Table of Contents

ACKNOWLEDGMENTS vii INTRODUCTION xi PART I Tactics and Tools CHAPTER 1 What Is Social Media? 3 CHAPTER 2 Say Hello to Social Networking 25 CHAPTER 3 It s Not Your Father s E-Mail 61 CHAPTER 4 The World of Web Pages 85 CHAPTER 5 The Internet Forum 117 CHAPTER 6 The Ubiquitous Blog 141 CHAPTER 7 The Wisdom of the Wiki 167 CHAPTER 8 A Picture Is Worth a Thousand Words (Photo Sharing) 187 CHAPTER 9 Talking about the Podcast (Audio Create) 207 CHAPTER 10 Got Audio? (Audio Sharing) 233 CHAPTER 11 Watch Out for Vlogs (Video Create) 253 CHAPTER 12 Got Video? (Video Sharing) 273 CHAPTER 13 Thumbs Up for Microblogging 289 CHAPTER 14 Live from Anywhere It s Livecasting 317 CHAPTER 15 Virtual Worlds Real Impact 339 CHAPTER 16 Gaming the System: Virtual Gaming 371 CHAPTER 17 RSS Really Simple Syndication Made Simple 397 CHAPTER 18 Spotlight on Search (Search Engine Optimization) 411 CHAPTER 19 Marketing Yourself (Search Engine Marketing) 441 CHAPTER 20 The Formidable Fourth Screen (Mobile) 457 CHAPTER 21 Let the Conversation Begin (Interpersonal) 487 PART II Strategy: The Five Steps to Social Media Success CHAPTER 22 Analyze Your Existing Media 539 CHAPTER 23 The Social Media Trinity 551 CHAPTER 24 Integrate Strategies 565 CHAPTER 25 Identify Resources 577 CHAPTER 26 Implement and Measurement 589 INDEX 601

About the Author

Lon Safko is a marketing consultant with more than twenty-five years of experience in speaking, marketing, sales, strategic partnering, and e-commerce. He has founded fourteen successful companies, including Paper Models, Inc., holds three U.S. patents for 3D Internet advertising, has eighteen inventions in the Smithsonian Institution, and privately coaches companies on harnessing social media, marketing, and innovative thinking to create higher productivity and profits.