When it comes to drafting a book on social media that goes into detail on specific social platforms for business users, we run the very real risk of being out of date almost as soon as it hits the shelves. The technical aspects and features of each platform simply change too rapidly to be of lasting value.
Instead, this book takes readers through a 360-degree perspective of social media marketing, from strategy to tactics, from organic to paid, from B2B to B2C, encompassing all of the current social media networks from the large ones like Facebook and LinkedIn to emerging platforms like Snapchat and TikTok.
Create Focused Social Media Campaigns Tailored to Your BusinessUltimate Guide to Social Media Marketing takes readers through a 360-degree perspective of social media marketing in businesses, from strategy to tactics, from organic to paid, from B2B to B2C, encompassing all of the current networks. Topics include:
Why businesses need to embrace social media marketingUnderstanding today’s social networks from big ones like Facebook and YouTube to emerging platformsLearning how to craft your business’s social media strategy using today’s formatsHow to leverage images and video in your social media outreachLeveraging chat bots, paid social media, and influencer marketingBuilding your business social marketing teamMeasure your social media outreach progress and improve your performance over timeMuu info
Co-authors have assembled a launch squad made up of hundreds of paying members to help promote the book at launch
Launch will include live video broadcast, coordinated blog content, email marketing, and social media activities to generate buzz and book sales
Co-authors have a total combined database of 35,000+ email subscribers
Outreach to influencers like Mari Smith, Guy Kawasaki, Mark Schaefer, Ann Handley, Melonie Dodaro, Goldie Chan, and many more
Author contributions to Social Media Examiner and Social Media today
Speaking engagements and media events for Jenn, Stephanie, Mike, and Amanda to come
Publicity via the Sacramento Bee and Sacramento Business Journal by Eric Butow
2020 Speaking Events:
March 2020: Jenn & Stephanie speaking at SMMW, San Diego, CA (draws Internationally viewers)
April 2020: Mike & Amanda speaking at Atomicon, UK
June: Jenn is speaking at State of Social in Australia
| Foreword |
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vii | |
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| Preface |
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| What to Expect in This Book |
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Chapter 1 The Power Of Social Media |
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1 | (6) |
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Being Social on Social Media |
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3 | (1) |
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How Online Relationships Benefit Offline |
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4 | (3) |
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Chapter 2 Understand Today's Social Networks |
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7 | (26) |
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8 | (3) |
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11 | (3) |
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14 | (2) |
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16 | (3) |
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19 | (2) |
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21 | (1) |
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22 | (3) |
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25 | (1) |
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26 | (3) |
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29 | (4) |
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Chapter 3 The Roles Of Social Media And Content Marketing |
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33 | (10) |
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34 | (1) |
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35 | (3) |
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38 | (1) |
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39 | (1) |
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40 | (1) |
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41 | (1) |
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41 | (2) |
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Chapter 4 Craft Your Social Media Strategy |
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43 | (14) |
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44 | (1) |
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44 | (2) |
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46 | (1) |
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47 | (10) |
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Chapter 5 Understand Today's Format Types |
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57 | (28) |
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58 | (5) |
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63 | (3) |
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Social Network Icon Rules |
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66 | (7) |
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73 | (8) |
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81 | (4) |
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Chapter 6 Create Images For Social Media |
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85 | (12) |
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86 | (1) |
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87 | (2) |
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Social Media Imagery Best Practices |
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89 | (3) |
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92 | (5) |
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Chapter 7 Create Video For Social Media |
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97 | (12) |
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98 | (2) |
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Publishing and Broadcasting Social Video |
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100 | (2) |
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102 | (2) |
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104 | (1) |
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104 | (1) |
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105 | (1) |
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106 | (3) |
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Chapter 8 Leverage Chatbots And Automation |
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109 | (14) |
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110 | (6) |
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How to Start Your First Chatbot |
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116 | (7) |
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Chapter 9 Leverage Paid Social Media |
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123 | (10) |
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123 | (1) |
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124 | (1) |
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The Power of Search + Remarketing |
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125 | (1) |
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126 | (6) |
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132 | (1) |
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Chapter 10 Leverage Influencer Marketing |
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133 | (14) |
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What Influencer Marketing Really Means |
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134 | (1) |
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How to Identify Influencers to Work With |
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135 | (2) |
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How to Spark Relationships |
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137 | (3) |
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How to Work with Influencers |
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140 | (3) |
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Influencer Marketing Administrative Details |
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143 | (1) |
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What Influencer Marketing Success Looks Like |
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144 | (3) |
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Chapter 11 Repurpose And Reuse Social Content |
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147 | (6) |
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148 | (1) |
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Technique 2 User-Generated Content |
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149 | (1) |
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Technique 3 Embedded Social Media Posts |
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150 | (1) |
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Technique 4 Turn Discussions Into Blog Posts |
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151 | (1) |
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Technique 5 Ask Questions |
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151 | (2) |
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Chapter 12 Build Your Marketing Team |
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153 | (8) |
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Internal vs. External Team |
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154 | (1) |
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155 | (2) |
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157 | (1) |
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Team Documentation and Support |
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158 | (1) |
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159 | (2) |
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Chapter 13 Measure Success |
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161 | (16) |
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162 | (2) |
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164 | (1) |
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164 | (8) |
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172 | (3) |
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175 | (2) |
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Chapter 14 Adapt To A Changing Medium |
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177 | (8) |
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178 | (1) |
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179 | (1) |
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179 | (3) |
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182 | (1) |
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183 | (2) |
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| Resources |
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185 | (4) |
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185 | (1) |
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Social Media Blogs and Bloggers |
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185 | (1) |
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186 | (1) |
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Social Media Management Tools |
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186 | (1) |
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186 | (1) |
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187 | (14) |
| Glossary |
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189 | (12) |
| About the Authors |
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201 | (4) |
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201 | (1) |
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201 | (1) |
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202 | (1) |
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202 | (1) |
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203 | (2) |
| Index |
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205 | |
Eric Butow is the owner of Butow Communications Group (BCG) in Jackson, California, which offers online marketing ROI improvement services for businesses. Eric founded BCG in 1994 specializing in desktop publishing and graphic design, and soon offered technical writing and web design services as well.
After Eric graduated from California State University, Fresno in 1996 with a masters degree in communication, he moved to Roseville, California and continued to build his business. He worked with a wide variety of businesses from startups to large companies including Adobe, Cisco Systems, HP, and Intel.
Eric began his book authoring career by writing Master Visually Windows 2000 Server in 2000. Since then, Eric has written 30 more technical books as an author, co-author or, in one case, as a ghostwriter. Erics most recent books are Samsung Gear S2 for Dummies (Wiley), Instagram for Business for Dummies (Wiley), and Pro iOS Security and Forensics (Apress).
Jenn Herman is a social media consultant, speaker, and globally recognized Instagram expert. She is the forefront blogger on Instagram marketing and her blog, Jenns Trends, has won the title of a Top 10 Social Media Blog in 2014, 2015, and 2016.
Through her blog, consulting, and speaking Jenn provides tips, resources, and training for small to medium-sized businesses that need to structure their social media strategies. Her business background includes Administration, Sales, Human Resources, and Marketing and she enjoys bringing all these skills together to help you grow your business. Jenn has been featured in Inc., Fox News, Yahoo Finance, CBS Radio LA, and numerous other podcasts and publications. She is the author of Instagram for Business for Dummies, The Ultimate Beginner's Guide to Instagram and Stop Guessing: Your Step-by-Step Guide to Creating a Social Media Strategy.
Stephanie Liu is one of the most sought-after international speakers on live video, known for her dynamic stage presence and cutting-edge Facebook engagement tactics.
She led paid search advertising for one of the largest search agencies in the United States, served as the Director of Social Strategy for San Diegos leading ad agency and has created powerful campaigns for small businesses to giant, multimillion-dollar corporations. As a digital marketing strategist, she spent a decade deep in the trenches of agency life where her experience opened doors to working with big brand names such as Coach, Givenchy, Nike and Sony Pictures Entertainment. Her work has been recognized and awarded by Online Marketing Media and Advertising (OMMA) and PR Daily. Stephanie is most notably known for her Facebook Live show called Lights, Camera, Live®, where she helps businesses succeed with live video.
Amanda Robinson is the founder of The Digital Gal. She is widely sought after in the digital marketing industry for her knowledge and experience as a Facebook Ads expert. She advises Social Media Examiners membership group, the Social Media Marketing Society, with over 2,000 entrepreneurs and digital marketers. She is regularly featured as a guest on digital marketing podcasts and speaks both on stage and in workshop settings on everything from Facebook Ads, to Analytics, to Messenger Marketing Chatbots.
In recent projects, Amanda was a key player in #RoadToSocial, a Social Media Road trip across the US Midwest covering 3 back-to-back digital marketing conferences with 1.9M reach and 20.3M impressions on the #RoadToSocial content. Amandas real flair for digital marketing comes with her hands-on experience with extreme deep dives into data analysis focusing on analytics, SEO, ad targeting, split testing, and ways to make your marketing dollars more efficient.
Mike Allton is a Content Marketing Practitionera title he invented to represent his holistic approach to content marketing that leverages blogging, social media, email marketing and SEO to drive traffic, generate leads, and convert those leads into sales.
He is an award-winning Blogger, Speaker, and Author at The Social Media Hat, and Brand Evangelist at Agorapulse. As Brand Evangelist, Mike works directly with other social media educators, influencers, agencies and brands to explore and develop profitable relationships with Agorapulse.
