Social Media 101: Tactics and Tips to Develop Your Business Online

Acknowlegments xii

Introduction: Why in the World Should You Care? xiii

1. Above All Else—People 1

2. What Social Media Does Best 5

3. Social Media Does Not Replace Marketing Strategy 8

4. Making Business Sense of Social Media 11

5. Social Media as Personal Power 12

6. Social Media for Your Career 18

7. Threading Some Trends Together 23

8. The Vital Importance of Your Network 28

9. Using Social Networking and Media Offline 31

10. Velocity, Flexibility, Economy 32

11. Snake Oil in Social Media 37

12. Who Cares? 43

13. Participation: The Key to Social Media 44

14. Social Media is a Set, Not a Part 51

15. Media is a Mix—Get Mixing 56

16. Social Media Starter Pack 59

17. Five Starter Moves for Introducing Social Media into Your Organization 67

18. Five Starter Moves: Should Blogging Go Next? 68

19. Five Starter Moves: Audio and Video 73

20. Five Starter Moves: LinkedIn, Facebook, and Twitter 76

21. A Sample Social Media Toolkit 78

22. Social Media and Social Network Starting Points 84

23. What Friends and Seinfeld Teach You about Growing Your Audience 94

24. Twitter Revisited 97

25. Case Study: For Those Who Pea on Social Media 103

26. Basic Business Blogging Suggestions 105

27. A Sample Blogging Work Flow 111

28. If You Intend to Blog Seriously 118

29. Performance and Your Audience: Blogging Tips 120

30. Some Tips to Fine-Tune Your Blog 122

31. How to Create Business from a Blog 127

32. 50 Blog Topics Marketers Could Write for Their Companies 132

33. Growing Your Audience: Some Basics 135

34. Be Effective in Meetings, and Use Social Media Tools 140

35. Programming for the Masses: Social Computing 144

36. Creatives and Your Secret Mission 147

37. Advice for Traditional and Local News Media 149

38. Social Networks are Your Local Pubs 152

39. Facebook and the Social Graph: Who Benefits? 155

40. The Value of Networks 156

41. Five Things to Do at a Social Networking Meetup 162

42. Delivering Content Value to Market Your Product 164

43. The Community Play 165

44. The Power of Links 169

45. Authority, Ownership, and Mechanics 172

46. Enabling Peer Collaboration Using Social Networks 174

47. 10 Ways to Make Your Next Conference Better 176

48. Who is Secretly Pitching You? 178

49. The Sound of Content Ripping Free from Its Page 182

50. Social Media—Talk is Cheap for Businesses 185

51. The Community Ecosystem 191

52. Social Media Starter Moves for Freelancers 194

53. Making a Business from Social Media 203

54. Make Your Blog Design Work for You 206

55. Social Media Starter Moves for Real Estate 211

56. How Do Realtors Demonstrate Community? 214

57. Social Media Starter Moves for Entertainers 216

58. Social Media Starter Moves for Entrepreneurs 219

59. Customer Service Needs New Channels . . . or Does It? 222

60. What I Want a Social Media Expert to Know 224

61. On Managing a Community 226

62. Make Your LinkedIn Profile Work for You 230

63. Develop a Strong Personal Brand Online: Part 1 233

64. Develop a Strong Personal Brand Online: Part 2 236

65. 100 Personal Branding Tactics Using Social Media 240

66. Blog Topics for Business-to-Business Customers 249

67. Starting a Social Media Strategy 253

68. Social Media Strategy: The Planning Stage 257

69. Social Media Strategy: Aligning Goals and Measurements 259

70. Writing E-mail That Gets Answered 263

71. Where I Learn Even More 267

72. What Do You Think People Want from Your Site 269

73. Musicians Play for Tips: The Importance of Comments 271

74. 50 Ways Marketers Can Use Social Media to Improve Their Marketing 273

75. Should Hotels Have Social Networks? 278

76. Essential Skills of a Community Manager 280

77. 50 Steps to Establishing a Consistent Social Media Practice 283

78. How to Reach and Influence Prospects 288

79. How Content Marketing Will Shake the Tree 292

80. Write Your LinkedIn Profile for Your Future 293

81. Consider a Marketing Funnel 296

82. Content Networks and Storefronts 298

83. How to Do More with Less Time 302

84. Creating Honest Content Marketing 308

85. How I Do It 309

86. What I Want PR and Marketing Professionals to Know 313

87. Best Social Media Advice from chrisbrogan.com 315

Index 321