Social media marketing : an hour a day /

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Updated with 100 pages of new content, this edition is better than ever In the newest edition of his top-selling book, social media expert Dave Evans bypasses theory to provide you with practical, hands-on advice on developing, implementing, and measuring social media marketing campaigns. In what ca...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Evans, Dave, 1956- (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Indianapolis, Ind. : Wiley, ©2012.
Edición:Second edition.
Colección:Serious skills.
Temas:
Social media > Marketing.
Social marketing.
Internet marketing.
Marketing social.
Marketing sur Internet.
Internet marketing
Social marketing
Soziale Software
Online-Marketing
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Foreword
  • Introduction
  • Part I. : The Foundation of Social Media
  • 1. : Backlash
  • The Early Social Networks
  • The Backlash: Measured and Formalized
  • The Main Points
  • 2. : The Marketer's Dilemma
  • The Roots of Avoidance
  • Early Online Word of Mouth
  • The Social Web Blooms
  • Nielsen Adds Social Metrics
  • The Main Points
  • 3. : What Is Social Media?
  • Social Media Defined
  • The Elements of Social Media
  • The Main Points
  • Part II. : Month 1: Prepare for Social Marketing
  • 4. : Week 1: Web 2.0, The Social Web
  • Social Media Begins HereWeek 1: Engaging with Social Media
  • The Main Points
  • 5. : Week 2: The Social Feedback Cycle
  • Consideration and the Purchase Funnel
  • Consumer-Generated Media
  • Create Your Social Feedback Cycle
  • 6. : Week 3: Touchpoint Analysis
  • Touchpoints and the Social Web
  • Identifying Touchpoints
  • Quantifying Touchpoints
  • The Main Points
  • 7. : Week 4: Influence and Measurement
  • Quantifying the Conversation
  • The Main Points
  • Part III. : Month 2: Social Media Channels
  • 8. : Week 1: Build a Social Media Campaign
  • How Is Social Media Different?
  • Quantifying the Social Feedback CycleThe Main Points
  • 9. : Week 2: Social Platforms
  • Building Social Networks
  • The Main Points
  • 10. : Week 3: Social Content-Text, Photos, Audio, and Video
  • Advertising and the Social Web
  • The Main Points
  • 11. : Week 4: Social Content-Ratings, Reviews, and Recommendations
  • The Main Points
  • 12. : Week 5: Social Interactions
  • Connecting the Dots
  • Managing Social Information
  • The Main Points
  • Part IV. : Month 3: Complete Your Plan
  • 13. : Week 1: Objectives, Metrics, and ROI
  • The Basis for Social Media Metrics
  • Choosing Social Media MetricsReal-World Connections
  • Audience
  • Influence
  • Engagement
  • Loyalty
  • Monday: Your Business Objectives
  • Tuesday: Your Audience
  • Wednesday: Content Metrics
  • Thursday: Relevance Metrics
  • Friday: Impact Metrics
  • The Main Points
  • 14. : Week 2: Present Your Social Media Plan
  • Create Your Plan
  • Monday: Affirm Your Business Objectives
  • Tuesday: Define the Opportunity and Choose Your Methods
  • Wednesday: Select Your Channels
  • Thursday: Select Your Metrics
  • Friday: Write and Present Your Plan
  • The Main Points
  • Appendix A. : Worksheets
  • Chapters 4-7
  • Chapters 8-12
  • Chapters 13 & 14Appendix B: Additional Social Media Resources
  • Industry Experts
  • Industry Blogs and Resources
  • Agencies and Social Media Practitioners
  • Social Networks and Services
  • Metrics Platforms and Listeners.

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