Social Media Marketing All-in-One For Dummies

Get social with the bestselling social media marketing book

No person can ignore social media these days--and no business can afford to ignore it either. Our lives are mediated through the flicker of Facebook, Twitter, YouTube, and Instagram--and brands are increasingly interwoven with our online identities. Even for the 90% of marketers who interact with social media regularly, its pace and scale can be confusing to the point of distraction. Social Media Marketing All-in-One For Dummies helps you take a step back, make sense of the noise, and get your brand voice heard over the babble--in the way you want it to be.

These nine mini-books in one give you essential, straightforward, and friendly guidance on how to use the major social platforms to promote your business, engage your customers, and use feedback to make your product or service the best that it can be. From evaluating the right social mix and planning your strategy to the really fun stuff--like creating videos on Snapchat and TikTok, diving deep on a podcast, or looking pretty on Pinterest--you'll find everything you need to get your social ducks in a row and say the right things. And once the campaign is over, you can follow the guidance here to evaluate success and iterate on your approach, before getting right back out there for an even bigger second bite.

• Keep up with the latest changes on Twitter, Facebook, LinkedIn, TikTok, and more
• Blend your social side with your traditional marketing presence
• Become more engaging and metric your success
• Get to know your fans with user data

Wherever you're coming from--social media strategist, site manager, marketer, or something else--social media is where your customers are. This book shows you how to be there, too.

Auteur

Michelle Krasniak helps clients all over the world develop and execute successful content and social media marketing strategies. With over 20 years of experience as a content creator, she brings to the table a unique combination of creativity and business acumen.

Jan Zimmerman is the owner of Watermelon Mountain Web Marketing and has helped businesses of all sizes use online marketing and social media tools for more than 15 years.

Deborah Ng is a professional blogger and social media enthusiast who grew her writing blog into the number one online community for freelance writers before selling in 2010.

Texte du rabat

Meet your customers where they liveon social media!

It's all about social mediastill! This update to the bestselling guide covers recent changes to Facebook, Twitter, TikTok, and LinkedIn. You'll also find new tips for engaging your community, measuring your efforts, blending your social media with your other marketing efforts, and analyzing your data for marketing insights. If you're wondering where your customers are, they're online! Use Social Media Marketing All-in-One For Dummies to connect with them!

**9 Books Inside. . . The Social Media MixCybersocial ToolsContent MarketingTwitterFacebookLinkedInInstagram and PinterestOther Social Media Marketing SitesMeasuring Results and Building on Success

Résumé

Get social with the bestselling social media marketing book

No person can ignore social media these daysand no business can afford to ignore it either. Our lives are mediated through the flicker of Facebook, Twitter, YouTube, and Instagramand brands are increasingly interwoven with our online identities. Even for the 90% of marketers who interact with social media regularly, its pace and scale can be confusing to the point of distraction. Social Media Marketing All-in-One For Dummies helps you take a step back, make sense of the noise, and get your brand voice heard over the babblein the way you want it to be.

These nine mini-books in one give you essential, straightforward, and friendly guidance on how to use the major social platforms to promote your business, engage your customers, and use feedback to make your product or service the best that it can be. From evaluating the right social mix and planning your strategy to the really fun stufflike creating videos on Snapchat and TikTok, diving deep on a podcast, or looking pretty on Pinterestyou'll find everything you need to get your social ducks in a row and say the right things. And once the campaign is over, you can follow the guidance here to evaluate success and iterate on your approach, before getting right back out there for an even bigger second bite.

• Keep up with the latest changes on Twitter, Facebook, LinkedIn, TikTok, and more
• Blend your social side with your traditional marketing presence
• Become more engaging and metric your success
• Get to know your fans with user data
  Wherever you're coming fromsocial media strategist, site manager, marketer, or something elsesocial media is where your customers are. This book shows you how to be there, too.

Contenu

Introduction 1

About This Book 2

Foolish Assumptions 2

Icons Used in This Book 3

Beyond the Book 4

Where to Go from Here 4

Book 1: The Social Media Mix 5

Chapter 1: Making the Business Case for Social Media 7

Making Your Social Debut 8

Defining Social Media Marketing 9

Understanding the Benefits of Social Media 13

Casting a wide net to catch your target market 14

Branding 15

Building relationships 15

Improving business processes 16

Improving search engine rankings 16

Selling in the social media marketplace 17

Finding alternative advertising opportunities 18

Understanding the Cons of Social Media 19

Integrating Social Media into Your Overall Marketing Effort 19

Developing a Strategic Social Media Marketing Plan 21

Establishing goals 24

Setting quantifiable objectives 25

Identifying your target markets 25

Estimating costs 26

Valuing social media ROI 26

Chapter 2: Tallying the Bottom Line 27

Preparing to Calculate Return on Investment 28

Accounting for Customers Acquired Online 29

Comparing the costs of customer acquisition 30

One is silver and the other gold 32

Establishing Key Performance Indicators for Sales 32

Tracking Leads 36

Understanding Other Common Business Metrics 37

Break-even point 37

Profit margin 38

Revenue versus profit 38

Determining Return on Investment 38

Chapter 3: Plotting Your Social Media Marketing Strategy 47

Locating Your Target Market Online 48

Segmenting Your B2C Market 48

Demographics 50

Geographic location 50

Purchasing behavior in different life stages 53

Psychographics or lifestyle 54

Affinity groups 55

Researching B2B Markets 57

Conducting Other Types of Market Research Online 59

Identifying influencers 59

Understanding why people use social media services 60

Setting Up Your Social Media Marketing Plan 60

Chapter 4: Managing Your Cybersocial Campaign 69

Managing Your Social Media Schedule 70

Controlling the time commitment 70

Developing your social date book 71

Creating a social media dashboard 72

Building Your Social Media Marketing Dream Team 76

Seeking a skilled social media director 77

Looking inside 78

Hiring experts 78

Creating a Social Media Marketing Policy 79

Staying on the Right Side of the Law 81

Obtaining permission to avoid infringement 82

Respecting privacy 84

Revealing product endorsement relationships 84

Protecting Your Brand Reputation 86

Book 2: Cybersocial Tools 89

Chapter 1: Discovering Helpful Tech Tools 91

Keeping Track of the Social Media Scene 92

Saving Time with Content-Distribution Tools 93

Alternative Content-Distribution Services 94

Snipping Ugly URLs 96

Using E-Commerce Tools for Social Sites 97

Selling through links 98

Displaying products on social media channels 98

Selling directly on social media 98

Reviewing third-p…