Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success PDF
Preview Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success
c01.indd 12 20-08-2013 09:39:57 PRAISE FOR MAXIMIZE YOUR SOCIAL “Neal Schaffer is one of the few true expert strategists in this vast new social media reality we live in.” —Pepe Aguilar Eight-time Grammy-winning artist; President of Green Dream Social “Neal Schaffer is one smart cookie. So take a bite out of his new book, Maximize Your Social. And while you’re chewing, rework your social media strategy!” —Brian Carter Author of the international best-seller The Like Economy: How Businesses Make Money with Facebook “Neal Schaffer understands that social media and marketing were not invented in a vacuum, and that if we bring to our understanding of the communications revolution many of our former skills and ideas about business, we can actually succeed at this new game with a minimum of trauma.” —Robin Carey CEO, Social Media Today “As a fellow Forbes Inf uencer, I’ve had the opportunity to watch Neal’s acumen in action. In this new book he brings the social media message to large organizations, and gives today’s busy executives the tools they need to embrace social media. After you read his book, you’ll understand where the ROI is, and how to sell it.” —Marsha Collier Author of The Ultimate Online Customer Service Guide: How to Connect with Your Customers to Sell More “Neal is one of the smartest social media marketers on the planet. His ability to combine technical expertise with a holistic approach to social is what really makes him a standout. Every time I get the chance to speak with him I learn something new. Oh, and he’s a hell of a nice guy.” —Jason Miller Senior Social Media Strategist, Marketo “Building on his unique background in international business development and marketing, Neal provides a strong strategic perspective combined with a practical step-by-step approach to social media.” —Kathy Simmons CEO, NETSHARE, Inc./Experts Connection “Neal Schaffer is an outstanding speaker, consultant, and educator in the social media marketing arena. He brings years of practical business experience to a subject that is often misperceived as child’s play. He approaches the topic and use of social media with a creative and solutions-driven approach that cuts through the hype with a focus rarely seen in this space. Neal has taught hundreds of executives at Rutgers ffirs.indd i 21-08-2013 09:57:29 Center for Management Development how to develop strategic and tactical social media marketing initiatives to achieve business challenges. He leverages principles that avoid shiny object syndrome and maintains f exibility in a dynamic space.” —Peter Methot Director of Marketing and Program Development, Rutgers Center for Management Development “Social media is revolutionizing the way brands interact with customers, and practitioners such as Neal Schaffer are at the forefront of communicating what that change means for business—where to get started and how to capitalize on the opportunity. In this book, Schaffer provides no-nonsense advice on determining your social media objectives, developing a strategy, making the most of your content, engaging your customer base, and managing the risks. More important, he also outlines where to identify the ROI on your social efforts and how to communicate success to the rest of the business. Schaffer writes like he presents— in a practical, anecdote-f lled way that is easy to relate to your own experiences. If you want to understand how social is moving from being a pure marketing tool to being a medium that can and should be used throughout your entire organization, then read this book.” —Richard Owen CEO, MeetTheBoss TV “Social media is vexing for a lot of marketers because it is different from traditional and web channels. If you’re looking for a framework for framing how social media should be integrated into your overall marketing strategy, this is the resource you need.” —Chris Treadaway CEO, Polygraph Media “An indispensable guide for navigating the rapidly changing world of content marketing and social media. By making optimal use of the big four—Facebook, Twitter, LinkedIn, and Google+ —and being prepared for new platforms that may be just around the corner, Neal Schaffer’s insights are invaluable for nonprof t organizations.” —Anthony Flint Fellow and Director of Public Affairs, Lincoln Institute of Land Policy “Neal Schaffer’s new book Maximize Your Social is must-read for any business executive or owner to better understand why they need to embrace social media as an integrated part of the company’s marketing mix. Neal’s delivery style is approachable, engaging, and (most important) actionable. Neal demonstrates how an effective social media strategy is a must-have for any company to win in today’s marketplace.” —Glenn Gaudet President and Founder, GaggleAMP ffirs.indd ii 21-08-2013 09:57:30 “Now that everyone can have a voice if they choose to, Schaffer explains the ins and outs of social media and the steps to be taken in order to create a social media strategy. This book provides a practical guide on how to leverage your voice to its full advantage. It’s a must for anyone who is responsible for developing a social media plan.” —Arnie Kuenn President, Vertical Measures “If you’re ready to get past the basics, then Neal Schaffer’s Maximize Your Social is everything you’re looking for. Neal is one of the nation’s leading experts, and he’s put together a step-by-step guide that shows you how to get past the fundamentals and create a goal-oriented, metrics-based social media program.” —Jamie Turner CEO, 60SecondMarketer.com “Neal is the most connected guy I know. He’s literally friends with everyone I’ve met in the social media marketing world—but not ‘friends’ in a passive sense, like so many of us on social media are. No, Neal is an active friend. He listens, he advises, he coaches, he helps spread the word, and he gives feedback. And that’s exactly the kind of guy from whom you want to receive advice on social media strategy. Neal doesn’t just know social media strategy—he lives it. So if you want to jump right into what it feels like to have Neal Schaffer as an active friend, then read this book. And when your social media accounts start f ourishing as a result of Neal’s advice, go friend him on Facebook and say thanks.” —Joshua Parkinson Founder, PostPlanner “To succeed in today’s world, you must learn to navigate and leverage social media and its enormous potential to bring you closer to your fans and customers. In his latest book, Neal Schaffer will show you how. Whether you’re just getting started in social media or you want to take your social media efforts to the next level, Maximize Your Social orients you to the new environment and guides you to maximize your social. A must-read for everyone, from the new social media manager to CEOs.” —Eric Kim Founder and CEO, Twylah “Neal Schaffer became an invaluable source of strategic guidance for 1World Online advising on how to extract true value from social media and convert them into tools for our service growth. Maximize Your Social will now allow every company to tap into his truly unique expertise in understanding this new business reality of—and how to best leverage—social media.” —Alex Fedosseev CEO, 1WorldOnline ffirs.indd iii 21-08-2013 09:57:30 “Maximize Your Social is a must-read for any business looking to reach out, engage, and get measurable results from marketing on social media.” —Tammy Kahn Fennell CEO, MarketMeSuite “We’ve reached a point in the social media revolution in which organizations need to mature beyond an ad hoc approach. In Maximizing Your Social, Neal Schaffer has written a welcome and comprehensive strategic approach that includes a drill-down to tactics for the major social media platforms. This is a must-read for entrepreneurs and social media professionals alike.” —Ric Dragon Author of Social Marketology “Maximize Your Social draws on Neal’s breadth of client experience to give insights into actionable strategy and tactical tips to f ourish and avoid social media failure. Having worked with Neal on B2B social media strategy, I know this book brings real- world insights—not only into client acquisition and retention through social media, but also into the mechanics and operational challenges you and your organization will face.” —Nick Allen Digital Strategist “Stop waiting for an outside expert to come in with a cookie-cutter plan; you know your company and its business objectives best. This book gives you the conf dence to understand the landscape of social media marketing and quickly turn your insights into a playbook that you can begin using right away.” —Liz Philips Social Media Manager, TaylorMade Golf ffirs.indd iv 21-08-2013 09:57:30 M A X I M I Z E Y O U R S O C I A L A ONE-STOP GUIDE TO BUILDING A SOCIAL MEDIA STRATEGY FOR MARKETING AND BUSINESS SUCCESS N E A L S C H A F F E R ffirs.indd v 21-08-2013 09:57:30 Cover image: © Howard Grossman Cover design: Howard Grossman Co pyright © 2013 by Windmills Marketing, LLC. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or t ransmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specif cally disclaim any implied warranties of merchantability or f tness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom. For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993, or fax (317) 572-4002. Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com. Library of Congress Cataloging-in-Publication Data: Schaffer, Neal. Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success/Neal Schaffer. pages cm. Includes index. ISBN: 978-1-118-65118-6 (cloth); ISBN: 978-1-118-75663-8 (ebk); ISBN: 978-1-118-75668-3 (ebk) 1. Branding (Marketing) 2. Customer relations. 3. Social media. 4. Information technology—Management. I. Title. HF5415.1255.S393 2013 658.8'72—dc23 2013019100 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 ffirs.indd vi 21-08-2013 09:57:30 Contents Introduction 1 Chapter 1 Reality Check: The Permeating Trends of Social Media and Social Business 5 Chapter 2 A Social Media Strategy: The Framework for the Ever-Changing World of Social Media 13 Chapter 3 Determining Objectives and Background for Your Social Media Program 19 Chapter 4 Auditing Your Social Media Program 27 Chapter 5 Core Elements and Concepts in Your Social Media Strategy 35 Chapter 6 Blogging as an Essential Part of Every Social Media Strategy 53 vii ftoc.indd vii 21-08-2013 10:00:32 viii Contents Chapter 7 Maximizing Your Facebook Presence 59 Chapter 8 Maximizing Your Twitter Presence 71 Chapter 9 Maximizing Your LinkedIn Presence 83 Chapter 10 Maximizing Your Google+ Presence 91 Chapter 11 Maximizing Visual Social Networks 103 Chapter 12 Determining Staff ng Roles and Responsibilities 119 Chapter 13 Onboarding Your Social Media Strategy 131 Chapter 14 Managing the Risks 145 Chapter 15 Creating Your PDCA Workf ow 157 Chapter 16 Integrating Your Social Media Strategy 167 Chapter 17 The ROI of Your Social Media Strategy 177 Chapter 18 Conclusion: The Future Evolution of Social Media and Your Social Media Strategy 185 Notes 191 Acknowledgments 203 About the Author 207 Index 209 ftoc.indd viii 21-08-2013 10:00:33
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