Social Media Engagement For Dummies®
,Visit www.dummies.com/cheatsheet/socialmediaengagement to view this book's cheat sheet.
Table of Contents
Part I: The Basics of Social Media Engagement
Part II: Exploring the Elements of Social Media Engagement
Part III: Examining the Basic Engagement Tools
Part IV: Engaging Through Additional Social Channels
Part V: Leveraging Audio and Video for Engagement
Part I: The Basics of Social Media Engagement
Chapter 1: Explaining the Why, Who, and How of Social Media Engagement
Seeking the Benefits of Social Media Engagement
Keeping up with changing consumer needs
Humanizing your brand in the marketplace
Strengthening connections with customers
Reaping the rewards of an engaged community
Seeing How People and Organizations Engage with Social Media
Setting Goals for Social Media Engagement
Building trust and credibility
Being present with a human touch
Chapter 2: Assessing the Impact of Social Media Engagement
Considering the Downsides of Social Media Engagement
Overcoming the barriers to entry
Surviving information overload
Dealing with potential backlash
Avoiding inconsistent messaging
Measuring the Value of Your Social Media Engagement
Determining what interactions are valuable
Knowing which numbers to measure
Setting benchmarks to evaluate progress
Reassessing to improve engagement
Chapter 3: Discovering Social Media Engagement Tools
Considering Traditional Online Communications Tools
Incorporating Audio and Video Platforms
Videocasting or video podcasts
Recognizing Other Social Engagement Tools
Part II: Exploring the Elements of Social Media Engagement
Chapter 4: Building Trust and Credibility
Giving your team clear guidelines
Contributing meaningfully to the conversation
Listening carefully to your community
Responding promptly for greater impact
Giving the audience what they want
Building Trust in Traditional Online Marketing
Engaging appropriately with the media
Adding engagement to press releases
Soliciting third-party endorsements the right way
Assessing Trust and Credibility
Analyzing sentiment and impact
Measuring the amplification of your messages
Chapter 5: Demonstrating Your Online Presence to Maximize Engagement
Setting Realistic Goals Up Front
Paying Attention to Demonstrate Presence
Being notified when you need to engage
Responding to comments and following up
Establishing a Presence Process
Developing a social media editorial calendar
Determining how frequently to update
Figuring out the best times to engage
Chapter 6: Creating Connections
Starting with Your Connection Goals
Establishing longer-term goals
Determining who you’re trying to reach
Figuring out what your audience does online
Creating a Space for Engagement
Setting ground rules for participation
Showcasing what others know and do
Getting the Engagement Ball Rolling
Chapter 7: Driving Interaction
Creating the Setting to Stimulate Engagement
Moving past the what’s-in-it-for-me? mentality
Building a space where people feel comfortable
Inspiring others to pay attention and care
Lighting a fire with hot-button issues
Building engagement by way of inspiration
Providing Additional Incentives for Sharing
Offering freebies and discounts
Holding contests and sweepstakes
Aligning your company with a cause
Part III: Examining the Basic Engagement Tools
Chapter 8: E-mail, Forums, Blogs, and Websites
Creating Social-Powered E-mail Newsletters
Choosing an e-mail marketing tool
Prompting subscribers to become fans
Participating in Online Communities
Forming and growing an online community
Identifying the people you want to reach
Entering conversations effectively
Forming Your Own Groups and Forums
Evaluating the benefits of a custom group
Choosing a group management tool
Building groups in social networks
Enhancing Blogs and Websites for Engagement
Facilitating sharing with social network widgets
Expanding commenting with apps
Building Deeper Relationships on Facebook
Promoting your business page with your personal Timeline
Adding visual elements to draw instant attention
Determining post timing and frequency
Driving traffic to your page with cross-posting
Leveraging the Advanced Features of Facebook
Scheduling posts for the greatest impact
Optimizing your page for search engines
Analyzing Facebook interactions
Engaging in Real-Time via Twitter
Understanding how individuals, brands, and small businesses use Twitter
Conveying who you are on Twitter
Devising a plan to keep up with fast-moving conversations
Making an Impact in the Twitter Stream
Crafting attention-grabbing tweets
Leveraging links to get results
Retweeting and @mentioning others
Being “present” even when you’re not
Increasing Engagement via Twitter Features
Building connections via lists and columns
Getting personal with a direct message (DM)
Attracting more followers with widgets and buttons
Adding Twitter to Facebook (and vice versa)
Part IV: Engaging Through Additional Social Channels
Creating Connections by Incorporating Visual Elements
Preparing your business account
Setting up the right boards for your brand
Pinning to clearly convey your messages
Connecting using pins, repins, likes, and comments
Quantifying the value of Pinterest
Getting Noticed In People’s Pin Feeds
Seeking and pinning winning images
Honing your repinning strategy
Knowing how often and how much to pin
Leveraging Pinterest Features to Increase Engagement
Adding hashtags to attract attention
Getting noticed by tagging others
Running a contest to increase interactions
Inviting participants to group boards
Benefitting from Pinterest Integration
Inspiring others to pin your images
Integrating Pinterest into Facebook Timelines
Integrating Pinterest into Facebook Pages
Setting Up Your LinkedIn Profile
Editing and enhancing your profile
Reaching Out and Connecting with Your Peers
Engaging in reciprocal interactions
Communicating through Your Company Page
Making the most of your Company Page
Stimulating Interactions through Updates
Interacting with others in the feed
Taking Advantage of More LinkedIn Features
Giving and receiving recommendations
Forming and managing a LinkedIn Group
Checking the business benefits
Checking Out the Benefits of Google+
Getting Your Feet Wet on Google+
Building your personal profile
Setting up a Google+ business page
Leveraging long-form publishing
Expanding Your Google+ Engagement
Connecting with groups in Hangouts
Collaborating in Google+ communities
Chapter 14: Location-Based Services
Bridging the Real and Online Worlds with LBS
Checking in to locations to engage others
Tying images to places through geotagging
Doing business with Foursquare
Tapping into the power of Instagram
Linking LBS for integrated posts
Offering deals driven by check-ins
Adding Mobile to Your Engagement Mix
Reaching customers through SMS marketing
Using QR codes for location-based marketing
Creating hybrid online/offline engagement
Part V: Leveraging Audio and Video for Engagement
Chapter 15: Audio and Videocasting
Enhancing Your Marketing with Audio
Using podcasts to build an audience
Publishing audio from a mobile device
Adding audio to your social network
Offering Teleseminars and Webinars
Seeing the benefits of webinars and teleseminars
Choosing between webinars and teleseminars
Getting More out of Multimedia
Engaging with live streaming video
Showing on the go: Mobile video
Using Video to Build Community
Capturing your audience’s attention
Optimizing your YouTube Channel
Maximizing your subscriber base
Interacting with the YouTube community
Producing video content that keeps people watching
Using annotations and thumbnails
Extending Your Reach with Video
Embedding and integrating your videos
Taking advantage of video responses
Chapter 17: Ten Social Media Engagement Mistakes to Avoid
Flying by the Seat of Your Pants
Broadcasting or Sharing Only Your Content
Assuming That Social Media Is Easy
Posting the Same Content Everywhere
Chapter 18: Ten Businesses That Excel at Social Media Engagement
Ramon DeLeon, Marketing Mind behind 6-Store Domino’s Pizza Franchise, Chicago