How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business
- By Jamie Turner, Reshma Shah
- Published Sep 20, 2010 by FT Press.
- Copyright 2011
- Dimensions: 6" x 9"
- Pages: 304
- Edition: 1st
- ISBN-10: 0-13-210056-8
- ISBN-13: 978-0-13-210056-4
- eBook (Watermarked)
- ISBN-10: 0-13-231191-7
- ISBN-13: 978-0-13-231191-5
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Product Author Bios
Jamie Turner is Chief Content Officer for The 60 Second Marketer, an online magazine providing resources for marketers and entrepreneurs. For 20+ years, he has helped firms like AT+T, Cartoon Network, CNN, Motorola, and Coca-Cola grow sales and revenue through high-impact marketing. A frequent media guest and speaker, he was recently profiled in Advertising and Promotion, a leading marketing text. Reshma Shah, Ph.D., Asst. Professor of Marketing at Emory's Goizueta Business School, has worked in procurement for IBM, litigation consulting for Price Waterhouse, strategic planning for Unilever, and account management for Leo Burnett.
This is an authoritative, up-to-the-minute resource, written by real experts who have made social media marketing work for many of the world's largest companies. This in-the-trenches guide brings together both practical strategies and proven execution techniques for driving maximum value from social media marketing. Drawing on their extensive experience, Jamie Turner and Reshma Shah also show how to avoid crucial pitfalls that other companies have encountered, so you make the most of limited resources, and strengthen your brand instead of placing it at risk. Turner and Shah present comprehensive and realistic coverage of these and many other key topics:
- What social media is not, why your first campaign failed, and what to do differently next time
- How to think about social media, plan effectively, and set yourself up for success
- How to make the most of YouTube, LinkedIn, Facebook, and Twitter and go beyond them
- How to measure brand sentiment, target market engagement, and return on investment
- How to identify key strategies, major objectives, and competitive issues, and integrate social media into broader marketing campaigns
14 of 15 people found the following review helpful
Avoid Those "Spinach-Caught-In-Your Teeth" Kinds of Mistakes...,
This review is from: How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business (Hardcover)If you're a an entrepreneur that regularly follows Guy Kawasaki or Perry Marshall's missives on Google search and email marketing, you'll want to read this book ASAP. Turner and Shah place social media strategies and platforms in context so that you avoid those "spinach caught in your teeth" kinds of mistakes non-net-natives (like me) tend to make. They also offer plenty of practical tips for fine-tuning efforts on the major platforms, tracking online conversations and dissecting what the competition is doing. It's one of those books you'll refer to over and over again. Especially Chapter 11, How to Use Promoting Platforms to Help you Grow Your Sales and Revenues".
That said, the book is peppered with valuable case studies featuring many impressive Fortune 500 companies. I would have liked more case studies featuring start-ups and smaller companies like ours -- those that have to keep a remorseless eye on the time and effort involved with all social media efforts...
12 of 13 people found the following review helpful
Practical intelligent guide to using social media,
This review is from: How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business (Hardcover)Whether you're a CEO, marketing person, entrepreneur, or just interested in how new media is changing customers' interaction with business, you will find "How to Make Money with Social Media" is informative, accessible, and fun to read. This book emphasizes how a successful social media initiative must be built upon a strong integrated marketing strategy. Marketing basics are visited through a seamless melding of theory and social media tactics. Later chapters focusing on performance measurement provide pertinent advice on how to validate the effectiveness of your social media strategies. Overall, this book captures the essence of what is required to orchestrate a successful integrated marketing campaign.
20 of 24 people found the following review helpful
Best Social Media Guide Available,
This review is from: How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business (Hardcover)
Customer review from the Amazon Vine™ Program (What's this?)I've read many social media books, and this is one of the only ones that cuts through the hype. It views social media through the existing advertising and marketing landscape and gives reasons why companies should--and shouldn't--use it. A great overview of a constantly evolving landscape.
My ONLY quarrel is with the title. It *is* about using new and emerging media to grow your business, but "How to Make Money with Social Media" sounds like a spammers' tagline on Twitter.
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Online Sample Chapters
Table of Contents
About the Authors xv
PART I The Social Media Landscape 7
Chapter 1 What Social Media Isn’t 8
Chapter 2 The Evolution of Marketing 18
Chapter 3 How to Think About Social Media 30
Chapter 4 The Language of Social Media 42
PART II How to Set Yourself Up for Social Media Success 53
Chapter 5 Laying the Groundwork for Success 54
Chapter 6 Why Your First Social Media Campaign Didn’t Work 64
Chapter 7 Managing the Conversation 72
Chapter 8 Creating Circular Momentum 82
PART III Social Media Platforms 93
Chapter 9 Social Media Is More Than Just YouTube, LinkedIn, Facebook, and Twitter 94
Chapter 10 How to Use Networking Platforms to Help You Grow Your Sales and Revenue 104
Chapter 11 How to Use Promoting Platforms to Help You Grow Your Sales and Revenue 114
Chapter 12 How to Use Sharing Platforms to Help You Grow Your Sales and Revenue 124
Chapter 13 Mobile Media, Augmented Reality, and Widgets, Oh My! 134
PART IV Social Media Integration 145
Chapter 14 How to Integrate Social Media into Your Marketing Plan 146
Chapter 15 How to Conduct a Competitive Assessment 156
Chapter 16 Conducting an Internal Situation Analysis 164
Chapter 17 Understanding the Customer Thought Processes 174
Chapter 18 Establishing Your Major Objectives and Key Strategies 186
Chapter 19 Aligning your Social Media Strategy with Your Brand Essence 198
PART V How to Measure Social Media 207
Chapter 20 How to Measure a Social Media Campaign 208
Chapter 21 Step 1: Measuring the Quantitative Data 218
Chapter 22 Step 2: Measuring the Qualitative Data 230
Chapter 23 Step 3: Measuring the Only Really Important Thing–Your Return on Investment 242
PART VI Conclusion 255
Chapter 24 Social Media Guidelines for Corporations 256
Chapter 25 59 Things You Need to Do on Your Way to a Successful Social Media Campaign 266
Download the sample pages (includes Chapter 1 and Index)
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