Social media strategies for professionals and their firms : the guide to establishing credibility and accelerating relationships /
"Expert advice on growing your professional service firm or individual practice through social mediaShowing professionals and/or their marketers how to accomplish familiar marketing tactics in newer, slightly different ways, Social Media for Professionals and Their Firms takes you step by step...
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| Format: | eBook |
| Language: | English |
| Published: |
Hoboken, N.J. :
Wiley,
[2011]
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Additional Praise
- Copyright page
- Foreword
- Introduction
- How to Use This Book
- Part I. : WHAT
- 1. Defining and Understanding Social Media
- How Misconceptions Led to Misuse
- Advantages of an Effective Online Presence
- Types of Social Media
- What Social Media Help Achieve
- How We Got Here
- Social Media versus Other Marketing Approaches
- Catching Up and Moving Forward
- 2. Social Media Policies and Guidelines: Rules of Engagement
- Policy Depth and Tone
- Five Factors Contributing to Discomfort
- Keep Policies Simple
- A Facilitative Approach to Policy DevelopmentPolicy Elements and Samples
- 3. Comparing Today's Most Popular Social Media
- Comparing the Tools
- Intersection of Business and Personal
- Blogs
- Summary of Part 1
- Part II. : WHY
- 4. Finding Business Purpose in Social Media
- Being Findable
- Credibility through Fallibility
- The Illusion of Brand Control
- Setting Yourself Apart: Don't Compete on Price Alone
- Bridging Social Network and Social Capital to Create Value
- Relevance Requires Thinking Differently
- Look Before You Leap
- 5. Strategy Begins with WhoDo What You Love (You'll Do It Better!)
- Knowing Your Audience Personas
- Finding Your Personas on the Web
- 6. Integrated Marketing Tactics
- What Are You Already Doing
- What Else Can You Do
- Integrated Marketing Strategy Framework
- Monitoring and Measuring Social Media
- Why What's the ROI of Social Media Is the Wrong Question
- 7. Case Studies and Examples
- Integrated Marketing Strategies
- Self-Publishing (Blog) Successes
- Engagement and Networking Successes
- Case Study Recap
- Summary of Part II
- Part III. : HOW
- 8. LinkedIn
- Getting StartedThe Tool
- Building and Managing Connections
- Interacting with Other Members
- Searching and Researching
- Setting Up a Company Page
- Calendar of Activities
- 9. Twitter
- The Tool
- Setting Up Your Account
- Finding People to Follow
- Terminology and Nuances
- Engaging with Twitter
- Summary of Twitter Tips
- 10. Facebook
- Deciding on an Approach
- The Tool
- Starting an Individual Account
- Using an Individual Account
- Making a Dynamic Company Page
- Promoting Your Facebook Presence
- 11. Self-Publishing with Blogs
- The Tools
- Blog Basics
- Start-up Considerations
- Blog TipsSummary of Part III
- Part IV. : TIPS
- 12. Writing for the Web
- Common Blog Posting Formats
- Resonating with Readers
- Writing Quality Blog Content
- Content Idea Starters
- Citing Others
- Creating E-books
- Creating Podcasts and Videocasts
- Writing for Search Engines
- Repurposing Your Content
- 13. Social Media Etiquette
- It Isn't All About You
- Comment Etiquette
- Building a Reputation Through Others' Blogs and Sites
- Posting Photos
- 14. Best Practices
- Attitude Is Everything
- Complaints, Customer Service, and Crisis
- Leveraging Bookmarking Sites
- Housing Content on File-Sharing Sites.