Social Media Marketing All-in-One For Dummies

844 Pages·2010·20.32 MB·English

by  Jan Zimmerman

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Face Facebook, link up with Internet/Social Media Marketing Building On Your SuccessMeasuring Results; Marketing SitesOther Social Media LinkedIn® Facebook® Twitter® and VlogsBlogs, Podcasts, Cybersocial Tools The Social Media Mix Making Everything Easier!™
LinkedIn, and tweet with Twitter
using this all-in-one guide! S
Open the book and find:
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(cid:129) Important legal considerations
have to the social media your prospects are using, helping
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yboouo sgte yto aunrd b koetteopm m loinree. customers, make more sales, and (cid:129) Su tpe ap -cbaym-sptaeipg gnuidance for setting M A L L - I N - O N E
A e
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(cid:129) Find the business side — explore the variety of social media (cid:129) Lots of helpful technology tools L d
options and research where your target audience hangs out -I i
(cid:129) Blogging and podcasting advice N a
(cid:129) Collect your tools — discover ways to simplify posting in multiple -

locations and how to monitor activity (cid:129) How to make Twitter pay off for O M
N
your business
E
(cid:129) Establish your presence — start a blog or podcast to build a
a following (cid:129) Tools for analyzing your success in r
each medium k
(cid:129) Follow and be followed — find the right people to follow on
e
Twitter and get them to follow you
(cid:129) W hen to move forward and when
t
(cid:129) Fan out — showcase your company with a customized Facebook to pull back i
n
business page
g
(cid:129) Follow up — use analytics to assess the success of your social
media campaign 8
BBOOOOKKSS
1
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Visit the companion Web site at www.dummies.com/go/
Go to Dummies.com®
socialmediamarketingaio to download copies of the Social for videos, step-by-step examples,
Media Goals and Social Media Marketing Plan forms, which how-to articles, or to shop!
• The Social Media Mix
you can use to develop your own marketing plans
• Cybersocial Tools
• Blogs, Podcasts, and Vlogs
• Twitter®
• Facebook®
$29.99 US / $35.99 CN / £21.99 UK • LinkedIn®
• Other Social Media Marketing Sites
Jan Zimmerman provides Web marketing and site management services ISBN 978-0-470-58468-2
• Measuring Results; Building On Your Success
to customers of Watermelon Mountain Web Marketing. She also wrote
Web Marketing For Dummies. Doug Sahlin has written books on everything
Jan Zimmerman
from Web site building to digital photography, among them Building Web
Sites All-in-One For Dummies. Zimmerman
Doug Sahlin
Sahlin
spine=1.68”
Get More and Do More at Dummies.com
®
Start with FREE Cheat Sheets
Cheat Sheets include Apps
(cid:129) Checklists Mobile
(cid:129) Charts
(cid:129) Common Instructions
(cid:129) And Other Good Stuff!
To access the Cheat Sheet created specifically for this book, go to
www.dummies.com/cheatsheet/socialmediamarketingaio
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Social Media
Marketing
ALL-IN-ONE
FOR
DUMmIES
‰
by Jan Zimmerman
and
Doug Sahlin
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Social Media Marketing All-in-One For Dummies®
Published by
Wiley Publishing, Inc.
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Hoboken, NJ 07030-5774
www.wiley.com
Copyright © 2010 by Wiley Publishing, Inc., Indianapolis, Indiana
Published by Wiley Publishing, Inc., Indianapolis, Indiana
Published simultaneously in Canada
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About the Authors
Jan Zimmerman has found marketing to be the most creative challenge of
owning a business for the more than 30 years she has spent as an entrepre-
neur. Since 1994, she has owned Sandia Consulting Group and Watermelon
Mountain Web Marketing (www.watermelonweb.com) in Albuquerque,
New Mexico. (Sandia is Spanish for watermelon.) Her previous companies
provided a range of services including video production, grant writing, and
linguistic engineering R&D.
Jan’s Web marketing clients at Watermelon Mountain are a living laboratory
for experimenting with the best social media, search engine optimization, and
other online marketing techniques for Web success. Ranging from hospitality
and tourism to retail stores, B2B suppliers, trade associations, and service
companies, her clients have unique marketing needs but share similar busi-
ness concerns and online challenges. Her consulting practice, which keeps
Jan aware of the real-world issues facing business owners and marketers,
provides the basis for her pragmatic marketing advice.
Throughout her business career, Jan has been a prolifi c writer. She has writ-
ten two editions of Web Marketing For Dummies, four editions of another
book about marketing on the Internet, as well as the books Doing Business
with Government Using EDI and Mainstreaming Sustainable Architecture. Her
concern about the impact of technological development on women’s needs
led to her book Once Upon the Future and the anthology The Technological
Woman.
The writer of numerous articles and a frequent speaker on Web marketing
and social media, Jan has long been fascinated by the intersection of busi-
ness, technology, and human beings. In her spare time, she crews for the hot
air balloon named Levity to get her feet off the ground and her head in the
clouds.
Jan can be reached at [email protected] or 505-344-4230. Your
comments, corrections, and suggestions are welcome.
Doug Sahlin is an author and a photographer living in Venice, Florida. He has
written 22 books on computer applications such as Adobe Flash and Adobe
Acrobat. He has written books on digital photography and co-authored 13
books on applications such as Adobe Photoshop and Photoshop Elements.
Recent titles include Flash Web Sites For Dummies, Digital Photography
Workbook For Dummies, and Digital Portrait Photography For Dummies. Many
of his books have been bestsellers at Amazon.com.
Doug is president of Superb Images, Inc., a wedding-and-event photography
company. Doug teaches Adobe Acrobat to local businesses and government
institutions and uses social media to promote his books and photography
business.
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Dedications
Jan Zimmerman:
In Memoriam
Sam Hutchison, 9
Milton Feinberg, 91
In the game, every moment — they rocked!
Doug Sahlin:
For Roxanne: my soulmate and the love of my life.
Authors’ Acknowledgments
Jan Zimmerman:
No nonfi ction writer works alone, and this book is no exception. It couldn’t
have been written without a cast of dozens, especially with my experienced
researcher Diane Duncan Martin, who did her usual fi ne job of fi nding and
organizing information and locating copyright holders.
She and Web marketing assistant Esmeralda Sanchez both provided back-
ground research, compiled sites for the numerous tables in this book, cre-
ated graphics, and rooted out arcane online facts. Working on my truly crazy
schedule, they checked thousands of links and reviewed hundreds of sites
for screen shots. (Not many people are asked to search for a good market-
ing tweet!) Finding exemplary companies for case studies — and clearing
hundreds of copyrights — required endless calls and e-mails, for which these
two people deserve all the credit.
Shawna Araiza, senior Web marketing associate at Watermelon Mountain
Web Marketing, supplemented their efforts, drawing on her extensive knowl-
edge of the Internet to suggest sites, experiment with new techniques, and
help with Photoshop. I owe my staff a great debt for giving me the time to
write by working overtime with our clients — not to mention their patience
and computer support.
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As always, my family, friends, and cats earn extra hugs for their constant
encouragement. I’m lucky to have friends who accept that I could not always
be there for them as much as they are there for me. The garden, the house,
the car, and the cats, alas, are not so forgiving. Special thanks to my cli-
ents, who teach me so much and give me the opportunity to practice what I
preach.
I’d also like to thank Rebecca Senninger, project editor at Wiley, for her fl ex-
ibility and patience with a challenging book, copy editor Rebecca Whitney,
and technical editor Michelle Oxman. Together, they have made this book
much better than it started out. My thanks to all the other staff at Wiley —
from the art department to legal — who have provided support. If errors
remain, I am absolutely certain they are mine.
My appreciation also to my coauthor, Doug Sahlin, for sharing this journey;
acquisitions editor Amy Fandrei, for this opportunity; and my agent, Margot
Hutchison of Waterside Productions. I don’t know how this superwoman
worked through the past few years as her young son struggled with cancer.
Margot and her extraordinary family continue to teach us, at http://
teamsam.com, lessons about what’s truly important in life. If you profi t from
reading this book, please join me in donating to The Magic Water Project in
memory of Sam Hutchison at www.magicwater.org. Thank you in advance,
dear readers, for making a contribution “because of Sam.”
Doug Sahlin:
Although only two names are on the front of this book, this project would not
have been possible without a large support team. Thanks to my coauthor,
Jan Zimmerman; it has been a pleasure to work with her on this project.
Many thanks to the team at Wiley Publishing for fi ne-tuning our text and pro-
ducing the book you hold in your hands. Thanks to Margot Hutchison and
Amy Fandrei for making this project possible.
I’d also like to thank my friends for their continued support. Special thanks
to my author friends, for being a constant source of inspiration, and to my
wonderful family, especially Ted and Karen. Kudos and hugs to Roxanne, for
supplying the missing pieces to the puzzle that is my life. And special thanks
to the furry kids: Niki and Micah.
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Publisher’s Acknowledgments
We’re proud of this book; please send us your comments at http://dummies.custhelp.com.
For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974,
outside the U.S. at 317-572-3993, or fax [phone].
Some of the people who helped bring this book to market include the following:
Acquisitions, Editorial, and Composition Services
Media Development
Project Coordinator: Sheree Montgomery
Project Editor: Rebecca Senninger
Layout and Graphics: Ashley Chamberlain
Acquisitions Editor: Amy Fandrei
Proofreaders: Lauren Mandelbaum,
Copy Editor: Rebecca Whitney Christine Sabooni
Technical Editor: Michelle Oxman Indexer: BIM Indexing & Proofreading Services
Editorial Manager: Leah Cameron
Media Development Project Manager:
Laura Moss-Hollister
Media Development Assistant Project
Manager: Jenny Swisher
Editorial Assistant: Amanda Graham
Sr. Editorial Assistant: Cherie Case
Cartoons: Rich Tennant
(www.the5thwave.com)
Publishing and Editorial for Technology Dummies
Richard Swadley, Vice President and Executive Group Publisher
Andy Cummings, Vice President and Publisher
Mary Bednarek, Executive Acquisitions Director
Mary C. Corder, Editorial Director
Publishing for Consumer Dummies
Diane Graves Steele, Vice President and Publisher
Composition Services
Debbie Stailey, Director of Composition Services
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Contents at a Glance
Introduction ................................................................ 1
Book I: The Social Media Mix ........................................ 7
Chapter 1: Making the Business Case for Social Media ................................................9
Chapter 2: Plotting Your Social Media Marketing Strategy ........................................33
Chapter 3: Managing Your Cybersocial Campaign ......................................................57
Chapter 4: Joining the Conversation .............................................................................83
Book II: Cybersocial Tools .......................................... 99
Chapter 1: Discovering Helpful Tech Tools ................................................................101
Chapter 2: Leveraging Search Engine Optimization (SEO)
for Social Media ...........................................................................................................135
Chapter 3: Using Social Bookmarks and Social News ...............................................183
Book III: Blogs, Podcasts, and Vlogs ......................... 207
Chapter 1: Developing Your Strategic Mix .................................................................209
Chapter 2: Building Your Blog ......................................................................................223
Chapter 3: Creating a Podcast ......................................................................................257
Chapter 4: Producing Your Videocast.........................................................................281
Chapter 5: Measuring Blogging, Podcasting, and Vlogging Metrics ........................301
Book IV: Twitter ...................................................... 315
Chapter 1: Getting to Know Twitter ............................................................................317
Chapter 2: Communing with Like-Minded People .....................................................335
Chapter 3: Twitter Applications and Other Delights .................................................359
Chapter 4: Using Twitter with Other Social Media Marketing .................................371
Chapter 5: Measuring Twitter Metrics ........................................................................383
Book V: Facebook .................................................... 393
Chapter 1: Getting to Know Facebook.........................................................................395
Chapter 2: Getting Around on Facebook ....................................................................417
Chapter 3: Using Facebook Features ...........................................................................437
Chapter 4: Analyzing Facebook Metrics .....................................................................469
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Book VI: LinkedIn .................................................... 477
Chapter 1: Getting Started with LinkedIn ...................................................................479
Chapter 2: LinkedIn Nuts and Bolts .............................................................................499
Chapter 3: Maximizing LinkedIn...................................................................................519
Chapter 4: Measuring Your Results .............................................................................545
Book VII: Other Social Media Marketing Sites ............ 551
Chapter 1: Weighing the Business Benefi ts of Minor Social Sites ...........................553
Chapter 2: Ning...............................................................................................................565
Chapter 3: MySpace .......................................................................................................591
Chapter 4: Flickr .............................................................................................................615
Chapter 5: Maximizing Stratifi ed Social Communities ..............................................643
Book VIII: Measuring Your Results;
Building on Your Success ......................................... 657
Chapter 1: Delving into Data.........................................................................................659
Chapter 2: Comparing Metrics from Different Marketing Techniques ...................681
Chapter 3: Tallying the Bottom Line ...........................................................................701
Chapter 4: Making Decisions by the Numbers ...........................................................719
Chapter 5: Multiplying Your Impact ............................................................................733
Chapter 6: Staying Ahead of the Curve .......................................................................759
Index ...................................................................... 787
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