LEADER 07298nam 22007095 450 001 9910438248803321 005 20200920141506.0 010 $a1-4302-4408-9 024 7 $a10.1007/978-1-4302-4408-0 035 $a(CKB)3280000000006816 035 $a(EBL)1694147 035 $a(OCoLC)880826920 035 $a(SSID)ssj0001174395 035 $a(PQKBManifestationID)11977479 035 $a(PQKBTitleCode)TC0001174395 035 $a(PQKBWorkID)11107424 035 $a(PQKB)10268117 035 $a(DE-He213)978-1-4302-4408-0 035 $a(MiAaPQ)EBC1694147 035 $a(CaSebORM)9781430244073 035 $a(PPN)177820551 035 $a(OCoLC)840429241 035 $a(OCoLC)ocn840429241 035 $a(EXLCZ)993280000000006816 100 $a20140301d2013 u| 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aAdvanced Social Media Marketing $eHow to Lead, Launch, and Manage a Successful Social Media Program /$fby Tom Funk 205 $a1st ed. 2013. 210 1$aBerkeley, CA :$cApress :$cImprint: Apress,$d2013. 215 $a1 online resource (246 p.) 300 $a"A Professional's Guide"--Cover. 300 $aIncludes index. 311 $a1-4302-4407-0 320 $aIncludes bibliographical references and index. 327 $a""Contents""; ""About the Author ""; ""Acknowledgments ""; ""The Business Case""; ""The Power of Social Media""; ""Beloved Brands Thrive in Social Media""; ""Leveraging the Network Effect""; ""Three Vital Ingredients and a???Social Proofa???""; ""Setting Goals and Tactics""; ""Customer Service 2.0""; ""How to Calculate Social Media ROI""; ""The Other ROI: Risk of Ignoring""; ""Summary""; ""Best Practices""; ""Whata???s the Big Idea?""; ""Social Media Strategy""; ""One Channel, Many Functions""; ""Listening""; ""Planning""; ""Community Management""; ""Pursuing and Cultivating a???Influentialsa???"" 327 $a""Promoting Your Online Community""""Tapping the Network Effect""; ""Be Remarkable""; ""Summary""; ""The Platforms""; ""Social Media Market Share""; ""Engagement vs. Marketing""; ""Facebook""; ""Twitter""; ""Google+""; ""LinkedIn""; ""YouTube""; ""Pinterest""; ""Foursquare""; ""Niche Networks""; ""Proprietary Networks""; ""Blogging""; ""Mobile""; ""Summary""; ""Advertising and Promotion""; ""Your Social Ad Budget""; ""Goals and Tests: Where Are Social Ad Dollars Going?""; ""Measure Resultsa???and Rebalance""; ""Combatting Social Media Fatigue""; ""Promotion and a???Earned Mediaa???"" 327 $a""Dona???t Go There""""Summary""; ""Facebook Advertising""; ""Managing Your Facebook Ads""; ""Marketplace Ads""; ""External URLs""; ""Facebook Object Ads""; ""Page Post Ads""; ""Sponsored Stories""; ""Promoted Posts""; ""Adding Social Activity to Ads""; ""Targeting""; ""CPC or CPM?""; ""Create Facebook Ads That Work""; ""Local Businesses: Facebook Offers""; ""Facebook Sponsored Search Results""; ""Remarketing with Facebook Exchange""; ""Custom Audiences""; ""Action Spec Targeting""; ""Facebook Premium Ads""; ""Going Mobile""; ""The New Stuff""; ""Do Facebook Ads Really Work?""; ""Summary"" 327 $a""Advertising on Twitter and Other Networks""""Twitter""; ""Promoted Accounts, Tweets, and Trends""; ""Interest-Targeting on Twitter""; ""YouTube""; ""YouTube Video Remarketing""; ""Brand Channels""; ""Home-Page and Display Advertising""; ""LinkedIn""; ""Google+""; ""StumbleUpon""; ""Yelp""; ""TripAdvisor""; ""Other Platforms""; ""Summary""; ""Operations""; ""Who Owns Social Media?""; ""Planning Your Social Media Program""; ""Budget Accurately""; ""Social Media Certification""; ""Basic Documents You Need""; ""Publishing Management""; ""Building Your Social Media Dream Team"" 327 $a""Choosing a Social Media Agency""""Technology Infrastructure""; ""Hardware""; ""Software""; ""Monitoring Tools""; ""Publishing and Management Tools""; ""Ad-Management Tools""; ""Campaign Platforms""; ""Analytics Platforms""; ""Damage Control""; ""Your Social Media Command Center""; ""Summary""; ""Measuring Success""; ""What Are Your Goals?""; ""What Is a Facebook Fan Really Worth?""; ""Social Media Analytics""; ""Tools for Social Media Analytics""; ""Your Online Community""; ""Facebook Insights""; ""Your Brand in the Social Sphere""; ""Impact on Your Online Business"" 327 $a""Impact on Your Offline Business"" 330 $aHundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn?t whether to take your business onto social media platforms?but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success.  Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program.   Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business. In it, we simplify tasks that might otherwise be complicated?like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up.    The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author?s own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it?s ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz.  . 606 $aBusiness 606 $aManagement science 606 $aBusiness and Management, general$3https://scigraph.springernature.com/ontologies/product-market-codes/500000 615 0$aBusiness. 615 0$aManagement science. 615 14$aBusiness and Management, general. 676 $a330 676 $a650 676 $a658.8 676 $a658.8/72 700 $aFunk$b Tom$4aut$4http://id.loc.gov/vocabulary/relators/aut$01061172 801 0$bUMI 801 1$bUMI 906 $aBOOK 912 $a9910438248803321 996 $aAdvanced Social Media Marketing$92517781 997 $aUNINA