Social Media 101: Tactics and Tips to Develop Your Business Online -- Contents -- Acknowledgments -- Introduction: Why in the World Should You Care? -- Tactics and Tips to Develop Your Business Online -- 1: Above All Else-People -- PEOPLE LIKE TO BE ENGAGED -- PEOPLE ARE BUSY -- PEOPLE LIKE TO BE APPRECIATED -- MAKE PEOPLE THE EXPERTS -- 2: What Social Media Does Best -- 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 -- 4: Making Business Sense of Social Media -- 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? -- 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 WHERE TO FIND JOBS -- 7: Threading Some Trends Together -- CONNECTIVITY IS EVERYWHERE -- THE LOOSELY JOINED EMPLOYEE -- HOW WHERE MATTERS -- WHERE WILL THIS GO? -- 8: The Vital Importance of Your Network -- KEEP YOUR NETWORK ALIVE -- TELL ME ABOUT YOUR NETWORK -- 9: Using Social Networking and Media Offline -- SOCIAL NETWORKING ONLINE -- OFFLINE -- SOCIAL MEDIA ONLINE -- OFFLINE -- YOU GET THE POINT -- 10: Velocity, Flexibility, Economy -- VELOCITY -- FLEXIBILITY -- ECONOMY -- 11: Snake Oil in Social Media -- EXPERT OR ADVISER -- SOCIAL MEDIA AS A BUZZWORD -- METRICS AND FAIRY TALES -- WHO ARE THE EXPERTS? -- 12: Who Cares? -- 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 -- 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? -- 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? -- 16: Social Media Starter Pack -- LISTENING -- SPEAKING -- COMMUNITY -- RICH MEDIA -- 17: Five Starter Moves for Introducing Social Media into Your Organization -- SEPARATE SOFTWARE FROM MOTIVATIONS AND PROCESS -- 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? -- 19: Five Starter Moves: Audio and Video -- WHICH TOOLS SHOULD YOU USE? -- IS THIS A STARTER MOVE? -- 20: Five Starter Moves: LinkedIn, Facebook, and Twitter -- LinkedIn -- Facebook -- Twitter -- Social Networks in General -- 21: A Sample Social Media Toolkit -- WHAT THEY ALL DO -- HOW YOU MIGHT USE THESE TOOLS -- PERSONAL USE -- 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 -- 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 -- FRIENDS AND SEINFELD MAY BE GONE -- 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.

25: Case Study: For Those Who Pea on Social Media -- SOCIAL MEDIA ISN'T JUST CHATTER -- SHRUG IT OFF IF YOU WANT -- 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 -- 27: A Sample Blogging Work Flow -- GOALS OF YOUR BLOG POSTS -- BLOGGING TASKS -- TOOLS -- THE BONUS ROUND -- 28: If You Intend to Blog Seriously -- 29: Performance and Your Audience: Blogging Tips -- BE BRIEF -- APPEAL TO THEIR SENSE OF SELF -- BE PREPARED -- BE RESPECTFUL -- BE CONVERSATIONAL (YET CONCISE) -- PERFORMANCE -- 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 -- 31: How to Create Business from a Blog -- STRAIGHTFORWARD SALES -- AFFILIATE MARKETING -- LEAD GENERATION -- CONTENT MARKETING -- OTHER OPPORTUNITIES -- YOUR IDEAS -- 32: 50 Blog Topics Marketers Could Write for Their Companies -- 50 BLOG TOPICS FOR MARKETERS -- 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 -- 34: Be Effective in Meetings, and Use Social Media Tools -- THREE TYPES OF MEETINGS -- ANNOUNCEMENT MEETING -- STATUS MEETING -- BRAINSTORMING MEETING -- TIPS FOR ALL MEETINGS -- 35: Programming for the Masses: Social Computing -- SEEDS FOR THE CONVERSATION -- WHAT ARE WE LEARNING -- WHAT WE CAN DO -- WHERE CAN WE TAKE THIS -- 36: Creatives and Your Secret Mission -- 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 -- 38: Social Networks Are Your Local Pubs -- WHAT HAPPENS AT PUBS -- ARE PUBS NECESSARY? -- IF SOCIAL NETWORKS ARE PUBS -- 39: Facebook and the Social Graph: Who Benefits -- 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 -- 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 -- 42: Delivering Content Value to Market Your Product -- 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 -- 44: The Power of Links -- LINKS SIGNIFY INTENTION -- LINKS BUILD NETWORKS OF THOUGHT -- LINKS GIVE CREDIT -- LINKS ARE THE NETWORK -- 45: Authority, Ownership, and Mechanics -- 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 -- 47: 10 Ways to Make Your Next Conference Better -- 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? -- 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 -- 50: Social Media-Talk Is Cheap for Businesses -- 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-IF YOU'RE THINKING BUSINESS -- WHERE ARE THE PEACE AND LOVE AND KOOL-AID? -- BACK TO THE RED PILL -- 51: The Community Ecosystem -- CONTRIBUTE WHERE YOU CAN -- COMMUNICATE WHEN YOU CAN -- CREATE WHAT YOU CAN -- THE COMMUNITY ECOSYSTEM ISN'T FOREMOST ABOUT MONEY -- 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 -- 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 -- 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 -- 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 -- 56: How Do Realtors Demonstrate Community? -- REALTY CAN BENEFIT A LOT WITH THESE TOOLS -- HOW DOES IT ALL TIE TOGETHER? -- 57: Social Media Starter Moves for Entertainers -- BLOG BEHIND THE SCENES -- SHARE A LITTLE -- STRETCH OUT -- FOR ENTERTAINERS -- 58: Social Media Starter Moves for Entrepreneurs.

THE PLATFORMS WE'RE USING.