Social Media Marketing : Strategies for Engaging in Facebook, Twitter & Other Social Media

Introduction
Part I: The Basics of Social Media
It's Not Easy, Quick, or Cheap
Understanding Social Media Strategies
Goals Need to Be Defined
It's ROC (Return on Conversation) not ROI (Return on Investment)
Know Who Your Audience Is and What They are Doing
Part II: It's About Conversation
The Conversation Happens With or Without You
Bring in Legal Early
Don't Be Afraid of the Negative
Understanding Each Community
Come Bearing Gifts
Bloggers Have No Boundaries
Every Business is Different
Don't Fall In Love
Don't Be Afraid to Throw Out What Isn't Working
Be Open to Trying New Things (but Don't Fall Off the Bleeding Edge)
Part III: Social Media from the Inside Out
Everyone in Your Company Has a Stake in Your Social Media Strategy
Plan Social Media Policies for Company Employees
Personal Ethics Matter
Define Who Owns the Conversation
A Great Customer Service Program Is a Natural Extension into Social Media
Interns Make Coffee, Not Social Media Strategies
Branding and Messaging Need to Be Consistent
Be Transparent: Trust and Readership Must Be Earned
Audiences Trust Icons and Avatars
Part IV: It's Not About You
Give Up Control and Drop the Ego
You Need to Be All "Ears"
Your Customers Know Your Products Better Than You
It's All About the Idea
Your Content Must Have Value
Sharing with Others Is Key
For It to Work, You Need to Be Social
Ask the Audience
You Get What You Give
Part V: How Social Media Fits into the Online Marketing Picture
People Do Not Want To Be Marketed To
The Difference Between Buzz Monitoring and Audience Research
Complementing Both Search Engine Optimization (SEO) and Pay Per Click (PPC)
Links and Search Engine Results Are Byproducts of Social Media
Align Offline Marketing Strategies with Social Media
Create a Social Media-Friendly "Pressroom" and Promote Events
YouTube is the Second-Largest Search Engine
Social Search Is All About the Now
It's Not Just a Web Browser Anymore
New Signals to Search Engines
Choosing a Social Media Consultant
Putting It All Together