Index

A note on the digital index

A link in an index entry is displayed as the section title in which that entry appears. Because some sections have multiple index markers, it is not unusual for an entry to have several links to the same section. Clicking on any link will take you directly to the place in the text in which the marker appears.

Symbols

2Channel, History

4Chan, History

A

Abrams, History

Alltop.com, Research

Amazon, History

AOL, History

AsianAvenue.com, History

avatars, Your Avatar

Second Life, Your Avatar

B

BackType Blog, Monitoring

Ballet Pixelle theatre, SLurl (Second Life URL)

Berners-Lee, History

Bic pen, Big Brands and Social Media

big-boards.com, Research

Bit.ly, Shortened URLs

BlackPlanet.com, History

Blendtec, Small Business and Social Media, Small Business and Social Media

Will It Blend series, Small Business and Social Media

Blog RSS Feed Reader, Pages

Blogger, History, Blogger

BlogHer, Research

blogrolls, Blogrolls

blogs, What Is Social Media Marketing?, Introduction–Takeaway Tips, History, History, History, Protocol, Protocol–Subscriptions, Posts, Posts, Comments, Comments, Comments, Comments, Themes, Archive and Category Pages, Blogrolls, Blogrolls, Trackbacks and Pingbacks, Trackbacks and Pingbacks, Subscriptions, Subscriptions, Subscriptions, Platforms, Hosted Versus Self-Hosted, Hosted Versus Self-Hosted, Hosted Versus Self-Hosted, Hosted Versus Self-Hosted, WordPress, Movable Type, Movable Type, Movable Type, Blogger, Blogger, HubSpot, Content Strategies, Content Strategies, Content Strategies–How-To's, News, Lists, How-To's, How-To's, Controversy, Takeaway Tips

Blogger, Blogger

breaking news, News

categories, Archive and Category Pages

comments, Comments

content strategies, Content Strategies–How-To's, Lists, How-To's

controversy, Controversy

history, History

hosted versus self-hosted, Hosted Versus Self-Hosted

how-to's, How-To's

HubSpot, HubSpot

links, Blogrolls

LiveJournal, History

Mashable, Posts

Movable Type, Movable Type

news, Content Strategies

pingbacks, Trackbacks and Pingbacks

platforms, Platforms, Hosted Versus Self-Hosted, Blogger

posts, Posts

protocol, Protocol–Subscriptions, Subscriptions

RSS, Subscriptions

themes, Themes

trackbacks, Trackbacks and Pingbacks

TypePad, Movable Type

WordPress, Hosted Versus Self-Hosted, WordPress

BoardReader.com, Research, Monitoring

BoardTracker.com, Research, Monitoring

bounce rates, Engagement

brands and social media marketing, Big Brands and Social Media–Big Brands and Social Media, Big Brands and Social Media, Big Brands and Social Media

breaking news, Content Types

bulletin board systems (BBSs), History

Burger King, Big Brands and Social Media

C

campaigns versus ongoing strategy, Campaigns Versus Ongoing Strategy

CAPTCHA, Comments

Care2, Niche Sites

Cashmore, Posts, Hosted Versus Self-Hosted, Content Strategies

categories, Archive and Category Pages

Citysearch, History, Protocol, Responding, Other Sites

Classmates.com, History

Clicky, Software

closed-loop marketing analytics, Metrics

Comcast, Big Brands and Social Media

comments, Comments

CompuServe, History

content management system (CMS), Introduction

controversy, Controversy, Content Types

copyright licenses, Creative Commons

Creative Commons, Creative Commons

CTA (call to action), Calls to Action, Conversion CTAs

conversion-based, Conversion CTAs

D

Delicious, Delicious, Monitoring

Dell, Big Brands and Social Media

demographic research, Introduction

developerWorks, Big Brands and Social Media

Dickson, Small Business and Social Media

Digg, What Is Social Media Marketing?, History, The Digg Effect, Digg, Digg, Digg, Digg, Monitoring

digital asset optimization (DAO), Digital Asset Optimization

direct messages (DMs), Direct Messages

Domino's Pizza, Big Brands and Social Media, Responding

YouTube, Big Brands and Social Media

Dorsey, History

Drupal, Should You Start Your Own Forum?

E

earned media, Earned media

Edwards, History

Eliason, Big Brands and Social Media

Elite Yelp Squads, Elite Yelp Squad

engagement metrics, Engagement

eyeball-based metrics, Engagement, Eyeballs

F

Facebook, Small Business and Social Media, Connecting, Private Messaging, Groups, Events, Facebook–Pages, Pages, Pages, Pages, Pages, Pages, Pages, Privacy Settings, Facebook and LinkedIn

Causes application, Events

Coca-Cola page, Pages

group, Groups

inbox, Private Messaging

page metrics, Facebook and LinkedIn

Pink Cake Box, Small Business and Social Media

privacy settings, Privacy Settings

Static FBML, Pages

The Twitter App, Pages

Facemash, History

FeedBurner, Engagement

Fishkin, Linkerati

flaming, Trolls and Flaming

Flash MX, History

Flickr, What Is Social Media Marketing?, Tags, Your Videos–Other Features, Your Videos, Flickr, Your Profile, Your Profile, Your Photos, Your Photos, Creative Commons, Creative Commons, Other Features, Other Features, Other Features

Creative Commons license, Creative Commons

home page, Your Videos

other features, Other Features

photos, Your Photos

profile, Your Profile

forums, What Is Social Media Marketing?, Introduction–Takeaway Tips, History, History, History, History, Protocol, Profiles, Lurking, Lurking, Threads, Threads, Moderators and Administrators, Signature, Reputation, Private Messaging, Private Messaging, Trolls and Flaming, Research, Research, Engaging, Engaging–Should You Start Your Own Forum?, Engaging, Engaging, Should You Start Your Own Forum?, Should You Start Your Own Forum?–Should You Start Your Own Forum?, Should You Start Your Own Forum?, Should You Start Your Own Forum?, Should You Start Your Own Forum?, Should You Start Your Own Forum?, Should You Start Your Own Forum?, Should You Start Your Own Forum?, Should You Start Your Own Forum?, Should You Start Your Own Forum?, Takeaway Tips

4Chan, History

engaging, Engaging–Should You Start Your Own Forum?, Should You Start Your Own Forum?

history, History

InboundMarketing.com, Should You Start Your Own Forum?

inbox, Private Messaging

lurking, Lurking

moderators and administrators, Moderators and Administrators

phpBB, Should You Start Your Own Forum?

posts, Lurking

profiles, Profiles

protocol, Protocol

reputation, Reputation

research, Research

rules, Engaging

starting your own, Should You Start Your Own Forum?–Should You Start Your Own Forum?, Should You Start Your Own Forum?, Should You Start Your Own Forum?

threads, Threads

trolls, Trolls and Flaming

vBulletin, Should You Start Your Own Forum?

Friendster, History

G

games, Content Types

Google Alerts, Monitoring

Google Analytics, Engagement, Software

Google Blog Search, Links

Google News, Monitoring

Google News search, Earned media

Google Reader, Monitoring

Google Video, Monitoring

H

Hacker News, Niche Sites

Hall, History

headlines, Headlines

HootSuite, Clients

HotOrNot, History

HubSpot, Small Business and Social Media, HubSpot, Software

I

IBM, Big Brands and Social Media, SLurl (Second Life URL)

Second Life, SLurl (Second Life URL)

IceRocket Blog, Monitoring

IdeaStorm website, Big Brands and Social Media

IFILM.net, History

InboundMarketing.com, Should You Start Your Own Forum?

Insider Pages, Other Sites

instant message (IM) away messages, Status Updates

Intermix Media, History

Invision Power Board, Should You Start Your Own Forum?

J

Jay-Z, Blogs

journals, History

Judy's Book, Other Sites

K

Kirchner, Flickr

Kirtsy, Niche Sites, Research

L

Linden dollars, Linden Dollars

Linden Lab, Second Life

LinkedIn, What Is Social Media Marketing?, Connecting, LinkedIn–Answers, Introductions, Recommendations, Recommendations, Recommendations, Answers, Monitoring

Answers, Recommendations, Monitoring

Introductions, Introductions

Recommendations, Recommendations

Linkerati, Linkerati

links, Blogrolls

list posts, Lists

lists, Reciprocity, Top Lists

LiveJournal, History

LOLcats, History

Lowe, Unlocking the Business Owner Account

lurking, Lurking

M

Mashable, Protocol, Protocol, Hosted Versus Self-Hosted

God Lists, Protocol

Match.com, History

media sharing, What Is Social Media Marketing?, Introduction, History, History, Protocol, Protocol, Tags, Digital Asset Optimization, YouTube–Flickr, Your Profile, Your Profile, Your Videos, Your Videos, Your Videos, Your Videos, Your Videos, Flickr, Flickr, Your Profile, Your Photos, Creative Commons, Other Features, Your Profile, Your Presentations, Your Presentations

Flickr, Your Profile

profile, Your Profile

history, History

protocol, Protocol

SlideShare, Your Presentations

tags, Tags

YouTube, YouTube–Flickr, Your Profile, Your Videos, Your Videos, Flickr

videos, Your Videos

Metaverse, History

metrics, Metrics–Off-Site, Metrics–Goal Setting, ROI, Engagement, Engagement, Engagement, Engagement, Eyeballs, Off-Site–Goal Setting, Off-Site, Twitter, Twitter, Media-sharing sites, Media-sharing sites, Media-sharing sites, Social news and bookmarking sites, Social news and bookmarking sites, Review sites, Forums, Forums, Goal Setting, Goal Setting, Goal Setting, Goal Setting, Software

bookmarking sites, Social news and bookmarking sites

engagement, Engagement

forums, Forums

goal setting, Goal Setting

off-site, Off-Site–Goal Setting, Twitter, Goal Setting

on-site, Metrics–Off-Site, Off-Site

review sites, Review sites

SlideShare, Media-sharing sites

social news sites, Social news and bookmarking sites

software, Software

subscriber, Engagement

YouTube, Media-sharing sites

microblogging, Introduction–Takeaway Tips, History, Protocol, Protocol–Shortened URLs, Shortened URLs, Takeaway Tips

protocol, Protocol–Shortened URLs, Shortened URLs

MiGente.com, History

monitoring, Monitoring–Responding, Monitoring, Paid Monitoring Tools, Responding

Motrin, Big Brands and Social Media

Movable Type, Movable Type

My Starbucks Idea site, Big Brands and Social Media

MySpace, History, Connecting, Private Messaging, Groups, MySpace, Blogs, Blogs, Bulletins, MySpace for Musicians

bands and music artists, MySpace for Musicians

blogging feature, Blogs

bulletin, Bulletins

group, Groups

inbox, Private Messaging

O

Obama, Big Brands and Social Media

Odeo, History

off-site metrics, Off-Site–Goal Setting, Twitter, Twitter, Twitter, Twitter, Facebook and LinkedIn, Media-sharing sites, Social news and bookmarking sites, Forums, Second Life, Earned media, Goal Setting, Goal Setting

earned media, Earned media

Facebook, Twitter

LinkedIn, Facebook and LinkedIn

media-sharing sites, Media-sharing sites

Second Life, Second Life

social news and, Social news and bookmarking sites

bookmarking sites, Social news and bookmarking sites

Twitter, Twitter, Twitter

Ofoto, History

on-site metrics, Metrics–Off-Site, Engagement, Eyeballs, Off-Site, Off-Site

organic content, Organic Content

Ow.ly, Shortened URLs

P

page views per visit, Engagement

permalinks, Permalinks

Photobucket, History

photos, Your Profile, Content Types

phpBB, Should You Start Your Own Forum?

pingbacks, Trackbacks and Pingbacks

Pink Cake Box, Small Business and Social Media

post number metrics, Forums

posts, Protocol

privacy, Privacy

private messages (PMs), Private Messaging, Private Messaging

Prodigy, History

public messages, Public Messaging

Q

Quantcast, Research

R

Radian6, Paid Monitoring Tools

RateMyProfessors.com, History, Responding

ratings and reviews, Introduction–Takeaway Tips, History, History, History, History, History, Protocol, Protocol–Responding, Top Lists, Search, Responding, Responding, Responding, Responding, Responding, Yelp–Elite Yelp Squad, Yelp, Unlocking the Business Owner Account, Offers and Announcements, Website Badges and Stickers, Website Badges and Stickers, Elite Yelp Squad, Elite Yelp Squad, Elite Yelp Squad, Other Sites, Other Sites, Other Sites, Other Sites, Other Sites, Other Sites, Takeaway Tips

Amazon, History

Citysearch, Other Sites

history, History

HotOrNot, History

Insider Pages, Other Sites

Judy's Book, Other Sites

lists, Top Lists

protocol, Protocol–Responding, Responding

RateMyProfessors.com, Responding

responding, Responding

search, Search

Superpages, Other Sites

TripAdvisor, Other Sites

Yelp, History, Responding, Yelp–Elite Yelp Squad, Unlocking the Business Owner Account, Offers and Announcements, Website Badges and Stickers, Elite Yelp Squad, Elite Yelp Squad

offers and announcements, Offers and Announcements

reciprocity, Reciprocity

Reddit, What Is Social Media Marketing?, Reddit, Reddit, Reddit, Reddit, Monitoring

reputation metrics, Forums

responding to negative comments, Responding

return on investment (ROI), Introduction, ROI

retweets, Retweets–Direct Messages, Retweets, Retweets, Retweets, Direct Messages

review sites, What Is Social Media Marketing?

Rickrolling, History

Rosedale, History, Second Life

RSS, The TweetMeme Button

S

Scout Labs, Monitoring, Paid Monitoring Tools

search, Search

Second Life, What Is Social Media Marketing?, Introduction, History, Second Life, Second Life, Linden Dollars, Your Avatar, Real Estate, Groups, Teleporting, Teleporting, Teleporting, SLurl (Second Life URL), You Don't Have to Do Everything Yourself, You Don't Have to Do Everything Yourself

American Apparel store, You Don't Have to Do Everything Yourself

groups, Groups

Linden dollars, Linden Dollars

real estate, Real Estate

search functionality, Teleporting

sign-on screen, Second Life

teleportation, Teleporting

SEOmoz, Linkerati

Shutterfly, History

signatures, Signature

SlideShare, Big Brands and Social Media, Your Presentations, Other Features

other features, Other Features

SLurl (Second Life URL), SLurl (Second Life URL)

small business, Small Business and Social Media

Snow Crash, History

social bookmarking and voting sites, What Is Social Media Marketing?

social media marketing, What Is Social Media Marketing?–Big Brands and Social Media, Big Brands and Social Media–Big Brands and Social Media, Big Brands and Social Media, Big Brands and Social Media, Big Brands and Social Media

big brands and, Big Brands and Social Media–Big Brands and Social Media, Big Brands and Social Media, Big Brands and Social Media

defined, What Is Social Media Marketing?–Big Brands and Social Media, Big Brands and Social Media

social networking, Introduction–Takeaway Tips, History, History, History, Protocol, Protocol–Privacy, Profiles, Connecting, Connecting, Private Messaging, Private Messaging, Groups, Groups, Photos, Events, Events, Applications, Status Updates, Status Updates, Privacy, Privacy, Facebook, Pages, LinkedIn, MySpace, Takeaway Tips

application programming interfaces (APIs), Applications

connecting, Connecting

events, Events

groups, Groups

history, History

photos, Groups

privacy, Privacy

private messaging, Private Messaging

profiles, Profiles

protocol, Protocol–Privacy, Privacy

status updates, Status Updates

social networks, What Is Social Media Marketing?

social news and bookmarking, Introduction–Takeaway Tips, History–Your Profile, History, History, History, Protocol–Digg, Your Profile, Your Profile, Submitting, Voting, Headlines, Linkerati, Linkerati, Going Pop, The Digg Effect, Timing, Timing, Power Users, Reciprocity, Reciprocity, Content Types, Content Types, Content Types, Content Types, Content Types, Digg–Digg, Digg, Digg, Digg, Digg, Digg, Reddit–Reddit, Reddit, Reddit, Reddit, Reddit, Reddit, StumbleUpon, StumbleUpon, Delicious, Niche Sites, Niche Sites, Niche Sites, Niche Sites, Niche Sites, Niche Sites, Niche Sites, Niche Sites, Takeaway Tips

Care2, Niche Sites

content formats, Content Types

Delicious, Delicious

Digg, History, The Digg Effect, Digg–Digg, Digg, Digg, Digg

games, Content Types

Hacker News, Niche Sites

headlines, Headlines

history, History–Your Profile, Your Profile

Kirtsy, Niche Sites

Linkerati, Linkerati

lists, Reciprocity

power users, Power Users

profiles, Your Profile

protocol, Protocol–Digg, Digg

Reddit, Reddit–Reddit, Reddit, Reddit, Reddit

Sphinn, Niche Sites

StumbleUpon, StumbleUpon

timing, Timing

Tip'd, Niche Sites

videos, Content Types

voting, Voting

SocialMention.com, Monitoring

sock puppets, Sock Puppets

software, Software

Sphinn, Niche Sites

Spitzer, History

Starbucks, Big Brands and Social Media

Static FBML, Pages

Stephenson, History

sticky CTAs, Sticky CTAs

strategy and tactics, Introduction–Takeaway Tips, Monitoring, Monitoring–Responding, Monitoring, Monitoring, Monitoring, Paid Monitoring Tools, Paid Monitoring Tools, Paid Monitoring Tools–Responding, Responding, Responding, Responding, Research, Research, Research, Campaigns Versus Ongoing Strategy, Campaigns Versus Ongoing Strategy, Integration, Integration, Integration, Integration, Integration, Integration, Integration, Integration, Integration, Calls to Action, Calls to Action, Conversion CTAs, Conversion CTAs, Takeaway Tips

call to action (CTA), Calls to Action

conversion-based CTAs, Conversion CTAs

Delicious, Integration

Facebook, Integration

integration, Integration

LinkedIn, Integration

monitoring, Monitoring–Responding, Monitoring, Paid Monitoring Tools, Responding

paid monitoring tools, Paid Monitoring Tools–Responding, Responding

Quantcast, Research

research, Research

Second Life, Integration

SlideShare, Integration

strategy, Campaigns Versus Ongoing Strategy

Twitter, Integration

Yahoo! Pipes, Monitoring

YouTube, Integration

StumbleUpon, StumbleUpon, Monitoring, Research

submitting content, Submitting, Timing

subscriber count, Engagement

subscriber metrics, Engagement

subscribing to blogs, The TweetMeme Button

Sugarloving, Research

Superpages, Responding, Other Sites

T

Tabke, Engaging

tags, Archive and Category Pages, History

Technorati, Posts, Links, Monitoring

terms of service (ToS), Reciprocity

The Twitter App, Pages

themes, Themes

time on site, ROI

TinyURL, Shortened URLs

Tip'd, Niche Sites

trackbacks, Trackbacks and Pingbacks

Trackur, Paid Monitoring Tools

TripAdvisor, Responding, Other Sites

trolls, Trolls and Flaming, Should You Start Your Own Forum?

TweetDeck, Retweets, Clients

Tweetie, Clients

tweeting, Tweeting

TweetMeme, The TweetMeme Button, Integration

Twhirl, Clients

Twitter, Big Brands and Social Media, Big Brands and Social Media, History, Account, Bio, Bio, Background, Following, Following, Following, Replies, Replies, Retweets–Direct Messages, Retweets, Direct Messages, Trending Topics, Shortened URLs, Clients, Monitoring

accounts, Account

bios, Bio

clients, Clients

Comcast, Big Brands and Social Media

custom background image, Background

Find People feature, Following

following, Following

history, History

Motrin, Big Brands and Social Media

replies, Replies

Replies page, Following

retweets, Retweets–Direct Messages, Retweets, Direct Messages

titles in your bio, Bio

trending topics, Trending Topics

tweets, Replies

URLs, Shortened URLs

TwitterCounter.com, Twitter

TXTmob, History

TypePad, Movable Type

U

URLs, Shortened URLs

user-generated content (UGC), Introduction

usernames, Account

V

vBulletin, Should You Start Your Own Forum?

videos, Your Profile, Content Types

virtual worlds, What Is Social Media Marketing?, Introduction, History, Second Life, Groups, You Don't Have to Do Everything Yourself

voting badges, Submitting

W

WebmasterWorld, Engaging

Webshots, History

Whopper Sacrifice, Big Brands and Social Media

Williams, History

WordPress, Themes, Hosted Versus Self-Hosted, WordPress

themes, Themes

Wright, Small Business and Social Media

X

XStreetSL.com, You Don't Have to Do Everything Yourself

Y

Yahoo! Pipes, Monitoring

Yelp, What Is Social Media Marketing?, History, Responding, Yelp–Elite Yelp Squad, Yelp, Unlocking the Business Owner Account, Unlocking the Business Owner Account, Website Badges and Stickers, Website Badges and Stickers, Elite Yelp Squad, Elite Yelp Squad

badges and stickers, Website Badges and Stickers

offers and announcements, Unlocking the Business Owner Account

unlocking pages, Unlocking the Business Owner Account

YouTube, What Is Social Media Marketing?, Big Brands and Social Media, Digital Asset Optimization–Flickr, Organic Content, Your Profile, Your Profile, Your Profile, Your Videos, Your Videos, Your Videos, Your Videos, Your Videos, Flickr

channels, Your Profile

Domino's Pizza, Big Brands and Social Media

embedding videos, Your Videos

honors lists, Your Videos

videos, Your Profile

Z

Zappos, Big Brands and Social Media

Zeszut, Monitoring

Zuckerberg, History