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Social Media Marketing
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Table of Contents

  • Part I: The Basics of Social Media
  • 1 It's Not Easy, Quick, or Cheap
  • 2 Understanding Social Media Strategies
  • 3 Goals Need to Be Defined
  • 4 It's ROC (Return on Conversation) not ROI (Return on Investment)
  • 5 Know Who Your Audience Is and What They are Doing
  • Part II: It's About Conversation
  • 6 The Conversation Happens With or Without You
  • 7 Bring in Legal Early
  • 8 Don't Be Afraid of the Negative
  • 9 Understanding Each Community
  • 10 Come Bearing Gifts
  • 11 Bloggers Have No Boundaries
  • 12 Every Business is Different
  • 13 Don't Fall In Love
  • 14 Don't Be Afraid to Throw Out What Isn't Working
  • 15 Be Open to Trying New Things (but Don't Fall Off the Bleeding Edge)
  • Part III: Social Media from the Inside Out
  • 16 Everyone in Your Company Has a Stake in Your Social Media Strategy
  • 17 Plan Social Media Policies for Company Employees
  • 18 Personal Ethics Matter
  • 19 Define Who Owns the Conversation
  • 20 A Great Customer Service Program Is a Natural Extension into Social Media
  • 21 Interns Make Coffee, Not Social Media Strategies
  • 22 Branding and Messaging Need to Be Consistent
  • 23 Be Transparent: Trust and Readership Must Be Earned
  • 24 Audiences Trust Icons and Avatars
  • Part IV: It's Not About You
  • 25 Give Up Control and Drop the Ego
  • 26 You Need to Be All "Ears"
  • 27 Your Customers Know Your Products Better Than You
  • 28 It's All About the Idea
  • 29 Your Content Must Have Value
  • 30 Sharing with Others Is Key
  • 31 For It to Work, You Need to Be Social
  • 32 Ask the Audience
  • 33 You Get What You Give
  • Part V: How Social Media Fits into the Online Marketing Picture
  • 34 People Do Not Want To Be Marketed To
  • 35 The Difference Between Buzz Monitoring and Audience Research
  • 36 Complementing Both Search Engine Optimization (SEO) and Pay Per Click (PPC)
  • 37 Links and Search Engine Results Are Byproducts of Social Media
  • 38 Align Offline Marketing Strategies with Social Media
  • 39 Create a Social Media-Friendly "Pressroom" and Promote Events
  • 40 YouTube is the Second-Largest Search Engine
  • 41 Social Search Is All About the Now
  • 42 It's Not Just a Web Browser Anymore
  • 43 New Signals to Search Engines
  • 44 Choosing a Social Media Consultant
  • 45 Putting It All Together

About the Author

Since 1999, Liana "Li" Evans has been active full-time in the search marketing arena, becoming well-versed in all avenues of social media and search marketing. Li runs the Search Marketing Gurus blog and is the director of social media for Serengeti Communications, a Washington, DC-based online marketing firm that focuses on building social media strategies for companies and training companies to bring online marketing in-house. Li has led the SEO strategy for an Internet Retailer 500 company, and was the SEO and social media architect for a Fortune 500 multi-million page entertainment Web site. As a database designer and programmer since 1992, Liana has developed technical expertise in dealing with large-scale retail sites and their dynamic natures. She holds degrees in both public relations and information technology, which lend well to working with client strategies in social media and search marketing. Li speaks and trains social media and SEO at Search Engine Strategies and other industry conferences.

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