Includes pitfalls and success stories featuring notable social media trailblazers
Table of Contents
Foreword ix
Introduction xi
How to Use this Book xv
Acknowledgments xvii
Part I What 1
What Firms Need to Know about Social Media 1
Chapter 1 Defining and Understanding “Social Media” 3
Chapter 2 Social Media Policies and Guidelines: Rules of Engagement 27
Chapter 3 Comparing Today’s Most Popular Social Media 51
Part II Why 61
The “Why” behind Using Social Media 61
Chapter 4 Finding Business Purpose in Social Media 63
Chapter 5 Strategy Begins with “Who” 81
Chapter 6 Integrated Marketing Tactics 93
Chapter 7 Case Studies and Examples 117
Part III How 157
How to Set up and Use the Tools 157
Chapter 8 LinkedIn 159
Chapter 9 Twitter 185
Chapter 10 Facebook 207
Chapter 11 Self-Publishing with Blogs 229
Part IV Tips 263
Tips to Being Effective Online 263
Chapter 12 Writing for the Web 265
Chapter 13 Social Media Etiquette 287
Chapter 14 Best Practices 295
Notes 317
Glossary 325
About the Author 335
Index 339
