{"product_id":"twitter-marketing-an-hour-a-day-paperback-softback-9780470562260","title":"Twitter Marketing; An Hour a Day (Paperback \/ softback) 9780470562260","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eTwitter Marketing\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eAn Hour a Day\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eHollis Thomases (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470562260, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 12 January 2010\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e512 pages\u003cbr\u003e22.9 x 18.5 x 3 cm, 0.658 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\u003eThe complete guide to a successful Twitter marketing campaign\u003c\/p\u003e \u003cp\u003eTwitter is a microblogging service that's changing the way we communicate. Marketers recognize its value, and \u003ci\u003eTwitter Marketing: An Hour a Day\u003c\/i\u003e offers marketers, advertisers, brand managers, PR professionals, and business owners an in-depth guide to designing, implementing, and measuring the impact of a complete Twitter strategy.\u003c\/p\u003e \u003cp\u003eExpert author Hollis Thomases acquaints you with the Twitterverse, its conventions, and its fascinating demographics and statistics. She then teaches you step by step how to effectively craft successful branding and direct response strategies that can be scaled to any organization and its objectives. \u003ci\u003eTwitter Marketing: An Hour a Day\u003c\/i\u003e uses interesting case studies, success stories, anecdotes, and examples to demonstrate how to use Twitter metrics in order to inform strategic direction. You'll discover how top companies-large and small-have leveraged this exciting communications platform.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eTwitter has become a phenomenon with 32 million users, including major companies such as Apple, JetBlue, and CNN\u003c\/li\u003e \u003cli\u003eThis step-by-step guide explains the demographics, shows how companies are using Twitter, and explains how to scale the approach to your enterprise\u003c\/li\u003e \u003cli\u003eThe detailed coverage includes the basics for Twitter newcomers and explores all elements of a successful strategy\u003c\/li\u003e \u003cli\u003eExpert author Hollis Thomases shows how to set goals, develop and implement a plan, attract followers, and measure the impact of a campaign\u003c\/li\u003e \u003cli\u003eThe in-depth book explains how to maintain momentum and explores such issues as contests, promotions, and crisis management\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eTwitter Marketing: An Hour a Day\u003c\/i\u003e is the ultimate guide to succeeding one tweet at a time!\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword xix\u003c\/p\u003e \u003cp\u003eIntroduction xxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Get to Know Twitter 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Understand Twitter 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTwitter History and Definitions 4\u003c\/p\u003e \u003cp\u003eTwitter’s Technology 10\u003c\/p\u003e \u003cp\u003eTwitter’s Rapid Ascent 14\u003c\/p\u003e \u003cp\u003eTwitter’s Financial Future 16\u003c\/p\u003e \u003cp\u003eWhat Makes Tweeps Tick? 17\u003c\/p\u003e \u003cp\u003eTwitter’s Culture 33\u003c\/p\u003e \u003cp\u003eThe Main Points 37\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Who’s Using Twitter for What? 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDemographics 40\u003c\/p\u003e \u003cp\u003eIndividual Users 43\u003c\/p\u003e \u003cp\u003eBots, Games, and Memes 56\u003c\/p\u003e \u003cp\u003eSmall and Home-Based Businesses 60\u003c\/p\u003e \u003cp\u003eNot-for-Profits: Charities, Causes, the Arts, Houses of Worship, and Associations 62\u003c\/p\u003e \u003cp\u003eAcademia and Higher Education 63\u003c\/p\u003e \u003cp\u003eGovernment 64\u003c\/p\u003e \u003cp\u003eMarketing, Advertising, Public Relations, and Communications Professionals 65\u003c\/p\u003e \u003cp\u003eMedia Outlets 67\u003c\/p\u003e \u003cp\u003eSports and Entertainment 70\u003c\/p\u003e \u003cp\u003eCorporations and Brands 72\u003c\/p\u003e \u003cp\u003eThe Main Points 85\u003c\/p\u003e \u003cp\u003eChapter 3 Twitter, the Multipurpose Platform 87\u003c\/p\u003e \u003cp\u003eWhat Twitter Can Accomplish 88\u003c\/p\u003e \u003cp\u003eKey Questions to Consider for Branding 119\u003c\/p\u003e \u003cp\u003eThe Main Points 125\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Month 1: Master Twitter Fundamentals 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Week 1: Get on Twitter 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Create an Account 130\u003c\/p\u003e \u003cp\u003eTuesday: Find People to Follow 147\u003c\/p\u003e \u003cp\u003eWednesday: Learn Twitter Lingo 153\u003c\/p\u003e \u003cp\u003eThursday: Access Twitter 161\u003c\/p\u003e \u003cp\u003eFriday: From Lurking to Leaping 163\u003c\/p\u003e \u003cp\u003eThe Main Points 167\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Week 2: Find and Attract Followers 169\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFollowers and Following 170\u003c\/p\u003e \u003cp\u003eMonday: Use Basic Search to Find Followers 173\u003c\/p\u003e \u003cp\u003eTuesday: Add New Friends 179\u003c\/p\u003e \u003cp\u003eWednesday: Attract Followers 185\u003c\/p\u003e \u003cp\u003eThursday: Syndicate Your Tweet Content 195\u003c\/p\u003e \u003cp\u003eFriday: Tools to Help Build and Manage Followers 197\u003c\/p\u003e \u003cp\u003eThe Main Points 203\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Week 3: Use Twitter Search and Other Tools to Improve Your Experience 205\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSearch and Other Tools for Twitter 206\u003c\/p\u003e \u003cp\u003eMonday: Master Twitter Search 206\u003c\/p\u003e \u003cp\u003eTuesday: Use Tools to Enrich Your Tweets 215\u003c\/p\u003e \u003cp\u003eWednesday: Analyze Your Twitter Activity 227\u003c\/p\u003e \u003cp\u003eThursday: Experiment with Other Useful Twitter Tools 236\u003c\/p\u003e \u003cp\u003eFriday: Fun with Twitter Tools 241\u003c\/p\u003e \u003cp\u003eThe Main Points 246\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Week 4: Track and Monitor What Twitter Generates for You 247\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTwitter Metrics 248\u003c\/p\u003e \u003cp\u003eMonday: Understand What to Track and How to Review It 248\u003c\/p\u003e \u003cp\u003eTuesday: Alerts—Simple Tracking Tools 255\u003c\/p\u003e \u003cp\u003eWednesday: Advanced Tracking Tools 260\u003c\/p\u003e \u003cp\u003eThursday: Compile Tracking Data 267\u003c\/p\u003e \u003cp\u003eFriday: Review, Analyze, and Respond to Tracking Data 270\u003c\/p\u003e \u003cp\u003eThe Main Points 275\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Month 2: Develop and Launch Your Strategic Plan 277\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Week 5: Develop a Successful Twitter Strategy 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Study Brands Succeeding with Twitter 280\u003c\/p\u003e \u003cp\u003eTuesday: Different Approaches to Develop Your Strategy 292\u003c\/p\u003e \u003cp\u003eWednesday: Study Strategies for Market Verticals 296\u003c\/p\u003e \u003cp\u003eThursday: Twitter’s Role in Your Overall Marketing Strategy 302\u003c\/p\u003e \u003cp\u003eFriday: Avoid Pitfalls 303\u003c\/p\u003e \u003cp\u003eThe Main Points 307\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Week 6: Establish Goals and Get Corporate Buy-In 309\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Establish Objectives 310\u003c\/p\u003e \u003cp\u003eTuesday: Measure and Report Upon Your Objectives 314\u003c\/p\u003e \u003cp\u003eWednesday: Determine Tweet Topics 317\u003c\/p\u003e \u003cp\u003eThursday: Assign Resources 322\u003c\/p\u003e \u003cp\u003eFriday: Get Company Buy-In 325\u003c\/p\u003e \u003cp\u003eThe Main Points 328\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Week 7: Get Your Brand Started on Twitter 329\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Claim Your Brand’s Twitter Name 330\u003c\/p\u003e \u003cp\u003eTuesday: Set Up Your Brand’s Profile 335\u003c\/p\u003e \u003cp\u003eWednesday: Your First Brand Tweets 342\u003c\/p\u003e \u003cp\u003eThursday: Engage Your Brand’s Followers 347\u003c\/p\u003e \u003cp\u003eFriday: Summarize Best Practices 352\u003c\/p\u003e \u003cp\u003eThe Main Points 355\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Week 8: Monitor, Measure, and Valuate 357\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Review Your Twitter Stats 358\u003c\/p\u003e \u003cp\u003eTuesday: Analyze Your Website Traffic 362\u003c\/p\u003e \u003cp\u003eWednesday: Analyze Actions 366\u003c\/p\u003e \u003cp\u003eThursday: Valuate 370\u003c\/p\u003e \u003cp\u003eFriday: Review Case Studies 372\u003c\/p\u003e \u003cp\u003eThe Main Points 378\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Month 3: Maintain Your Twitter Presence 379\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Week 9: Institutionalize Maintenance 381\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Hold Weekly Meetings 382\u003c\/p\u003e \u003cp\u003eTuesday: Implement Weekly Action Plan 386\u003c\/p\u003e \u003cp\u003eWednesday: Oversee Production Requirements 388\u003c\/p\u003e \u003cp\u003eThursday: Prepare Documentation 390\u003c\/p\u003e \u003cp\u003eFriday: Deliver Results to Management 391\u003c\/p\u003e \u003cp\u003eThe Main Points 393\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Week 10: Prepare for Crisis Management 395\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Reality of Twitter Crises 396\u003c\/p\u003e \u003cp\u003eMonday: List Potential Crises 401\u003c\/p\u003e \u003cp\u003eTuesday: Create a Fire Drill 403\u003c\/p\u003e \u003cp\u003eWednesday: Write a Twitter Crisis Management Action Plan 406\u003c\/p\u003e \u003cp\u003eThursday: Know How to Really Say “I’m Sorry” 408\u003c\/p\u003e \u003cp\u003eFriday: Distribute Your Crisis Action Plan 410\u003c\/p\u003e \u003cp\u003eThe Main Points 412\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Week 11: Develop a Direct Response Promotion for Twitter 413\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Define the Need 414\u003c\/p\u003e \u003cp\u003eTuesday: Define Campaign Components 421\u003c\/p\u003e \u003cp\u003eWednesday: Move to Production 425\u003c\/p\u003e \u003cp\u003eThursday: Work Your Announcement Strategy 426\u003c\/p\u003e \u003cp\u003eFriday: Launch Your Campaign 427\u003c\/p\u003e \u003cp\u003eThe Main Points 429\u003c\/p\u003e \u003cp\u003eAppendix A Twitter-Related Glossary 431\u003c\/p\u003e \u003cp\u003eAppendix B Twitter-Related Tools and Resources 439\u003c\/p\u003e \u003cp\u003eAppendix C Tips from Tweeps 447\u003c\/p\u003e \u003cp\u003eAppendix D Social Media Guidelines 453\u003c\/p\u003e \u003cp\u003eIndex 457\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Computer science [\u003ca title=\"See our other books on Computer science\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Computer%20science%20%5BUY%5D%22\"\u003eUY\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Sybex","offers":[{"title":"Brand New","offer_id":52276363788568,"sku":"9780470562260","price":21.59,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470562260_238856.jpg?v=1781367448","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/twitter-marketing-an-hour-a-day-paperback-softback-9780470562260","provider":"Freshly Printed Books","version":"1.0","type":"link"}