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| Foreword | |
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| Introduction | |
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| The Foundation of Social Media | |
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| Backlash | |
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| The Early Social Networks | |
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| The Pushback Begins | |
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| A Big Boost from an Unlikely Source | |
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| Why Does This Matter? | |
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| The Backlash: Measured and Formalized | |
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| The Main Points | |
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| The Marketer's Dilemma | |
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| The Roots of Avoidance | |
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| Early Online Word of Mouth | |
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| The Social Web Blooms | |
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| Nielsen Adds Social Metrics | |
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| The Main Points | |
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| What Is Social Media? | |
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| Social Media Defined | |
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| Is Social Media Accurate? | |
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| Social Media and Marketing | |
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| Social Media as a Guidepost | |
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| Social Media's Impact on the Purchase Funnel | |
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| The Social Feedback Cycle | |
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| The Elements of Social Media | |
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| The Main Points | |
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| Month 1: Prepare for Social Marketing | |
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| Week 1: Web 2.0, The Social Web | |
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| Social Networks: The Power of the Collective | |
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| Sarnoff's Law | |
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| Metcalfe's Law | |
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| Reed's Law | |
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| Social Media Begins Here | |
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| Week 1: Engaging with Social Media | |
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| Monday: Using Blogs and Wikis | |
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| Tuesday: Multimedia | |
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| Wednesday: Microblogs and Tagging | |
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| Thursday: RSS | |
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| Friday: Social Networks | |
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| The Main Points | |
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| Week 2: The Social Feedback Cycle | |
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| Social Media in Marketing | |
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| Consideration and the Purchase Funnel | |
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| Consumer-Generated Media | |
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| Create Your Social Feedback Cycle | |
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| The Social Feedback Cycle | |
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| Monday: Define Campaign Objectives | |
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| Tuesday: The Awareness Phase | |
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| Wednesday: The Point of Sale | |
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| Thursday: Gathering Insights | |
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| Friday: Your Social Feedback Cycle | |
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| The Main Points | |
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| Week 3: Touchpoint Analysis | |
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| Touchpoints and the Social Web | |
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| Identifying Touchpoints | |
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| Quantifying Touchpoints | |
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| Monday: Gather Your Touchpoint Data | |
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| Tuesday: Organize Your Data | |
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| Wednesday: Evaluate and Rank Your Data | |
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| Thursday: Analyze Your Data | |
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| Friday: Plan Your Next Steps | |
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| The Main Points | |
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| Week 4: Influence and Measurement | |
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| Influence and the Social Web | |
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| Quantifying the Conversation | |
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| Monday and Tuesday: Influence and Metrics | |
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| Wednesday: Applying Influence: Social Media | |
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| Thursday and Friday: Metrics-From Influence to ROI | |
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| The Main Points | |
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| Month 2: Social Media Channels | |
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| Week 1: Build a Social Media Campaign | |
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| How Is Social Media Different? | |
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| Quantifying the Social Feedback Cycle | |
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| Monday: Combining Touchpoints and Feedback | |
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| Tuesday: Applying Social Media Metrics | |
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| Wednesday: Social Media Channels | |
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| Thursday and Friday: Social Media and the Purchase Funnel | |
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| The Main Points | |
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| Week 2: Social Platforms | |
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| Building Social Networks | |
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| Monday: Build a Social Network | |
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| Tuesday: Participate in the Social Web | |
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| Wednesday: Social Application Platforms | |
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| Thursday: Understand Customer Communities | |
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| Friday: Work with Social Platforms | |
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| The Main Points | |
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| Week 3: Social Content-Text, Photos, Audio, and Video | |
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| Advertising and the Social Web | |
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| Monday: Explore Corporate Blogs | |
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| Tuesday: Experience Microblogs | |
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| Wednesday: Consider Photo and Video Sharing | |
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| Thursday: Experience Audio and Video Podcasting | |
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| Friday: Create Your Social Media Marketing Plan | |
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| The Main Points | |
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| Week 4: Social Content-Ratings, Reviews, and Recommendations | |
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| Marketplace Conversations | |
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| Building Consensus | |
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| Monday: Understand Consensus and Marketing | |
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| Tuesday: Win the Popularity Contest | |
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| Wednesday: Apply Recommendations | |
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| Thursday: Get There Faster | |
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| Friday: Build Your Plan | |
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| The Main Points | |
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| Week 5: Social Interactions | |
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| Connecting the Dots | |
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| Managing Social Information | |
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| Monday: Events and Calendars | |
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| Tuesday: Mobile and Location-Based Media | |
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| Wednesday: Status Notices and Activity Streams | |
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| Thursday: Activity Feeds | |
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| Friday: Social Information and Marketing | |
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| The Main Points | |
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| Month 3: Complete Your Plan | |
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| Week 1: Objectives, Metrics, and ROI | |
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| The Basis for Social Media Metrics | |
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| Define Your Objectives and Audience | |
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| Key Performance Indicators | |
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| What and Where to Measure | |
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| Choosing Social Media Metrics | |
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| Metrics in Motion | |
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| Content Metrics | |
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| Relevance Metrics | |
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| Impact Metrics | |
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| Real-World Connections | |
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| Audience | |
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| Influence | |
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| Engagement | |
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| Loyalty | |
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| Action | |
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| Planning for Measurement | |
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| Monday: Your Business Objectives | |
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| Tuesday: Your Audience | |
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| Wednesday: Content Metrics | |
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| Thursday: Relevance Metrics | |
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| Friday: Impact Metrics | |
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| The Main Points | |
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| Week 2: Present Your Social Media Plan | |
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| Create Your Plan | |
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| Monday: Affirm Your Business Objectives | |
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| Tuesday: Define the Opportunity and Choose Your Methods | |
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| Wednesday: Select Your Channels | |
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| Thursday: Select Your Metrics | |
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| Friday: Write and Present Your Plan | |
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| The Main Points | |
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| Worksheets | |
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| Worksheets Part II | |
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| Chapters 4-7 | |
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| Chapter 4: Week 1: Web 2.0, The Social Web | |
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| Chapter 5: Week 2: The Social Feedback Cycle | |
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| Chapter 6: Week 3: Touchpoint Analysis | |
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| Chapter 7: Week 4: Influence and Measurement | |
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| Worksheets Part III | |
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| Chapters 8-12 | |
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| Chapter 8: Week 1: Build a Social Media Campaign | |
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| Chapter 9: Week 2: Social Platforms | |
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| Chapter 10: Week 3: Social Content-Text, Photos, Audio, and Video | |
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| Chapter 11: Week 4: Social Content-Ratings, Reviews, and Recommendations | |
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| Chapter 12: Week 5: Social Interactions | |
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| Worksheets Part IV | |
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| Chapters 13 & 14 | |
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| Chapter 13: Week 1: Objectives, Metrics, and ROI | |
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| Chapter 14: Week 2: Present Your Social Media Plan | |
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| Additional Social Media Resources | |
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| Industry Experts | |
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| Industry Blogs and Resources | |
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| Agencies and Social Media Practitioners | |
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| Social Networks and Services | |
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| Metrics Platforms and Listeners | |
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| Index | |