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Index
Cover Title Page Table of Contents Introduction
About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here
Book 1: The Social Media Mix
Chapter 1: Making the Business Case for Social Media
Making Your Social Debut Defining Social Media Marketing Understanding the Benefits of Social Media Understanding the Cons of Social Media Integrating Social Media into Your Overall Marketing Effort Developing a Strategic Social Media Marketing Plan
Chapter 2: Tallying the Bottom Line
Preparing to Calculate Return on Investment Accounting for Customers Acquired Online Establishing Key Performance Indicators for Sales Tracking Leads Understanding Other Common Business Metrics Determining Return on Investment
Chapter 3: Plotting Your Social Media Marketing Strategy
Locating Your Target Market Online Segmenting Your B2C Market Researching B2B Markets Conducting Other Types of Market Research Online Setting Up Your Social Media Marketing Plan
Chapter 4: Managing Your Cybersocial Campaign
Managing Your Social Media Schedule Building Your Social Media Marketing Dream Team Creating a Social Media Marketing Policy Staying on the Right Side of the Law Protecting Your Brand Reputation
Book 2: Cybersocial Tools
Chapter 1: Discovering Helpful Tech Tools
Keeping Track of the Social Media Scene Saving Time with Content-Distribution Tools Snipping Ugly URLs Using E-Commerce Tools for Social Sites Keeping Your Ear to the Social Ground Measuring the Buzz by Type of Service
Chapter 2: Leveraging SEO for Improved Visibility
Making the Statistical Case for SEO Thinking Tactically and Practically Focusing on the Top Search Engines Knowing the Importance of Search Phrases Maximizing Metatag Muscle Optimizing Your Site and Content for Search Engines
Chapter 3: Optimizing Social Media for Internal and External Searches
Placing Search Terms on Social Media Optimizing Blogs Optimizing Images, Video, and Podcasts Optimizing Specific Social Media Platforms Optimizing for Mobile Search Gaining Visibility in Real-Time Search Gaining Traction on Google with Social Media Monitoring Your Search Engine Ranking
Chapter 4: Using Social Bookmarks, News, and Share Buttons
Bookmarking Your Way to Traffic Sharing the News Benefiting from Social Bookmarks and News Services Researching a Social Bookmark and Social News Campaign Submitting to Bookmarking Services Submitting to Social News Services Using Application-Specific Bookmarks Timing Your Submissions Encouraging Others to Bookmark or Rate Your Site Using Social Media Buttons
Chapter 5: Making Social Media Mobile
Understanding the Statistics of Mobile Device Usage Reaching People on the Move with Social Media Harvesting Leads and Sales from Social Mobile Measuring Your Mobile Marketing Success Counting on Tablets Using Mobile Social Media for Advertising
Book 3: Content Marketing
Chapter 1: Growing Your Brand with Content
Introducing Content Marketing Determining the Best Content Platform for Your Needs Selling Your Brand through Content Marketing Making Your Content Stand Out
Chapter 2: Exploring Content-Marketing Platforms
Building a Blog Using Podcasts and Video on Your Blog or Website Sharing Images Using Social Media Platforms for Online Content Guest Blogging to Grow Awareness and Expertise
Chapter 3: Developing a Content-Marketing Strategy
Determining Content Goals Putting a Strategy on Paper
Chapter 4: Getting Your Content to the Masses
Creating an Editorial Calendar to Keep Content Flowing Finding the Right Mix between Evergreen and Timely Content Executing Your Content Strategy Sharing Your Content with the Public Measuring the Success of Your Content Strategy
Book 4: Twitter
Chapter 1: Using Twitter as a Marketing Tool
Deciding Whether Twitter Is Right for You Communicating in 140 Characters Promoting without Seeming like You’re Promoting Researching Other Brands on Twitter Knowing Quality Is More Important than Quantity
Chapter 2: Using Twitter as a Networking Tool
Finding the Right People to Follow Finding Out Who Is Talking about You on Twitter Responding to Tweets Searching on Twitter Tweeting like a Pro Sharing on Twitter Following the Twitter Rules of Etiquette Hosting a Tweet-Up
Chapter 3: Finding the Right Twitter Tools
Customizing Your Twitter Profile Page Pinning Tweets Using a Twitter Application
Chapter 4: Social Listening with Twitter
Using Twitter to Listen to Your Customers
Chapter 5: Hosting Twitter Chats
Benefiting from Twitter Chats Finding a Hashtag for Your Chat Keeping Track of Who Says What Finding Guests for Your Twitter Chat Promoting Your Twitter Chat Hosting Your Twitter Chat
Book 5: Facebook
Chapter 1: Using Facebook as a Marketing Tool
Understanding the Appeal of Brands on Facebook Branding with Facebook Pages Examining the Components of a Facebook Page Making the Most of Your Facebook Page Understanding Your Facebook Administrative Functions Filling Out What You’re About Using a Custom URL for Your Page Inviting People to Join Your Community Liking Other Brands Creating Facebook Events
Chapter 2: Creating and Sharing Content on Facebook
Creating a Facebook Content Strategy Sharing Your Brand’s Story Creating Content That Sings Sharing and Being Shared Bringing Your Community into the Mix Using Closed or Secret Groups Learning through Insights
Chapter 3: Advertising on Facebook
Reaching More Fans with Ads Measuring Your Ad’s ROI
Chapter 4: Streaming Live Video on Facebook
Understanding the Benefits of Live Streaming Setting Up Your Live Stream Engaging with Your Community via Facebook Live Brainstorming Ideas for Live Videos
Book 6: LinkedIn
Chapter 1: Promoting Yourself with LinkedIn
Exploring the Benefits of Using LinkedIn Creating an Online Resume Understanding Recommendations and Endorsements Using LinkedIn Messages
Chapter 2: Promoting Your Business with LinkedIn
Exploring the Benefits of a Company Page Creating a LinkedIn Company Page Selling and Promoting with LinkedIn Showcase Pages
Chapter 3: Starting a LinkedIn Group
Exploring the Benefits of LinkedIn Groups Growing a Community with a LinkedIn Group Growing Your Group Moderating Your LinkedIn Group
Chapter 4: Using LinkedIn as a Content Platform
Blogging on LinkedIn Promoting Your LinkedIn Posts on Other Social Channels
Book 7: Getting Visual
Chapter 1: Pinning Down Pinterest
Understanding Pinterest Getting Started Joining Pinterest Getting on Board Pinning on Pinterest Following on Pinterest Sharing on Pinterest Driving Traffic with Pinterest Building Your Pinterest Community
Chapter 2: Snapchatting It Up!
Getting Started with Snapchat Taking Your First Snap Telling Your Snapchat Story
Chapter 3: Getting Started with Instagram
Promoting Your Brand on Instagram Creating and Using Your Instagram Account Determining What Is Photo-Worthy for Your Brand Using Hashtags in Your Instagram Posts Finding Friends and Fans on Instagram Using Instagram Stories
Book 8: Other Social Media Marketing Sites
Chapter 1: Weighing the Business Benefits of Minor Social Sites
Reviewing Your Goals Researching Minor Social Networks Assessing the Involvement of Your Target Audience Choosing Social Sites Strategically
Chapter 2: Maximizing Stratified Social Communities
Making a Bigger Splash on a Smaller Site Taking Networking to the Next Level Selecting Social Networks by Vertical Industry Sector Selecting Social Networks by Demographics Selecting Social Networks by Activity Type Finding Yourself in the Real World with Geomarketing Spacing Out with Twitter Finding Your Business on Facebook Making Real Connections in Virtual Spaces Making Deals on Social Media Setting Terms for Your Coupon Campaign Comparing LivingSocial and Groupon Diversifying Your Daily Deals
Chapter 3: Profiting from Mid-Size Social Media Channels
Deciding Whether to Invest Your Time Spotting Your Audience with Spotify Turning Up New Prospects with Tumblr Promoting Video with Vimeo Live Streaming with Periscope
Chapter 4: Integrating Social Media
Thinking Strategically about Social Media Integration Integrating Social Media with E-Newsletters Integrating Social Media with Press Releases Integrating Social Media with Your Website
Chapter 5: Advertising on Social Media
Integrating Social Media with Paid Advertising Advertising on Facebook and Instagram Advertising on Twitter Advertising on LinkedIn Advertising on Pinterest
Book 9: Measuring Results and Building on SuccessMeasuring Results and Building on Success
Chapter 1: Delving into Data
Planning a Measurement Strategy Selecting Analytics Packages Getting Started with Google Analytics Integrating Google’s Social Media Analytics
Chapter 2: Analyzing Content-Sharing Metrics
Measuring the Effectiveness of Content Sharing with Standard Analytics Evaluating Blog-Specific Metrics Visualizing Video Success Understanding Podcast Metrics Measuring Your Results from Pinterest Comparing Hard and Soft Costs versus Income
Chapter 3: Analyzing Twitter Metrics
Tracking Website Referrals with Google Analytics Tracking Shortened Links Using Twitter Analytics Using TweetDeck Using Third-Party Twitter Analytics Applications Tracking Account Activity with the Notifications Tab Using the Hashtag as a Measurement Mechanism Calculating the Twitter Follower-to-Following Ratio
Chapter 4: Analyzing Facebook Metrics
Monitoring Facebook Interaction with Insights Using Page Insights Exploring the Insights Overview and Detail Pages
Chapter 5: Measuring Other Social Media Networks
Plugging into Social Media Measuring LinkedIn Success Monitoring Social Mobile Impact
Chapter 6: Comparing Metrics from Different Marketing Techniques
Establishing Key Performance Indicators Comparing Metrics across Social Media Integrating Social Media with Web Metrics Using Advertising Metrics to Compare Social Media with Other Types of Marketing Juxtaposing Social Media Metrics with Other Online Marketing Contrasting Word-of-Web with Word-of-Mouth
Chapter 7: Making Decisions by the Numbers
Using Metrics to Make Decisions Knowing When to Hold and When to Fold Diagnosing Problems with Social Media Campaigns Fixing Problems Adjusting to Reality
About the Authors Advertisement Page Connect with Dummies End User License Agreement
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