Presenting a fresh perspective on a common challenge, author Scott Levy delivers a new answer to every business owner’s social media question how can I make social media work for me? Levy’s solution takes a cue from another explosive media phenomenon: reality TV. Levy invites you to create the same magnetism that pulls reality TV viewers in by using the same tools: transparency, authenticity, and a human element. Learn how to use social platforms such as Twitter to tactfully share, or bare, your brand, inciting consumer action. Also learn how to strip your social media strategy down to what…mehr
Presenting a fresh perspective on a common challenge, author Scott Levy delivers a new answer to every business owner’s social media question how can I make social media work for me? Levy’s solution takes a cue from another explosive media phenomenon: reality TV. Levy invites you to create the same magnetism that pulls reality TV viewers in by using the same tools: transparency, authenticity, and a human element. Learn how to use social platforms such as Twitter to tactfully share, or bare, your brand, inciting consumer action. Also learn how to strip your social media strategy down to what works for your brand, exhibit transparency that engages followers on all popular social channels, and create brand consistency across all social platforms. Other topics cover engineering positive brand impacts and avoid devastating damage, using crowdsourcing and retweets, and lifting a brand from relative obscurity to significant popularity. Real-life examples relate well-known business brands such as Sharpie and Jet Blue, and personal brands such as NFL Runningback DeAngelo Williams. Discover exactly what it takes to seduce the masses and turn them from passive followers into brand champions and loyal brand buyers.
CEO and President of Fuel Online, Scott Levy has been specializing in Internet marketing for over 15 years and is considered by many to be the absolute authority in the industry. Having pioneered many of the techniques and discovery over the years, he is a respected speaker and consultant. His writing can be read in Forbes, Entrepreneur Magazine, CNN, and other top notch publications. Levy was nominated for a 2014 Shorty Award for "social media's best business influencer" as well as recognized as a 2014 Hubbies finalist for "Influencer of the Year". He lives in Nashville, TN. Follow Scott on Twitter @FuelOnline
Inhaltsangabe
Author Note ix Preface Foundations xi Chapter 1 What Is Social Media? 1 It’s Like Going to a Party 2 Your Social Media Goals 3 It Can Make or Break Your Business 8 Who Are You? 12 Choose and Focus 14 Chapter 2 Transparency and Authenticity 19 Be Yourself 21 How to Be Transparent 22 The Art of Vulnerability 28 Transparent Profiles 30 It’s a Two-Way Street 32 Doing It Wrong: Transparency Can Hurt You 34 Consistency Counts 35 Chapter 3 Building Your Brand 39 The New Brand Building: Sharing Enthusiasm and Creating Likability 40 Brand Building: Getting Started 41 Personal vs. Corporate Brand 43 Brand Consistency 45 Customer Service and Caring About People 46 Branding Via Your Corporate Culture 50 Brand Visibility: Techniques and Tactics 52 Chapter 4 Convergence Strategies and Your Social Media Team 55 The Road to Convergence 56 24/7 . . . or Not 61 Your Target Market: Demographics 62 Preparation and Policies 65 Your Social Media Team 68 Chapter 5 Ways to Engage 75 Finding Your Audience 76 Steps to Encourage Engagement 80 Content Is King 81 Rules of Engagement 84 Tips for Each Platform 86 Case Study: Red Jumpsuit Apparatus 93 Chapter 6 How to Build a Following 97 Get Out ThereIn a Meaningful Way 97 Quality Is Job One in Social Media 99 Share Your Expertise 100 Selection and Editing 101 Retweeting 101 Your Following, Like Rome, Isn’t Built in a Day 108 Drill Down 109 Be a Part of the Community 109 How Many Followers Should You Seek? 110 Revisit Your Social Media Goals 113 Chapter 7 Measuring and Monitoring Your Success 115 The Possibilities 116 Three Keys to Success 117 Point Values for Metrics 118 Know What You Are Looking For 120 Conversion 121 Return on Investment 124 Three Ways to Utilize the Wealth of Analytics 125 It’s Still All About Your Goals 127 The Tools 128 Chapter 8 Advanced Social Media Tips and Tricks 133 Facebook 134 Twitter 136 YouTube 138 Pinterest 140 Resources 145 Websites Reporting on Social Media 145 Other Social Media/Social Networking and Photo-Sharing Platforms 146 Finding Influencers 149 Web Data 150 Social Media Glossary 151 About the Author 155 Index 157
Author Note ix Preface Foundations xi Chapter 1 What Is Social Media? 1 It’s Like Going to a Party 2 Your Social Media Goals 3 It Can Make or Break Your Business 8 Who Are You? 12 Choose and Focus 14 Chapter 2 Transparency and Authenticity 19 Be Yourself 21 How to Be Transparent 22 The Art of Vulnerability 28 Transparent Profiles 30 It’s a Two-Way Street 32 Doing It Wrong: Transparency Can Hurt You 34 Consistency Counts 35 Chapter 3 Building Your Brand 39 The New Brand Building: Sharing Enthusiasm and Creating Likability 40 Brand Building: Getting Started 41 Personal vs. Corporate Brand 43 Brand Consistency 45 Customer Service and Caring About People 46 Branding Via Your Corporate Culture 50 Brand Visibility: Techniques and Tactics 52 Chapter 4 Convergence Strategies and Your Social Media Team 55 The Road to Convergence 56 24/7 . . . or Not 61 Your Target Market: Demographics 62 Preparation and Policies 65 Your Social Media Team 68 Chapter 5 Ways to Engage 75 Finding Your Audience 76 Steps to Encourage Engagement 80 Content Is King 81 Rules of Engagement 84 Tips for Each Platform 86 Case Study: Red Jumpsuit Apparatus 93 Chapter 6 How to Build a Following 97 Get Out ThereIn a Meaningful Way 97 Quality Is Job One in Social Media 99 Share Your Expertise 100 Selection and Editing 101 Retweeting 101 Your Following, Like Rome, Isn’t Built in a Day 108 Drill Down 109 Be a Part of the Community 109 How Many Followers Should You Seek? 110 Revisit Your Social Media Goals 113 Chapter 7 Measuring and Monitoring Your Success 115 The Possibilities 116 Three Keys to Success 117 Point Values for Metrics 118 Know What You Are Looking For 120 Conversion 121 Return on Investment 124 Three Ways to Utilize the Wealth of Analytics 125 It’s Still All About Your Goals 127 The Tools 128 Chapter 8 Advanced Social Media Tips and Tricks 133 Facebook 134 Twitter 136 YouTube 138 Pinterest 140 Resources 145 Websites Reporting on Social Media 145 Other Social Media/Social Networking and Photo-Sharing Platforms 146 Finding Influencers 149 Web Data 150 Social Media Glossary 151 About the Author 155 Index 157
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