About the Author -- Contents at a Glance -- Table of Contents -- Introduction -- About This Book -- What You Don't Have to Read -- Foolish Assumptions -- How This Book Is Organized -- Icons Used in This Book -- Conventions Used in This Book -- Where to Go from Here -- Book I: The Social Media Mix -- Chapter 1: Making the Business Case for Social Media -- Making Your Social Debut -- Defining Social Media Marketing -- Understanding the Benefits of Social Media -- Understanding the Cons of Social Media -- Integrating Social Media into Your Overall Marketing Effort -- Developing a Strategic Social Media Marketing Plan -- Chapter 2: Tallying the Bottom Line -- Preparing to Calculate Return on Investment -- Accounting for Customers Acquired Online -- Establishing Key Performance Indicators for Sales -- Understanding Other Common Business Metrics -- Determining Return on Investment -- Chapter 3: Plotting Your Social Media Marketing Strategy -- Locating Your Target Market Online -- Segmenting Your B2C Market -- Researching B2B Markets -- Conducting Other Types of Market Research Online -- Setting Up Your Social Media Marketing Plan -- Chapter 4: Managing Your Cybersocial Campaign -- Managing Your Social Media Schedule -- Building Your Social Media Marketing Dream Team -- Creating a Social Media Marketing Policy -- Staying on the Right Side of the Law -- Protecting Your Brand -- Contents at a Glance -- Book II: Cybersocial Tools -- Chapter 1: Discovering Helpful Tech Tools -- Keeping Track of the Social Media Scene -- Saving Time with Content-Distribution Tools -- Notifying Search Engines about Updates -- Snipping Ugly URLs -- Using E-Commerce Tools for Social Sites -- Keeping Your Ear to the Social Ground -- Measuring the Buzz by Type of Service -- Chapter 2: Leveraging Search Engine Optimization (SEO) for Social Media.

Making the Statistical Case for SEO -- Thinking Tactically and Practically -- Focusing on the Right Search Engines -- Knowing the Importance of Keywords -- Maximizing Metatag Muscle -- Optimizing Your Site and Content for Search Engines -- Building Effective Inbound Links -- Optimizing Social Media for Search Engines -- Gaining Visibility in Real-Time Search -- Gaining Traction on Google's New Social Search -- Monitoring Your Search Engine Ranking -- Chapter 3: Using Social Bookmarks, News, and Share Buttons -- Bookmarking Your Way to Traffic -- Sharing the News -- Benefiting from Social Bookmarks and News Services -- Researching a Social Bookmark and Social News Campaign -- Submitting to Bookmarking Services -- Submitting to Social News Services -- Using Application-Specific Bookmarks -- Timing Your Submissions -- Encouraging Others to Bookmark or Rate Your Site -- Using Social Media Buttons -- Contents at a Glance -- Book III: Blogs, Podcasts, and Video -- Chapter 1: Growing Your Brand -- Exploring Online Content -- Determining Content Goals -- Putting the Wheels in Motion -- Introducing Your Content to the Online World -- Getting Your Content Noticed -- Chapter 2: Building Your Blog -- Choosing a Blog Platform -- Planning a Blog Content Strategy -- Catching the Attention of Search Engines -- Recognizing the Importance of Community -- Measuring Your Success with Analytics -- Chapter 3: Using Podcasts or Video in Your Content -- Is Podcasting Right for You? -- Determining Your Podcast's Focus -- Using Podcasts to Drive Traffic and Land Sales -- Finding Listeners for Your Podcast -- Podcasting versus Internet Radio -- Using Video in Your Blogs -- Chapter 4: Sharing Images -- Using Images for Your Online Content -- Legalities: What You Need to Know about Sharing Images -- Finding Images Online -- Using Photo Sharing Sites for Your Own Images.

Contents at a Glance -- Book IV: Twitter -- Chapter 1: Using Twitter as a Marketing Tool -- Deciding Whether Twitter Is Right for You -- Communicating in 140 Characters -- Promoting without Seeming You're Promoting -- Researching Other Brands on Twitter -- Knowing Quality Is More Important Than Quantity -- Chapter 2: Using Twitter as a Networking Tool -- Finding the Right People to Follow -- Finding Out Who Is Talking about You on Twitter -- Responding to Tweets -- Searching on Twitter -- Tweeting Like a Pro -- Sharing on Twitter -- Following the Twitter Rules of Etiquette -- Hosting a Tweetup -- Chapter 3: Finding the Right Twitter Tools -- Customizing Your Twitter Page -- Using a Twitter Application -- Chapter 4: Supplementing Online Marketing Tools with Twitter -- Using Twitter to Drive Traffic -- Sharing with Buttons -- Linking Twitter to Your Facebook Page -- Chapter 5: Hosting Twitter Chats -- Benefitting from Twitter Chats -- Coming Up with a Hashtag for Your Chat -- Keeping Track of Who Says What -- Finding Guests for Your Twitter Chat -- Promoting Your Twitter Chat -- Hosting Your Twitter Chat -- Contents at a Glance -- Book V: Facebook -- Chapter 1: Using Facebook as a Marketing Tool -- Understanding the Appeal of Brands on Facebook -- Branding with Facebook Pages -- Figuring Out a Facebook Page -- Creating a Facebook Timeline -- Understanding Your Facebook Admin Panel -- Filling Out What You're About -- Using a Custom URL -- Inviting a Community -- Liking Other Brands -- Creating Events -- Chapter 2: Creating and Sharing Content on Facebook -- Creating a Facebook Content Strategy -- Sharing Your Brand's Story -- Creating Content That Sings -- Sharing and Being Shared -- Advertising on Facebook -- Bringing Your Community into the Mix -- Using Private or Secret Groups -- Chapter 3: Gaining Insights about Your Facebook Community.

Getting the Scoop on Your Fans with Insights -- Chapter 4: Finding the Facebook Sweet Spot -- Understanding EdgeRank -- Knowing the Best Time to Post -- Using the Right Mix of Content -- Contents at a Glance -- Book VI: Google+ -- Chapter 1: Leaping into Google+ -- Determining whether Google+ Is Right for Your Brand -- Creating Your Google+ Page -- Filling Out Your Google+ Profile -- Setting Notifications -- Chapter 2: Socializing in Circles -- Creating Circles -- Sharing Circles -- Posting Publicly or Privately -- Chapter 3: Building Community through Pluses, Shares, and Comments -- Sticking to the Plan for Your Google+ Content -- Building Relationships -- Moderating the Conversation -- Commenting on the Conversation -- Chapter 4: Hanging with Your Google+ Community -- Why Hangout? -- Hanging with Google+ Hangout -- Contents at a Glance -- Book VII: Pinterest -- Chapter 1: Pinning Down Pinterest -- What Is Pinterest? -- Getting Started -- Joining Pinterest -- Getting on Board -- Pinning on Pinterest -- Following on Pinterest -- Chapter 2: Marketing with Pinterest -- Sharing on Pinterest -- Driving Traffic with Pinterest -- Building Your Pinterest Community -- Chapter 3: Driving Sales with Pinterest -- Showing Off Your Wares -- Selling without Looking Like You're Selling -- Using Pricing in Your Images -- Using Your Gifts -- Creating Gift Guides -- Disclosing Affiliates -- Book VIII: Other Social Media Marketing Sites -- Chapter 1: Weighing the Business Benefits of Minor Social Sites -- Reviewing Your Goals -- Researching Minor Social Networks -- Assessing the Involvement of Your Target Audience -- Choosing Social Sites Strategically -- Chapter 2: Linking Up for B2B Success -- Deciding whether LinkedIn Is a Good Fit -- Implementing LinkedIn Basics -- Getting the Most from LinkedIn -- Advertising on LinkedIn.

Chapter 3: Maximizing Stratified Social Communities -- Becoming a Big Fish in a Small Pond -- Taking Networking to the Next Level -- Selecting Social Networks by Vertical Industry Sector -- Selecting Social Networks by Demographics -- Selecting Social Networks by Activity Type -- Chapter 4: Geomarketing Services -- Going Geo -- Finding Yourself on foursquare -- Spacing Out with Twitter, Facebook, and Google -- Making Real Connections in Virtual Space -- Chapter 5: Attracting Customers with Daily Deal Coupons -- Offering Savings, Gaining Customers -- Checking Out Groupon -- LivingSocial -- Comparing LivingSocial and Groupon -- Diversifying Your Daily Deals -- Chapter 6: Social Gaming -- Assessing the Marketing Value of Social Gaming -- Tracking Who's Playing -- Changing the Game for Marketers -- Integrating a Game App into Your Web Presence -- Chapter 7: Making Social Media Mobile -- Understanding Today's Mobile Media Users -- Reaching People on the Move with Social Media -- Harvesting Leads and Sales from Social Mobile -- Measuring Your Mobile Marketing Success -- Counting on Tablets -- Chapter 8: Multiplying Your Impact -- Thinking Strategically -- Integrating with E-Mail -- Integrating with Public Relations and Press Releases -- Integrating with Paid Advertising -- Integrating with Your Website -- Book IX: Measuring Results -- Building on Success -- Chapter 1: Delving into Data -- Planning a Measurement Strategy -- Selecting Analytics Packages -- Getting Started with Google Analytics -- Integrating Google's Social Media Analytics -- Chapter 2: Analyzing Content-Sharing Metrics -- Measuring the Effectiveness of Content Sharing with Standard Analytics -- Evaluating Blog-Specific Metrics -- Understanding Podcast Metrics -- Measuring Your Image Results on Flickr -- Comparing Hard and Soft Costs versus " Income" -- Chapter 3: Analyzing Twitter Metrics.

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