The new community rules: marketing on the social web

Foreword

Preface

1. An Introduction to Social Media Marketing

Where We Are Now

What Is Social Media Marketing?

What Makes "Social Media" Marketing Different?

A Brief Introduction to Social Media Portals

The Web As a Means of Giving Consumers a Voice

It's Time to Join the Conversation

Content Is Not King (Not by Itself, at Least)

Are You Ready for Social Media Marketing?

So What's Next?

Summary

2. Goal Setting in a Social Environment

The Hurdle: Overcoming Fear About an Uncontrolled Message

Asking the Right Questions: Setting Goals for Your Campaign

Making Your Goals Smart

Researching Your Social Media Community

Formulating Your Strategy

When Should I Pursue Social Media Marketing?

Summary

3. Achieving Social Media Mastery: Networking and Implementing Strategy

When Is It Appropriate Not to Respond at All?

How Do You Monitor the Conversation?

You're Listening-What Now?

Planning Your Social Media Strategy

Networking Within a Social Medium

Understanding and Listening to Your Audience

The Importance of Giving

Community Managers

Power Accounts

Summary

4. Participation is Marketing: Getting Into the Game

The Cluetrain Manifesto: Markets Are Conversations

The "Participation Is Marketing" Phenomenon

Graco Baby Case Study: "Participation Is Marketing" Translates to Brand Awareness and Exposure

Tyson Foods Case Study: We Have a Blog and We'll Use It for Good

The Home Depot Case Study: Tapping into the Mindshare of Valued Customers

Caminito Argentinean Steakhouse Case Study: The Steakhouse That Engages Online Everywhere

Reputation Management

Network Solutions Case Study: Reputation Management by Listening

Reputation Management Monitoring: 12 Reputations You Should Monitor Online

Considering a Reputation Management Strategy

Summary

5. Using Blogs to Communicate, Influence, and Learn From Your Constituents

A Short History of Blogging

The History of Blogs, 1998-2009: Who Is Writing and Who Is Reading?

Blogs As Online Influencers

How Blogs Are Consumed

A Beginner's Guide to Blog Platforms

Writing for Blog Audiences

How Blogs Are Discovered

What to Do If Your Corporate Policy Disallows Blogging

Summary

6. Microblogging Magic: How Twitter Can Transform Your Business

A History of Twitter

Twitter for Business Is Born

Using Twitter

How to Achieve Business Goals Through Twitter

Other Business Uses of Twitter

Tools of the Twitter Trade

Summary

7. Getting Social: Facebook, Myspace, Linkedin, and Other Social Networks

Introduction to Social Networking Sites

Facebook: The Digital You

MySpace: Personalized Connections

Getting Professional with LinkedIn

The Big Social Networks Abroad

Summary

8. Informing Your Public: The Informational Social Networks

Human-Edited Social Search

Choosing the Best Answers: Using Yahoo! Answers for Social Media Marketing

Other Q&A Websites to Be Considered in a Social Media Marketing Strategy

Knowledge Is Power

Create Your Own Wiki

Summary

9. Leaving Your Mark: How to Rock the Social Bookmarking Space

A Timeline: The Past, Present, and Future

Using Social Bookmarking Sites

Other Social Bookmarking Sites

Summary

10. Social News Brings You Page Views

The Wisdom of Crowds

What Is Social News?

What Are Social News Websites?

The Big Players in Social News

Summary

11. New Media Tactics: Photography, Video, and Podcasting

Using Your Pictures to Market Yourself

Beyond Stationary: The Video Marketing Guide

Evangelizing Content Producers Through Photos and Video

The Emergence of Podcasting and the Podcast Today

Summary

12. Sealing the Deal: Putting it All Together

Identification: Telling People Who You Are

The Social Media Workflow

Revisiting Return on Investment

Am I Done Yet?

Strategizing in Social Media Communities

Thinking Outside Social Media Communities: Face-to-Face Interactions

Fostering Creativity Online

Encourage "Old-School" Tactics, Too

The Bottom Line

Summary

A. The Ultimate Social Media Etiquette Handbook

B. Recommended Reading

Index