The rules of marketing have changed. Savvy marketing professionals know that they must engage with individuals directly on the Web, and smart businesses know that customers can become friends—with benefits. Friends With Benefits shows you how to get into the online marketing game. A guide filled with tips, tricks, and real-world case studies, Friends With Benefits shows how you can increase your company's online visibility and Web traffic and win over online influencers.
Friends With Benefits explains how to:
Connect with potential customers and join their conversations
Tweak your website to support your social media marketing campaigns
Promote your products or brand and manage the toughest negative online feedback
Track marketing campaigns, monitor discussions, and measure success
With viral videos racking up millions of views and Twitter mavens influencing thousands of their friends, social media marketing is an essential new tool for every marketer's toolbox. The expert authors of Friend With Benefits guide you through the social media landscape, where authenticity and connections are more important than the size of your marketing budget, and real results can be just a few clicks away.
Chapter 1 WHAT IS SOCIAL MEDIA?
The Rise of the Social Network
Five Fundamentals of Social Media
Social Media Channels: What Are They and How Can You Use Them?
What Is Social Media Marketing?
Now for Some Sober Second Thoughts
Hitting the Trail: What You'll Need to Get Started
Surfing the Wave of Change
Chapter 2 GET SOCIAL MEDIA READY
Entering the Blogosphere: The Basics of Launching a Corporate Blog
Prepping Your Website for Social Media Outreach
The Social Media News Release
Chapter 3 FLAGGING A RIDE: FINDING THE RIGHT BLOGGERS AND COMMUNITIES
Three Buckets of Blogs
Size Matters, and Yes, It Is a Popularity Contest
Learn to Read the Road Signs
Don't Overlook Anecdotal Evidence
Trust Your Instincts
Chapter 4 NETIQUETTE: MISS MANNERS FOR THE WEB
Lesson #1: Listen First
Lesson #2: Take Baby Steps
Lesson #3: Make Friends
Lesson #4: Lay Your Cards on the Table
Lesson #5: Bloggers Aren't Journalists
Lesson #6: Your Reputation Precedes You
Lesson #7: Don't Be a Social Media Spammer
Lesson #8: Don't Fib
Who Are These New Influencers, Anyway?
Etiquette Cheat Sheet
Chapter 5 STICK OUT YOUR THUMB: DEVISING YOUR PITCH
Drums or Smoke Signals: Which Channel to Choose?
Pitch Tactics We've Tried
Other Blogger Outreach Campaigns We Like
It's Not Always About the Pitch: Finding Other Creative Ways to Get Noticed
What Not to Do
Don't Bribe the Border Guard
Rules for Following Up
Chapter 6 MEASURING SUCCESS: HOW TO MONITOR THE WEB
What Does Success Look Like?
Be Realistic. Be Humble.
Tricks of the Trade: Tools for Measuring Success
Talking Back: How to Respond to Posts
If You Don't Measure, You Can't Manage
Chapter 7 IS SOCIAL MEDIA MARKETING RISKY BUSINESS?
Risk #1: Your Campaign Doesn't Get off the Ground
Risk #2: Blogger Backlash
Risk #3: The Crowd Talks Back
Risk #4: You Get Rejected
Risk #5: Your Initiative Dies on the Vine
Risk #6: Ignoring Other Marketing Channels
Risk #7: Too Much Success, Too Soon
Risk #8: Not Being Proactive
Risk #9: You Will Be Measured
Risk #10: Someone Gets Cold Feet
Proceed with Caution, Not Cowardice
Chapter 8 DAMAGE CONTROL IN THE DIGITAL AGE
A Crisis Management Primer
Can Social Media Make Your Crisis Worse?
Do You Really Have a Crisis on Your Hands?
What Is Social Media's Role in Crisis Communications?
Rules for Making Social Media Work for You in a Crisis
Social Media Pitfalls and How to Avoid Them
Chapter 9 DOES MYSPACE STILL MATTER?
Marketing with MySpace
MySpace Marketing Success Stories
Tips and Tricks for MySpace Marketers
What's Next for MySpace?
Chapter 10 UNDERSTANDING FACEBOOK
Profiles and the Network Effect
Anatomy of a Facebook Profile
An Appetite for Fun
The Future of Facebook and the Facebook of the Future
Chapter 11 VIDEO MARKETING WITH YOUTUBE AND OTHER VIDEO SHARING SITES
Why Make YouTube a Marketing Channel?
Setting Your Expectations and Measuring Results
What Makes a Popular YouTube Video?
Funny Beats Pretty
The Wisdom of Stealth Videos
Your Latest Picture
Marketing with YouTube Videos
Case Study: Elastic Path Makes E-commerce Platforms Fun—No, Really
YouTube Killed the Video Star
Chapter 12 THE TWITTER REVOLUTION
From Broadcast to Conversation
Getting Started with Twitter
Tweeting for Fun and Profit
Case Study: Insta-Fundraising with Twitter
Ten Ways to Be a Jerk on Twitter
Beyond the Twitterdome
Chapter 13 THE POWER OF CROWDS: UNDERSTANDING AND PARTICIPATING IN ONLINE COMMUNITIES
Darren Barefoot and Julie Szabo have run social media marketing campaigns for national retailers like Best Buy, Future Shop and Brother International. They've been quoted as experts on social media on the CBC and BBC, and in Wired magazine, The Wall Street Journal, and dozens of other magazines, TV, and radio programs. Founders of Northern Voice, Canada's social media conference, they regularly speak around North America on social media, marketing, and emerging technology. Darren has 10,000 daily readers at DarrenBarefoot.com.