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by Dave Evans
Social Media Marketing: An Hour a Day, Second Edition
Cover
Praise
Title Page
Credits
Copyright
Publisher's Note
Dedication
Acknowledgments
About the Author
Foreword
Introduction
How to Use This Book
Disclosure
Part I The Foundation of Social Media
Chapter 1: Backlash
The Early Social Networks
The Pushback Begins
The Backlash: Measured and Formalized
The Main Points
Chapter 2: The Marketer’s Dilemma
The Roots of Avoidance
Early Online Word of Mouth
The Social Web Blooms
Nielsen Adds Social Metrics
The Main Points
Chapter 3: What Is Social Media?
Social Media Defined
Social Media and Marketing
Social Media as a Guidepost
The Elements of Social Media
The Main Points
Part II Month 1: Prepare for Social Marketing
Chapter 4: Week 1: Web 2.0, The Social Web
Social Networks: The Power of the Collective
Social Media Begins Here
Week 1: Engaging with Social Media
The Main Points
Chapter 5: Week 2: The Social Feedback Cycle
Social Media in Marketing
Consideration and the Purchase Funnel
Consumer-Generated Media
Create Your Social Feedback Cycle
The Main Points
Chapter 6: Week 3: Touchpoint Analysis
Touchpoints and the Social Web
Identifying Touchpoints
Quantifying Touchpoints
The Main Points
Chapter 7: Week 4: Influence and Measurement
Influence and the Social Web
Quantifying the Conversation
The Main Points
Part III Month 2: Social Media Channels
Chapter 8: Week 1: Build a Social Media Campaign
How Is Social Media Different?
Quantifying the Social Feedback Cycle
The Main Points
Chapter 9: Week 2: Social Platforms
Building Social Networks
The Main Points
Chapter 10: Week 3: Social Content—Text, Photos, Audio, and Video
Advertising and the Social Web
The Main Points
Chapter 11: Week 4: Social Content—Ratings, Reviews, and Recommendations
Marketplace Conversations
Building Consensus
The Main Points
Chapter 12: Week 5: Social Interactions
Connecting the Dots
Managing Social Information
The Main Points
Part IV Month 3: Complete Your Plan
Chapter 13: Week 1: Objectives, Metrics, and ROI
The Basis for Social Media Metrics
Choosing Social Media Metrics
Real-World Connections
Planning for Measurement
The Main Points
Chapter 14: Week 2: Present Your Social Media Plan
Create Your Plan
The Main Points
Appendix A: Worksheets
Chapters 4–7
Chapters 8–12
Chapters 13 & 14
Appendix B: Additional Social Media Resources
Industry Experts
Industry Blogs and Resources
Agencies and Social Media Practitioners
Social Networks and Services
Metrics Platforms and Listeners
Index
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