LEADER 04889nam 2200673Ia 450 001 9910461230903321 005 20200520144314.0 010 $a1-118-24054-5 010 $a1-282-25405-7 010 $a9786613814708 010 $a1-118-22767-0 035 $a(CKB)2670000000152656 035 $a(EBL)818154 035 $a(OCoLC)777374816 035 $a(SSID)ssj0000641330 035 $a(PQKBManifestationID)11458686 035 $a(PQKBTitleCode)TC0000641330 035 $a(PQKBWorkID)10627765 035 $a(PQKB)11722000 035 $a(MiAaPQ)EBC818154 035 $a(CaSebORM)9781118194492 035 $a(Au-PeEL)EBL818154 035 $a(CaPaEBR)ebr10538713 035 $a(CaONFJC)MIL381470 035 $a(EXLCZ)992670000000152656 100 $a20111230d2012 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aSocial media marketing$b[electronic resource] $ean hour a day 2nd edition /$fDave Evans 205 $a2nd ed. 210 $aIndianapolis, IN $cWiley$d2012 215 $a1 online resource (434 p.) 225 1 $aSerious skills 300 $aIncludes index. 311 $a1-118-19449-7 327 $aSocial 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 Web 327 $aSocial 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? 327 $aQuantifying 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 Metrics 327 $aChoosing 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 8-12 327 $aChapters 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; Index 330 $aUpdated 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 Goo 606 $aSocial media$xMarketing 606 $aSocial marketing 608 $aElectronic books. 615 0$aSocial media$xMarketing. 615 0$aSocial marketing. 676 $a302.230688 676 $a658.872 700 $aEvans$b Dave D$0910691 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910461230903321 996 $aSocial media marketing$92038400 997 $aUNINA