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Index
Introduction I Social Media Is for Hippies. Social Media Marketing Is for Business. 1 Ignore the Hype. Believe the Facts. Social Media and the Hype Cycle The Problem with What Social Media Purists Preach But Asking About ROI Is Asking the Wrong Question Seven Things Social Media Marketing Can Do for Your Business 1. Enhance Branding and Awareness 2. Protect Brand Reputation 3. Enhance Public Relations 4. Build Community 5. Enhance Customer Service 6. Facilitate Research and Development 7. Drive Leads and Sales When You Add “Marketing,” It’s About Business Endnotes 2 It’s Not Them; It’s You! Today’s Consumer Is Different. You’re Still the Same Old Dinosaur. You Never Controlled Your Message If Social Media Can Help Overthrow a Government, What Will It Do to a Company? It’s Not About Being on Social; It’s About Being Social If You Don’t Trust Your Employees, You Hired the Wrong People Don’t Blame It on IT, Compliance, or Legal Social Media Doesn’t Violate Company Policy. People Violate Company Policy. So What Can You Do with Social Media? The Ball Is in Your Court Endnotes 3 Your Competition May Have Already Kicked Your Ass Your Audience Doesn’t Trust You Anymore, Anyway Go Ahead, Buy an Ad But We’re a B2B Company; We Don’t Count Destroy Your Printer The Shipping Industry Goes Social But It Doesn’t Have to Be That Complicated Do You Want to Be Greg Tackett or His Competition? Endnotes 4 Here’s the Secret: There Is No Damn Secret! Social Media Marketing Is Not About Technology, It’s About Communication Tools Change; the Need for Messaging Won’t Social Media Is Not an Advertising Medium, but Social Platforms Can Be This Ain’t “Rocket Surgery” Starting in Social Media Is Like Asking an Investor for Money Social Media Marketing Is About Planning and Measuring Five Mind-Set Shifts That Make Successful Social Media Marketing Managers (and One Caveat) II How Social Media Marketing Really Works 5 Make Some Noise: Social Media Marketing Aids in Branding and Awareness Your Brand Is What the Community Says It Is Traditional Marketing and Its Metrics Have Lied to You for Years Why We Can’t Measure Traditional Marketing and PR Why We Can Measure Social Media Compare Costs Between Social Media and Traditional Media What Traditional Marketing Costs What Social Media Marketing Costs The 500 Million Water Coolers Are Now One Big One Putting Metrics Around Branding and Awareness Endnotes 6 It’s Your House: Social Media Marketing Protects Your Reputation What Is “Crisis Communication”? You Just Can’t Wait for Traditional Media to Catch Up or Get It Right When You Don’t Listen or Respond, You Get Chi-Chi’d Six Steps for Dealing with Detractors But It’s Not Always About the Negative Protecting Your Reputation Has a Technology Side, Too Putting Metrics Around Protecting Your Reputation Endnotes 7 Relating to Your Public: Social Media Marketing and Public Relations Public Relations Is Not Only About the Mainstream Media Anymore Journalists Are Using Social Media, Too Social Media Lets PR Skip the Gatekeepers and Editors Quit Waiting for Traditional Media to Catch Up Avoiding the Filter of the Traditional Media The New Media Relations Landscape Crisis Communication Starts Months Before You Have a Crisis Dealing with Detractors Putting Metrics Around Public Relations Endnotes 8 The Kumbaya Effect: Social Media Marketing Builds Community Understanding Different Types of Communities There’s More to Building Community Than Just Making Friends Measuring Community You Can Even Build Community Around Scissors! But What If Our Competition Shows Up in Our Community? Okay, So How Do You Do This and How Much Will It Cost? Endnotes 9 It’s About Them: Social Media Marketing Drives Customer Service Why Do You Want to Hear from Your Customers? Putting Your People Where Your Mouth Is You Can’t Help Everyone You’re Not the “Jackass Whisperer” Sometimes It’s Just Two Little Words Putting Metrics Around Customer Service Measuring Customer Service Savings Endnotes 10 Get Smarter: Social Media Marketing Drives Research and Development Collaboration Is the New Black Collaborating with Customers Breeds Customers Let’s Collaborate About Scissors...Yes, Scissors Papa’s R&D Is in the House Measuring Research and Development It’s Adding R&D to Your R&D But We’re a Small Business; We Don’t Do R&D How to Plan For Research and Development Endnotes 11 It’s All About the Benjamins: Social Media Marketing Drives Sales Nothing’s Wrong with Advertising Advertising Is Outbound. Social Media Is Inbound. Case Studies in Social Media Marketing for Sales The PIs and the KPIs Putting Metrics Around Sales We Know What It Can Do; Now How Do We Do It? Endnotes III Get Off Your Ass, Would Ya! 12 Remedy Your Fears with Sound Policy Why Do We Need a Social Media Policy? The Question of Ownership What Can Employees Do at Home? Telecommuting Is Not the Same as Personal Networking What Should a Social Media Policy Include What Should You Do About Privileged Information and Avoiding Giving Advice? Trust Employees, but Not Everyone Should Speak for the Company Who Should Enforce It? Let’s Be Clear on the Responsibility What If People Spend Too Much Time on Social Media? Endnotes 13 Assign Responsibility and Be Accountable The Question of Ownership A Quick Review of the Pros and Cons Marketing Sales Public Relations Customer Service Who Should Not Be in Charge The Ideal Setup Social Media Management Is for Senior Staff, Not Interns Who Are the Ideal Social Media Practitioners? What If Your Employee Becomes a Social Media Rock Star? The Models of Social Media Management Hold Your Team Accountable 14 This Is NOT a Sandbox. It’s a Business. You Know What It Can Do, Now Decide What You Want It to Do Done Is Better Than Perfect Turn Your Plan into Action Planning for the Unexpected Sometimes You Can’t Do It Alone Endnotes 15 Being Social Being a Social Business Makes Customers Proud to Wear Your Badge Social Media Marketing Is More Than Just Business Five Kickstarters to Change a Traditional Mind-Set Kickstarter No. 1—Hear, Then Listen Kickstarter No. 2—Share, Then Solve Kickstarter No. 3—Launch, Then Learn Kickstarter No. 4—Trust, Then Adjust Kickstarter No. 5—Give, Then Get In the End, It’s a Business Endnotes Index
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