5-1 Social Media Sites Offering Paid Advertising15 Book 9 Chapter 1TABLE 1-1 Free Analytics PackagesTABLE 1-2 Paid Statistical PackagesTABLE 1-3 Analytics for Specific Social NetworksTABLE 1-4 Helpful Google Analytics Resource URLs
16 Book 9 Chapter 2TABLE 2-1 Analytics Availability on Content-Sharing Sites
17 Book 9 Chapter 6TABLE 6-1 Online Metrics ResourcesTABLE 6-2 Social Media by Genre and KPITABLE 6-3 Online Advertising Resources
List of Illustrations
1 Book 1 Chapter 1FIGURE 1-1: Facebook still reigns supreme as the top social media platform that...FIGURE 1-2: The Instagram page for Blue Rain Gallery uses strong images to grab...FIGURE 1-3: As part of its community-branding activities, Walt Arnold Commercia...FIGURE 1-4: Twitter is an excellent way for Albuquerque Economic Development to...FIGURE 1-5: Array Technologies uses its LinkedIn presence to provide company up...FIGURE 1-6: The cost of social media compared to other marketing tactics. FIGURE 1-7: The classic conversion funnel shows that only 2 to 4 percent of fun...FIGURE 1-8: Social media is what helps small businesses meet their goals the mo...FIGURE 1-9: All social media channels and other forms of online marketing inter...FIGURE 1-10: Establish your social-marketing goals, objectives, and target mark...
2 Book 1 Chapter 2FIGURE 2-1: Social media would fit near the top of the ROI scale for Internet-m...FIGURE 2-2: Social commerce revenues will grow rapidly over the next five years...FIGURE 2-3: Typical e-commerce statistics available on Google Analytics. FIGURE 2-4: Target Profit Sales calculator from AccountingforManagement.org. FIGURE 2-5: The break-even chart plots fixed plus variable costs; each sale aft...FIGURE 2-6: Play around with variables, such as the value of a sale, and perfor...FIGURE 2-7: The relationship between performance metrics and business metrics f...
3 Book 1 Chapter 3FIGURE 3-1: Quantcast (top) and Alexa (bottom) provide demographic profiles tha...FIGURE 3-2: Quantcast estimates topics that interest users of Goodreads.FIGURE 3-3: B2C (orange rows) and B2B (blue rows) businesses often utilize diff...FIGURE 3-4: HypeAuditor ranks the most influential Instagram users.FIGURE 3-5: Build a social media marketing plan for your company.
4 Book 1 Chapter 4FIGURE 4-1: Using Yahoo! Calendar, you can easily schedule your social media ac...FIGURE 4-2: On the Google Calendar, you can provide specifics for a marketing t...FIGURE 4-3: This mock-up of a social media dashboard from Netvibes gathers the ...FIGURE 4-4: The Tools & Stats tab of this mock-up Netvibes dashboard displays t...FIGURE 4-5: The social media dashboard from Hootsuite allows you to monitor and...FIGURE 4-6: A basic social media policy may be enough to get you started. FIGURE 4-7: This blogger sets out a clear acknowledgment policy on product endo...FIGURE 4-8: A portion of The Brand Grader report for Netflix. FIGURE 4-9: The Social Mention results for Netflix.
5 Book 2 Chapter 1FIGURE 1-1: Enter a long URL at Bitly and receive a shortened URL in return.FIGURE 1-2: Product offerings can begin on Facebook (top) and then link to a se...FIGURE 1-3: The Etsy mini-badge on the right side of this blog drives traffic t...FIGURE 1-4: The Buy section of the search results page (top). Click on a specif...FIGURE 1-5: HowSociable provides a social-ranking score based on its definition...FIGURE 1-6: Results page from a simple Twitter search for New Mexican Restauran...
6 Book 2 Chapter 2FIGURE 2-1: The SEMrush keyword tool estimates the volume of requests for relat...FIGURE 2-2: This tag cloud from TagCrowd shows the frequency (popularity) of wo...FIGURE 2-3: The page source (top) for the home page of Pennington Builders (bot...FIGURE 2-4: The page description metatag for the home page of the Pennington Bu...FIGURE 2-5: Compare the blog post (top) — which uses the keyword phrase persona...FIGURE 2-6: Breadcrumb trails help both search engine robots and real people na...FIGURE 2-7: Page links on a site index provide easy access to all pages on the ...FIGURE 2-8: The Brooklyn Kitchen (top) earns high placement in Google search re...
7 Book 2 Chapter 3FIGURE 3-1: Field and Main, a restaurant in Marshall, Virginia, includes releva...FIGURE 3-2: Use tools such as SocialSearch to find real-time posts on Instagram...
8 Book 2 Chapter 4FIGURE 4-1: Use bookmarking services such as Mix.com (formerly StumbleUpon) to ...FIGURE 4-2: At Pinterest, companies can use different boards (categories) of im...FIGURE 4-3: Digg shows links to individual articles submitted by hundreds of th...FIGURE 4-4: A submission to FolkD, the social-bookmarking service.FIGURE 4-5: On every page of its website, Field & Main restaurant includes chic...FIGURE 4-6: Social share buttons encourage visitors to pass along your site or ...FIGURE 4-7: This widget from Elegant Themes enables users to quickly recommend ...
9 Book 3 Chapter 1FIGURE 1-1: Use the comment area to have a conversation with customers and pote...FIGURE 1-2: When you create useful content, others will want to share it, which...FIGURE 1-3: Many businesses choose blogs to start their content-marketing strat...FIGURE 1-4: Every Monday, Field and Main restaurant in Marshall, VA posts a hea...
10 Book 3 Chapter 2FIGURE 2-1: Use a blog to promote your business.FIGURE 2-2: Some web-hosting companies, such as Bluehost, enable you to set up ...FIGURE 2-3: This podcast was uploaded to Soundcloud and is brought into a websi...FIGURE 2-4: Always check for image rights and ask permission before using a pho...FIGURE 2-5: Use a photo-sharing site, such as Unsplash, to help market your bra...FIGURE 2-6: Use share buttons to make it easy for others to share your content.FIGURE 2-7: Guest blogging gives you the opportunity to reach a new customer ba...
11 Book 3 Chapter 4FIGURE 4-1: An editorial calendar can help keep your content organized and prio...FIGURE 4-2: Sharing your content on Facebook gives it the potential to go viral...FIGURE 4-3: LinkedIn is another great place to share your content.FIGURE 4-4: You can tell a lot about the performance of your content thanks to ...
12 Book 4 Chapter 1FIGURE 1-1: Twitter allows you to communicate in only 280 characters.FIGURE 1-2: Use Twitter to show your humanity and strike up conversations.FIGURE 1-3: Using text speak hurts the eyes and looks unprofessional.FIGURE 1-4: Sending spammy auto-DMs to your new followers will cause most of th...FIGURE 1-5: Take a break and read some of the more lighthearted news stories un...FIGURE 1-6: Don’t let life (or important tweets) pass you by!FIGURE 1-7: Save time and build lists so you can quickly hone in on the topics ...
13 Book 4 Chapter 2FIGURE 2-1: Topics! Topics! Even more Topics!FIGURE 2-2: To get someone’s attention on Twitter, use an @reply.FIGURE 2-3: @TMobileHelp acknowledged this customer’s anger and asked to take t...FIGURE 2-4: The main search results screen for the phrase “Social Media Marketi...FIGURE 2-5: The Advanced Search box … be sure to scroll down because there’s so...
14 Book 4 Chapter 3FIGURE 3-1: Your Twitter profile page offers little space to make a big impress...FIGURE 3-2: A header photo can highlight personality and passion.FIGURE 3-3: Pinning tweets keeps them at the top of your profile page.FIGURE 3-4: Embedding a tweet into a WordPress website.FIGURE 3-5: All the websites you can embed content from.FIGURE 3-6: You’ll paste the tweet’s URL here.
15 Book 4 Chapter 5FIGURE 5-1: Attach chat to the end of your hashtag word.FIGURE 5-2: A Twitter chat management platform such as Tchat.io can help you fo...FIGURE 5-3: Promote your chat on social networks.FIGURE 5-4: Even Instagram is a great place to post information about your Twit...FIGURE 5-5: Twubs has a Twitter chats schedule so you see what chats are happen...FIGURE 5-6: Following a numbered format helps keep your chat more organized.FIGURE 5-7: Adweek keeps things visually interesting by using gifs for their Tw...FIGURE 5-8: Expedia engages with their #ExpediaChat audience on a personal leve...
16 Book 5 Chapter 1FIGURE 1-1: Use your brand’s logo for the profile photo.FIGURE 1-2: Your Settings page is your Facebook toolbox.FIGURE 1-3: Your timeline is where you and your community interact.FIGURE 1-4: The number next to Notifications signifies new interactions and upd...FIGURE 1-5: Switch up your page’s template here.FIGURE 1-6: Choose your brand’s name for your custom username.FIGURE 1-7: Use the Invite Friends
