The Business of Being Social

Enhanced descriptions from Syndetics:

What is social media? Have you got a facebook page but are unsure how it can benefit your company? Or do you want to monitor your social media activity to see its effectiveness?



Learn how to understand and utilize social media for business.



From the basics to the most complex issues The Business of Being Social breaks down every aspect of social media and explains step-by-step how you can create a strategy for success. Social media exploded onto our screens but most businesses use traditional marketing methods and are confused how to harness the benefits. Make sure you're using social media to its full potential.



Whether you're a business owner or need social media for marketing to set up new social media channels such as Pinterest or YouTube , build your community or find out how to use keywords and SEO, The Business of Being Social covers all these aspects and more. From helping you to build your brand and promote communication between yourself and your customers, to driving customers to your website and learning from companies who have made their social media campaigns a success, The Business of Being Social is your one-stop guide to the ins and outs of social media. Learn how to: Create a viable social media strategy Build and use channels such as Twitter , Facebook and LinkedIn Create customised apps, communities and use keywords Monitor any activity such as paid-for advertising Understand your audience and what content they want Integrate your social media activity into your marketing strategies

Discover the secrets to social media for your business.



"As a business owner, how can you ensure that your company's voice and message is heard loud and clear. Thankfully, online visibility experts, Michelle Carvill and David Taylor, have put their heads together and published The Business of Being Social ." The Good Web Guide



"Up-to-date, thorough, very interesting and informative, well-written, engaging, and highly practical. Michelle and David clearly know their stuff and they've done a great job of combining and presenting their expert knowledge in this book." Birds on the Blog

Table of contents provided by Syndetics

• About the authors (p. xi)
• Acknowledgements (p. xiii)
• Introduction (p. 1)
• 1 Welcome to the social media age (p. 4)
• Facebook (p. 5)
• Twitter (p. 6)
• Linkedln (p. 6)
• YouTube (p. 7)
• Google+ (p. 8)
• Instagram (p. 8)
• How social and mobile media have changed the way we communicate (p. 9)
• A continuous conversation (p. 10)
• Think before you dive in (p. 11)
• Hungry channels need regular feeding (p. 12)
• Blending social media into your marketing mix (p. 14)
• Planning (p. 16)
• Taking a targeted approach (p. 18)
• Continuous conversations versus stop-start marketing (p. 18)
• 2 The many uses of social media (p. 22)
• Customer support and service (p. 23)
• Brand reputation management (p. 24)
• Lead generation (p. 26)
• Lead conversion (p. 27)
• News distribution and public relations (p. 27)
• Brand awareness and establishment (p. 29)
• Product promotion and launch (p. 31)
• Gathering support for a cause (p. 31)
• Making your brand more 'human': P2P (p. 32)
• Networking (p. 33)
• Business intelligence (p. 34)
• Thought leadership (p. 35)
• 3 Becoming an adaptive, social business (p. 37)
• Get your business strategy right (p. 38)
• How different generations communicate (p. 39)
• Creating the right culture for social media to thrive (p. 41)
• Thinking like an editor to create, collate and curate content (p. 42)
• Managing your channels (p. 44)
• The role of social advertising (p. 45)
• Using big data to achieve your business goals (p. 46)
• 4 Content is king (p. 47)
• You are what you share (p. 47)
• Developing a content road map (p. 52)
• Keep your content interesting (p. 54)
• The power of blogging (p. 55)
• The importance of keywords when planning content (p. 60)
• 5 Twitter (p. 66)
• What is Twitter? (p. 66)
• Uses of Twitter (p. 69)
• Getting started with Twitter (p. 82)
• Who should you follow? (p. 87)
• Getting followed (p. 93)
• Replying to tweets (p. 94)
• What to tweet (p. 94)
• Measure what matters (p. 97)
• Twitter #hashtags: what they are and how to use them (p. 99)
• Twitter lists and segmenting the people you follow (p. 106)
• Useful Twitter apps (p. 109)
• 6 Facebook: the new newspaper (p. 111)
• How and why Facebook filters content (p. 113)
• Ways of using Facebook (p. 118)
• Facebook Profiles, Groups and Pages (p. 118)
• Facebook policies and procedures (p. 120)
• App and browser versions of Facebook (p. 122)
• Setting up and managing a Page (p. 123)
• Publishing your Page (p. 128)
• Engagement tactics (p. 129)
• What to post on your Page (p. 130)
• When to post (p. 134)
• Community management (p. 134)
• 7 Linkedln (p. 139)
• Where it started (p. 140)
• The paid-for and enterprise options (p. 140)
• Linkedln isn't just about recruitment (p. 142)
• Creating your personal Linkedln profile (p. 142)
• Getting connected (p. 149)
• Requesting recommendations (p. 151)
• Be human on Linkedln (p. 152)
• Connections (p. 153)
• Linkedln and business development (p. 155)
• Ways to engage on Linkedln (p. 156)
• Creating a Linkedln company profile (p. 158)
• Optimising your Linkedln company profile (p. 163)
• Grow your authority with Linkedln Pulse (p. 166)
• Linkedln apps (p. 168)
• 8 Social video: YouTube and the future of online video content (p. 171)
• YouTube (p. 173)
• Other video-sharing sites (p. 173)
• Integrating video into your marketing strategy (p. 174)
• Uses of video (p. 175)
• Creating videos (p. 180)
• Setting up your YouTube channel (p. 182)
• Uploading videos and managing your channel (p. 185)
• Showcasing your video (p. 185)
• Promoting your videos (p. 188)
• Measuring the performance of your videos (p. 189)
• 9 Other key social media sites (p. 191)
• User-generated content (p. 192)
• When to use these sites (p. 192)
• Google+: your online footprint and beyond (p. 193)
• Pinterest: a visual way to showcase your business (p. 201)
• Instagram: photo sharing reinvented (p. 209)
• Tumblr (p. 216)
• WhatsApp: fast, personal and highly engaged (p. 220)
• Snapchat: short-lived, personal one-to-one engagement (p. 224)
• Ello: 'simple, beautiful and ad-free' (p. 227)
• 10 Advertising on social networks (p. 232)
• What makes social advertising so attractive? (p. 233)
• Content is king (p. 233)
• Twitter advertising (p. 234)
• How do you become a Twitter advertiser? (p. 236)
• Twitter Cards (p. 238)
• Twitter advertising tips and tactics (p. 241)
• Getting started with Linkedln advertising (p. 242)
• Getting started with Facebook advertising (p. 247)
• Other social media channels (p. 257)
• 11 Listening and analysis (p. 259)
• People to people (p. 260)
• What should you be listening for? (p. 261)
• Uncovering insights (p. 262)
• Business intelligence (p. 263)
• Plan to listen: developing a social media listening strategy (p. 266)
• 12 Daily management of social media (p. 269)
• Social dashboards (p. 269)
• Hootsuite (p. 270)
• Shrinking links and Owly (p. 280)
• Understanding your social media account activity (p. 280)
• 13 Pulling it all together (p. 283)
• Be prepared! (p. 283)
• Creating a defined marketing strategy (p. 285)
• Make sure your website is up to the job (p. 287)
• Establish a content strategy (p. 289)
• Create a social media culture (p. 290)
• Get talking! (p. 293)
• Responsibility for social media (p. 294)
• A typical day of social media activity (p. 295)
• Staying ahead of the curve with your marketing (p. 297)
• To end (p. 298)
• Social media glossary (p. 399)