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

Social Media Marketing All-in-One For Dummies®, 5th Edition

Published by: John Wiley & Sons, Inc.,111 River Street, Hoboken, NJ 07030-5774, www.wiley.com

Copyright © 2021 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions .

Trademarks:Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.

LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ.

For general information on our other products and services, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. For technical support, please visit https://hub.wiley.com/community/support/dummies .

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com . For more information about Wiley products, visit www.wiley.com .

Library of Congress Control Number: 2021931633

ISBN 978-1-119-69687-2 (pbk); ISBN 978-1-119-69694-0 (ebk); ISBN 978-1-119-69693-3 (ebk)

1 Cover

2 Title Page

3 Copyright

4 Introduction About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here

5 Book 1: The Social Media Mix Chapter 1: Making the Business Case for Social Media Making Your Social Debut Defining Social Media Marketing Understanding the Benefits of Social Media Understanding the Cons of Social Media Integrating Social Media into Your Overall Marketing Effort Developing a Strategic Social Media Marketing Plan Chapter 2: Tallying the Bottom Line Preparing to Calculate Return on Investment Accounting for Customers Acquired Online Establishing Key Performance Indicators for Sales Tracking Leads Understanding Other Common Business Metrics Determining Return on Investment Chapter 3: Plotting Your Social Media Marketing Strategy Locating Your Target Market Online Segmenting Your B2C Market Researching B2B Markets Conducting Other Types of Market Research Online Setting Up Your Social Media Marketing Plan Chapter 4: Managing Your Cybersocial Campaign Managing Your Social Media Schedule Building Your Social Media Marketing Dream Team Creating a Social Media Marketing Policy Staying on the Right Side of the Law Protecting Your Brand Reputation

6 Book 2: Cybersocial Tools Chapter 1: Discovering Helpful Tech Tools Keeping Track of the Social Media Scene Saving Time with Content-Distribution Tools Alternative Content-Distribution Services Snipping Ugly URLs Using E-Commerce Tools for Social Sites Keeping Your Ear to the Social Ground Measuring the Buzz by Type of Service Chapter 2: Leveraging SEO for Improved Visibility Making the Statistical Case for SEO Thinking Tactically and Practically Focusing on the Top Search Engines Knowing the Importance of Search Phrases Maximizing Metatag Muscle Optimizing Your Site and Content for Search Engines Chapter 3: Optimizing Social Media for Internal and External Searches Placing Search Terms on Social Media Optimizing Blogs Optimizing Images, Video, and Podcasts Optimizing Specific Social Media Platforms Optimizing for Mobile Search Gaining Visibility in Real-Time Search Gaining Traction on Google with Social Media Monitoring Your Search Engine Ranking Chapter 4: Using Social Bookmarks, News, and Share Buttons Bookmarking Your Way to Traffic Sharing the News Benefiting from Social Bookmarks and News Services Researching a Social Bookmark and Social News Campaign Submitting to Bookmarking Services Submitting to Social News Services Using Application-Specific Bookmarks Timing Your Submissions Encouraging Others to Bookmark or Rate Your Site Using Social Media Buttons

7 Book 3: Content Marketing Chapter 1: Growing Your Brand with Content Introducing Content Marketing Determining the Best Content Platform for Your Needs Selling Your Brand through Content Marketing Making Your Content Stand Out Chapter 2: Exploring Content-Marketing Platforms Building a Blog Using Podcasts and Video on Your Blog or Website Sharing Images Using Social Media Platforms for Online Content Guest Blogging to Grow Awareness and Expertise Chapter 3: Developing a Content-Marketing Strategy Determining Content Goals Putting a Strategy on Paper Chapter 4: Getting Your Content to the Masses Creating an Editorial Calendar to Keep Content Flowing Finding the Right Mix between Evergreen and Timely Content Executing Your Content Strategy Sharing Your Content with the Public Measuring the Success of Your Content Strategy

8 Book 4: Twitter Chapter 1: Using Twitter as a Marketing Tool Deciding Whether Twitter Is Right for You Communicating in 280 Characters Promoting without Seeming like You’re Promoting Researching Other Brands on Twitter Knowing Quality Is More Important than Quantity Chapter 2: Using Twitter as a Networking Tool Finding the Right People to Follow Finding the Right Topics to Follow Finding Out Who Is Talking about You on Twitter Responding to Tweets Searching on Twitter Filtering Search Results Tweeting like a Pro Sharing on Twitter Following the Twitter Rules of Etiquette Chapter 3: Finding the Right Twitter Tools Customizing Your Twitter Profile Page Pinning Tweets Embedding Tweets Using a Twitter Application Chapter 4: Social Listening with Twitter Using Twitter to Listen to Your Customers Chapter 5: Hosting Twitter Chat Benefiting from Twitter Chats Finding a Hashtag for Your Chat Keeping Track of Who Says What Finding Guests for Your Twitter Chat Promoting Your Twitter Chat Hosting Your Twitter Chat Following Twitter Chat Best Practices