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Full Description
If you're not social, it's like you're not even there. That's how critical social media marketing has become. Businesses everywhere are struggling to adapt, but transitioning from traditional marketing to online engagement is fraught with questions, such as: How much is a Facebook "like" worth? How can you effectively engage online influencers? What are the best dashboards for monitoring multiple social channels simutaneously? How do you keep it all going around the clock?
For more than a decade, author Jeremy Goldman has helped companies inject "social" into their processes. In Going Social, he explains the ins-and-outs of platforms such as Facebook,Twitter, LinkedIn, Google+, Foursquare, Instagram, Pinterest, and others—and shows readers how to:
• Formulate a social strategy
• Pinpoint their audience and where they "live" online
• Give their brand a unique voice and personality
• Get good at listening
• Create relevant, engaging content
• Identify and reward influencers
• Build strong bonds with bloggers
• Become truly customer-centric
• Avoid pitfalls when possible—and respond to negative feedback when a misstep is made
• Cultivate brand spokespeople
• Use targeting to engage more effectively
• Turn employees into social marketers
• Engage with ROI in mind
The digital landscape offers unprecedented opportunities to breathe new life into brands, spread the word about products, and magnify loyalty. Featuring insights from entrepreneurs, social media directors, community managers, bloggers, and other experts, Going Social is an indispensable guide to connecting with customers in the brave new social frontier.
Contents
Contents
Acknowledgments
Introduction
1. Social Marketing: Even More Important Than You Think
2. Devising Your Strategy and Getting Started
3. Engagement 101: Determine Your Voice and Personality
4. How to Develop Content That Promotes Engagement
5. Become Truly Customer-Centric—and Reap the Advantages
6. How to Avoid Pitfalls, Deal with Crises, and Keep Your Brand's Reputation Intact
7. How to Staff Your Social Team and Organize for More Effective Engagement
8. Tools for Producing More Relevant, Targeted Engagement
9. How to Identify Influencers, Work with VIPs, and Grow Word of Mouth Substantially
10. How to Build Strong Relationships with Bloggers and Work with Online Personalities
11. Increase Engagement by Turning Your Employees into Marketers
12. How to Engage with ROI in Mind
13. Going Social in Real Life
14. Final Word
Notes
Index
