Social Media Marketing: An Hour a Day -- Acknowledgments -- About the Author -- Contents -- Foreword -- Introduction -- How to Use This Book -- Disclosure -- Part I: The Foundation of Social Media -- Chapter 1: Backlash -- The Early Social Networks -- The Pushback Begins -- The Backlash: Measured and Formalized -- Chapter 1: The Main Points -- Chapter 2: The Marketer's Dilemma -- The Roots of Avoidance -- Early Online Word-of-Mouth -- The Social Web Blooms -- Nielsen Shows the Way -- Chapter 2: The Main Points -- Chapter 3: What Is Social Media? -- Social Media Defined -- Social Media and Marketing -- Social Media as a Guidepost -- The Elements of Social Media -- Chapter 3: The Main Points -- Part II: Month 1: Prepare for Social Marketing -- Chapter 4: Week 1: Web 2.0: The Social Web -- Social Networks: The Power of the Collective -- Social Media Begins Here -- Week 1: Engaging with Social Media -- Tuesday: The Web Comes Alive with Multimedia -- Chapter 4: The Main Points -- Chapter 5: Week 2: The Social Feedback Cycle -- Social Media in Marketing -- Consideration and the Purchase Funnel -- Consumer-Generated Media -- Create Your Social Feedback Cycle -- Chapter 5: The Main Points -- Chapter 6: Week 3: Touchpoint Analysis -- Touchpoints and the Social Web -- Identifying Touchpoints -- Quantifying Touchpoints -- Chapter 6: The Main Points -- Chapter 7: Week 4: Influence and Measurement -- Influence and the Social Web -- Quantifying the Conversation -- Chapter 7: The Main Points -- Part III: Month 2: Social Media Channels -- Chapter 8: Week 1: Build a Social Media Campaign -- How Is Social Media Different? -- Quantifying the Social Feedback Cycle -- Social Media Channels -- Social Media and the Purchase Funnel -- Chapter 8: The Main Points -- Chapter 9: Week 2: Social Platforms -- Social Networks -- White-Label Platforms.

Working with Social Platforms -- Chapter 9: The Main Points -- Chapter 10: Week 3: Social Content: Multimedia -- Advertising and the Social Web -- The Multimedia Channels -- Your Social Media Marketing Plan -- Chapter 10: The Main Points -- Chapter 11: Week 4: Social Content: Reviews, Ratings, and Recommendations -- Building Consensus -- Consensus and Marketing -- Winning the Popularity Contest -- Chapter 11: The Main Points -- Chapter 12: Week 5: Social Interactions -- Connecting the Dots -- Managing Social Information -- Chapter 12: The Main Points -- Part IV: Month 3: Complete Your Plan -- Chapter 13: Week 1: Objectives, Metrics, and ROI -- The Basis for Social Media Metrics -- Choosing Social Media Metrics -- Real-World Connections -- Planning for Measurement -- Chapter 13: The Main Points -- Chapter 14: Week 2: Present Your Social Media Plan -- Choose Your Path -- Define the Opportunity -- Select Your Channels -- Select Your Metrics -- Write and Present Your Plan -- Chapter 14: The Main Points -- Appendix A: Worksheets -- Worksheets: Part II -- Chapters 4-7 -- Worksheets: Part III -- Chapters 8-12 -- Chapter 9: Social Platforms -- Chapter 10: Social Content: Multimedia -- Chapter 11: Social Content: Reviews, Ratings, and Recommendations -- Chapter 12: Social Interactions -- Worksheets: Part IV -- Chapters 13-14 -- Appendix B: Additional Social Media Resources -- Industry Experts -- Industry Blogs -- Industry Resources -- Agencies and Social Media Practitioners -- Social Media Platforms -- Social Networks and Services -- Metrics Platforms and Providers -- Index.