Books & Videos

Table of Contents

  1. Chapter 1 WHAT IS SOCIAL MEDIA?

    1. The Rise of the Social Network

    2. Five Fundamentals of Social Media

    3. Social Media Channels: What Are They and How Can You Use Them?

    4. What Is Social Media Marketing?

    5. Now for Some Sober Second Thoughts

    6. Hitting the Trail: What You'll Need to Get Started

    7. Surfing the Wave of Change

  2. Chapter 2 GET SOCIAL MEDIA READY

    1. RSS 101

    2. Entering the Blogosphere: The Basics of Launching a Corporate Blog

    3. Prepping Your Website for Social Media Outreach

    4. The Social Media News Release

  3. Chapter 3 FLAGGING A RIDE: FINDING THE RIGHT BLOGGERS AND COMMUNITIES

    1. Three Buckets of Blogs

    2. Size Matters, and Yes, It Is a Popularity Contest

    3. Learn to Read the Road Signs

    4. Don't Overlook Anecdotal Evidence

    5. Trust Your Instincts

  4. Chapter 4 NETIQUETTE: MISS MANNERS FOR THE WEB

    1. Lesson #1: Listen First

    2. Lesson #2: Take Baby Steps

    3. Lesson #3: Make Friends

    4. Lesson #4: Lay Your Cards on the Table

    5. Lesson #5: Bloggers Aren't Journalists

    6. Lesson #6: Your Reputation Precedes You

    7. Lesson #7: Don't Be a Social Media Spammer

    8. Lesson #8: Don't Fib

    9. Who Are These New Influencers, Anyway?

    10. Etiquette Cheat Sheet

  5. Chapter 5 STICK OUT YOUR THUMB: DEVISING YOUR PITCH

    1. Drums or Smoke Signals: Which Channel to Choose?

    2. Pitch Tactics We've Tried

    3. Other Blogger Outreach Campaigns We Like

    4. It's Not Always About the Pitch: Finding Other Creative Ways to Get Noticed

    5. What Not to Do

    6. Don't Bribe the Border Guard

    7. Rules for Following Up

  6. Chapter 6 MEASURING SUCCESS: HOW TO MONITOR THE WEB

    1. What Does Success Look Like?

    2. Be Realistic. Be Humble.

    3. Tricks of the Trade: Tools for Measuring Success

    4. Talking Back: How to Respond to Posts

    5. If You Don't Measure, You Can't Manage

  7. Chapter 7 IS SOCIAL MEDIA MARKETING RISKY BUSINESS?

    1. Risk #1: Your Campaign Doesn't Get off the Ground

    2. Risk #2: Blogger Backlash

    3. Risk #3: The Crowd Talks Back

    4. Risk #4: You Get Rejected

    5. Risk #5: Your Initiative Dies on the Vine

    6. Risk #6: Ignoring Other Marketing Channels

    7. Risk #7: Too Much Success, Too Soon

    8. Risk #8: Not Being Proactive

    9. Risk #9: You Will Be Measured

    10. Risk #10: Someone Gets Cold Feet

    11. Proceed with Caution, Not Cowardice

  8. Chapter 8 DAMAGE CONTROL IN THE DIGITAL AGE

    1. A Crisis Management Primer

    2. Can Social Media Make Your Crisis Worse?

    3. Do You Really Have a Crisis on Your Hands?

    4. What Is Social Media's Role in Crisis Communications?

    5. Rules for Making Social Media Work for You in a Crisis

    6. Social Media Pitfalls and How to Avoid Them

  9. Chapter 9 DOES MYSPACE STILL MATTER?

    1. MySpace 101

    2. Marketing with MySpace

    3. MySpace Marketing Success Stories

    4. Tips and Tricks for MySpace Marketers

    5. What's Next for MySpace?

  10. Chapter 10 UNDERSTANDING FACEBOOK

    1. Profiles and the Network Effect

    2. Anatomy of a Facebook Profile

    3. The Basics

    4. An Appetite for Fun

    5. The Future of Facebook and the Facebook of the Future

  11. Chapter 11 VIDEO MARKETING WITH YOUTUBE AND OTHER VIDEO SHARING SITES

    1. Why Make YouTube a Marketing Channel?

    2. Setting Your Expectations and Measuring Results

    3. What Makes a Popular YouTube Video?

    4. Funny Beats Pretty

    5. The Wisdom of Stealth Videos

    6. Your Latest Picture

    7. Marketing with YouTube Videos

    8. Case Study: Elastic Path Makes E-commerce Platforms Fun—No, Really

    9. YouTube Killed the Video Star

  12. Chapter 12 THE TWITTER REVOLUTION

    1. From Broadcast to Conversation

    2. Getting Started with Twitter

    3. Tweeting for Fun and Profit

    4. Case Study: Insta-Fundraising with Twitter

    5. Ten Ways to Be a Jerk on Twitter

    6. Beyond the Twitterdome

  13. Chapter 13 THE POWER OF CROWDS: UNDERSTANDING AND PARTICIPATING IN ONLINE COMMUNITIES

    1. Social News and the Wisdom of Crowds

    2. Social Bookmarking and Crowdsourced Curation

    3. Should You Build Your Own Social Network?

    4. What About Wikipedia?

    5. Photo Sharing with Flickr

    6. Stand Out in Your Crowd

  1. AFTERWORD

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