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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 | |