.
Jan Zimmerman is the owner of Watermelon Mountain Web Marketing and has helped businesses of all sizes use online marketing and social media tools for more than 15 years.
Deborah Ng is a professional blogger and social media enthusiast who grew her writing blog into the number one online community for freelance writers before selling in 2010.
Texte du rabat
Meet your customers where they liveon social media!
It's all about social mediastill! This update to the bestselling guide covers recent changes to Facebook, Twitter, TikTok, and LinkedIn. You'll also find new tips for engaging your community, measuring your efforts, blending your social media with your other marketing efforts, and analyzing your data for marketing insights. If you're wondering where your customers are, they're online! Use Social Media Marketing All-in-One For Dummies to connect with them!
9 Books Inside. . . The Social Media MixCybersocial ToolsContent MarketingTwitterFacebookLinkedInInstagram and PinterestOther Social Media Marketing SitesMeasuring Results and Building on Success
Résumé
Get social with the bestselling social media marketing book
No person can ignore social media these daysand no business can afford to ignore it either. Our lives are mediated through the flicker of Facebook, Twitter, YouTube, and Instagramand brands are increasingly interwoven with our online identities. Even for the 90% of marketers who interact with social media regularly, its pace and scale can be confusing to the point of distraction. Social Media Marketing All-in-One For Dummies helps you take a step back, make sense of the noise, and get your brand voice heard over the babblein the way you want it to be.
These nine mini-books in one give you essential, straightforward, and friendly guidance on how to use the major social platforms to promote your business, engage your customers, and use feedback to make your product or service the best that it can be. From evaluating the right social mix and planning your strategy to the really fun stufflike creating videos on Snapchat and TikTok, diving deep on a podcast, or looking pretty on Pinterestyou'll find everything you need to get your social ducks in a row and say the right things. And once the campaign is over, you can follow the guidance here to evaluate success and iterate on your approach, before getting right back out there for an even bigger second bite.
Contenu
Introduction 1
About This Book 2
Foolish Assumptions 2
Icons Used in This Book 3
Beyond the Book 4
Where to Go from Here 4
Book 1: The Social Media Mix 5
Chapter 1: Making the Business Case for Social Media 7
Making Your Social Debut 8
Defining Social Media Marketing 9
Understanding the Benefits of Social Media 13
Casting a wide net to catch your target market 14
Branding 15
Building relationships 15
Improving business processes 16
Improving search engine rankings 16
Selling in the social media marketplace 17
Finding alternative advertising opportunities 18
Understanding the Cons of Social Media 19
Integrating Social Media into Your Overall Marketing Effort 19
Developing a Strategic Social Media Marketing Plan 21
Establishing goals 24
Setting quantifiable objectives 25
Identifying your target markets 25
Estimating costs 26
Valuing social media ROI 26
Chapter 2: Tallying the Bottom Line 27
Preparing to Calculate Return on Investment 28
Accounting for Customers Acquired Online 29
Comparing the costs of customer acquisition 30
One is silver and the other gold 32
Establishing Key Performance Indicators for Sales 32
Tracking Leads 36
Understanding Other Common Business Metrics 37
Break-even point 37
Profit margin 38
Revenue versus profit 38
Determining Return on Investment 38
Chapter 3: Plotting Your Social Media Marketing Strategy 47
Locating Your Target Market Online 48
Segmenting Your B2C Market 48
Demographics 50
Geographic location 50
Purchasing behavior in different life stages 53
Psychographics or lifestyle 54
Affinity groups 55
Researching B2B Markets 57
Conducting Other Types of Market Research Online 59
Identifying influencers 59
Understanding why people use social media services 60
Setting Up Your Social Media Marketing Plan 60
Chapter 4: Managing Your Cybersocial Campaign 69
Managing Your Social Media Schedule 70
Controlling the time commitment 70
Developing your social date book 71
Creating a social media dashboard 72
Building Your Social Media Marketing Dream Team 76
Seeking a skilled social media director 77
Looking inside 78
Hiring experts 78
Creating a Social Media Marketing Policy 79
Staying on the Right Side of the Law 81
Obtaining permission to avoid infringement 82
Respecting privacy 84
Revealing product endorsement relationships 84
Protecting Your Brand Reputation 86
Book 2: Cybersocial Tools 89
Chapter 1: Discovering Helpful Tech Tools 91
Keeping Track of the Social Media Scene 92
Saving Time with Content-Distribution Tools 93
Alternative Content-Distribution Services 94
Snipping Ugly URLs 96
Using E-Commerce Tools for Social Sites 97
Selling through links 98
Displaying products on social media channels 98
Selling directly on social media 98
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