Index

Approval-seekers, 19

Blogging, 11, 54–56

Brand development, 77

Brand indicators, 88

Broadcast message, 154–155

CEO blog, 55

CGC. See Consumer generated content

CGM. See Consumer generated media

Changelings, 18

Collaboration, 154

Commercial blogs, 55–56

Consumer generated content (CGC), 10

Consumer generated media (CGM), 10

Consumer Review Fairness Act, 93

Consumer reviews, 56–62

Content marketing, 52–53

Creative outlet, 154

Culture, 93–99

Customer care/service/support, 78

Customized message, 154–155

Deniers, 18

Digital marketing, 73

Digital social media, 2–8

Dippers, 18

Director blog, 55

Earned media, 53–54

Echo chambers, 149

e-fluencers. See Influencers

Electronic word-of-mouth (eWOM), 17

Ethnography, 91

Event blog, 55

eWOM. See Electronic word-of-mouth

Feedback, 56–62

Financial indicators, 89

Ghosts, 18

Go Fun Yourself campaign, 36

Harvard Business Review journal, 35

Image messages, 67

Influencer identification tools, 89

Influencers, 49–52

Information bubbles, 149

Informers, 18

Legal issues, 92–93

Lurkers, 18

Me-too followers, 153

Natural Environment Research Council (NERC), 128

NERC. See Natural Environment Research Council

Netnography, 91

New York Post, 140

Online advertising, 41

Online communities, 62–65

and social networks, 8–9

OOHA. See Out-of-home advertising

Open graph, 15

Operational issues

grammar and spelling, 107

management and staff, 101–105

shop-floor operations, 105–106

suitability, 106–107

third party platforms, 109–113

Out-of-home advertising (OOHA), 40

Owned media, 53–54

Paid media, 53–54

Participation, 16

Peacocks, 18

Pew Research Center, 22–23, 25, 29

Positivism, 94

Press releases, 56

Proactive service and support, 68–69

Product blog, 55

Programmatic network advertising, 41

Promotional blog, 56

Psychological motivation, 16

Quizzers, 18

Ranters, 18

Reactive service and support, 69

Return on investment (ROI), 80–85

Revenue generation, 77

Right brand and product, 115–125

Right culture, 136–143

Right implementation, 125–136

ROI. See Return on investment

Segmentation model, 150

Self-media, 154

Social graph, 15

Social hosting, 69–70

Social listening, 90–91

Social media

categories, 7–8

common types, 5

constituent parts, 7

consumers, 31

definitions of, 4

digital, 2–8

four levels of content, 6

participation, 16

personas, 18–19

psychological motivation, 16

reasons for, 13–20

users in, 30

Social media calendar, 107–108

Social media cloud, 21–22

Social media marketing

in advertising, 40–41

dark message, 44–46

description of, 39–42

examples of, 43–44

right brand and product, 115–125

right culture, 136–143

right implementation, 125–136

Thinkbox research, 42

in traditional marketing, 43

X-factor feedback, 115

Social media marketing mix, 154

Social media marketing models

blogging, 54–56

consumer reviews, 56–62

content marketing, 52–53

earned media, 53–54

feedback, 56–62

influencers, 49–52

online communities, 62–65

owned media, 53–54

paid media, 53–54

social networking, 62–65

social service and support, 68–69

social sharing, 65–68

viral marketing, 46–49

Social media matrix, 19

Social media metrics, 87

Social media monitoring tools, 89

Social media sites, 20–21

organizations, brands/products, 30–38

Social networking, 62–65

online communities and, 8–9

Social proof, 17

Social service and support, 68–69

Social sharing, 65–68

Social sharing, 9

Social site-specific tools, 89

Social voice, 107

Sprout Social Index, 32

Strategic social media marketing

culture impact, 93–99

legal issues impact, 92–93

measure and monitor, 85–92

objectives of, 76–80

overview of, 71–76

return on investment, 80–85

Technorati Media, 31

Textual messages, 67

Third party platforms

description of, 109–110

drawbacks in using, 110–113

reasons for using, 110

UGC. See User generated content

Ultras, 18

User generated content (UGC), 10–11

Video messages, 67–68

Viral marketing, 46–49

Virgins, 18

Website analytics tools, 89

Window shoppers, 153

Word-of-mouth marketing, 46–47

X-factor feedback, 115