The Business of Being Social by Carvill, Michelle -- Read -- Imperial Library of Trantor

Index

Cover Title Copyright Contents Introduction 1 Welcome to the social media age

Facebook Twitter LinkedIn YouTube Google+ How social and mobile media have changed the way we communicate A continuous conversation Think before you dive in Hungry channels need regular feeding Blending social media into your marketing mix Planning Taking a targeted approach Continuous conversations versus stop-start marketing

2 The many uses of social media

Customer support and service Brand reputation management Polling and product feedback Lead generation News distribution and public relations Brand awareness and establishment Product promotion and launch Gathering support for a cause Humanising your brand: P2P Networking Business intelligence Thought leadership

3 Content is king

You are what you share Developing a content road map Keep your content interesting The power of blogging The importance of keywords when planning content

4 Twitter

What is Twitter? The current picture Uses of Twitter Getting started with Twitter Who should you follow? Getting followed What to tweet Measure what matters Twitter #hashtags: what they are and how to use them Twitter lists and segmenting the people you follow Useful Twitter apps

5 Facebook: the ‘new newspaper’

Ways of using Facebook Personal Facebook profiles and Facebook Pages Facebook policies and procedures Setting up and managing a Page Customising your Page Engagement tactics EdgeRank: the visibility score used by Facebook What to post on your Page Community management Facebook apps Facebook deals Using targeted advertising on Facebook

6 YouTube: the future of online content

Integrating video into your marketing strategy Ways of using video Creating videos Setting up your YouTube channel Uploading videos and managing your channel Showcasing your video Promoting your videos Measuring the performance of your videos

7 LinkedIn

Where it started The paid-for options LinkedIn isn’t just about recruitment Creating your personal LinkedIn profile Getting connected Requesting recommendations Be human on LinkedIn Connections Ways to engage on LinkedIn Settings and privacy Creating a LinkedIn company profile Optimising your LinkedIn company profile Engaging your LinkedIn audience via a Poll More ways to engage on LinkedIn … Effective lead generation via LinkedIn LinkedIn Today Finally: participate!

8 Listening and analysis

People to people What should you be listening for? Uncovering insights Business intelligence Plan to listen: developing a social media listening strategy

9 Daily management of social media

Social dashboards HootSuite Shrinking links and Ow.ly Understanding your social media account activity

10 Understanding and using other social media sites

When to use these sites Google+ Pinterest Flickr Tumblr MySpace Foursquare

11 Pulling it all together

Be prepared! Creating a defined marketing strategy Make sure your website is up to the job Establish a content strategy Create a social media culture Get talking! Responsibility for social media A typical day of social media activity Staying ahead of the curve with your marketing To end

Social media glossary

Twitter Facebook LinkedIn