Screen LibrarySocial Media Strategies for Professionals and Their Firms : the Guide to Establishing Credibility and Accelerating Relationships /
Expert advice on growing your professional service firm or individual practice through social mediaShowing professionals and their marketers how to accomplish familiar marketing tactics in newer, ways, Social Media for Professionals and Their Firms takes you step by step in putting social media to w...
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| Main Authors: | |
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| Corporate Authors: | |
| Published: |
John Wiley & Sons,
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| Publisher Address: | Hoboken : |
| Publication Dates: | 2010. |
| Literature type: | eBook |
| Language: | English |
| Subjects: | |
| Online Access: |
http://onlinelibrary.wiley.com/book/10.1002/9781119200352 |
| Summary: |
Expert advice on growing your professional service firm or individual practice through social mediaShowing professionals and their marketers how to accomplish familiar marketing tactics in newer, ways, Social Media for Professionals and Their Firms takes you step by step in putting social media to work for your professional practice. Whether you want to build your own on-line reputation, or are ready to explore new media for corporate marketing and communications, this book is the definitive guide for your strategic approach. Explores why the fastest and most leveragable way to expand relati |
| Item Description: | Housing Content on File-Sharing Sites. |
| Carrier Form: | 1 online resource (604 pages) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9780470933893 0470933895 9781119200352 1119200350 |
| Index Number: | HF5415 |
| CLC: | F713.36 |
| Contents: |
Cover; Additional Praise; Title page; Copyright page; Dedication; Foreword; Introduction; How to Use This Book; Acknowledgments; Part I: WHAT; CHAPTER 1 Defining and Understanding "Social Media"; How Misconceptions Led to Misuse; Advantages of an Effective Online Presence; Types of Social Media; What Social Media Help Achieve; How We Got Here; Social Media versus Other Marketing Approaches; Catching Up and Moving Forward; CHAPTER 2 Social Media Policies and Guidelines: Rules of Engagement; Policy Depth and Tone; Five Factors Contributing to Discomfort; Keep Policies Simple. A Facilitative Approach to Policy DevelopmentPolicy Elements and Samples; CHAPTER 3 Comparing Today's Most Popular Social Media; Comparing the Tools; Intersection of Business and Personal; LinkedIn; Twitter; Facebook; Blogs; Summary of Part 1; Part II: WHY; CHAPTER 4 Finding Business Purpose in Social Media; Being Findable; Credibility through Fallibility; The Illusion of "Brand" Control; Setting Yourself Apart: Don't Compete on Price Alone; Bridging "Social Network" and "Social Capital" to Create Value; Relevance Requires Thinking Differently; Look Before You Leap. CHAPTER 5 Strategy Begins with "Who"Do What You Love (You'll Do It Better!); Knowing Your Audience "Personas"; Finding Your Personas on the Web; CHAPTER 6 Integrated Marketing Tactics; What Are You Already Doing?; What Else Can You Do?; Integrated Marketing Strategy Framework; Monitoring and Measuring Social Media; Why "What's the ROI of Social Media?" Is the Wrong Question; CHAPTER 7 Case Studies and Examples; Integrated Marketing Strategies; Self-Publishing (Blog) Successes; Engagement and Networking Successes; Case Study Recap; Summary of Part II; Part III: HOW; CHAPTER 8 LinkedIn. Getting StartedThe Tool; Building and Managing Connections; Interacting with Other Members; Searching and Researching; Setting Up a Company Page; Calendar of Activities; CHAPTER 9 Twitter; The Tool; Setting Up Your Account; Finding People to Follow; Terminology and Nuances; Engaging with Twitter; Summary of Twitter Tips; CHAPTER 10 Facebook; Deciding on an Approach; The Tool; Starting an Individual Account; Using an Individual Account; Making a Dynamic Company Page; Promoting Your Facebook Presence; CHAPTER 11 Self-Publishing with Blogs; The Tools; Blog Basics; Start-up Considerations. Blog TipsSummary of Part III; Part IV: TIPS; CHAPTER 12 Writing for the Web; Common Blog Posting Formats; Resonating with Readers; Writing Quality Blog Content; Content Idea Starters; Citing Others; Creating E-books; Creating Podcasts and Videocasts; Writing for Search Engines; Repurposing Your Content; CHAPTER 13 Social Media Etiquette; It Isn't All About You; Comment Etiquette; Building a Reputation Through Others' Blogs and Sites; Posting Photos; CHAPTER 14 Best Practices; Attitude Is Everything; Complaints, Customer Service, and Crisis; Leveraging Bookmarking Sites. |