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| Foreword | |
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| Acknowledgments | |
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| Introduction: A Window into the World of Social Media Marketing | |
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| How to Learn the Lingo | |
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| Who Is This Book For? | |
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| This Book Isn't for You If | |
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| Getting Around: What You'll Learn | |
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| What Is Social Media? | |
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| The Rise of the Social Network | |
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| Five Fundamentals of Social Media | |
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| It's About Democracy: A Communication Revolution | |
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| It's About Community: We Are Family | |
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| It's About Collaboration: Two Heads (or Millions) Really Are Better Than One | |
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| It's About Scope: The Infinite Internet | |
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| It's About Authenticity: A Cult of Honesty | |
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| Social Media Channels: What Are They and How Can You Use Them? | |
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| What Is Social Media Marketing? | |
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| Why Should You Embrace Social Media Marketing? | |
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| How Does Social Media Fit with Your Marketing Goals? | |
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| Now for Some Sober Second Thoughts | |
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| Hitting the Trail: What You'll Need to Get Started | |
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| Time, Time, and More Time | |
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| Boss Buy-In | |
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| The Buddy System | |
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| The Best Books and Blogs | |
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| Surfing the Wave of Change | |
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| Get Social Media Ready | |
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| RSS 101 | |
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| RSS Feeds and Readers | |
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| Mainlining Data | |
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| Entering the Blogosphere: The Basics of Launching a Corporate Blog | |
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| How Do You Start? | |
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| Should You Build Your Own Blogging Software? | |
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| Who Should Blog? | |
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| Why Should You Write a Blog? | |
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| What Should You Write About? | |
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| How Often Should You Blog? | |
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| How Will You Manage All the Feedback? | |
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| Where Should the Blog Live? | |
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| A Few Blogging Don'ts | |
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| Prepping Your Website for Social Media Outreach | |
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| Link Me Up | |
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| The Social Media Resource Page | |
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| The Social Media News Release | |
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| Flagging a Ride: Finding the Right Bloggers and Communities | |
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| Three Buckets of Blogs | |
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| Size Matters, and Yes, It Is a Popularity Contest | |
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| Learn to Read the Road Signs | |
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| Finding Blogs with Google | |
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| Metrics: Making a List, Checking It Twice | |
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| Google PageRank and Trends | |
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| Technorati, BlogPulse, IceRocket the List Goes On | |
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| Alexa, Compete, and Quantcast | |
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| Count RSS Subscribers | |
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| Be a Bit Skeptical | |
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| Don't Overlook Anecdotal Evidence | |
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| Blogrolls: Who Is Your BFF? | |
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| A Little Help from Your Friends | |
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| Trust Your Instincts | |
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| Netiquette: Miss Manners for the Web | |
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| Listen First | |
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| Take Baby Steps | |
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| Make Friends | |
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| Lay Your Cards on the Table | |
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| Bloggers Aren't Journalists | |
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| Your Reputation Precedes You | |
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| Don't Be a Social Media Spammer | |
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| Don't Fib | |
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| Who Are These New Influences, Anyway? | |
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| Margaret Mason, Shopping Diva at Mighty Goods | |
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| Muhammad Saleem on Getting Dugg | |
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| For Marshall kirkpatrick, It's Just the Facts, Ma'am | |
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| Etiquette Cheat Sheet | |
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| Stick Out Your Thumb: Devising Your Pitch | |
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| Drums or Smoke Signals: Which Channel to Choose? | |
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| Pitch Tactics We've Tried | |
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| An �Illuminating� Email Pitch | |
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| Other Ways to Woo | |
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| Other Blogger Outreach Campaigns We Like | |
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| It's Not Always About the Pitch: Finding Other Creative Ways to Get Noticed | |
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| What Not to Do | |
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| Don't Bribe the Border Guard | |
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| Rules for Following Up | |
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| Measuring Success: How to Monitor the Web | |
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| What Does Success Look Like? | |
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| Be Realistic, Be Humble | |
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| Tricks of the Trade: Tools for Measuring Success | |
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| Web Analytics: Your Foreign Language Phrase Book | |
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| Google Alerts: An Oldie but a Goodie | |
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| Web Monitoring 2.0 | |
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| The One-Stop Web Monitoring Shop | |
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| Talking Back: How to Respond to Posts | |
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| If You Don't Measure, You Can't Manage | |
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| Is Social Media Marketing Risky Business? | |
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| Your Campaign Doesn't Get off the Ground | |
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| Secrets to Building Long-Term Relationships | |
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| You're Just an Average Joe | |
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| Blogger Backlash | |
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| The Crowd Talks Back | |
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| You Get Rejected | |
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| Your Initiative Dies on the Vine | |
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| Ignoring Other Marketing Channels | |
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| Too Much Success, Too Soon | |
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| Not Being Proactivej | |
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| You Will Be Measured | |
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| Someone Gets Cold Feet | |
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| Proceed with Caution, Not Cowardice | |
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| Damage Control in the Digital Age | |
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| A Crisis Management Primer | |
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| Can Social Media Make Your Crisis Worse? | |
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| The Internet Insta-Crisis | |
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| The Predictable Pile-On | |
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| The Internet Never Forgets, Remember? | |
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| Do You Really Have a Crisis on Your Hands? | |
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| What Is Social Media's Role in Crisis Communications? | |
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| Rules for Making Social Media Work for You in a Crisis | |
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| Don't Hide | |
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| Use Your Blog as a Crisis Management Tool | |
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| Monitor the Web Closely | |
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| Clean Up Your Mess with the Right Channels | |
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| Consider �Search� in Your Crisis Strategy | |
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| Outfit Your Website for a Crisis | |
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| Social Media Pitfalls and How to Avoid Them | |
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| Get Yourself a Lightweight Blogging Policy | |
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| What Does a Blogging Policy Look Like? | |
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| Test-Run Your Campaign | |
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| Own Your Social Media Campaign Assets | |
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| Does MySpace Still Matter? | |
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| MySpace 101 | |
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| Demographics: Who Goes There? | |
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| How Does MySpace Work? | |
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| From Social Platform to Social Phenomenon | |
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| Marketing with MySpace | |
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| MySpace Marketing Success Stories | |
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| Roller Warehouse | |
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| Weird Al Yankovic: �White and Nerdy� on MySpace | |
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| Obama Takes the White House with the Help of Social Networks | |
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| Catering to the MySpace Crowd | |
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| Banging the Drums with MySpace | |
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| Tatango and MySpace's Network Effect | |
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| Tips and Tricks for MySpace Marketers | |
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| What's Next for MySpace? | |
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| Understanding Facebook | |
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| Profiles and the Network Effect | |
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| Anatomy of a Facebook Profile | |
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| The Basics | |
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| Events | |
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| Groups and pages: Which to use? | |
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| Market Passively | |
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| Case Study: Chicken, Biscuits, and Facebook | |
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| An Appetite for Fun | |
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| Don't Be Apprehensive | |
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| Working with Facebook App Developers | |
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| Advertising on Facebook | |
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| Case Study: Sharpening Perception with Mystery and Social Networks | |
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| Case Study: Self-Propelled Video on Facebook | |
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| The Future of Facebook and the Facebook of the Future | |
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| Video Marketing with YouTube and Other Video Sharing Sites | |
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| Why Make YouTube a Marketing Channel? | |
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| Setting Your Expectations and Measuring Results | |
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| What Makes a Popular YouTube Video? | |
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| Funny Beats Pretty | |
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| The Wisdom of Stealth Videos | |
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| Your Latest Picture | |
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| Marketing with YouTube Videos: | |
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| Set the Stage | |
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| Pick the Right Title | |
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| Describe and Lead with a Link | |
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| Categorize and Tag Responsibly | |
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| Play Nice with Others | |
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| Join Groups | |
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| Curate with Playlists | |
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| Include Videos in Pitches | |
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| Feature Videos in Other Communication Channels | |
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| Annotate Your Videos | |
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| Case Study: Elastic Path Makes E-commerce Platforms Fun-No, Really | |
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| YouTube Killed the Video Star | |
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| The Twitter Revolution | |
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| From Broadcast to Conversation | |
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| Getting Started with Twitter | |
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| Know Your DMs from Your Hash Tags | |
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| Tweeting Beyond the Browser | |
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| Tweeting for Fun and Profit | |
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| Case Study: Insta-Fundraising with Twitter | |
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| Ten Ways to Be a Jerk on Twitter | |
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| Beyond the Twitterdome | |
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| The Power of Crowds: Understanding and Participating in Online Communities | |
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| Social News and the Wisdom of Crowds | |
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| Why Marketers Should Care About Social News | |
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| Using Social News to Build Buzz | |
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| Social Bookmarking and Crowdsourced Curation | |
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| A Social Bookmarking Primer | |
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| How Marketers Can Benefit from Social Bookmarking | |
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| Should You Build Your Own Social Network? | |
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| What About Wikipedia? | |
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| Photo Sharing with Flickr | |
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| Stand Out in Your Crowd | |
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| Afterword | |
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| Recommended Reading | |
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| Books | |
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| Blogs and Websites | |
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| Index | |