04889nam 2200673Ia 450 991046123090332120200520144314.01-118-24054-51-282-25405-797866138147081-118-22767-0(CKB)2670000000152656(EBL)818154(OCoLC)777374816(SSID)ssj0000641330(PQKBManifestationID)11458686(PQKBTitleCode)TC0000641330(PQKBWorkID)10627765(PQKB)11722000(MiAaPQ)EBC818154(CaSebORM)9781118194492(Au-PeEL)EBL818154(CaPaEBR)ebr10538713(CaONFJC)MIL381470(EXLCZ)99267000000015265620111230d2012 uy 0engur|n|---|||||txtccrSocial media marketing[electronic resource] an hour a day 2nd edition /Dave Evans2nd ed.Indianapolis, IN Wiley20121 online resource (434 p.)Serious skillsIncludes index.1-118-19449-7 Social Media Marketing; Acknowledgments; About the Author; Contents; Foreword; Introduction; Part I: The Foundation of Social Media; Chapter 1: Backlash; The Early Social Networks; The Backlash: Measured and Formalized; The Main Points; Chapter 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; Chapter 3: What Is Social Media?; Social Media Defined; The Elements of Social Media; The Main Points; Part II: Month 1: Prepare for Social Marketing; Chapter 4: Week 1: Web 2.0, The Social WebSocial Media Begins HereWeek 1: Engaging with Social Media; The Main Points; Chapter 5: Week 2: The Social Feedback Cycle; Consideration and the Purchase Funnel; Consumer-Generated Media; Create Your Social Feedback Cycle; Chapter 6: Week 3: Touchpoint Analysis; Touchpoints and the Social Web; Identifying Touchpoints; Quantifying Touchpoints; The Main Points; Chapter 7: Week 4: Influence and Measurement; Quantifying the Conversation; The Main Points; Part III: Month 2: Social Media Channels; Chapter 8: Week 1: Build a Social Media Campaign; How Is Social Media Different?Quantifying the Social Feedback CycleThe Main Points; Chapter 9: Week 2: Social Platforms; Building Social Networks; The Main Points; Chapter 10: Week 3: Social Content-Text, Photos, Audio, and Video; Advertising and the Social Web; The Main Points; Chapter 11: Week 4: Social Content-Ratings, Reviews, and Recommendations; The Main Points; Chapter 12: Week 5: Social Interactions; Connecting the Dots; Managing Social Information; The Main Points; Part IV: Month 3: Complete Your Plan; Chapter 13: Week 1: Objectives, Metrics, and ROI; The Basis for Social Media MetricsChoosing 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; Chapter 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 8-12Chapters 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; IndexUpdated 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 can be an overwhelming topic, he demystifies the jargon, dispels the myths, and helps you develop an effective, day-by-day plan. Revised and updated with more than 100 pages of new material on all the latest developments, Evans includes new and updated coverage on Facebook, Twitter, and GooSocial mediaMarketingSocial marketingElectronic books.Social mediaMarketing.Social marketing.302.230688658.872Evans Dave D910691MiAaPQMiAaPQMiAaPQBOOK9910461230903321Social media marketing2038400UNINA