Friends with Benefits: A Social Media Marketing HandbookThe rules of marketing have changed. Savvy marketing professionals know that they must engage with individuals directly on the Web, and smart businesses know that customers can become friends—with benefits. Friends With Benefits shows you how to get into the online marketing game. A guide filled with tips, tricks, and real-world case studies, Friends With Benefits shows how you can increase your company's online visibility and Web traffic and win over online influencers. Friends With Benefits explains how to: –Connect with potential customers and join their conversations –Tweak your website to support your social media marketing campaigns –Promote your products or brand and manage the toughest negative online feedback –Track marketing campaigns, monitor discussions, and measure success With viral videos racking up millions of views and Twitter mavens influencing thousands of their friends, social media marketing is an essential new tool for every marketer's toolbox. The expert authors of Friend With Benefits guide you through the social media landscape, where authenticity and connections are more important than the size of your marketing budget, and real results can be just a few clicks away. |
Contents
What Is Social Media? | 1 |
What Are They | 11 |
What Youll Need to Get Started | 18 |
Get Social Media Ready | 21 |
The Basics of Launching | 28 |
Prepping Your Website for Social Media Outreach | 37 |
The Social Media News Release | 43 |
Flagging a Ride Finding the Right Bloggers | 47 |
Do You Really Have a Crisis on Your Hands? | 136 |
Social Media Pitfalls and How to Avoid Them | 148 |
Does MySpace Still Matter? | 155 |
Marketing with MySpace | 161 |
Tips and Tricks for MySpace Marketers | 169 |
Understanding Facebook | 171 |
The Basics | 177 |
An Appetite for Fun | 183 |
Trust Your Instincts | 60 |
Netiquette Miss Manners for the Web | 63 |
Who Are These New Influencers Anyway? | 74 |
Stick Out Your Thumb Devising Your Pitch | 79 |
Other Blogger Outreach Campaigns We Like | 91 |
Rules for Following Up | 97 |
Measuring Success How to Monitor the Web | 99 |
Be Realistic Be Humble | 105 |
How to Respond to Posts | 111 |
Is Social Media Marketing Risky Business? | 115 |
The Crowd Talks Back | 120 |
Not Being Proactive | 126 |
Damage Control in the Digital Age | 131 |
A Crisis Management Primer | 132 |
The Future of Facebook and the Facebook of the Future | 193 |
Video Marketing with YouTube and Other Video Sharing Sites | 195 |
What Makes a Popular YouTube Video? | 200 |
The Wisdom of Stealth Videos | 206 |
Elastic Path Makes Ecommerce Platforms | 215 |
The Twitter Revolution | 219 |
Ten Ways to Be a Jerk on Twitter | 233 |
The Power of Crowds Understanding and Participating in Online Communities | 239 |
Should You Build Your Own Social Network? | 251 |
Afterword | 261 |
Recommended Reading | 263 |
Blogs and Websites | 264 |
265 | |
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Friends with Benefits: A Social Media Marketing Handbook Darren Barefoot,Julie Szabo Limited preview - 2010 |
Common terms and phrases
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