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Book 9: Measuring Results and Building on Success
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Book 9: Measuring Results and Building on Success
by
Social Media Marketing All-in-One For Dummies, 5th Edition
Cover
Title Page
Copyright
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Book 1: The Social Media Mix
Chapter 1: Making the Business Case for Social Media
Making Your Social Debut
Defining Social Media Marketing
Understanding the Benefits of Social Media
Understanding the Cons of Social Media
Integrating Social Media into Your Overall Marketing Effort
Developing a Strategic Social Media Marketing Plan
Chapter 2: Tallying the Bottom Line
Preparing to Calculate Return on Investment
Accounting for Customers Acquired Online
Establishing Key Performance Indicators for Sales
Tracking Leads
Understanding Other Common Business Metrics
Determining Return on Investment
Chapter 3: Plotting Your Social Media Marketing Strategy
Locating Your Target Market Online
Segmenting Your B2C Market
Researching B2B Markets
Conducting Other Types of Market Research Online
Setting Up Your Social Media Marketing Plan
Chapter 4: Managing Your Cybersocial Campaign
Managing Your Social Media Schedule
Building Your Social Media Marketing Dream Team
Creating a Social Media Marketing Policy
Staying on the Right Side of the Law
Protecting Your Brand Reputation
Book 2: Cybersocial Tools
Chapter 1: Discovering Helpful Tech Tools
Keeping Track of the Social Media Scene
Saving Time with Content-Distribution Tools
Alternative Content-Distribution Services
Snipping Ugly URLs
Using E-Commerce Tools for Social Sites
Keeping Your Ear to the Social Ground
Measuring the Buzz by Type of Service
Chapter 2: Leveraging SEO for Improved Visibility
Making the Statistical Case for SEO
Thinking Tactically and Practically
Focusing on the Top Search Engines
Knowing the Importance of Search Phrases
Maximizing Metatag Muscle
Optimizing Your Site and Content for Search Engines
Chapter 3: Optimizing Social Media for Internal and External Searches
Placing Search Terms on Social Media
Optimizing Blogs
Optimizing Images, Video, and Podcasts
Optimizing Specific Social Media Platforms
Optimizing for Mobile Search
Gaining Visibility in Real-Time Search
Gaining Traction on Google with Social Media
Monitoring Your Search Engine Ranking
Chapter 4: Using Social Bookmarks, News, and Share Buttons
Bookmarking Your Way to Traffic
Sharing the News
Benefiting from Social Bookmarks and News Services
Researching a Social Bookmark and Social News Campaign
Submitting to Bookmarking Services
Submitting to Social News Services
Using Application-Specific Bookmarks
Timing Your Submissions
Encouraging Others to Bookmark or Rate Your Site
Using Social Media Buttons
Book 3: Content Marketing
Chapter 1: Growing Your Brand with Content
Introducing Content Marketing
Determining the Best Content Platform for Your Needs
Selling Your Brand through Content Marketing
Making Your Content Stand Out
Chapter 2: Exploring Content-Marketing Platforms
Building a Blog
Using Podcasts and Video on Your Blog or Website
Sharing Images
Using Social Media Platforms for Online Content
Guest Blogging to Grow Awareness and Expertise
Chapter 3: Developing a Content-Marketing Strategy
Determining Content Goals
Putting a Strategy on Paper
Chapter 4: Getting Your Content to the Masses
Creating an Editorial Calendar to Keep Content Flowing
Finding the Right Mix between Evergreen and Timely Content
Executing Your Content Strategy
Sharing Your Content with the Public
Measuring the Success of Your Content Strategy
Book 4: Twitter
Chapter 1: Using Twitter as a Marketing Tool
Deciding Whether Twitter Is Right for You
Communicating in 280 Characters
Promoting without Seeming like You’re Promoting
Researching Other Brands on Twitter
Knowing Quality Is More Important than Quantity
Chapter 2: Using Twitter as a Networking Tool
Finding the Right People to Follow
Finding the Right Topics to Follow
Finding Out Who Is Talking about You on Twitter
Responding to Tweets
Searching on Twitter
Filtering Search Results
Tweeting like a Pro
Sharing on Twitter
Following the Twitter Rules of Etiquette
Chapter 3: Finding the Right Twitter Tools
Customizing Your Twitter Profile Page
Pinning Tweets
Embedding Tweets
Using a Twitter Application
Chapter 4: Social Listening with Twitter
Using Twitter to Listen to Your Customers
Chapter 5: Hosting Twitter Chat
Benefiting from Twitter Chats
Finding a Hashtag for Your Chat
Keeping Track of Who Says What
Finding Guests for Your Twitter Chat
Promoting Your Twitter Chat
Hosting Your Twitter Chat
Following Twitter Chat Best Practices
Book 5: Facebook
Chapter 1: Using Facebook as a Marketing Tool
Understanding the Appeal of Brands on Facebook
Branding with Facebook Pages
Examining the Components of a Facebook Page
Making the Most of Your Facebook Page
Understanding Your Facebook Administrative Functions
Filling Out What You’re About
Using a Custom Username for Your Page
Inviting People to Join Your Community
Liking Other Brands
Creating Facebook Events
Chapter 2: Creating and Sharing Content on Facebook
Creating a Facebook Content Strategy
Sharing Your Brand’s Story
Creating Content That Sings
Sharing and Being Shared
Bringing Your Community into the Mix
Making Connections with Facebook Groups
Learning through Insights
Chapter 3: Advertising and Selling on Facebook
Reaching More Fans with Ads
Measuring Your Ad’s ROI
Selling on Facebook
Chapter 4: Streaming Live Video on Facebook
Understanding the Benefits of Live Streaming
Setting Up Your Live Stream
Engaging with Your Community via Facebook Live
Brainstorming Ideas for Live Videos
Book 6: LinkedIn
Chapter 1: Promoting Yourself with LinkedIn
Exploring the Benefits of Using LinkedIn
Creating an Online Resume
Understanding Recommendations and Endorsements
Using LinkedIn Messages
Chapter 2: Promoting Your Business with LinkedIn
Exploring the Benefits of a LinkedIn Page
Selling and Promoting with LinkedIn Showcase Pages
Benefitting from LinkedIn Groups
Chapter 3: Using LinkedIn as a Content Platform
Blogging on LinkedIn
Promoting Your LinkedIn Articles
Posting Content on LinkedIn Pages
Book 7: Getting Visual
Chapter 1: Pinning Down Pinterest
Understanding Pinterest
Getting Started
Joining Pinterest
Getting on Board
Pinning on Pinterest
Following on Pinterest
Sharing on Pinterest
Driving Traffic with Pinterest
Building Your Pinterest Community
Using Tools for Pinterest Marketing
Chapter 2: Snapchatting It Up!
Setting Up a General Snapchat Account
Taking Your First Snap
Telling Your Snapchat Story
Chapter 3: Getting Started with Instagram
Promoting Your Brand on Instagram
Creating and Using Your Instagram Account
Determining What Is Photo-Worthy for Your Brand
Using Hashtags in Your Instagram Posts
Using Instagram Stories
Going Live with Instagram Live
Chapter 4: TikTok(ing) Around the Clock
Using TikTok for Brand Promotion
Creating and Personalizing Your TikTok Account
Determining What Videos You Should Create
Chapter 5: Watching and Listening: Videos, Podcasts, and Your Brand
Deciding if Video and Podcasts Are Right for You
Determining What Content to Create
Getting Set Up with Equipment
Creating Your Content
Publishing Your Content
Book 8: Other Social Media Marketing Sites
Chapter 1: Weighing the Business Benefits of Minor Social Sites
Reviewing Your Goals
Researching Minor Social Networks
Assessing the Involvement of Your Target Audience
Choosing Social Sites Strategically
Chapter 2: Maximizing Stratified Social Communities
Making a Bigger Splash on a Smaller Site
Taking Networking to the Next Level
Selecting Social Networks by Vertical Industry Sector
Selecting Social Networks by Demographics
Selecting Social Networks by Activity Type
Finding Yourself in the Real World with Geomarketing
Spacing Out with Twitter
Finding Your Business on Facebook
Making Real Connections in Meetup
Making Deals on Social Media
Setting Terms for Your Coupon Campaign
Digging into Groupon
Diversifying Your Daily Deals
Chapter 3: Profiting from Mid-Size Social Media Channels
Deciding Whether to Invest Your Time
Entertaining Your Audience with Streaming Content
Turning Up New Prospects with Tumblr
Promoting Video with Vimeo
Chapter 4: Integrating Social Media
Thinking Strategically about Social Media Integration
Integrating Social Media with E-Newsletters
Integrating Social Media with Press Releases
Integrating Social Media with Your Website
Chapter 5: Advertising on Social Media
Integrating Social Media with Paid Advertising
Advertising on Facebook and Instagram
Advertising on Twitter
Advertising on LinkedIn
Targeting Your LinkedIn Ads
Advertising on Pinterest
Advertising on YouTube
Advertising on Snapchat
Advertising on TikTok
Interfacing with Influencers
Book 9: Measuring Results and Building on Success
Chapter 1: Delving into Data
Planning a Measurement Strategy
Selecting Analytics Packages
Getting Started with Google Analytics
Integrating Google’s Social Media Analytics
Chapter 2: Analyzing Content-Sharing Metrics
Measuring the Effectiveness of Content Sharing with Standard Analytics
Evaluating Blog-Specific Metrics
Visualizing Video Success
Understanding Podcast Metrics
Measuring Your Results from Pinterest
Comparing Hard and Soft Costs versus Income
Chapter 3: Analyzing Twitter Metrics
Tracking Website Referrals with Google Analytics
Tracking Shortened Links
Using Twitter Analytics
Using TweetDeck
Using Third-Party Twitter Analytics Applications
Tracking Account Activity with the Notifications Tab
Using the Hashtag as a Measurement Mechanism
Calculating the Twitter Follower-to-Following Ratio
Chapter 4: Analyzing Facebook Metrics
Monitoring Facebook Interaction with Insights
Using Page Insights
Exploring the Insights Overview and Detail Pages
Chapter 5: Measuring Other Social Media Networks
Plugging into Social Media
Measuring LinkedIn Success
Exploring Instagram Insights
Chapter 6: Comparing Metrics from Different Marketing Techniques
Establishing Key Performance Indicators
Comparing Metrics across Social Media
Integrating Social Media with Web Metrics
Using Advertising Metrics to Compare Social Media with Other Types of Marketing
Juxtaposing Social Media Metrics with Other Online Marketing
Contrasting Word-of-Web with Word-of-Mouth
Chapter 7: Making Decisions by the Numbers
Using Metrics to Make Decisions
Knowing When to Hold and When to Fold
Diagnosing Problems with Social Media Campaigns
Fixing Problems
Adjusting to Reality
Index
About the Authors
Connect with Dummies
End User License Agreement
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Chapter 5: Advertising on Social Media
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Chapter 1: Delving into Data
Book 9
Measuring Results and Building on Success
Contents at a Glance
Chapter 1: Delving into Data
Planning a Measurement Strategy
Selecting Analytics Packages
Getting Started with Google Analytics
Integrating Google’s Social Media Analytics
Chapter 2: Analyzing Content-Sharing Metrics
Measuring the Effectiveness of Content Sharing with Standard Analytics
Evaluating Blog-Specific Metrics
Visualizing Video Success
Understanding Podcast Metrics
Measuring Your Results from Pinterest
Comparing Hard and Soft Costs versus Income
Chapter 3: Analyzing Twitter Metrics
Tracking Website Referrals with Google Analytics
Tracking Shortened Links
Using Twitter Analytics
Using TweetDeck
Using Third-Party Twitter Analytics Applications
Tracking Account Activity with the Notifications Tab
Using the Hashtag as a Measurement Mechanism
Calculating the Twitter Follower-to-Following Ratio
Chapter 4: Analyzing Facebook Metrics
Monitoring Facebook Interaction with Insights
Using Page Insights
Exploring the Insights Overview and Detail Pages
Chapter 5: Measuring Other Social Media Networks
Plugging into Social Media
Measuring LinkedIn Success
Exploring Instagram Insights
Chapter 6: Comparing Metrics from Different Marketing Techniques
Establishing Key Performance Indicators
Comparing Metrics across Social Media
Integrating Social Media with Web Metrics
Using Advertising Metrics to Compare Social Media with Other Types of Marketing
Juxtaposing Social Media Metrics with Other Online Marketing
Contrasting Word-of-Web with Word-of-Mouth
Chapter 7: Making Decisions by the Numbers
Using Metrics to Make Decisions
Knowing When to Hold and When to Fold
Diagnosing Problems with Social Media Campaigns
Fixing Problems
Adjusting to Reality
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