How to make money with social media : an insider's guide to using new and emerging media to grow your business

Introduction   xixChapter 1: In the Beginning   1Chapter 2: The Evolution of Marketing   11Chapter 3: How to Think Strategically about Social Media   21Chapter 4: How to Speak Social Media   31Chapter 5: Laying the Groundwork for Success   39Chapter 6: Why Your First Social Media Campaign Didn’t Work   47Chapter 7: Managing the Conversation   53Chapter 8: Social Media Is More Than Just Facebook, LinkedIn, Google+, and Twitter   61Chapter 9: Closing the Loop with E-mail and Marketing Automation   69Chapter 10: How to Use Networking Platforms to Help You Grow Your Sales and Revenue   79Chapter 11: How to Use Promoting Platforms to Help You Grow Your Sales and Revenue   87Chapter 12: How to Use Sharing Platforms to Help You Grow Your Sales and Revenue   95Chapter 13: It’s Not about Social or Mobile, It’s about Social and Mobile   103Chapter 14: How to Integrate Social Media into Your Marketing Plan   115Chapter 15: How to Conduct a Competitive Assessment   123Chapter 16: Conducting an Internal Situation Analysis   131Chapter 17: Understanding the Customer Thought Process   137Chapter 18: Establishing Your Major Objectives and Key Strategies   145Chapter 19: Aligning Your Social Media Strategy with Your Brand Essence   153Chapter 20: How to Measure the Impact of Your Social Media Campaign   159Chapter 21: Measuring the Quantitative Data   167Chapter 22: Measuring the Qualitative Data   175Chapter 23: All Roads in Social Media Should Lead to ROI   183Chapter 24: How to Ensure Your Social Media Campaign Runs Smoothly   191Chapter 25: A Step-by-Step Action Plan for Social Media Success   197Index   205