Hundreds of millions of Americans are using social media (SM), and
already some 70% of businesses have joined them there, using
Facebook and other SM platforms to connect with their customers,
and attract new ones. So the real question isn't whether to take
your business onto social media platforms--but how to do it
quickly, effectively, on a budget, with smart goals, and a road map
for success. Advanced Social Media Marketing: How to Lead, Launch,
and Manage a Successful Social Media Program cuts through the hype
and fluff about how social media is changing the world, and it gets
down to what really matters: How you as a manager can best use SM
to benefit your business. Written by a veteran online marketer and
ecommerce professional, the book shares practical strategies and
tactics to let you launch and scale a successful corporate social
media program. Advanced Social Media Marketing: How to Lead,
Launch, and Manage a Successful Social Media Program is for the
manager who already knows something about social media and wants to
roll up his or her sleeves and get down to business.In it, we
simplify tasks that might otherwise be complicated--like adopting
and tracking key performance metrics, developing online ad
campaigns, or creating Facebook apps like games, giveaways and
sweepstakes with the capacity to go viral. Businesses can harness
the unique advantages of this new medium, but they need a
practical, no-nonsense guide like this one. Otherwise they risk
being ignored, wasting time and money or, even worse, damaging
their own brand and seeing a well-intentioned online program blow
up. The book is heavy on the how-to, case studies, campaign results
and other statistics, and interviews with ecommerce managers at
businesses large and small. It also includes the author's own
experiences at Green Mountain Coffee Roasters, Wine of the Month
Club, and others. While this book will be accessible enough for
someone implementing a social media program for the first time,
it's ambitious enough to benefit experienced SM hands who are
looking for good ideas and techniques to push their online
community to the next level of size, interactivity, and buzz. What
you'll learn Businesspeople will learn: * How to assess the size of
the opportunity.Not the total social media universe (irrelevant),
but the size and complexion of their market niches. * Reasonable
goals for brand awareness, leads, and sales--and how to measure
them. * Best practices for success on Facebook, Twitter, LinkedIn,
Groupon, and other SM platforms. * How much to invest in people and
infrastructure based on goals. * How to write a social media
business plan and execute program goals crisply. * What the legal
and PR risks are with a social media program--and how to avoid them
Who this book is for Advanced Social Media Marketing: How to Lead,
Launch, and Manage a Successful Social Media Program is for
entrepreneurs, managers, marketers, and other business leaders who
want to get their companies up to speed in today's social media
landscape. This includes businesspeople rolling out new projects,
products, events, or services that would benefit from word-of-mouth
and other social media buzz. It's especially for those who have
rolled out social media programs that have disappointed and who
need to understand how to get the results they are seeking.Last,
it's for people new to the topic who suddenly find themselves
approving budgets, promotions, or initiatives for social media and
need to know where to begin and what is at stake.
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