Engage! Brands and Businesses to Build, Cultivate, and Measure Success in the New Web

ISBN-10: 0470571098
ISBN-13: 9780470571095
Edition: 2010
List price: $16.99
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Description: What if you had an instruction manual for Social Media? Now you do. The Social Media Manifesto is the ultimate guide to branding and building your business in the era of the Social WebThe Social Media Manifesto thoroughly examines the social media  More...

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Book details

List price: $16.99
Copyright year: 2010
Publisher: John Wiley & Sons, Limited
Publication date: 3/30/2010
Binding: Hardcover
Pages: 400
Size: 6.00" wide x 9.25" long x 1.50" tall
Weight: 1.320

What if you had an instruction manual for Social Media? Now you do. The Social Media Manifesto is the ultimate guide to branding and building your business in the era of the Social WebThe Social Media Manifesto thoroughly examines the social media landscape and how to effectively use it in business-one network and one tool at a time. The guide for branding your business in the era of the social web, this book leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. Both small businesses and Fortune 500 companies will increase visibility over their competition, build communities of loyal brand enthusiasts, and ultimately increase profits. Everything you need to know about social media marketing, starting with where you need to start and how to determine which social networks to participate in and why How to come up with effective ideas based on the proven examples of other peers and companies How to get buy-in from the team Ways to establish a supportive ecosystem for these new activities Specific advice for building a brand and communities in each network Direction in participating in each network in ways that benefit your personal and professional brands Keys to increasing revenue and inspiring action based on goals Defining and measuring ROI and adapting it to existing benchmarks and metrics, while defining new methods for measuring success over time Advice for creating new opportunities and marketing programs using lessons learned in social mediaThis is the first book that includes everything readers need to learn, begin, and accelerate effective social media programs. Readers will walk away with everything they need to know in order to turn the Social Web into a powerful tool for branding and building their businesses.

Foreword
Preface
Introduction: Welcome to the Revolution
The New Reality of Marketing and Customer Service
The Social Media Manifesto: Engage or Die
The Case for Socializing Media, by the Numbers
Forever Students of New Media
The New Media University: Social Media 101
The New Media University: Social Media 201
The New Media University: Social Media 202
The New Media University: Social Media 203
The New Media University: Social Media 301
The New Media University: Social Media 302
The New Media University: Social Media 303
The New Media University: Social Media 401
The New Media University: Social Media 402
The New Media University: Social Media 403
The New Media University: MBA Program-First Year
The New Media University: MBA Program-Second Year
Brand Representative Versus the Brand You
Fusing the "Me" in Social Media and the "We" in the Social Web
Learning and Experimentation Lead to Experience
We are the Champions
Defining the Rules of Engagement
The Conversation Prism: How to Listen
Unveiling the New Influencers
The Social Architect: Developing a Blueprint for New Marketing
The Human Network
The Social Marketing Compass: Creating a Social Media Plan
Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs
A Little Less Conversation, a Little More Action: Rising Above the Noise
A Tale of Two Cities: Social CRM and Relationship Management
The Contrast between Earned and Paid: When Paying for Friends Makes Cents
The New Media Scorecard: Measuring Investment Returns
Conclusion
Glossary
Notes
Index

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