Social Media 101 E-Book

Chris Brogan

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 354

Veröffentlichungsjahr: 2010

Beschreibung

100 ways to tap into social media for a more profitable business In Social Media 101, social media expert and blogger Chris Brogan presents the best practices for growing the value of your social media and social networking marketing efforts. Brogan has spent two years researching what the best businesses are doing with social media and how they're doing it. Now, he presents his findings in a single, comprehensive business guide to social media. You'll learn how to cultivate profitable online relationships, develop your brand, and drive meaningful business. Brogan shows you how to build an effective blog or website for your business, monitor your online reputation and what people are saying about your business online, and create new content to share with your customers. * Presents specific strategies, tactics, and tips to improve your business through improved social media and online marketing * Looks at social media and the wider online universe from a strictly business perspective If you aren't using the Internet and social media to market your business and stay in touch with your customers, you're already falling behind. The Social Media 100 gives you 100 effective, proven strategies you need to succeed.

Leseprobe

Table of Contents

Praise

Title Page

Copyright Page

Dedication

Acknowledgements

Introduction

Chapter 1 - Above All Else—People

PEOPLE LIKE TO BE ENGAGED

PEOPLE ARE BUSY

PEOPLE LIKE TO BE APPRECIATED

MAKE PEOPLE THE EXPERTS

Chapter 2 - What Social Media Does Best

Chapter 3 - Social Media Does Not Replace Marketing Strategy

SOCIAL MEDIA LETS YOU GO WIDE, BUT YOU HAVE TO MAKE IT GO DEEP

MY TAKEAWAYS AND YOUR IDEAS

Chapter 4 - Making Business Sense of Social Media

Chapter 5 - Social Media as Personal Power

SOCIAL MEDIA WORKS FOR YOU

WAYS TO ENHANCE SOCIAL MEDIA POWER

USE YOUR POWER FOR GOOD

DIFFERENT THAN AN ENTERPRISE APPLICATION

WHERE’S YOUR CAPE?

Chapter 6 - Social Media for Your Career

YOUR BLOG IS A RESUME

ELEMENTS TO CONSIDER

THE SOCIAL MEDIA RESUME

SOCIAL NETWORKS FOR NETWORKING

THE BONUS ROUND

A NOTE ABOUT WHERETO FIND JOBS

Chapter 7 - Threading Some Trends Together

CONNECTIVITY IS EVERYWHERE

THE LOOSELY JOINED EMPLOYEE

HOW WHERE MATTERS

WHERE WILL THIS GO?

Chapter 8 - The Vital Importance of Your Network

KEEP YOUR NETWORK ALIVE

TELL ME ABOUT YOUR NETWORK

Chapter 9 - Using Social Networking and Media Offline

YOU GET THE POINT

Chapter 10 - Velocity, Flexibility, Economy

VELOCITY

FLEXIBILITY

ECONOMY

Chapter 11 - Snake Oil in Social Media

EXPERT OR ADVISER

SOCIAL MEDIA AS A BUZZWORD

METRICS AND FAIRY TALES

WHO ARE THE EXPERTS?

Chapter 12 - Who Cares?

Chapter 13 - Participation: The Key to Social Media

READ-WRITE CULTURE

ABOUT CREATIVE COMMONS

IN A CULTURE OF PARTICIPATION

IF YOU MAKE SOFTWARE

IF YOU MAKE MEDIA

IF YOU ARE AN INDEPENDENT PRODUCER

WAYS TO FOSTER PARTICIPATION

Chapter 14 - Social Media Is a Set, Not a Part

A COMPLEX INTERACTION WITH SPILLOVER

IS IT WORTH IT?

PLAYING THE CHESSBOARD, NOT THE PIECE

USE SIMPLE PIECES

HOW WOULD YOUR CORPORATION INTEGRATE SOCIAL MEDIA?

Chapter 15 - Media Is a Mix—Get Mixing

IN THIS FIRST CAPTURE

MEDIA AND MOTION AND MEDIA SOME MORE

WHERE IT GETS EVEN MORE COOL

WHY ALL THE FUSS OVER IELLIE.COM?

Chapter 16 - Social Media Starter Pack

LISTENING

SPEAKING

COMMUNITY

RICH MEDIA

Chapter 17 - Five Starter Moves for Introducing Social Media into Your Organization

SEPARATE SOFTWARE FROM MOTIVATIONS AND PROCESS

Chapter 18 - Five Starter Moves: Should Blogging Go Next?

INTERNAL, EXTERNAL, OR BOTH?

CHOICE OF PLATFORM

TOPICS OF CONVERSATION

THINGS TO AVOID

WHAT YOU SHOULD GET FROM BLOGGING?

Chapter 19 - Five Starter Moves: Audio and Video

WHICH TOOLS SHOULD YOU USE?

IS THIS A STARTER MOVE?

Chapter 20 - Five Starter Moves: LinkedIn, Facebook, and Twitter

LinkedIn

Facebook

Twitter

Social Networks in General

Chapter 21 - A Sample Social Media Toolkit

The Quick List

WHAT THEY ALL DO

HOW YOU MIGHT USE THESE TOOLS

PERSONAL USE

Chapter 22 - Social Media and Social Network Starting Points

START WITH THE INTENT

TREAT YOUR COMMUNITY LIKE ADULTS

A SAMPLE BLOGGING POLICY

ELEMENTS OF YOUR SOCIAL MEDIA PLATFORM

KEEPING A COMMUNITY ALIVE AND GROWING IT

OTHER PEOPLE’S NETWORKS

PEOPLE ARE THE CORE

NOW, JUST START

Chapter 23 - What Friends and Seinfeld Teach You about Growing Your Audience

FIND YOUR FRIENDS, SEINFELD, ER

BE YOUR OWN SHOW

THINK ABOUT THE LANDSCAPE

LOOK FOR AUDIENCE CROSSOVER

ALWAYS SEEK TO ENGAGE

FRIENDSANDSEINFELDMAYBE GONE

Chapter 24 - Twitter Revisited

TWITTER IS A BUILD-IT-YOURSELF COMMUNITY

TWITTER IS A GREAT PLACE TO SHARE IDEAS

TWITTER IS A GATEJUMPER

TWITTER IS THE MATRIX STREAM

TWITTER ISN’T FOR EVERYONE

SOME TWITTER TIPS

Chapter 25 - Case Study: For Those Who Pea on Social Media

SOCIAL MEDIA ISN’T JUST CHATTER

SHRUG IT OFF IF YOU WANT

Chapter 26 - Basic Business Blogging Suggestions

ABOVE ALL ELSE, BE HUMAN

COMMENTING IS JUST AS IMPORTANT

BLOGGING POLICIES

DOES THIS TIE TO STRATEGY AT ALL?

PLATFORMS AREN’T THAT IMPORTANT

MIX IT UP

DON’T SELL, BUT DON’T BE SHY

BUILD A WORK FLOW

LINK OUT

FREQUENCY IS HOW OFTEN YOU HAVE VALUE TO ADD

PAY ATTENTION TO DESIGN

ENCOURAGE CONVERSATION

Chapter 27 - A Sample Blogging Work Flow

GOALS OF YOUR BLOG POSTS

BLOGGING TASKS

TOOLS

THE BONUS ROUND

Chapter 28 - If You Intend to Blog Seriously

Chapter 29 - Performance and Your Audience: Blogging Tips

BE BRIEF

APPEAL TO THEIR SENSE OF SELF

BE PREPARED

BE RESPECTFUL

BE CONVERSATIONAL (YET CONCISE)

PERFORMANCE

Chapter 30 - Some Tips to Fine-Tune Your Blog

SOME BASICS

SOME NITPICKY PARTS

MORE THINGS TO CONSIDER

SOME ANALYSIS TOOLS

SOME HOPE THAT YOU BLOG FROM YOUR HEART

Chapter 31 - How to Create Business from a Blog

STRAIGHTFORWARD SALES

AFFILIATE MARKETING

LEAD GENERATION

CONTENT MARKETING

OTHER OPPORTUNITIES

YOUR IDEAS

Chapter 32 - 50 Blog Topics Marketers Could Write for Their Companies

50 BLOG TOPICS FOR MARKETERS

Chapter 33 - Growing Your Audience: Some Basics

LET’S START WITH AUDIENCE

YOUR CONTENT NEEDS TO BE WELL CHUNKED

PROMOTE YOUR BLOG EFFECTIVELY

BE PERSISTENT

AND NOW, THE BONUS ROUND

Chapter 34 - Be Effective in Meetings, and Use Social Media Tools

THREE TYPES OF MEETINGS

ANNOUNCEMENT MEETING

STATUS MEETING

BRAINSTORMING MEETING

TIPS FOR ALL MEETINGS

Chapter 35 - Programming for the Masses: Social Computing

SEEDS FOR THE CONVERSATION

WHAT ARE WE LEARNING

WHAT WE CAN DO

WHERE CAN WE TAKE THIS

Chapter 36 - Creatives and Your Secret Mission

Chapter 37 - Advice for Traditional and Local News Media

BE BRIEF ON AIR, GO DEEPER OFF AIR

INTEGRATE LOCAL SOCIAL MEDIA TYPES

EMBED COMMUNITY TECHNOLOGY INTO YOUR SITES

MAKE YOUR MEDIA PORTABLE

SWITCH SENSATION FOR CAUSES AND EMPOWERMENT

RANDOM IDEAS

Chapter 38 - Social Networks Are Your Local Pubs

WHAT HAPPENS AT PUBS

ARE PUBS NECESSARY?

IF SOCIAL NETWORKS ARE PUBS

Chapter 39 - Facebook and the Social Graph: Who Benefits

Chapter 40 - The Value of Networks

YOUR NETWORK; THE OLD DAYS

YOUR NETWORK; THE NEW DAYS

WHAT DO I MEAN BY NETWORK?

WHAT CAN A NETWORK DO?

NOT A NUMBERS GAME... OR IS IT?

TIPS ON BUILDING VALUABLE NETWORKS

SOCIAL NETWORKS AND YOUR NETWORK OF VALUE

Chapter 41 - Five Things to Do at a Social Networking Meetup

SAY HI TO YOUR KNOWN FRIENDS

FIND THE NEW PEOPLE

DON’T CROWD-SURF TOO MUCH

IF YOU NEED TO DO BUSINESS

TALK ABOUT SOMETHING NEW

Chapter 42 - Delivering Content Value to Market Your Product

Chapter 43 - The Community Play

HOTEL SOCIAL NETWORKS

HARRY POTTER

THE NFL (OR YOUR SPORTS INDUSTRY HERE)

TRADE OR NONPROFIT ASSOCIATIONS

ANYWHERE YOU HAVE A POPULATION OF LIKE-MINDED PEOPLE

Chapter 44 - The Power of Links

LINKS SIGNIFY INTENTION

LINKS BUILD NETWORKS OF THOUGHT

LINKS GIVE CREDIT

LINKS ARE THE NETWORK

Chapter 45 - Authority, Ownership, and Mechanics

Chapter 46 - Enabling Peer Collaboration Using Social Networks

KEEP THE TECHNOLOGY PART SIMPLE

BUILD IT OUT A BIT

MAKE A SCREENCAST

ASSIST WITH SIGN-UPS AND 10-MINUTE TRAININGS

DRIVE SOME MARKETING ATTENTION TOWARD THE NEW PLATFORM

IT’S ABOUT THE PEOPLE

Chapter 47 - 10 Ways to Make Your Next Conference Better

Chapter 48 - Who Is Secretly Pitching You?

STEALTH PITCHING AND COMMUNITIES

APATHY NATION

IT COMES BACK TO TRUST

REPUTATION ENGINES

DOING AN HONEST JOB

ARE YOU SECRETLY BEING PITCHED?

Chapter 49 - The Sound of Content Ripping Free from Its Page

ADVERTISING ON THE PAGE PALES

GOOD CONTENT WILL BE FOUND

GET A JUMP ON THE COMPETITION

Chapter 50 - Social Media—Talk Is Cheap for Businesses

Collaboration Tools—Internal

SOCIAL NETWORKING TOOLS-WHITE LABEL

SOCIAL NETWORKING TOOLS-COMMERCIAL AND CONSUMER

BLOGGING, PODCASTING, VIDEO, GETTING THE WORD OUT

THE STAFFING ISSUES

YOUR PART IN ALL THIS—IFYOU’RE THINKING BUSINESS

WHERE ARE THE PEACE AND LOVE AND KOOL-AID?

BACK TO THE RED PILL

Chapter 51 - The Community Ecosystem

CONTRIBUTE WHERE YOU CAN

COMMUNICATE WHEN YOU CAN

CREATE WHAT YOU CAN

THE COMMUNITY ECOSYSTEM ISN’T FOREMOST ABOUT MONEY

Chapter 52 - Social Media Starter Moves for Freelancers

FIRST: PROFESSIONALISM, OR NOT

YOUR BLOG, YOUR STOREFRONT

ADS, SIDEBARS, AND WIDGETS

POSTING IDEAS

ABOUT AND CONTACT

PROMOTING YOUR BLOG

COMMUNITY BUILDING: BEYOND YOUR BLOG

REAL-TIME SOCIAL GATHERINGS

RICH MEDIA—VIDEO AND AUDIO

STRATEGY POINT: GIVE TO GET

LAST, ASK FOR THE SALE

SUMMARY

Chapter 53 - Making a Business from Social Media

EARLY ADOPTERS: ADVERTISING, PR, AND MARKETING

BUSINESS USERS

COMPARING THE TWO MOST LIKELY BUSINESSES

NOT NECESSARILY A PRIMARY BUSINESS

Chapter 54 - Make Your Blog Design Work for You

FIRST, KNOW THE GOAL

CONSIDER A THIN HEADER

YOUR “ABOUT” PAGE MATTERS

YOUR SIDEBAR(S)

ADS, OR NO ADS?

BLOGROLLS, OR NO?

FONTS AND TEXT COLORS

PICTURES AND VIDEO AND RICH MEDIA

SUMMARY

Chapter 55 - Social Media Starter Moves for Real Estate

SHOW ME THE HOUSE

PICK UP A VIDEO CAMERA

EDITING

POSTING THE VIDEO

WAYS YOUR BLOG WILL HELP

TESTIMONIALS

THE SECRET SAUCE

Chapter 56 - How Do Realtors Demonstrate Community?

REALTY CAN BENEFIT A LOT WITH THESE TOOLS

HOW DOES IT ALL TIE TOGETHER?

Chapter 57 - Social Media Starter Moves for Entertainers

BLOG BEHIND THE SCENES

SHARE A LITTLE

STRETCH OUT

FOR ENTERTAINERS

Chapter 58 - Social Media Starter Moves for Entrepreneurs

THE PLATFORMS WE’RE USING

THE MARKETPLACE OVERALL

SOCIAL MEDIA TOOLS

WHAT TO DO WITH IT ALL

Chapter 59 - Customer Service Needs New Channels . . . or Does It?

Chapter 60 - What I Want a Social Media Expert to Know

Chapter 61 - On Managing a Community

STRATEGY

REPORTING STRUCTURE

DUTIES

MEASUREMENTS

SUCCESS OF THE PROJECT

Chapter 62 - Make Your Linkedln Profile Work for You

WRITE TO BE READ

MAKE YOUR JOB DESCRIPTIONS WORK IN TWO WAYS

RECOMMENDATIONS ARE YOUR FRIENDS

CONNECTION STRATEGIES

SOME LAST THOUGHTS

Chapter 63 - Develop a Strong Personal Brand Online: Part 1

WHY BUILD A PERSONAL BRAND?

HINTS ABOUT BRAND IN GENERAL

THE HUMAN SIDE OF BRAND

Chapter 64 - Develop a Strong Personal Brand Online: Part 2

THE TECHNOLOGY OF BRANDS

START WITH A HOME BASE

BUILD A FEW ACCOUNTS

SOCIAL NETWORKS TO CONSIDER

Chapter 65 - 100 Personal Branding Tactics Using Social Media

LISTENING

HOME BASE

PASSPORTS

OUTPOSTS

CONTENT

CONVERSATION

COMMUNITY

FACE-TO-FACE

PROMOTION

Chapter 66 - Blog Topics for Business-to-Business Customers

IS YOUR CUSTOMER ONLINE?

10 SEXY HEADLINES YOU CAN USE TODAY

THINK HARD ABOUT THE CUSTOMER/USER

WRITE ABOUT YOUR CUSTOMERS

SHARE THE BAD TIMES

RESPOND TO INDUSTRY INFORMATION AND TOPICAL NEWS

ASK QUESTIONS AND SOLICIT INPUT

Chapter 67 - Starting a Social Media Strategy

BEGIN WITH THE END IN MIND

QUESTIONS BEFORE THE STRATEGY

STRATEGY STARTERS

WHAT COMES NEXT

Chapter 68 - Social Media Strategy: The Planning Stage

SOCIAL MEDIA STRATEGY; PLANNING

Chapter 69 - Social Media Strategy: Aligning Goals and Measurements

YOU CAN’T HAVE STRATEGY WITHOUT FIRST HAVING GOALS

STRATEGY WITHOUT MEASUREMENT IS USELESS

SAMPLE GOALS, STRATEGIES, AND MEASUREMENTS

OTHER GOALS, STRATEGIES, AND MEASUREMENTS

BY HAVING THREE KNOBS TO TURN

Chapter 70 - Writing E-Mail That Gets Answered

ONE DECISION PER E-MAIL

DON’T EVER SAY, “QUICK QUESTION”

YOUR SIGNATURE FILE

FOLLOWING UP

NOT JUST ME

WHAT ABOUT YOU?

Chapter 71 - Where I Learn Even More

KNOW WHEN YOU’RE JUST SHUFFLING

GET BACK TO THE FUNDAMENTALS

Chapter 72 - What Do You Think People Want from Your Site

PEOPLE WANT INFORMATION

PEOPLE WANT SIMPLE

PEOPLE WANT CONNECTION

Chapter 73 - Musicians Play for Tips: The Importance of Comments

IF YOU DON’T HAVE TIME TO COMMENT

Chapter 74 - 50 Ways Marketers Can Use Social Media to Improve Their Marketing

Chapter 75 - Should Hotels Have Social Networks?

IDEAS FOR A HOTEL SOCIAL NETWORK

WHAT NOT TO DO

SOME COOL THINGS

Chapter 76 - Essential Skills of a Community Manager

THE ESSENTIAL SKILLS OF A COMMUNITY MANAGER

Chapter 77 - 50 Steps to Establishing a Consistent Social Media Practice

Chapter 78 - How to Reach and Influence Prospects

WHO ARE YOUR PROSPECTS?

REACHING THESE PROSPECTS

BUSINESS ISN’T EVIL

Chapter 79 - How Content Marketing Will Shake the Tree

Chapter 80 - Write Your LinkedIn Profile for Your Future

WHAT’S NEXT?

Chapter 81 - Consider a Marketing Funnel

Chapter 82 - Content Networks and Storefronts

CONTENT NETWORKS

STOREFRONTS

CONTENT MARKETING

DISCLOSURE: STILL THE IMPORTANT PART

WHAT’S YOUR OPINION?

Chapter 83 - How to Do More with Less Time

MORE WITH LESS

HAVE A SIMPLE SYSTEM

TOOLS TO AUTOMATE AND FREE UP MORE TIME

WHAT I DO WITH ALL THIS

Chapter 84 - Creating Honest Content Marketing

Chapter 85 - How I Do It

DON’T SLEEP LATE

DON’T WATCH TV

THINK WHILE DOING OTHER THINGS

READ GOOD PEOPLE

PRACTICE, AND TYPE A LOT

LABORATORY STUFF

Chapter 86 - What I Want PR and Marketing Professionals to Know

Chapter 87 - Best Social Media Advice from chrisbrogan.com

COMMUNITY DEVELOPMENT

SOCIAL NETWORKS

SOCIAL MEDIA

TWITTER

PERSONAL BRANDING

MAKING MEDIA

Index

Praise for Social Media 101

“Dismissing social media is not an option, but neither is recruiting a small army of consultants to move your business forward. If you need a crisp view of what’s relevant and how to implement what’s measurable and meaningful today do not miss Social Media 101. Chris Brogan has clearly established himself as the “Social Media Compass” for the rest of us. By the time you finish reading this sentence, there’s something new to tweet about, but you can count on Chris to keep you headed in the right direction.”

—Beth Dockins Director, Customer Service, Scotts

“Social media is a new and fascinating playground for the complexities of human nature. Chris Brogan understands social media because he puts in the time—observing, understanding, and most importantly, taking action in ways that work.”

—Brian Clark Owner/Publisher of Copyblogger.com

“Social Media101 is packed full of the kind of actionable information I wish I’d had starting out in the game.”

—Darren Rowse Publisher of Problogger.net

“It’s terrific to see Chris Brogan capturing so many of his thoughts on social media in one resource. He’s a person who I follow just for that reason. He offers clever insights and is always at the front of the learning curve.”

—Ferg Devins Chief Public Affairs Officer, Molson Coors Canada

“Don’t know where to start with social media? Chris Brogan takes your hand and guides you through—with a smile.”

—Jennifer Cisney Kodak Chief Blogger and Social Media Manager