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Book 1

The Social Media Mix

Contents at a Glance

1  Chapter 1: Making the Business Case for Social Media Making Your Social Debut Defining Social Media Marketing Understanding the Benefits of Social Media Understanding the Cons of Social Media Integrating Social Media into Your Overall Marketing Effort Developing a Strategic Social Media Marketing Plan

2  Chapter 2: Tallying the Bottom Line Preparing to Calculate Return on Investment Accounting for Customers Acquired Online Establishing Key Performance Indicators for Sales Tracking Leads Understanding Other Common Business Metrics Determining Return on Investment

3  Chapter 3: Plotting Your Social Media Marketing Strategy Locating Your Target Market Online Segmenting Your B2C Market Researching B2B Markets Conducting Other Types of Market Research Online Setting Up Your Social Media Marketing Plan

4  Chapter 4: Managing Your Cybersocial Campaign Managing Your Social Media Schedule Building Your Social Media Marketing Dream Team Creating a Social Media Marketing Policy Staying on the Right Side of the Law Protecting Your Brand Reputation