Table of Contents
What You Will Find in This Book
1 Welcome to the Big Wide Social Media Stage
A Shift in Worlds That Works for You
It All Starts with Personality
A Sneak Peek at What’s to Come
The Whole Social Media World’s a Stage
2 The Changing Social Landscape of Communication
The Zuckerberg Revolution: Communication 2.0
Put Away the Megaphone and Put On Your Thinking Cap
There’s No One Size Fits All in Social Media
From Scattered to Unified Customer Bases
II Social Media Networking Basics
3 Twitter: 140 Characters to Success
Getting Started: Creating a Great Twitter Account
Customizing Your Twitter Profile
Adding Your Logo or Photo to Your Profile
4 Facebook Pages: The Public Face of Your Brand
A Constant Flow of New Features
5 LinkedIn: Adding Your Link to the Chain of Success
Basic Rules for YouTube Success
Customizing Your Display of Videos and Playlists
7 Foursquare: Putting Your Brand on the Map
What Makes Foursquare Different?
Getting Started with Foursquare
How to Get the Best Out of Foursquare
8 Blogging Your Way to Business Success
Using Your Head and Your Resources
What Do You Want to Gain from Your Blog?
Who Are Your Brand Ambassadors?
Sourcing and Building Great and Original Content
9 The Secrets to a Successful Blog
Remember It’s a Two-way Street
Keep Consumer Problems in Mind
A Picture Paints a Thousand Words
Reinvention Is the Key to Longevity
How to Presell Your Blog Content
Feature and Contribute Guest Posts
Use Personalized Recommendation Engines
Embedding a YouTube Video into Your Blog
III The 10-Step Method to Building a Fast and Effective Online Presence
10 Step 1: Listen First, Engage Second
Monologue Versus Interactive Communication
Organizing Your Findings for Maximum Benefit
11 Step 2: Understand and Build Your Social Media Voice
Understanding Share of Voice and Sentiment
Spotting and Optimizing Trends
Brand Versus Social Voice: Making Them One and the Same
12 Step 3: It’s Who You Know—Finding and Attracting the Influencers
Key Factors to Help You Identify Influencers Important to You
Enthusiasts Rather Than Celebrities
Attracting Engagement for Long-Term Social Media Success
13 Step 4: Don’t Get Too Big for Your Social Media Boots!
Dealing with Social Media Narcissists
14 Step 5: Instilling a Sense of Community
Discovering the Nerve Center of Your Community
Let It Develop Its Own Personality
15 Step 6: Do You Need a Brand Makeover?
Embracing Change in Social Media
Keep Your Keywords and Tags Up-to-Date
Rediscover Your Relevance with an Online Search
Don’t Be Afraid to Try Something New
16 Step 7: Become a Social Conductor
So, What Is a Social Conductor, Exactly?
How to Conduct Your Social Media Traffic
The Five Elements That Make a Great Social Conductor
How Long Will the Traffic Last?
17 Step 8: Introducing Cross Platform Promotion
Planning a CPP Schedule for Success
Using CPP to Create a Response Buzz
18 Step 9: Social Media Darwinism—Survival of the Fittest
Shifting Customer Service into Social Media
Offering Cross Platform Choice
Utilizing Social Media Metrics
19 Step 10: Knowing You’ve Made It and Measuring Your Success
How to Get a High-Definition Picture of Your Success to Date
Find Your Elite Social Drivers
Track Audience Duration and Discover Their Preferences
Monitor Your Audience Activity Ratio
Don’t Forget Your Share of Voice
Expert Answers to Key Social Media Questions
How Has Social Media Benefited Your Business/Personal Brand?
How and Why Do You Use Twitter?
What Tips Do You Have Concerning Twitter Names (or Handles) and Avatars?
How and Why Do You Use Facebook?
How and Why Do You Use YouTube?
How and Why Do You Use LinkedIn?
What Advice Can You Give to Newbie Bloggers?
How Much Time Do You Spend Each Day on Social Media Activities?
Jeff’s Top Tips for Social Media Success
Expert Answers to Key Social Media Questions
How Has Social Media Benefited Your Business/Personal Brand?
How and Why Do You Use Twitter?
What Tips Do You Have Concerning Twitter Names (or Handles) and Avatars?
How and Why Do You Use Facebook?
How and Why Do You Use YouTube?
What Advice Can You Give to Newbie Bloggers?
Lori’s Top Tips for Social Media Success
Expert Answers to Key Social Media Questions
How Has Social Media Benefited Your Business/Personal Brand?
How and Why Do You Use Twitter?
What Tips Do You Have Concerning Twitter Names (or Handles) and Avatars?
How and Why Do You Use Facebook?
How and Why Do You Use YouTube?
How and Why Do You Use LinkedIn?
What Advice Can You Give to Newbie Bloggers?
How Much Time Do You Spend Each Day on Social Media Activities?
Paul’s Top Tips for Social Media Success
Expert Answers to Key Social Media Questions
How Has Social Media Benefited Your Business/Personal Brand?
How and Why Do You Use Twitter?
What Tips Do You Have Concerning Providing Good Social Media Content?
How and Why Do You Use Facebook?
What Advice Can You Give to Newbie Bloggers?
Jessica’s Top Tips for Social Media Success
Expert Answers to Key Social Media Questions
How Has Social Media Benefited Your Business/Personal Brand?
How and Why Do You Use Twitter?
How and Why Do You Use Facebook?
Is YouTube Important? Do You Have Advice About Creating Great Video Content?
Is LinkedIn Important, and If So, How Do You Use It?
Do You Have a Blog? If So, What Advice Can You Give to Newbie Bloggers?