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Index
The Social Media Marketing Book
Dedication
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1. Introduction
What Is Social Media Marketing?
Big Brands and Social Media
Small Business and Social Media
Social Media and You
2. Blogging
Introduction
History
Protocol
Posts
Permalinks
Comments
Themes
Archive and Category Pages
Blogrolls
Links
Trackbacks and Pingbacks
The TweetMeme Button
Subscriptions
Platforms
Hosted Versus Self-Hosted
WordPress
Movable Type
Blogger
HubSpot
Content Strategies
News
Lists
How-To's
Controversy
Building an Audience
Takeaway Tips
3. Twitter and Microblogging
Introduction
History
Protocol
Account
Avatar
Bio
Background
Following
Tweeting
Replies
Retweets
Direct Messages
Trending Topics
Hashtags
Shortened URLs
Clients
Takeaway Tips
4. Social Networking
Introduction
History
Protocol
Profiles
Connecting
Private Messaging
Public Messaging
Groups
Photos
Events
Applications
Status Updates
Privacy
Facebook
Pages
Privacy Settings
LinkedIn
Introductions
Recommendations
Answers
MySpace
Blogs
Bulletins
MySpace for Musicians
Takeaway Tips
5. Media Sharing
Introduction
History
Protocol
Tags
Digital Asset Optimization
Organic Content
YouTube
Your Profile
Your Videos
Flickr
Your Profile
Your Photos
Creative Commons
Other Features
SlideShare
Your Profile
Your Presentations
Other Features
Takeaway Tips
6. Social News and Bookmarking
Introduction
History
Protocol
Your Profile
Submitting
Voting
Headlines
Linkerati
Going Pop
The Digg Effect
Timing
Power Users
Reciprocity
Content Types
Digg
Reddit
StumbleUpon
Delicious
Niche Sites
Takeaway Tips
7. Ratings and Reviews
Introduction
History
Protocol
Top Lists
Search
Sock Puppets
Responding
Yelp
Unlocking the Business Owner Account
Offers and Announcements
Website Badges and Stickers
Elite Yelp Squad
Other Sites
Takeaway Tips
8. Forums
Introduction
History
Protocol
Profiles
Lurking
Posting
Threads
Moderators and Administrators
Signature
Reputation
Private Messaging
Trolls and Flaming
Research
Engaging
Should You Start Your Own Forum?
Takeaway Tips
9. Virtual Worlds
Introduction
History
Second Life
Linden Dollars
Your Avatar
Real Estate
Groups
Teleporting
Search
SLurl (Second Life URL)
You Don't Have to Do Everything Yourself
Engagement Versus Volume
Takeaway Tips
10. Strategy, Tactics, and Practice
Introduction
Monitoring
Paid Monitoring Tools
Responding
Research
Campaigns Versus Ongoing Strategy
Integration
Calls to Action
Sticky CTAs
Conversion CTAs
Takeaway Tips
11. Measurement
Introduction
Metrics
On-Site
ROI
Engagement
Eyeballs
Off-Site
Twitter
Facebook and LinkedIn
Media-sharing sites
Social news and bookmarking sites
Review sites
Forums
Second Life
Earned media
Goal Setting
Software
Takeaway Tips
A. Acknowledgments
Index
About the Author
Colophon
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Copyright
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