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Social Media Strategies for Professionals and Their Firms
The Guide to Establishing Credibility and Accelerating Relationships

Michelle Golden (Author), Bruce W. Marcus (Foreword by)

9780470633106, Wiley

Hardback, published 30 December 2010

368 pages, Charts: 11 B&W, 0 Color; Screen captures: 20 B&W, 0 Color; Tables: 8 B&W, 0 Color
23.6 x 16 x 3 cm, 0.572 kg

Expert advice on growing your professional service firm or individual practice through social media

Showing professionals and their marketers how to accomplish familiar marketing tactics in newer, ways, Social Media for Professionals and Their Firms takes you step by step in putting social media to work for your professional practice. Whether you want to build your own on-line reputation, or are ready to explore new media for corporate marketing and communications, this book is the definitive guide for your strategic approach.

  • Explores why the fastest and most leveragable way to expand relationships today is through the Internet
  • Provides step-by-step approaches to successful professional blogging
  • Discusses high-level strategies for effectively using Twitter, LinkedIn, Facebook, and bookmarking sites
  • Includes pitfalls and success stories featuring notable social media trailblazers

Timely and practical, this book shows you why new media is rapidly becoming the core way for professionals to reach their audiences. Whether your firm provides legal, accounting, financial planning, architecture, consultancy, or other services, Social Media Strategies for Professionals and Their Firms will show you ways to better reach and communicate with your customers.

Foreword ix

Introduction xi

How to Use this Book xv

Acknowledgments xvii

Part I What 1

What Firms Need to Know about Social Media 1

Chapter 1 Defining and Understanding “Social Media” 3

Chapter 2 Social Media Policies and Guidelines: Rules of Engagement 27

Chapter 3 Comparing Today’s Most Popular Social Media 51

Part II Why 61

The “Why” behind Using Social Media 61

Chapter 4 Finding Business Purpose in Social Media 63

Chapter 5 Strategy Begins with “Who” 81

Chapter 6 Integrated Marketing Tactics 93

Chapter 7 Case Studies and Examples 117

Part III How 157

How to Set up and Use the Tools 157

Chapter 8 LinkedIn 159

Chapter 9 Twitter 185

Chapter 10 Facebook 207

Chapter 11 Self-Publishing with Blogs 229

Part IV Tips 263

Tips to Being Effective Online 263

Chapter 12 Writing for the Web 265

Chapter 13 Social Media Etiquette 287

Chapter 14 Best Practices 295

Notes 317

Glossary 325

About the Author 335

Index 339

Subject Areas: Business & management [KJ]
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