Michelle Krasniak - Social Media Marketing All-in-One For Dummies

9 Book 5: Facebook Chapter 1: Using Facebook as a Marketing Tool Understanding the Appeal of Brands on Facebook Branding with Facebook Pages Examining the Components of a Facebook Page Making the Most of Your Facebook Page Understanding Your Facebook Administrative Functions Filling Out What You’re About Using a Custom Username for Your Page Inviting People to Join Your Community Liking Other Brands Creating Facebook Events Chapter 2: Creating and Sharing Content on Facebook Creating a Facebook Content Strategy Sharing Your Brand’s Story Creating Content That Sings Sharing and Being Shared Bringing Your Community into the Mix Making Connections with Facebook Groups Learning through Insights Chapter 3: Advertising and Selling on Facebook Reaching More Fans with Ads Measuring Your Ad’s ROI Selling on Facebook Chapter 4: Streaming Live Video on Facebook Understanding the Benefits of Live Streaming Setting Up Your Live Stream Engaging with Your Community via Facebook Live Brainstorming Ideas for Live Videos

10 Book 6: LinkedIn Chapter 1: Promoting Yourself with LinkedIn Exploring the Benefits of Using LinkedIn Creating an Online Resume Understanding Recommendations and Endorsements Using LinkedIn Messages Chapter 2: Promoting Your Business with LinkedIn Exploring the Benefits of a LinkedIn Page Selling and Promoting with LinkedIn Showcase Pages Benefitting from LinkedIn Groups Chapter 3: Using LinkedIn as a Content Platform Blogging on LinkedIn Promoting Your LinkedIn Articles Posting Content on LinkedIn Pages

11 Book 7: Getting Visual Chapter 1: Pinning Down Pinterest Understanding Pinterest Getting Started Joining Pinterest Getting on Board Pinning on Pinterest Following on Pinterest Sharing on Pinterest Driving Traffic with Pinterest Building Your Pinterest Community Using Tools for Pinterest Marketing Chapter 2: Snapchatting It Up! Setting Up a General Snapchat Account Taking Your First Snap Telling Your Snapchat Story Chapter 3: Getting Started with Instagram Promoting Your Brand on Instagram Creating and Using Your Instagram Account Determining What Is Photo-Worthy for Your Brand Using Hashtags in Your Instagram Posts Using Instagram Stories Going Live with Instagram Live Chapter 4: TikTok(ing) Around the Clock Using TikTok for Brand Promotion Creating and Personalizing Your TikTok Account Determining What Videos You Should Create Chapter 5: Watching and Listening: Videos, Podcasts, and Your Brand Deciding if Video and Podcasts Are Right for You Determining What Content to Create Getting Set Up with Equipment Creating Your Content Publishing Your Content

12 Book 8: Other Social Media Marketing Sites Chapter 1: Weighing the Business Benefits of Minor Social Sites Reviewing Your Goals Researching Minor Social Networks Assessing the Involvement of Your Target Audience Choosing Social Sites Strategically Chapter 2: Maximizing Stratified Social Communities Making a Bigger Splash on a Smaller Site Taking Networking to the Next Level Selecting Social Networks by Vertical Industry Sector Selecting Social Networks by Demographics Selecting Social Networks by Activity Type Finding Yourself in the Real World with Geomarketing Spacing Out with Twitter Finding Your Business on Facebook Making Real Connections in Meetup Making Deals on Social Media Setting Terms for Your Coupon Campaign Digging into Groupon Diversifying Your Daily Deals Chapter 3: Profiting from Mid-Size Social Media Channels Deciding Whether to Invest Your Time Entertaining Your Audience with Streaming Content Turning Up New Prospects with Tumblr Promoting Video with Vimeo Chapter 4: Integrating Social Media Thinking Strategically about Social Media Integration Integrating Social Media with E-Newsletters Integrating Social Media with Press Releases Integrating Social Media with Your Website Chapter 5: Advertising on Social Media Integrating Social Media with Paid Advertising Advertising on Facebook and Instagram Advertising on Twitter Advertising on LinkedIn Targeting Your LinkedIn Ads Advertising on Pinterest Advertising on YouTube Advertising on Snapchat Advertising on TikTok Interfacing with Influencers

13 Book 9: Measuring Results and Building on Success Chapter 1: Delving into Data Planning a Measurement Strategy Selecting Analytics Packages Getting Started with Google Analytics Integrating Google’s Social Media Analytics Chapter 2: Analyzing Content-Sharing Metrics Measuring the Effectiveness of Content Sharing with Standard Analytics Evaluating Blog-Specific Metrics Visualizing Video Success Understanding Podcast Metrics Measuring Your Results from Pinterest Comparing Hard and Soft Costs versus Income Chapter 3: Analyzing Twitter Metrics Tracking Website Referrals with Google Analytics Tracking Shortened Links Using Twitter Analytics Using TweetDeck Using Third-Party Twitter Analytics Applications Tracking Account Activity with the Notifications Tab Using the Hashtag as a Measurement Mechanism Calculating the Twitter Follower-to-Following Ratio Chapter 4: Analyzing Facebook Metrics Monitoring Facebook Interaction with Insights Using Page Insights Exploring the Insights Overview and Detail Pages Chapter 5: Measuring Other Social Media Networks Plugging into Social Media Measuring LinkedIn Success Exploring Instagram Insights Chapter 6: Comparing Metrics from Different Marketing Techniques Establishing Key Performance Indicators Comparing Metrics across Social Media Integrating Social Media with Web Metrics Using Advertising Metrics to Compare Social Media with Other Types of Marketing Juxtaposing Social Media Metrics with Other Online Marketing Contrasting Word-of-Web with Word-of-Mouth Chapter 7: Making Decisions by the Numbers Using Metrics to Make Decisions Knowing When to Hold and When to Fold Diagnosing Problems with Social Media Campaigns Fixing Problems Adjusting to Reality

14 Index

15 About the Authors

16 Connect with Dummies

17 End User License Agreement

1 Book 1 Chapter 1 TABLE 1-1 Matching Social Media Services to Goals

2 Book 1 Chapter 2 TABLE 2-1 Resources for Business Metrics TABLE 2-2 Social Media Store Solutions Offering Sales Statistics TABLE 2-3 Lead-Monitoring and CRM Software

3 Book 1 Chapter 3 TABLE 3-1 Top-Level Demo-Geographic Social Groups from Nielsen PRIZM TABLE 3-2 Stage in the Family Life Cycle TABLE 3-3 Main Categories Available on Google Trends

4 Book 1 Chapter 4 TABLE 4-1 Calendar Software TABLE 4-2 Social Media Dashboard Resources TABLE 4-3 Social Media Policy Resource Sites TABLE 4-4 Legal Resource Sites TABLE 4-5 Brand Sentiment Resources

5 Book 2 Chapter 1 TABLE 1-1 Social Media Marketing Resources TABLE 1-2 URL-Snipping Services TABLE 1-3 Social E-Commerce Apps, Storefronts, and Resources TABLE 1-4 Helpful Monitoring Tools

6 Book 2 Chapter 2 TABLE 2-1 Submission URLs for Key Search Engines TABLE 2-2 Keyword Selection Resources TABLE 2-3 Search Engine and Optimization Resources

7 Book 2 Chapter 3TABLE 3-1 Search Engine Ranking Services

8 Book 2 Chapter 4TABLE 4-1 Popular Social-Bookmarking ServicesTABLE 4-2 Popular Social News ServicesTABLE 4-3 Bookmarks for Specific ApplicationsTABLE 4-4 Sources for Social Share Buttons

9 Book 3 Chapter 2TABLE 2-1 Popular Photo-Sharing Sites

10 Book 3 Chapter 3TABLE 3-1 Outlining Your Content Inventory on a Spreadsheet

11 Book 8 Chapter 1TABLE 1-1 Social Network Research URLs

12 Book 8 Chapter 2TABLE 2-1 Business NetworksTABLE 2-2 Vertical Market Social NetworksTABLE 2-3 Demographically and Geographically Stratified SitesTABLE 2-4 Social Networks by Activity TypeTABLE 2-5 Geolocation ServicesTABLE 2-6 Group Coupon and Daily Deal Sites

13 Book 8 Chapter 4TABLE 4-1 Publicity and PR Resources

14 Book 8 Chapter 5TABLE 5-1 Social Media Sites Offering Paid Advertising

15 Book 9 Chapter 1TABLE 1-1 Free Analytics PackagesTABLE 1-2 Paid Statistical PackagesTABLE 1-3 Analytics for Specific Social NetworksTABLE 1-4 Helpful Google Analytics Resource URLs