Working the Crowd: Social Media Marketing for Business

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BCS, The Chartered Institute, 2012 - Business & Economics - 178 pages
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Engaging with social media such as Facebook, YouTube, and Twitter is now a key part of global business communications. Blogs, microblogs, social networking and social news sites have become the new tools for effective marketing and sales. This book is an excellent resource for anyone planning a social media strategy or individual campaign. It includes: specific sites for various types of networking and engagement; blogs and microblogs; online presence and creating a social media brand; brand perception and reputation; legal issues; connecting to a global audience; job recruitment via social media; how different age groups interact online; viral marketing; creating brand advocates and how they can broadcast the message; future predictions. This new edition is updated to cover the latest thinking, practices and technology such as Google+.
  

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Contents

1 WHY DO WE WANT A SOCIAL MEDIA STRATEGY?
1
2 THE NEW WAY OF COMMUNICATING
7
3 YOUR SOCIAL MEDIA SUCCESS PLAN
16
4 THE TOOLS OF THE NEW WEB
40
5 NETWORKS
52
6 THE ONLINE BRAND
64
7 BRAND IMPACT AND BRAND SUCCESS
78
8 CONNECTIONS AND REPUTATION
93
10 SCALING NETWORKS
127
11 RELATIONSHIPS AND ENGAGEMENT
139
12 AMPLIFYING YOUR MESSAGE
150
13 WHERE IS IT ALL GOING?
159
NOTES
164
INDEX
167
Back Cover
171
Copyright

9 DISCOVERY
114

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About the author (2012)

Eileen Brown began her career in the Merchant Navy and was Shell Tankers’ first female Deck Officer. She then took charge of a container shipping line before managing Microsoft’s IT Professional Evangelist team. She is now CEO of Amastra Ltd, where she works on companies’ social media strategy and online branding.

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