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"I work in digital media publishing, yet I've struggled, like most of the business world, to understand how to make social media work for me. Sarah-Jayne and Dean tackled the challenge with an energy that has to be seen to be believed. These two are now my #1 source of information and have provided simple and effective strategies that have helped me to monetize social media."-Vince Holton, Publisher, Incisor.TV"A fantastic, timely, and enjoyable book with serious appeal. Great work from beginning to end. I can't recommend it enough."-2morrowKnight, Huffington Post"Zero to 100,000: Social Media Tips and Tricks for Small Businesses makes it so easy to understand the way to successfully take your business into the 'real world' of social media! It both entertained and educated me. I would recommend this book to my friends, business associates, and to educational institutions. Brilliantly done!"-Debra Cincioni, @MomsofAmerica on Twitter"From building a bigger presence for yourself or your business, this book gets you in on the ground floor, lays the foundation, and helps you get a jump start on becoming a social media success. And the advice is real, not just from Sarah-Jayne and Dean, who are awesome, but from several other success stories they explain in the book. In a word, this book is useful."-Jason Falls, CEO of Social Media Explorer and author of No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing"Leveraging social media is vital for businesses of all sizes, but it is a quirky and nuanced world where getting it wrong can have disastrous consequences. @GrattonGirl is one of the people I see in the social space who really understands the art of communicating with her audience. If you want to know how to connect with the crowd effectively through social media, I can think of no one better to hold your hand on that journey than Sarah-Jayne and Dean Gratton."-Kate Russell, Technology Reporter, BBC Website and App ReviewerYOUR COMPLETE PLAN FOR FINDING 100,000 NEW FRIENDS, SUPPORTERS, AND CUSTOMERS!Close your eyes. Now, envision 100,000 people who are passionate about you, your business, and your brand! We're talking about people who buy your stuff, and then tell their friends how incredibly great you are-without being paid to do it. People who follow your every move, look to you for guidance, and can't wait to hear what you're up to next. Your 100,000 people. Your two football stadiums full of cheering fans. They're out there, looking for you. Here's your easy, low-cost social media plan for finding them...connecting with them...giving them what they want-so they can make you stunningly, incredibly successful!(with all the details, examples, and expert advice you'll ever need)1. Listen first, engage second2. Craft your most authentic voice3. Find and attract influencers4. Don't be a narcissist (you know what we mean)5. Build community that lasts6. Freshen up your brand7. Become an electrifying "social conductor"8. Promote across platforms9. Be the fittest, be the survivor10. Measure your (ever-growing) success
Contents
About the Authors xviiAcknowledgements xixBefore You Begin xxWhat You Will Find In This Book xxiiPart I: You're Anything but Small 1Chapter 1: Welcome to the Big Wide Social Media Stage 3A Shift in Worlds That Works for You 4It All Starts with Personality 4A Sneak Peek at What's to Come 4The Whole Social Media World's a Stage 8Chapter 2: The Changing Social Landscape of Communication 9Now for the Science Part 10The Zuckerberg Revolution: Communication 2.0 11Put Away the Megaphone and Put On Your Thinking Cap 12There's No One Size Fits All in Social Media 12From Scattered to Unified Customer Bases 13The Power of Listening 14Part II: Social Media Networking Basics 17Chapter 3: Twitter: 140 Characters to Success 19A Little History 20Getting Started: Creating a Great Twitter Account 20Customizing Your Twitter Profile 25Chapter 4: Facebook Pages: The Public Face of Your Brand 29A Little History 30Show Me the Money 30A Constant Flow of New Features 30Why a Page and Not a Profile? 30Creating Your Facebook Page 31Using Discussions 36Chapter 5: LinkedIn: Adding Your Link to the Chain of Success 37A Little History 38What's It All About? 38LinkedIn Answers and Groups 39Getting Started on LinkedIn 39To Upgrade or Not to Upgrade 42Chapter 6: YouTube: Your Brand Channel 43A Little History 44It's Big 44Getting Started 45Customizing Your Channel 47Your First YouTube Video 52Basic Rules for YouTube Success 53Customizing Your Display of Videos and Playlists 54Chapter 7: Foursquare: Putting Your Brand on the Map 55A Little History 56What Makes Foursquare Different? 56Getting Started with Foursquare 56How to Get the Best Out of Foursquare 59Chapter 8: Blogging Your Way to Business Success 63In Blogging We Trust 64Using Your Head and Your Resources 65Moving Forward 68Sourcing and Building Great and Original Content 73Chapter 9: The Secrets to a Successful Blog 75Be a Font of Knowledge 76Remember It's a Two-way Street 76Keep Consumer Problems in Mind 76Keep Them Wanting More 76Make Headlines 77A Picture Paints a Thousand Words 77Reinvention Is the Key to Longevity 77How to Presell Your Blog Content 78Value-Added Blogging Tools 81Embedding a YouTube Video into Your Blog 88Part III: The 10-Step Method to Building a Fast and Effective Online Presence 91Chapter 10: Step 1: Listen First, Engage Second 93Monologue Versus Interactive Communication 94Learning How to Listen 95Organizing Your Findings for Maximum Benefit 100Chapter 11: Step 2: Understand and Build Your Social Media Voice 101Understanding Share of Voice and Sentiment 102Calculating and Monitoring 102Building Awareness 104Signs of Engagement 104Find Your Brand Evangelists 105Spotting and Optimizing Trends 106Brand Versus Social Voice: Making Them One and the Same 106Chapter 12: Step 3: It's Who You Know-Finding and Attracting the Influencers 109All That Glitters Isn't Gold 110What Makes an Influencer? 111Key Factors to Help You Identify Influencers Important to You 112A Valuable Audience Awaits 115Attracting Engagement for Long-Term Social Media Success 116Chapter 13: Step 4: Don't Get Too Big for Your Social Media Boots! 117Dealing with Social Media Narcissists 120Chapter 14: Step 5: Instilling a Sense of Community 121Content Curation 123Your Online Focus Group 123Discovering the Nerve Center of Your Community 124Let It Develop Its Own Personality 125Chapter 15: Step 6: Do You Need a Brand Makeover? 127Why Change Is Necessary 128Embracing Change in Social Media 129Keeping It Fresh 129Be the Change You Wish to See 132Chapter 16: Step 7: Become a Social Conductor 133So, What Is a Social Conductor, Exactly? 134How to Conduct Your Social Media Traffic 134The Five Elements That Make a Great Social Conductor 136Campaigning for Votes 138Employ an Influencer 139How Long Will the Traffic Last? 139Chapter 17: Step 8: Introducing Cross Platform Promotion 141A Synergetic Way of Thinking 142Start with Your Strategy 142Advertise Without Advertising 143Time-Saving CPP Tools 144Planning a CPP Schedule for Success 145Using CPP to Create a Response Buzz 145Chapter 18: Step 9: Social Media Darwinism-Survival of the Fittest 147Shifting Customer Service into Social Media 148Offering Cross Platform Choice 149Maintaining Online Ethics 150Utilizing Social Media Metrics 151Adapting and Evolving 151Chapter 19: Step 10: Knowing You've Made It and Measuring Your Success 153How to Get a High-Definition Picture of Your Success to Date 155Track Audience Duration and Discover Their Preferences 155And We Made It 159Chapter 20: Jeff Bullas 163About Jeff Bullas 164Expert Answers to Key Social Media Questions 164Jeff 's Top Tips for Social Media Success 168Chapter 21: Lori McNee 169About Lori McNee 170Expert Answers to Key Social Media Questions 171Lori's Top Tips for Social Media Success 174Chapter 22: Paul Steele 175About Paul Steele 176Expert Answers to Key Social Media Questions 177Paul's Top Tips for Social Media Success 179Chapter 23: Jessica Northey 181About Jessica Northey 182Expert Answers to Key Social Media Questions 183Jessica's Top Tips for Social Media Success 186Chapter 24: Danny Devriendt 189About Danny Devriendt 190Expert Answers to Key Social Media Questions 191Danny's Top Tips for Social Media Success 194Index 195
