Index
A
Accel Partners, 30
adapting and evolving your approach to social media, 151–152
advertising in virtual world, shift to, 4
advice to new bloggers
from Danny Devriendt, 193
from Jeff Bullas, 166–167
from Jessica Northey, 185–186
from Lori McNee, 174
from Paul Steele, 178–179
affinity as element required for great social conductors, 137
Amplification score (Klout), 113
Answers (LinkedIn), 39
apps, adding, 33–34
attention as element required for great social conductors, 136
activity ratio, tracking, 158–159
duration, tracking, 155–156
growth, tracking, 157
of key influencers
enthusiasts, focusing on, 115
hobbyists, focusing on, 115
relationship between audience and influencers, 115
timing for connecting with, 115
knowing your, 67
preferences, tracking, 155–156
social conductors, audience as element required for great, 137
viewing your followers as, 8
and YouTube, 53
authenticity in YouTube videos, 53
authority fingerprint, 114
automating Twitter Advanced Search, 97–98
awareness as element required for great
social conductors, 137
B
background
channel customization (YouTube), 50–51
for Twitter, 26–28
Ben & Jerry’s, 14
Best Buy, 151–152
Blogger, 69
blogs
advice to new bloggers
from Danny Devriendt, 193
from Jeff Bullas, 166–167
from Jessica Northey, 185–186
from Lori McNee, 174
from Paul Steele, 178–179
audience, knowing your, 67
brand ambassadors, utilizing staff members as, 67
consumer problems, targeting, 76
content
planning, 71–73
sourcing and building, 73–74
updating, 130
corporate blogs, lack of trust in, 65
customer reviews, writing a blog post of positive, 74
design of, 69
editorial calendar for blog posts, creating, 71
editorial process, 71–73
Facebook, marketing your blog with, 79
goals, determining how blog will support your business, 66
guest posts
contributing, 79
featuring, 79
headlines, 76
horoscope blog, creating a company, 74
The Huffington Post, 64
images, adding, 76
individual blog posts, plan for, 73
interviews, process for, 73
iTunes podcast, reviewing and linking to relevant, 74
likeness factor and, 65
Mashable, 64
nerve center of your community on, 124–125
permissions, process for obtaining necessary, 73
personalized recommendation engines, utilizing, 80
platform for, 69
popular relevant blog post, linking to and expanding or deconstructing, 74
posting, frequency of, 66
profile post on someone relevant to your business, writing, 74
promotion
comments on other blogs, using a strategy for leaving, 79
described, 78
guest posts, featuring and contributing to, 79
reader involvement, methods of encouraging, 76
reinventing, 76
requirements, determining your blogging, 65–66
research, plan for, 73
as resource to your readers, 76
return to your blog, giving your audience a reason to, 76
as sales pitch, 65
templates for, 69
trustworthiness of, 64–65
tweeting your posts, 79
value-added blogging tools
overview, 81
plugins, 81
Really Simple Syndication (RSS), 83–87
tag clouds, 87–88
tags, 87–88
widgets, 82–83
word count limits, determining, 68
Yahoo! Answers, documenting responses to relevant questions on, 74
YouTube video
answering how-to question related to your business, 74
embedding, 88–90
Bluetooth, 112
brand ambassadors
social conductors
affinity as element required for great, 137
attention as element required for great, 136
audience as element required for great, 137
awareness as element required for great, 137
call to action as element required for great, 138
elements required for great, 136–138
key influencers, employing, 139
overview, 134
power users, employing, 139
traffic, maximizing, 134–135
traffic, quality of, 135
traffic, reworking posts and links to keep continued, 139
votes for favorite posts, increasing reader, 138
utilizing staff members as, 67
brand awareness
building, 104
page views on website, tracking, 104
searches for your brand, tracking, 104
tracking, 104
traffic on website, tracking, 104
brand evangelists, 105
change in
necessity for, 127–128
resistance to, overcoming, 129
content, updating, 130
deciding on username to represent your, 45
hyperlinks, updating, 131
keywords, updating, 129
new methods for social media to assist your business, seeking out, 132
online search, checking your relevance with, 131
platform leaders, embracing change to become, 132
profiles, updating, 131
social voice and brand as singular entity, 106–107
tags, updating, 129
traffic, monitoring site, 132
Twitter name incorporating your, 21–22
brand personality. See also brand message
described, 4
importance of, 13
brand window, Facebook as your, 30, 31
brands (badges) platform for Foursquare, 56–57
Bullas, Jeff
about, 164
advice to new bloggers, 166–167
Facebook use, 165
LinkedIn use, 166
name/handle/avatar use, 165
social media benefits, 164
time spent on social media activities by, 168
tips for social media success by, 168
Twitter use, 165
YouTube use, 166
C
calculating Share of Voice (SoV), 102–103
call to action as element required for great social conductors, 138
case studies shown on YouTube, 45
celebrities as key influencers, 109–110, 115
change in brand message
necessity for, 127–128
resistance to, overcoming, 129
channel customization (YouTube)
background image, adding, 50–51
modules, managing, 51–52
settings for, 47–48
steps for, 47–52
theme, selecting channel, 49–50
checkin (Foursquare)
nearby businesses, promotion by, 59
rewards for new checkin customers, 59
color for Twitter, 28
comments
and community, 122
customer, 13–14
feedback comments on YouTube, 44
file, keeping username of relevant comments on, 123
on other blogs, using a strategy for leaving, 79
Comments module (YouTube), 52
communication
immediate, 11
informal, 11
minimal, 11
personal, 11
seamless, 11
short, 11
simple, 11
Communication 2.0 (Zuckerberg), 11
communication armor, 127
community
comments and, 122
content curation, 123
effectiveness of, 126
flexibility in content, need for, 126
as focus group, 124
nerve center of your, 124–125
overview, 121–123
personality of, 125–126
rewarding contributors and visitors, 123
trust and, 123
company information added to Facebook, 32–34
connections (LinkedIn)
described, 38
uses for, 38
consumers. See also audience
blogs used for targeting problems of, 76
trust of consumers and decision making process, 12
content (blog)
planning, 71–73
sourcing and building, 73–74
updating, 130
content curation, 123
core element, determining your, 143
corporate blogs, lack of trust in, 65
credibility as attribute of key influencers, 112
Cross Platform Promotion (CPP)
core element, determining your, 143
defined, 141
incentives, utilizing, 145–146
overview, 142
scheduling, 145
strategy for, 142–143
tools for, 144
two-way conversation with, 143–144
updating to multiple platforms simultaneously, 144
Crowley, Dennis, 55–56
customer bases
influence of, 13–14
unification of, 13–14
customer service shifting into social media, need for, 147–149
feedback, 13–14
reviews, writing a blog post of positive, 74
testimonials on YouTube, 45
customization of Twitter
background, personalizing your, 26–28
color, changing, 28
logo, adding your, 25–26
options for, 25
photo, adding your, 25–26
reasons for, 25
cycle of influence, 111
D
Deragon, Jay, 136
design of blogs, 69
Devriendt, Danny
advice to new bloggers, 193
Facebook use, 192
LinkedIn use, 192
real name use
vs. company/brand name use, 192
social media benefits, 191
time spent on social media activities by, 193
tips for social media success by, 194
Twitter use, 191
YouTube use, 192
discussions in Facebook, 36
distribution of videos on YouTube, 53
Dorsey, Jack, 19–20
E
editorial calendar for blog posts, creating, 71
editorial process for blogs, 71–73
effectiveness of community, 126
email address
for LinkedIn, 39–40
for Twitter, 23
enthusiasts, focusing on, 115
ethics, maintaining online, 150
expert in field, marking yourself as, 53
F
Facebook, 14
brand window, Facebook as your, 30–31
history of, 30
investors, 30
Jet Airways on, 124
marketing your blog with, 79
nerve center of your community on, 125
new features, 30
Pages
apps, adding, 33–34
company information, adding, 32–34
creating, 31–35
described, 31
discussions, using, 36
friends and fans, inviting, 32
image for, 32
logo for, 32
photos, uploading, 33–35
resources for, 36
use of
Danny Devriendt, 192
Jeff Bullas, 165
Jessica Northey, 184
Lori McNee, 173
Paul Steele, 178
Facebook Places, 61
feedback comments on YouTube, 44
FeedBurner, 83–87
file, keeping username of relevant comments on, 123
Finger Candy Media, LLC, 182, 183
first Twitter message, 20
first YouTube video, 52–53
flexibility in content, need for, 126
focus group, community as, 124
followers as audience, viewing, 8
following accounts on Twitter, 23–25
Footprint, 155
Ford Fiesta Project, 152
Foursquare, 145
brands (badges) platform for, 56–57
checkin
nearby businesses, promotion by, 59
rewards for new checkin customers, 59
described, 56–57
history of, 56
Mayor, rewarding, 59–60
recommendations, offering discounts for, 59–60
sponsoring badges on, 61
types of businesses using, 56
venue/merchant platform for, 56–57
frequency of posting of key influencers, 112
friends and contacts on Twitter, finding and following, 23–24
friends and fans, inviting to Facebook, 32
Friends module (YouTube), 52
G
Gabler, Neal, 11
Geiger, Chuck, 182
global audience for local event with YouTube, 44
global communication, history of, 10
Global Digital Council, 7
goals, determining how blog will support your business, 66
Google AdWords Keywords Tool, 129
Google Alerts
overview, 95–96
refining search, 96
Google Analytics Advanced Segments, 158–159
Google Calendar, 71
Google Inc. purchase of YouTube, 44
Google Tag Clouds, 88
Google Universal Search, 44
Gore, Al, 110
Gratton, Dean Anthony, 112
Gratton, Sarah-Jayne, 127
Greylock Partners, 30
Groups (LinkedIn), 39
guest posts on blogs
contributing, 79
featuring, 79
guidelines for YouTube, 53
H
Habitat, 150
handle (username)
brand message, representing, 45
for Twitter, 20–22
for YouTube, 45–46
hashtags (Twitter), 150
headlines for blogs, 76
heliade.net, 8
history of global communication, Facebook, 30
Foursquare, 56
LinkedIn, 38
overview, 10
Twitter, 20
YouTube, 44
hobbyists, focusing on, 115
Hoffman, Reid, 38
Hootsuite, 144
horoscope blog, creating a company, 74
The Huffington Post, 64
hyperlinks, updating, 131
I
images
for blogs, 76
for Pages (Facebook), 32
for Twitter, 26–27
for YouTube, 50–51
immediate communication, 11
iMovie, 52
incentives
and Cross Platform Promotion (CPP), 145–146
for viewers to upload videos about your products and services on YouTube, 53
individual blog posts, plan for, 73
influence of customer base, 13–14
informal communication, 11
interactive marketplace
listening
with Google Alerts, 96
with NutshellMail, 99–100
overview, 95–96
with Technorati, 99
tools for, 95–100
with Twitter Advanced Search, 96–98
monologue-based marketing compared, 95
overview, 93–94
interviews, process for, 73
investors in Facebook, 30
iTunes podcast, reviewing and linking to relevant, 74
J
Jet Airways, 124
K
key influencers
Amplification score (Klout), 113
audience of
enthusiasts, focusing on, 115
hobbyists, focusing on, 115
relationship between audience and influencers, 115
timing for connecting with, 115
credibility as attribute of, 112
employing, 139
finding, 112–115
frequency of posting of, 112
Klout scores, 113–114
Network score (Klout), 113
overview, 111
PeerIndex, 114–115
platform leaders as, 112
qualities of, 111
True Reach (Klout), 113
keywords, updating, 129
Khaldun, Ibn, 10
Klout, 155
Klout scores, 113–114
Korean BBQ Taco Truck, 22
L
likeness factor, 65
Answers, 39
described, 38
uses for, 38
creating a profile, 39–42
email address for, 39–40
Groups, 39
history of, 38
overview, 38
password for, 39
purpose of, 38
recommendations on, 41
searching for contacts on, 40
signing up for, 39–42
upgrading, 42
use of
Danny Devriendt, 192
Jeff Bullas, 166
Paul Steele, 178
listening
with Google Alerts, 96
importance of, 14
with NutshellMail, 99–100
overview, 95–96
with Technorati, 99
tools for, 95–100
with Twitter Advanced Search, 96–98
living organism, society as, 10
logo
for Pages (Facebook), 32
on Twitter
adding to your profile, 25–26
as background image, 2001–27
M
Mashable, 64
Mayor on Foursquare, rewarding, 59–60
McNee, Lori
advice to new bloggers, 174
Facebook use, 173
name/handle/avatar use, 172–173
social media benefits, 171
tips for social media success by, 174
Twitter use, 171–172
YouTube use, 173
metrics
activity, 151
audience
activity ratio, tracking, 158–159
duration and preferences, tracking, 155–156
growth, tracking, 157
brand awareness
page views on website, tracking, 104
searches for your brand, tracking, 104
tracking, 104
traffic on website, tracking, 104
interaction, 151
returns, 151
Share of Voice (SoV), tracking, 159
traffic-driving sources, tracking your, 155
utilizing for survival in social media, 151
Microsoft as Facebook investor, 30
minimal communication, 11
mission statement, 4
monitoring Share of Voice (SoV), 102–103
monologue-based marketing, 95
N
Narcissistic Personality Disorder (NPD), 117–118
negative feedback, paying attention to, 119–120
nerve center of your community, 124–125
Network score (Klout), 113
new features in Facebook, 30
new methods for social media to assist your business, seeking out, 132
“Next generation of communication” (Zuckerberg), 11
Northey, Jessica
advice to new bloggers, 185–186
Facebook use, 184
real name use vs. company/brand name use, 183–184
social media benefits, 183
time spent on social media activities by, 186
tips for providing good social media content, 184
tips for social media success by, 186–187
Twitter use, 183
YouTube use, 184–185
NutShellMail, 99–100
O
online search, checking your relevance with, 131
OpenTracker, 155
P
page views on website, tracking, 104
Pages (Facebook)
apps, adding, 33–34
company information, adding, 32–34
creating, 31–35
described, 31
discussions, using, 36
friends and fans, inviting, 32
image for, 32
logo for, 32
photos, uploading, 33–35
resources for, 36
passions and talents, building an effective online presence by promoting your, 8
password
for LinkedIn, 39
for Twitter, 23
Pepsi Refresh social media campaign, 136
permissions, process for obtaining necessary, 73
personal communication, 11
personality, brand. See brand personality
personality of community, 125–126
personalized recommendation engines, utilizing, 80
photos
Pages (Facebook), uploading to, 33–35
Twitter, adding your photo to, 25–26
Pinnacle Studio, 52
platform for blogs, 69
platform leaders
change embraced to become, 132
as key influencers, 112
plugins
overview, 81
widgets compared, 81
popular relevant blog post, linking to and expanding or deconstructing, 74
Posterous, 69
posting on blogs, frequency of, 66
Power Director (Cyberlink), 52
power users, employing, 139
product reviews on YouTube, 45
profile
on LinkedIn, 39–42
updating, 131
profile post on someone relevant to your business, writing, 74
promotion of blogs
comments on other blogs, using a strategy for leaving, 79
described, 78
guest posts, featuring and contributing to, 79
purchasing and trust and decision making process, 12
Q
qualities of key influencers, 111
question-and-answer videos on YouTube, 53
R
Radian6, 159
reader involvement, methods of encouraging, 76
real name use vs. company/brand name use
Danny Devriendt, 192
Jessica Northey, 183–184
Really Simple Syndication (RSS)
with Google, 83–87
overview, 83–87
setting up, 83–87
for Twitter Advanced Search, 97–98
Recent Activity module (YouTube), 52
recommendations
on Foursquare, offering discounts for, 59–60
on LinkedIn, 41
refining search, 96
reinventing blogs, 76
relationship between audience and influencers, 115
requirements, determining your blogging, 65–66
research, plan for, 73
resource to your readers, blogs as, 76
return, giving your blog audience a reason to, 76
rewarding contributors and visitors, 123
Right Now, 149
S
sales pitch, blogs as, 65
scheduling Cross Platform Promotion (CPP), 145
seamless communication, 11
Search Engine Optimization (SEO) tools, 131
search engines, 130
searches for your brand, tracking, 104
searching
for contacts on LinkedIn, 40
friends and contacts, 23–24
key influencers, 112–115
sources of interest, 23
on Twitter, 23–25
Selvadurai, Naveen, 56
brand awareness
building, 104
tracking, 104
brand evangelists, 105
calculating, 102–103
monitoring, 102–103
overview, 102
signs of engagement, 105
social voice and brand as singular entity, 106–107
trends, spotting and optimizing, 106
shopkick, 151–152
short communication, 11
Short Message Service (SMS), 20
signing up
for LinkedIn, 39–42
for Twitter, 20–25
for YouTube, 45–46
signs of engagement, 105
simple communication, 11
simplicity in videos on YouTube, preference for, 53
slide shows and demonstrations used as your first YouTube video, existing company, 52–53
social capital, 114
social conductors
affinity as element required for great, 137
attention as element required for great, 136
audience as element required for great, 137
awareness as element required for great, 137
call to action as element required for great, 138
elements required for great, 136–138
key influencers, employing, 139
overview, 134
power users, employing, 139
votes for favorite posts, increasing reader, 138
social media
benefits of
Danny Devriendt, 191
Jeff Bullas, 164
Jessica Northey, 183
Lori McNee, 171
Paul Steele, 177
value of, 8
social media narcissism
dealing with, 120
overview, 117–120
recognizing, 120
Social Mention, 159
social voice and brand as singular entity, 106–107
society
Ibn Khaldun’s concept of, 10
as living organism, 10
Sony Vegas Movie Studio, 52
sources of interest on Twitter, finding, 23
South by Southwest (SXSW) festival, 20
SoV. See Share of Voice (SoV)
spamming tweets, 150
Sphinn, 138
sponsoring badges on Foursquare, 61
Sprout Social, 155
Steele, Paul
about, 176–177
advice to new bloggers, 178–179
Facebook use, 178
LinkedIn use, 178
name/handle/avatar use, 178
social media benefits, 177
time spent on social media activities by, 179
tips for social media success by, 179
Twitter use, 177
YouTube use, 178
strategy for Cross Platform Promotion (CPP), 142–143
submit tools, 135
Subscribers module (YouTube), 52
Subscriptions module (YouTube), 52
success with social media
audience activity ratio, tracking, 158–159
audience duration and preferences, tracking, 155–156
audience growth, tracking, 157
overview, 153–154
Share of Voice (SoV), tracking, 159
traffic-driving sources, tracking your, 155
Suggested Users list (Twitter), 110
survival in social media
adapting and evolving your approach to social media, 151–152
Cross Platform Promotion (CPP), utilizing, 149
customer service shifting into social media, need for, 147–149
ethics, maintaining online, 150
metrics
activity, 151
interaction, 151
returns, 151
utilizing, 151
T
tag clouds, 87–88
tags
creating, 88
overview, 87–88
updating, 129
talents, building an effective online presence by promoting your, 8
Technorati, 99
templates for blogs, 69
theme, selecting YouTube channel, 49–50
Thiel, Peter, 30
time spent on social media activities
Danny Devriendt, 193
Jeff Bullas, 168
Jessica Northey, 186
Paul Steele, 179
timing for connecting with audience of key influencers, 115
tips for social media success
Danny Devriendt, 194
Jeff Bullas, 168
Jessica Northey, 186–187
Lori McNee, 174
Paul Steele, 179
tools for Cross Platform Promotion (CPP), 144
traffic
maximizing, 134–135
monitoring site, 132
quality of, 135
reworking posts and links to keep continued, 139
tracking, 104
traffic-driving sources, tracking your, 155
trend explorers, 15
trends, spotting and optimizing, 106
True Reach (Klout), 113
trust
and community, 123
overview, 12
trustworthiness of blogs, 64–65
Tumblr, 69
Tweepi, 158
TweetDeck, 144
tweeting your posts, 79
brand, having your Twitter name incorporate your, 20–22
creating a Twitter account, 20–25
customizing your profile
background, images for, 26–27
background, personalizing your, 26–28
color, changing, 28
logo, adding your, 25–26
options for, 25
photo, adding your, 25–26
reasons for, 25
email address for, 23
first Twitter message, 20
following accounts on, 23–25
friends and contacts on, finding and following, 23–24
hashtags, 150
history of, 20
Jet Airways on, 124
naming, 19
nerve center of your community on, 125
password, 23
searching on, 24–25
signing up for, 20–25
sources of interest, finding, 23
spamming tweets, 150
Suggested Users list, 110
Twitter Advanced Search
automating, 97–98
overview, 96–98
RSS feed for, 97–98
Twitter use
Danny Devriendt, 191
Jeff Bullas, 165
Jessica Northey, 183
Lori McNee, 171–172
Paul Steele, 177
two-way conversation with Cross Platform Promotion (CPP), 143–144
TypePad, 69
U
unification of customer bases, 13–14
updating to multiple platforms simultaneously, 144
username (handle)
brand message, representing, 45
for Twitter, 20–22
for YouTube, 45–46
V
value of social media, 8
value-added blogging tools
overview, 81
plugins, 81
Really Simple Syndication (RSS), 83–87
tag clouds, 87–88
tags, 87–88
widgets, 82–83
venue/merchant platform for Foursquare, 56–57
video tutorials on YouTube, 44
video-editing software, using, 52
videos
authenticity in, 53
in blogs
answering how-to question related to your business, 74
embedding, 88–90
customizing your display of, 54
distribution of, 53
first YouTube video, 52–53
incentives for viewers to upload videos about your products and services, creating, 53
length of, 53
question-and-answer, 53
simplicity in videos, preference for, 53
slide shows and demonstrations used as your first YouTube video, existing company, 52–53
software for editing, 52
tutorials, 44
virtual world, shift in advertising to, 4
votes for favorite posts, increasing reader, 138
W
W3Counter, 155
widgets
moving, 83
overview, 82–83
plugins compared, 81
selecting, 82
Widgets directory (WordPress), 82–83
Winfrey, Oprah, 10
word count limits, determining, 68
WordPress
described, 69
Widgets directory, 82–83
WordTracker, 129
Y
Yahoo! Answers, documenting responses to relevant questions on, 74
Yelp, 61
YouTube
audience, connection to, 53
authenticity in videos, 53
blogs
answering how-to question related to your business, 74
embedding video, 88–90
brand, deciding on username to represent your, 45
case studies shown on, 45
channel customization
background image, adding, 50–51
modules, managing, 51–52
settings for, 47–48
steps for, 47–52
theme, selecting channel, 49–50
customer testimonials, 45
described, 44
distribution of videos, 53
expert in field, marking yourself as, 53
feedback comments through, 44
first YouTube video, 52–53
global audience for local event with, 44
guidelines for, 53
history of, 44
incentives for viewers to upload videos about your products and services, creating, 53
length of videos for, 53
product reviews, 45
question-and-answer videos, 53
signing up for, 45–46
simplicity in videos, preference for, 53
slide shows and demonstrations used as your first YouTube video, existing company, 52–53
use of
Danny Devriendt, 192
Jeff Bullas, 166
Jessica Northey, 184–185
Lori McNee, 173
Paul Steele, 178
username for, 45–46
uses for, 44–45
video tutorials on, 44
video-editing software, using, 52
videos and playlists, customizing your display of, 54
Z
“The Zuckerberg Revolution” (Gabler), 11