Working the Crowd - Social Media Marketing for Business · 2nd Edition by Brown, Eileen -- Read -- Imperial Library of Trantor

Index

Front Cover Half Title BCS Title Page Dedication Contents List of figures Author Acknowledgements Glossary 1. WHY DO WE WANT A SOCIAL MEDIA STRATEGY?

Socially connected Online and face to face networking

2. THE NEW WAY OF COMMUNICATING

Is this the new fad for the 21st century? Why do you need social connections? The new way of marketing to your customers

3. YOUR SOCIAL MEDIA SUCCESS PLAN

Spotting the social media snake oil salesman Measurements and metrics What is right for your organisation? Social media is not the new way of communicating The growth of the Web 2.0 world Socialising and interacting Your strong and weak ties

4. THE TOOLS OF THE NEW WEB

The tools of Web 2.0 The power of collective human knowledge Tools, tools, tools Virtual worlds and gaming

5. NETWORKS

A site for every purpose Classifieds The instant news channel Social networks and the younger generation The new way of marketing

6. THE ONLINE BRAND

Managing your brand Starting to create your personal brand The potential for reputation damage

7. BRAND IMPACT AND BRAND SUCCESS

The impact of social media inside your business Using Twitter to grow your business – Dell style Corporate guidelines and policies Managing rebrands and brand migration

8. CONNECTIONS AND REPUTATION

Making sense of social networking Community connections and recommendations Consolidating your approach Your existing brand

9. DISCOVERY

Creating and publicising your brand Using social media for recruitment Discovering the influencers in your audience Starting your social media plan

10. SCALING NETWORKS

Scaling networks Our behaviour is influenced by our age Other ways of broadcasting your message Inside the firewall Customer service

11. RELATIONSHIPS AND ENGAGEMENT

Twitter for your business Relationships and engagement Cultivating your advocates Social marketing Dealing with the flood of information

12. AMPLIFYING YOUR MESSAGE

Communities and Influencers Viral awareness Online gaming for social causes Recording and tracking

13. WHERE IS IT ALL GOING?

The new way of using the platform The mobile opportunity

Notes Back Cover