| Description |
1 online resource (198 pages) |
| Series |
Ultimate |
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Ultimate
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| Contents |
Cover -- Title Page -- Copyright -- Contents -- Foreword -- Preface -- What to Expect in This Book -- Chapter 1: The Power of Social Media -- Being Social on Social Media -- How Online Relationships Benefit Offline -- Chapter 2: Understand Today's Social Networks -- Facebook -- LinkedIn -- YouTube -- Instagram -- Twitter -- WhatsApp -- Pinterest -- Snapchat -- Reddit -- TikTok -- Chapter 3: The Roles of Social Media and Content Marketing -- Social Sharing -- Authority Building -- Broadcast Teaching -- Influencer Marketing -- Dark Social Media -- Paid Social Media -- At the End of the Day |
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Chapter 4: Craft Your Social Media Strategy -- Determine Your Strengths -- Determine Your Assets -- Determine Your Goals -- Determine Your Plan -- Chapter 5: Understand Today's Format Types -- Graphic Requirements -- Photos in Your Posts -- Social Network Icon Rules -- Video Requirements -- Link Requirements -- Chapter 6: Create Images for Social Media -- Determine Image Criteria -- How to Find Great Images -- Social Media Imagery Best Practices -- Recommended Tools -- Chapter 7: Create Video for Social Media -- Why Video Is Effective -- Publishing and Broadcasting Social Video |
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Live Video Tactics -- Recorded Video Tactics -- Short vs. Long Videos -- Video Gear -- Video Best Practices -- Chapter 8: Leverage Chatbots and Automation -- Chatbots Defined -- How to Start Your First Chatbot -- Chapter 9: Leverage Paid Social Media -- Google Ads -- Facebook Ads -- The Power of Search + Remarketing -- Other Platforms -- Wrapping Up -- Chapter 10: Leverage Influencer Marketing -- What Influencer Marketing Really Means -- How to Identify Influencers to Work With -- How to Spark Relationships -- How to Work with Influencers -- Influencer Marketing Administrative Details |
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What Influencer Marketing Success Looks Like -- Chapter 11: Repurpose and Reuse Social Content -- Technique 1: Live Video -- Technique 2: User-Generated Content -- Technique 3: Embedded Social Media Posts -- Technique 4: Turn Discussions Into Blog Posts -- Technique 5: Ask Questions -- Chapter 12: Build Your Marketing Team -- Internal vs. External Team -- Team Roles -- Assembling Your Team -- Team Documentation and Support -- Recommended Tools -- Chapter 13: Measure Success -- Understanding Analytics -- Qualitative Metrics -- Quantitative Metrics -- Tools -- What's Next |
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Chapter 14: Adapt to a Changing Medium -- Follow the Path -- Take a Beat -- Have a Go -- Get on Board -- Correct the Course -- Appendix: Resources -- Editing Images -- Social Media Blogs and Bloggers -- Social Media Communities -- Social Media Management Tools -- Sourcing Images -- For More Reading -- Glossary -- About the Authors -- Eric Butow -- Jenn Herman -- Stephanie Liu -- Amanda Robinson -- Mike Allton -- Index |
| Summary |
When it comes to drafting a book on social media that goes into detail on specific social platforms for business users, we run the very real risk of being out of date almost as soon as it hits the shelves. The technical aspects and features of each platform simply change too rapidly to be of lasting value. Instead, this book takes readers through a 360-degree perspective of social media marketing, from strategy to tactics, from organic to paid, from B2B to B2C, encompassing all of the current social media networks from the large ones like Facebook and LinkedIn to emerging platforms like Snapch |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
|
Online resource; title from PDF title page (viewed September 28, 2020) |
| Subject |
Internet marketing.
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Social media -- Economic aspects
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BUSINESS & ECONOMICS -- Advertising & Promotion.
|
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Internet marketing
|
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Social media -- Economic aspects
|
| Form |
Electronic book
|
| Author |
Herman, Jenn.
|
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Liu, Stephanie
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Robinson, Amanda
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Allton, Mike
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| ISBN |
1613084323 |
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9781613084328 |
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