The New Community Rules: Marketing on the Social Web - Social Media Marketing, English Edition

Autorenporträt:

Tamar Weinberg lebt in New York und ist als Onlinemarketing-Beraterin mit den Schwerpunkten Virales Marketing und Social Media Marketing bekannt. In ihrer Freizeit betreibt sie ein vielbeachtetes Blog rund um das Thema Social Media.

Klappentext:

This book offers crucial advice and strategies for marketing products and services on today's social web, with case studies on what really works and what doesn't.



Social media, such as blogs and networking sites, have become an essential tool for businesses and individuals to market themselves and their products. The Social Media Marketing Manifesto gives beginning to intermediate web marketers a firm understanding of the technologies that exist for online promotion and how they can utilize these technologies to best reach their audiences.

Inhaltsverzeichnis:

From the contents:

Chapter 1 An Introduction to Social Media Marketing

Where We Are Now

What Is Social Media Marketing?

What Makes Social Media Marketing Different? A Brief Introduction to Social Media Portals

The Web As a Means of Giving Consumers a Voice

It s Time to Join the Conversation

Content Is Not King (Not by Itself, at Least)

Are You Ready for Social Media Marketing?

So What s Next?

Summary

Chapter 2 Goal Setting in a Social Environment

The Hurdle: Overcoming Fear About an Uncontrolled Message

Asking the Right Questions: Setting Goals for Your Campaign

Making Your Goals SMART

Researching Your Social Media Community

Formulating Your Strategy

When Should I Pursue Social Media Marketing?

Summary

Chapter 3 Achieving Social Media Mastery: Networking and Implementing

Strategy

When Is It Appropriate Not to Respond at All?

How Do You Monitor the Conversation?

You re Listening What Now?

Planning Your Social Media Strategy

Networking Within a Social Medium

Understanding and Listening to Your Audience

The Importance of Giving

Community Managers

Power Accounts

Summary

Chapter 4 Participation Is Marketing: Getting into

the Game

The Cluetrain Manifesto: Markets Are Conversations

The Participation Is Marketing Phenomenon

Graco Baby Case Study: Participation Is Marketing Translates to

Brand Awareness and Exposure

Tyson Foods Case Study: We Have a Blog and We ll Use It for

Good

The Home Depot Case Study: Tapping into the Mindshare of Valued

Customers

Caminito Argentinean Steakhouse Case Study: The Steakhouse That

Engages Online Everywhere

Reputation Management

Network Solutions Case Study: Reputation Management by

Listening

Reputation Management Monitoring: 12 Reputations You Should Monitor

Online

Considering a Reputation Management Strategy

Summary

Chapter 5 Using Blogs to Communicate, Influence, and Learn from Your

Constituents

A Short History of Blogging

The History of Blogs, 1998 2009: Who Is Writing and Who Is

Reading?

Blogs As Online Influencers

How Blogs Are Consumed

A Beginner s Guide to Blog Platforms

Writing for Blog Audiences

How Blogs Are Discovered

What to Do If Your Corporate Policy Disallows Blogging

Summary

Chapter 6 Microblogging Magic: How Twitter Can Transform Your Business

A History of Twitter

Twitter for Business Is Born

Using Twitter How to Achieve Business Goals Through Twitter

Other Business Uses of Twitter

Tools of the Twitter Trade

Summary

Chapter 7 Getting Social: Facebook, MySpace, LinkedIn, and Other Social

Networks

Introduction to Social Networking Sites

Facebook: The Digital You

...

Themen:

• Internet-Marketing
• Social Web

Verwandte Themen:

• Web 2.0
• Social Media Marketing
• Social Media
• Facebook
• Online-Marketing
• Marketing
• Suchmaschine
• Twitter
• Netzwerke (Sozial)
• Public Relations