{"product_id":"social-media-marketing-for-dummies-paperback-softback-9781119617006","title":"Social Media Marketing For Dummies (Paperback \/ softback) 9781119617006","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eSocial Media Marketing For Dummies\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cfont size=\"4\"\u003eShiv Singh (Author), Stephanie Diamond (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781119617006, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 19 March 2020\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e448 pages\u003cbr\u003e23.4 x 18.8 x 2.8 cm, 0.59 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eMake friends and sell things to people through social media\u003c\/b\u003e \u003c\/p\u003e \u003cp\u003eSocial media technology is restlessly inventive, providing thousands of awesome ways for you to market your business inexpensively and on a large scale—often directly into the pockets of consumers. But in the proliferating, ever-changing world of tweets, influencers, handles, and alerts, it can be hard to know where to begin and then to evaluate what’s actually working for you. In the new edition of \u003ci\u003eSocial Media Marketing for Dummies\u003c\/i\u003e, leading SMM voices Shiv Singh and Stephanie Diamond clear away the confusion and show you the smartest, most effective ways to plan, launch, manage, and assess your campaigns—and then iterate and optimize for increased success.\u003c\/p\u003e \u003cp\u003eIncorporating the latest trends and presented in a friendly, easily digestible step-by-step style, you’ll find the ultimate blueprint for developing your best SMM strategy. In no time, you’ll find out how to line up with Facebook, Twitter, Tumblr, and Google, develop a unique and compelling voice, and influence your key audience all the way to the bank.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eChoose the best SMM combination for you\u003c\/li\u003e \u003cli\u003eAvoid common mistakes and pitfalls\u003c\/li\u003e \u003cli\u003eTrack your customers from awareness to retention\u003c\/li\u003e \u003cli\u003eTry out the latest stuff that really works\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWhether your organization is large or small, it simply doesn’t pay to be shy. Find your voice, get social, and chat your way to attracting and keeping new customers today!\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eAbout This Book 1\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 2\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 2\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 3\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1: Getting Started with Social Media Marketing 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Understanding Social Media Marketing 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining Social Media Marketing 8\u003c\/p\u003e \u003cp\u003eLearning about the Roles People Play 9\u003c\/p\u003e \u003cp\u003eChanging roles of the social media marketer 10\u003c\/p\u003e \u003cp\u003eUnderstanding the role of the influencer 12\u003c\/p\u003e \u003cp\u003eConsidering the types of influencers 14\u003c\/p\u003e \u003cp\u003eInfluencing on digital platforms 16\u003c\/p\u003e \u003cp\u003eComparing Social Media Marketing with Other Marketing Efforts 18\u003c\/p\u003e \u003cp\u003eDirect mail 18\u003c\/p\u003e \u003cp\u003ePublic relations 19\u003c\/p\u003e \u003cp\u003eOnline advertising 20\u003c\/p\u003e \u003cp\u003ePromotions 22\u003c\/p\u003e \u003cp\u003eTaking Social Influence Beyond Marketing 23\u003c\/p\u003e \u003cp\u003eUsing social influencers to mobilize 24\u003c\/p\u003e \u003cp\u003eMarketers as better corporate citizens 25\u003c\/p\u003e \u003cp\u003eSocial graphs for social change 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Discovering Your SMM Competitors 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eClassifying Consumer Activities 30\u003c\/p\u003e \u003cp\u003eResearching Your Customers’ Online Activities 34\u003c\/p\u003e \u003cp\u003eIdentifying Personas 38\u003c\/p\u003e \u003cp\u003eAnalyzing Competitor Efforts 40\u003c\/p\u003e \u003cp\u003eSetting up Google Alerts 41\u003c\/p\u003e \u003cp\u003eSetting up Twitter alerts 43\u003c\/p\u003e \u003cp\u003eMonitoring social networks 44\u003c\/p\u003e \u003cp\u003eTracking competitor websites 44\u003c\/p\u003e \u003cp\u003eResearching Your Competitors’ Campaign Support 44\u003c\/p\u003e \u003cp\u003eConducting qualitative research 44\u003c\/p\u003e \u003cp\u003eRunning surveys and quantitative research 45\u003c\/p\u003e \u003cp\u003eSeeing why all consumers are not created equal 46\u003c\/p\u003e \u003cp\u003eDipping into Hot SMM Concepts 48\u003c\/p\u003e \u003cp\u003eDiscovering gamification 48\u003c\/p\u003e \u003cp\u003eChoosing localized marketing 49\u003c\/p\u003e \u003cp\u003eCreating an app for that 49\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Getting in the Social Media Marketing Frame of Mind 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePutting SMM in the Context of the Marketing Funnel 52\u003c\/p\u003e \u003cp\u003eSMM at the awareness stage 53\u003c\/p\u003e \u003cp\u003eSMM at the consideration stage 56\u003c\/p\u003e \u003cp\u003eSMM at the preference stage 59\u003c\/p\u003e \u003cp\u003eSMM at the action stage 60\u003c\/p\u003e \u003cp\u003eSMM at the loyalty stage 61\u003c\/p\u003e \u003cp\u003eDeepening Your SMM Relationship 63\u003c\/p\u003e \u003cp\u003eSMM for customer service 63\u003c\/p\u003e \u003cp\u003eSMM with offline marketing 65\u003c\/p\u003e \u003cp\u003eSMM in the world of real-time marketing 66\u003c\/p\u003e \u003cp\u003eTreating SMM Differently from Brand Marketing 68\u003c\/p\u003e \u003cp\u003eSMM in the context of brand marketing 68\u003c\/p\u003e \u003cp\u003eSMM in the context of direct-response marketing 69\u003c\/p\u003e \u003cp\u003eTying SMM with brand marketing and direct response 70\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2: Practicing SMM on the Social Web 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Launching SMM Campaigns 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDiscovering the Types of SMM Campaigns 73\u003c\/p\u003e \u003cp\u003eInfluencer outreach 74\u003c\/p\u003e \u003cp\u003eUGC contests 75\u003c\/p\u003e \u003cp\u003eBrand utilities 76\u003c\/p\u003e \u003cp\u003ePodcasting 77\u003c\/p\u003e \u003cp\u003eSponsored conversations 77\u003c\/p\u003e \u003cp\u003eRecognizing What Makes a Good SMM Campaign 78\u003c\/p\u003e \u003cp\u003eCreating Your SMM Roadmap 79\u003c\/p\u003e \u003cp\u003eDefine your objectives 80\u003c\/p\u003e \u003cp\u003eDevelop a powerful story\/experience 80\u003c\/p\u003e \u003cp\u003eCreate an action plan 81\u003c\/p\u003e \u003cp\u003eCraft the content path 82\u003c\/p\u003e \u003cp\u003eExecute for influence 83\u003c\/p\u003e \u003cp\u003eCreate partnerships 83\u003c\/p\u003e \u003cp\u003eTrack the results 84\u003c\/p\u003e \u003cp\u003eParticipating — Four Rules of the Game 85\u003c\/p\u003e \u003cp\u003eBe authentic 85\u003c\/p\u003e \u003cp\u003eGive participants equal status 88\u003c\/p\u003e \u003cp\u003eLet go of the campaign 88\u003c\/p\u003e \u003cp\u003eKilling the Campaign Expiry Date 88\u003c\/p\u003e \u003cp\u003eMonitoring Brands and Conversations 91\u003c\/p\u003e \u003cp\u003eResponding to Criticism 92\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Developing Your SMM Voice 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFiguring Out Why You Need an SMM Voice 96\u003c\/p\u003e \u003cp\u003eDefining SMM Voice Characteristics 97\u003c\/p\u003e \u003cp\u003eMultiple and authentic 97\u003c\/p\u003e \u003cp\u003eTransparent and easy to find 97\u003c\/p\u003e \u003cp\u003eEngaging and conversational 98\u003c\/p\u003e \u003cp\u003eSocial web savvy 98\u003c\/p\u003e \u003cp\u003eUnique to the person 98\u003c\/p\u003e \u003cp\u003eDistinguishing Between SMM Voices and Brand Voices 99\u003c\/p\u003e \u003cp\u003eOutlining SMM Voice Objectives 100\u003c\/p\u003e \u003cp\u003eChoosing the Owner of Your Organization’s SMM Voice 102\u003c\/p\u003e \u003cp\u003eCEO 103\u003c\/p\u003e \u003cp\u003eCMO 104\u003c\/p\u003e \u003cp\u003eSocial media lead 105\u003c\/p\u003e \u003cp\u003ePR manager 105\u003c\/p\u003e \u003cp\u003eAgency 106\u003c\/p\u003e \u003cp\u003eOther external voices 107\u003c\/p\u003e \u003cp\u003eCrowdsourcing SMM Voices with Guidelines 107\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Understanding a Marketer’s Responsibilities 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRecognizing Who You Serve 112\u003c\/p\u003e \u003cp\u003eEmployees 112\u003c\/p\u003e \u003cp\u003eSuppliers 113\u003c\/p\u003e \u003cp\u003eCommunities 113\u003c\/p\u003e \u003cp\u003eShareholders 113\u003c\/p\u003e \u003cp\u003ePracticing Socially Responsible Marketing 114\u003c\/p\u003e \u003cp\u003eA commitment to the truth 114\u003c\/p\u003e \u003cp\u003eFive ways to encourage truthfulness 115\u003c\/p\u003e \u003cp\u003eAccountability to Your Own Company 116\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3: Reaching Your Audience Via Mainstream Social Platforms 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Finding the Right Platforms 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChoosing Social Media Platforms 122\u003c\/p\u003e \u003cp\u003eLearning about your customers 123\u003c\/p\u003e \u003cp\u003eAddressing your industry influence 125\u003c\/p\u003e \u003cp\u003ePreparing Your Employees for Social Media Networking 126\u003c\/p\u003e \u003cp\u003eEvaluating Your Resources 127\u003c\/p\u003e \u003cp\u003eAssessing What Each Social Network Offers You 129\u003c\/p\u003e \u003cp\u003eUsing platforms as audience research tools 130\u003c\/p\u003e \u003cp\u003eGetting niche-savvy 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Exploring SMM Strategies for Facebook 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLooking at Facebook Basics 136\u003c\/p\u003e \u003cp\u003eStarting with Search 138\u003c\/p\u003e \u003cp\u003eFacebook pages 139\u003c\/p\u003e \u003cp\u003eFacebook groups 140\u003c\/p\u003e \u003cp\u003eFacebook events 141\u003c\/p\u003e \u003cp\u003eFacebook applications 142\u003c\/p\u003e \u003cp\u003eLogin with Facebook 143\u003c\/p\u003e \u003cp\u003eUsing Ads on Facebook 144\u003c\/p\u003e \u003cp\u003eSponsored stories 145\u003c\/p\u003e \u003cp\u003eOther advertising formats 145\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Marketing on Twitter 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFiguring Out the Basics of Twitter 148\u003c\/p\u003e \u003cp\u003eA Twitter handle 149\u003c\/p\u003e \u003cp\u003eSearches 150\u003c\/p\u003e \u003cp\u003eResponses 151\u003c\/p\u003e \u003cp\u003eFollowing and followers 151\u003c\/p\u003e \u003cp\u003eMarketing via Twitter 152\u003c\/p\u003e \u003cp\u003eUsing Promoted Accounts 153\u003c\/p\u003e \u003cp\u003eMaking Use of Promoted Tweets 154\u003c\/p\u003e \u003cp\u003eUsing Promoted Trends 157\u003c\/p\u003e \u003cp\u003eWorking with Sponsored Tweets 158\u003c\/p\u003e \u003cp\u003eTips and Tricks 159\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Creating a YouTube Strategy 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLooking at YouTube Basics 162\u003c\/p\u003e \u003cp\u003eBenefitting from SMM marketing on YouTube 162\u003c\/p\u003e \u003cp\u003eAttracting subscribers 163\u003c\/p\u003e \u003cp\u003ePromoting on YouTube 164\u003c\/p\u003e \u003cp\u003eAlways create a customized channel 164\u003c\/p\u003e \u003cp\u003eCreating custom content for YouTube 165\u003c\/p\u003e \u003cp\u003eTagging and categorizing all your clips 166\u003c\/p\u003e \u003cp\u003eLeaving video responses 166\u003c\/p\u003e \u003cp\u003eIncluding a call to action 167\u003c\/p\u003e \u003cp\u003eHave some fun, too 168\u003c\/p\u003e \u003cp\u003eSeeding a Viral Campaign 168\u003c\/p\u003e \u003cp\u003eAdvertising on YouTube 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Considering LinkedIn 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting Started 174\u003c\/p\u003e \u003cp\u003eCreating a New Profile 176\u003c\/p\u003e \u003cp\u003ePreparing a content strategy 177\u003c\/p\u003e \u003cp\u003eCovering what matters first 178\u003c\/p\u003e \u003cp\u003eAccessing LinkedIn from your mobile devices 180\u003c\/p\u003e \u003cp\u003eFinding connections 180\u003c\/p\u003e \u003cp\u003eChoosing to advertise 180\u003c\/p\u003e \u003cp\u003eParticipating in Groups 183\u003c\/p\u003e \u003cp\u003eBenefitting from joining groups 183\u003c\/p\u003e \u003cp\u003eStarting your own group 184\u003c\/p\u003e \u003cp\u003eLeading a successful group 185\u003c\/p\u003e \u003cp\u003eUsing LinkedIn to Answer Questions 186\u003c\/p\u003e \u003cp\u003eFinding a Job 187\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Delving into Instagram 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRecognizing the Basics 192\u003c\/p\u003e \u003cp\u003eSigning up 192\u003c\/p\u003e \u003cp\u003eSharing photos or videos for the first time 193\u003c\/p\u003e \u003cp\u003eUsing filters 195\u003c\/p\u003e \u003cp\u003eGetting Found on Instagram 196\u003c\/p\u003e \u003cp\u003eStructuring Instagram for Business Goals 197\u003c\/p\u003e \u003cp\u003eCreating content for your business 197\u003c\/p\u003e \u003cp\u003eCurating and sharing 199\u003c\/p\u003e \u003cp\u003eUsing tools to manage your account from your computer 201\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Discovering Snapchat 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eExploring Snapchat 204\u003c\/p\u003e \u003cp\u003eLooking at Snapchat’s unique features 204\u003c\/p\u003e \u003cp\u003eGetting to know the Snapchat user 205\u003c\/p\u003e \u003cp\u003eAdvertising on Snapchat 206\u003c\/p\u003e \u003cp\u003eChoosing an objective and format 206\u003c\/p\u003e \u003cp\u003eReaching your customers on Snapchat 208\u003c\/p\u003e \u003cp\u003eMeasuring Results on Snapchat 208\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Marketing with Pinterest 211\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRecognizing Pinterest Users 212\u003c\/p\u003e \u003cp\u003eExploring the interests of users 213\u003c\/p\u003e \u003cp\u003ePinning as a social activity 214\u003c\/p\u003e \u003cp\u003eFocusing on Strategy 214\u003c\/p\u003e \u003cp\u003eBecoming a Business Pinner 215\u003c\/p\u003e \u003cp\u003eSetting up your profile 216\u003c\/p\u003e \u003cp\u003eStarting a group board 218\u003c\/p\u003e \u003cp\u003eCreating secret boards 220\u003c\/p\u003e \u003cp\u003eDeveloping Credibility with Your Boards and Images 220\u003c\/p\u003e \u003cp\u003eDrilling down with Guided Search 223\u003c\/p\u003e \u003cp\u003eExperimenting with promoted pins 224\u003c\/p\u003e \u003cp\u003eTracking your results 224\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Interacting with Tumblr 227\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSetting Up Shop on Tumblr 227\u003c\/p\u003e \u003cp\u003eFinding and Sharing the Good Stuff 230\u003c\/p\u003e \u003cp\u003eUsing your dashboard 232\u003c\/p\u003e \u003cp\u003eObserving other blog successes 238\u003c\/p\u003e \u003cp\u003eLooking at Paid Media 239\u003c\/p\u003e \u003cp\u003eTracking Your Users 240\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Engaging Customers Using Other Platforms 241\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBlogging on Medium for Your Business 241\u003c\/p\u003e \u003cp\u003eLooking at the pros and cons 243\u003c\/p\u003e \u003cp\u003eMaking a choice 244\u003c\/p\u003e \u003cp\u003eUtilizing analytics 245\u003c\/p\u003e \u003cp\u003eDelving into Medium content 245\u003c\/p\u003e \u003cp\u003eDiscussing Ideas On Redditcom 248\u003c\/p\u003e \u003cp\u003eMarketing on Reddit 248\u003c\/p\u003e \u003cp\u003eSetting up 249\u003c\/p\u003e \u003cp\u003eKnowing the lingo 249\u003c\/p\u003e \u003cp\u003eAnalyzing content 250\u003c\/p\u003e \u003cp\u003eSharing Video on TikTok 252\u003c\/p\u003e \u003cp\u003eGetting in on the action 252\u003c\/p\u003e \u003cp\u003eExperimenting with TikTok 252\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4: Getting Your Message to Connectors 255\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: Marketing to Millennials 257\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning About Millennials 257\u003c\/p\u003e \u003cp\u003eTechnically savvy 258\u003c\/p\u003e \u003cp\u003eSeek a balanced life 258\u003c\/p\u003e \u003cp\u003eFollow influencers 258\u003c\/p\u003e \u003cp\u003eLook for recognition and feedback 259\u003c\/p\u003e \u003cp\u003ePrefer to share or barter 259\u003c\/p\u003e \u003cp\u003eUnderstanding What Millennials Want from Brands 260\u003c\/p\u003e \u003cp\u003eTrustworthiness and authenticity 260\u003c\/p\u003e \u003cp\u003eCause-minded attitude 261\u003c\/p\u003e \u003cp\u003eRespectful of privacy concerns 261\u003c\/p\u003e \u003cp\u003eOpen to collaboration with customers 262\u003c\/p\u003e \u003cp\u003eRecognizing Millennials Shopping Habits 262\u003c\/p\u003e \u003cp\u003eSucceeding with Millennials 264\u003c\/p\u003e \u003cp\u003eHitting the target 264\u003c\/p\u003e \u003cp\u003eAppreciating the convenience of subscription services 265\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18: Accounting for the Influencers 267\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKnowing the Expert Influencers 268\u003c\/p\u003e \u003cp\u003eReaching the Expert Influencers 270\u003c\/p\u003e \u003cp\u003eTapping into the Referent Influencers 272\u003c\/p\u003e \u003cp\u003eAnonymous referent influencers 273\u003c\/p\u003e \u003cp\u003eKnown referent influencers 273\u003c\/p\u003e \u003cp\u003eReaching the Referent Influencers 273\u003c\/p\u003e \u003cp\u003eCookie data 274\u003c\/p\u003e \u003cp\u003eWebsite behavior 274\u003c\/p\u003e \u003cp\u003eTapping into the Positional Influencers 275\u003c\/p\u003e \u003cp\u003eUnderstanding the circles of influence around your customers 276\u003c\/p\u003e \u003cp\u003eLetting consumers shape and share the experience 276\u003c\/p\u003e \u003cp\u003eArticulating your product benefits for multiple audiences 276\u003c\/p\u003e \u003cp\u003eFishing where the fish are 276\u003c\/p\u003e \u003cp\u003eOffering friends and family incentives 277\u003c\/p\u003e \u003cp\u003eTranslating Influence to the Offline World 278\u003c\/p\u003e \u003cp\u003ePutting your customer reviews in your stores 278\u003c\/p\u003e \u003cp\u003eMarrying social media marketing with events and PR 278\u003c\/p\u003e \u003cp\u003eMeasuring online buzz and offline influence 279\u003c\/p\u003e \u003cp\u003eConnecting influencers at meet-ups 279\u003c\/p\u003e \u003cp\u003eTreating your stores as cafés 280\u003c\/p\u003e \u003cp\u003ePutting Twitter on the big screen 280\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19: Disrupting with Voice Search 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Voice Search 281\u003c\/p\u003e \u003cp\u003eBenefitting from voice searches 282\u003c\/p\u003e \u003cp\u003eReviewing smart speakers 282\u003c\/p\u003e \u003cp\u003eInteracting with Voice Assistants 283\u003c\/p\u003e \u003cp\u003eDiscovering What Customers Want 284\u003c\/p\u003e \u003cp\u003eProviding Answers 284\u003c\/p\u003e \u003cp\u003eCreating flash briefings and Actions 285\u003c\/p\u003e \u003cp\u003eLooking at brand examples 285\u003c\/p\u003e \u003cp\u003eDeveloping your apps 286\u003c\/p\u003e \u003cp\u003eGetting Your Content Ready 288\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20: Utilizing Messaging Apps 291\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLooking at Messenger 291\u003c\/p\u003e \u003cp\u003eReviewing benefits for brands 292\u003c\/p\u003e \u003cp\u003eLearning what users want when messaging brands 292\u003c\/p\u003e \u003cp\u003eSetting Up Messenger 294\u003c\/p\u003e \u003cp\u003eUnderstanding Chatbots 295\u003c\/p\u003e \u003cp\u003eClassifying chatbots 295\u003c\/p\u003e \u003cp\u003eDipping into chatbots 296\u003c\/p\u003e \u003cp\u003eDeploying WhatsApp from Facebook 298\u003c\/p\u003e \u003cp\u003eCommunicating with users 299\u003c\/p\u003e \u003cp\u003eCreating mobile messages with WhatsApp 299\u003c\/p\u003e \u003cp\u003eUsing the WhatsApp Business App 300\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 5: Old Marketing Is New Again with SMM 301\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 21: Practicing SMM on Your Website 303\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFocusing on the SMM-Integrated Website 304\u003c\/p\u003e \u003cp\u003eMaking the Campaign and the Website Work Together 305\u003c\/p\u003e \u003cp\u003eTreating your website as a hub, not a destination 305\u003c\/p\u003e \u003cp\u003eLinking prominently to your presence on social platforms 306\u003c\/p\u003e \u003cp\u003ePromoting campaigns on your website home page 307\u003c\/p\u003e \u003cp\u003eEncouraging deeper interaction through your website 308\u003c\/p\u003e \u003cp\u003eAsking customers to give you feedback on your content 309\u003c\/p\u003e \u003cp\u003eRethinking Your Website 309\u003c\/p\u003e \u003cp\u003eUser experience 309\u003c\/p\u003e \u003cp\u003eSimple design 309\u003c\/p\u003e \u003cp\u003eConversational user interface (CUI) 310\u003c\/p\u003e \u003cp\u003eContent marketing 310\u003c\/p\u003e \u003cp\u003eCustomer reviews 311\u003c\/p\u003e \u003cp\u003eAbout Us and Contact Us pages 313\u003c\/p\u003e \u003cp\u003eTips and Tricks for Website SMM 315\u003c\/p\u003e \u003cp\u003eAggregate information for your customer’s journey 315\u003c\/p\u003e \u003cp\u003eAmplify business stories 315\u003c\/p\u003e \u003cp\u003eAlign your organization into multiple, authentic voices 316\u003c\/p\u003e \u003cp\u003eApply share buttons 316\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 22: Becoming an Authentic and Engaged Advertiser 317\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Advertising: An Online Advertising Game Changer 317\u003c\/p\u003e \u003cp\u003eNative Advertising and How It Can Work for You 319\u003c\/p\u003e \u003cp\u003eEmotional 320\u003c\/p\u003e \u003cp\u003eEngaging 321\u003c\/p\u003e \u003cp\u003eSimple 321\u003c\/p\u003e \u003cp\u003eMaking Paid and Earned Media Work Together 322\u003c\/p\u003e \u003cp\u003eWorking harder to gain attention 322\u003c\/p\u003e \u003cp\u003eMaking paid media jump-start earned media initiatives 323\u003c\/p\u003e \u003cp\u003eTips and tricks for campaigns 325\u003c\/p\u003e \u003cp\u003eMaking SMM Work with TV 327\u003c\/p\u003e \u003cp\u003eAwareness through TV; engagement via the Internet 327\u003c\/p\u003e \u003cp\u003eAwareness, engagement, and conversion with television 328\u003c\/p\u003e \u003cp\u003eMeasuring the effectiveness of TV and the second screen 329\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 23: Building an SMM Mobile Campaign 331\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLooking at Consumer Trends in Mobile 332\u003c\/p\u003e \u003cp\u003eA telephone and much more 332\u003c\/p\u003e \u003cp\u003eThe release and adoption of smarter phones 333\u003c\/p\u003e \u003cp\u003eUnderstanding the Many Paths within the Mobile Channel 335\u003c\/p\u003e \u003cp\u003eKeeping in Mind Mobile Phone Capabilities 337\u003c\/p\u003e \u003cp\u003eIt’s a snap: Using the camera 338\u003c\/p\u003e \u003cp\u003eLocation, location, location 338\u003c\/p\u003e \u003cp\u003eNear-field communications and RFID 339\u003c\/p\u003e \u003cp\u003ePhone interaction 339\u003c\/p\u003e \u003cp\u003eFitting Mobile into Your Social Media Practices 340\u003c\/p\u003e \u003cp\u003eDefining mobile marketing and its place within the social media context 341\u003c\/p\u003e \u003cp\u003eUniting mobile marketing with social media 342\u003c\/p\u003e \u003cp\u003eSupporting a cause 343\u003c\/p\u003e \u003cp\u003eBuilding Your Own Mobile-Enabled Communities 345\u003c\/p\u003e \u003cp\u003eLeveraging existing online communities 345\u003c\/p\u003e \u003cp\u003eCreating your own social offerings: applications and widgets galore 346\u003c\/p\u003e \u003cp\u003eAdding Social Media Elements to Mobile 347\u003c\/p\u003e \u003cp\u003ePortable social graphs 347\u003c\/p\u003e \u003cp\u003eSearching with mobile 347\u003c\/p\u003e \u003cp\u003eHarnessing Mobile to Support Social Media 349\u003c\/p\u003e \u003cp\u003eDeciding When to Build a Mobile App 350\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 24: Encouraging Employees to Advocate for Your Brand on Social Media 353\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEmbracing the Idea of Employee Collaboration 354\u003c\/p\u003e \u003cp\u003eRewarding teams 355\u003c\/p\u003e \u003cp\u003eTreating everyone equally 355\u003c\/p\u003e \u003cp\u003eTrusting your employees 355\u003c\/p\u003e \u003cp\u003eCreating the right culture 356\u003c\/p\u003e \u003cp\u003ePlacing a premium on groups with a purpose 356\u003c\/p\u003e \u003cp\u003eAvoiding excessive snooping 356\u003c\/p\u003e \u003cp\u003ePicking Social Software for Social Influence 357\u003c\/p\u003e \u003cp\u003eRethinking the Intranet 359\u003c\/p\u003e \u003cp\u003eGetting rid of the buzzwords 359\u003c\/p\u003e \u003cp\u003eDon’t try to control too much 360\u003c\/p\u003e \u003cp\u003eSurfacing the connections 360\u003c\/p\u003e \u003cp\u003eTaking search social 360\u003c\/p\u003e \u003cp\u003eAllowing alternative access 361\u003c\/p\u003e \u003cp\u003ePromoting the value of historical record 361\u003c\/p\u003e \u003cp\u003eGiving your intranet a pulse 361\u003c\/p\u003e \u003cp\u003eAiming to destructure 362\u003c\/p\u003e \u003cp\u003eGiving employees other choices 363\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 25: Changing Tactics and Metrics 365\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCorrelating Data with Business Objectives 366\u003c\/p\u003e \u003cp\u003eFocusing on the Tactics That Count 367\u003c\/p\u003e \u003cp\u003eRethinking the Customer Experience 368\u003c\/p\u003e \u003cp\u003ePersonalizing the CX 368\u003c\/p\u003e \u003cp\u003eMeasuring your customer experience 370\u003c\/p\u003e \u003cp\u003eAnalyzing the customer journey 371\u003c\/p\u003e \u003cp\u003eIntegrating Marketing Technology with Analytics Systems 372\u003c\/p\u003e \u003cp\u003eFacing data problems 372\u003c\/p\u003e \u003cp\u003ePreparing your data 373\u003c\/p\u003e \u003cp\u003eDeploying AI Tools 374\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 26: Understanding Social Media Governance 375\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRecognizing How SMM Impacts Other Company Functions 375\u003c\/p\u003e \u003cp\u003ePublic relations 376\u003c\/p\u003e \u003cp\u003eCustomer support 377\u003c\/p\u003e \u003cp\u003eSales 377\u003c\/p\u003e \u003cp\u003eLegal 378\u003c\/p\u003e \u003cp\u003eIntroducing Social Media Governance Models 378\u003c\/p\u003e \u003cp\u003eSocial media policies and guidelines 380\u003c\/p\u003e \u003cp\u003eTips and tricks for social media governance 381\u003c\/p\u003e \u003cp\u003eDealing with a Social Media Crisis 382\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 27: Using Real-Time Marketing 385\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroducing Real-Time Marketing 385\u003c\/p\u003e \u003cp\u003eReal-time insights 386\u003c\/p\u003e \u003cp\u003eReal-time response 387\u003c\/p\u003e \u003cp\u003eReal-time “on the fly” 388\u003c\/p\u003e \u003cp\u003eReal-time co-creation 388\u003c\/p\u003e \u003cp\u003eReal-time distribution 389\u003c\/p\u003e \u003cp\u003eReal-time engagement 390\u003c\/p\u003e \u003cp\u003eOrganizing for Real-Time Marketing 391\u003c\/p\u003e \u003cp\u003eTaking TV into Real-Time Marketing 393\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 28: Data and Privacy 395\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKnowing What Data You Have to Play With 395\u003c\/p\u003e \u003cp\u003eHarnessing Data \u0026amp; Privacy Best Practices 397\u003c\/p\u003e \u003cp\u003eUnderstanding New Data and Privacy Laws 398\u003c\/p\u003e \u003cp\u003eGeneral Data Protection Regulation 398\u003c\/p\u003e \u003cp\u003eCalifornia Consumer Privacy Act 399\u003c\/p\u003e \u003cp\u003eSo What Does This All Mean for Your Marketing Effort? 400\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 6: The Part of Tens 401\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 29: Ten SMM-Related Must-Read Blogs 403\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrian Solis 403\u003c\/p\u003e \u003cp\u003eContent Marketing Institute 404\u003c\/p\u003e \u003cp\u003eConvince and Convert 404\u003c\/p\u003e \u003cp\u003eCopyblogger 404\u003c\/p\u003e \u003cp\u003eMarketing Profs 404\u003c\/p\u003e \u003cp\u003eNeil Patel’s Blog 405\u003c\/p\u003e \u003cp\u003eRazor Social 405\u003c\/p\u003e \u003cp\u003eSeth Godin 405\u003c\/p\u003e \u003cp\u003eShiv Singh 405\u003c\/p\u003e \u003cp\u003eSocial Media Examiner 406\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 30: Ten Top SMM Tools 407\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuffer 407\u003c\/p\u003e \u003cp\u003eBuzzSumo 408\u003c\/p\u003e \u003cp\u003eFacebook Insights 408\u003c\/p\u003e \u003cp\u003eFollowerwonk 408\u003c\/p\u003e \u003cp\u003eHootsuite 408\u003c\/p\u003e \u003cp\u003eLater 409\u003c\/p\u003e \u003cp\u003eMention 409\u003c\/p\u003e \u003cp\u003eSproutSocial 409\u003c\/p\u003e \u003cp\u003eTailwind 410\u003c\/p\u003e \u003cp\u003eTweepi 410\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 31: Ten Tips to Navigate Fakeness 411\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreate Shared, Mutual Goals 412\u003c\/p\u003e \u003cp\u003eUse Reflection to Override Bias 412\u003c\/p\u003e \u003cp\u003eEngage Openly with Dissent 412\u003c\/p\u003e \u003cp\u003eChallenge Opinion and Ask for Facts 412\u003c\/p\u003e \u003cp\u003eEncourage Those Who Don’t Conform 413\u003c\/p\u003e \u003cp\u003eAsk Yourself “What if the Opposite Was True” 413\u003c\/p\u003e \u003cp\u003eEngage in Active, Critical Analysis 413\u003c\/p\u003e \u003cp\u003eQuestion Morally Dubious Directives 414\u003c\/p\u003e \u003cp\u003eSeek Out Allies 414\u003c\/p\u003e \u003cp\u003eFocus on Building Trust First 414\u003c\/p\u003e \u003cp\u003eIndex 415\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"For Dummies","offers":[{"title":"Brand New","offer_id":52460701483288,"sku":"9781119617006","price":16.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781119617006.jpg?v=1785458982","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/social-media-marketing-for-dummies-paperback-softback-9781119617006","provider":"Freshly Printed Books","version":"1.0","type":"link"}