Title:
No bullshit social media : the all-business, no-hype guide to social media marketing
Personal Author:
Publication Information:
Indianapolis, Ind. : Que, c2012
Physical Description:
xv, 253 p. : ill. ; 24 cm.
ISBN:
9780789748010
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 35000000001728 | HF5415.1265 F35 2012 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
The In-Your-Face, Results-Focused, No-"Kumbaya" Guide to Social Media for Business!
Detailed techniques for increasing sales, profits, market share, and efficiency Specific solutions for brand-building, customer service, R&D, and reputation management Facts, statistics, real-world case studies, and rock-solid metrics Stop hiding from social media--or treating it as if it's a playground. Start using it strategically. Identify specific, actionable goals. Apply business discipline and proven best practices. Stop fearing risks. Start mitigating them. Measure performance. Get results. You can. This book shows you how. Jason Falls and Erik Deckers serve up practical social media techniques and metrics for building brands, strengthening awareness, improving service, optimizing R&D, driving better leads--and closing more sales. "Conversations" and "communities" are wonderful, but they're not enough. Get this book and get what you really want from social media: profits. Think social media's a passing fad? Too risky? Just a toy? Too soft and fuzzy? Not for your business? Wake up! It's where your customers are. And it ain't going away. Does that suck? No. It doesn't. Do social media right , and all those great business buzzwords come true. Actionable. Measurable. And...wait for it...here comes the big one. Profitable. Damn profitable. Want to know how to do it right? We'll show you. And, yeah, we know how because we've done it. This is the bullshit-free, lie-free, fluff-free, blessedly non-New-Age real deal. You're going to learn how to use social media to deliver absolutely killer customer service. How to R&D stuff people actually want. Develop scads of seriously qualified leads. You'll figure out what you want. You know, the little things like profits, market share, loyalty, and brand power. You'll figure out how to measure it. And then you'll go get it. One more thing. We know what scares you about social media. Screwing up (a.k.a., your mug on the front page of The Wall Street Journal ). So we'll tell you what to do so that won't happen. Ever. No B.S. in this book. Just facts. Metrics. Best practices. Stuff to warm the hearts of your CFO, CEO, all your C-whatevers. And, yeah, you. So get your head out from under the pillow. Get your butt in gear. Let's go make some money.Author Notes
Jason Falls is a consultant, speaker, strategist, and thinker in the world of digital marketing and social media. He is the owner of Social Media Explorer, a social media consulting service, as well as Exploring Social Media, a learning community. He works with corporate clients, developing and managing their social media and PR strategies. He is a highly sought-after speaker, traveling around the country to speak to various trade associations, conferences, and corporate groups.
Erik Deckers is the co-owner and vice president of creative services of Professional Blog Service, a ghost blogging and social media agency. His company works with both small businesses and large corporations. Erik has been blogging since 1997, and he speaks widely on social media topics for personal branding, business, crisis communication, and citizen journalism. He is also a newspaper columnist and award-winning playwright.
Table of Contents
| Introduction | p. 1 |
| 1 Social Media Is for Hippies. Social Media Marketing Is for Business. | |
| I Ignore the Hype. Believe the Facts | p. 9 |
| Social Media and the Hype Cycle | p. 11 |
| The Problem with What Social Media Purists Preach | p. 15 |
| But Asking About Roi Is Asking the Wrong Question | p. 16 |
| Seven Things Social Media Marketing Can Do for Your Business | p. 19 |
| 1 Enhance Branding and Awareness | p. 19 |
| 2 Protect Brand Reputation | p. 20 |
| 3 Enhance Public Relations | p. 21 |
| 4 Build Community | p. 21 |
| 5 Enhance Customer Service | p. 22 |
| 6 Facilitate Research and Development | p. 23 |
| 7 Drive Leads and Sales | p. 23 |
| When You Add "Marketing," It's About Business | p. 24 |
| Endnotes | p. 25 |
| 2 It's Not Them; Ifs You! | p. 27 |
| Today's Consumer Is Different. You're Still the Same Old Dinosaur | p. 29 |
| You Never Controlled Your Message | p. 31 |
| If Social Media Can Help Overthrow a Government, What Will It Do to a Company? | p. 32 |
| It's Not About Being on Social; It's About Being Social | p. 34 |
| If You Don't Trust Your Employees, You Hired the Wrong People | p. 36 |
| Don't Blame It on IT, Compliance, or Legal | p. 38 |
| Social Media Doesn't Violate Company Policy People Violate Company Policy | p. 39 |
| So What Can You Do with Social Media? | p. 40 |
| The Ball Is in Your Court | p. 41 |
| Endnotes | p. 42 |
| 3 Your Competition May Have Already Kicked Your Ass | p. 43 |
| Your Audience Doesn't Trust You Anymore, Anyway | p. 45 |
| Go Ahead, Buy an Ad | p. 47 |
| But We're a B2B Company; We Don't Count | p. 48 |
| Destroy Your Printer | p. 49 |
| The Shipping Industry Goes Social | p. 50 |
| But It Doesn't Have to Be That Complicated | p. 50 |
| Do You Want to Be Greg Tackett or His Competition? | p. 51 |
| Endnotes | p. 52 |
| 4 Here's the Secret: There Is No Damn Secret! | p. 55 |
| Social Media Marketing Is Not About Technology, It's About Communication | p. 56 |
| Tools Change; the Need for Messaging Won't | p. 57 |
| Social Media Is Not an Advertising Medium, but Social Platforms Can Be | p. 58 |
| This Ain't "Rocket Surgery" | p. 61 |
| Starting in Social Media Is Like Asking an Investor for Money | p. 61 |
| Social Media Marketing Is About Planning and Measuring | p. 64 |
| Five Mind-Set Shifts That Make Successful Social Media Marketing Managers (and One Caveat) | p. 65 |
| II How Social Media Marketing Really Works | |
| 5 Make Some Noise: Social Media Marketing Aids in Branding and Awareness | p. 71 |
| Your Brand Is What the Community Says It Is | p. 73 |
| Traditional Marketing and Its Metrics Have Lied to You for Years | p. 77 |
| Why We Can't Measure Traditional Marketing and Pr | p. 78 |
| Why We Can Measure Social Media | p. 79 |
| Compare Costs Between Social Media and Traditional Media | p. 81 |
| What Traditional Marketing Costs | p. 82 |
| What Social Media Marketing Costs | p. 83 |
| The 500 Million Water Coolers Are Now One Big One | p. 84 |
| Putting Metrics Around Branding and Awareness | p. 86 |
| Endnotes | p. 89 |
| 6 It's Your House: Social Media Marketing Protects Your Reputation | p. 91 |
| What Is "Crisis Communication"? | p. 95 |
| You Just Can't Wait for Traditional Media to Catch Up or Get It Right | p. 96 |
| When You Don't Listen or Respond, You Get Chi-Chi'd | p. 98 |
| 6 Steps for Dealing with Detractors | p. 100 |
| But It's Not Always About the Negative | p. 101 |
| Protecting Your Reputation Has a Technology Side, Too | p. 102 |
| Putting Metrics Around Protecting Your Reputation | p. 104 |
| Endnotes | p. 107 |
| 7 Relating to Your Public: Social Media Marketing and Public Relations | p. 109 |
| Public Relations Is Not Only About the Mainstream Media Anymore | p. 112 |
| Journalists Are Using Social Media, Too | p. 115 |
| Social Media Lets Pr Skip the Gatekeepers and Editors | p. 116 |
| Quit Waiting for Traditional Media to Catch Up | p. 117 |
| Avoiding the Filter of the Traditional Media | p. 118 |
| The New Media Relations Landscape | p. 119 |
| Crisis Communication Starts Months Before You Have a Crisis | p. 122 |
| Dealing with Detractors | p. 123 |
| Putting Metrics Around Public Relations | p. 125 |
| Endnotes | p. 127 |
| 8 The Kumbaya Effect: Social Media Marketing Builds Community | p. 129 |
| Understanding Different Types of Communities | p. 133 |
| There's More to Building Community Than Just Making Friends | p. 135 |
| Measuring Community | p. 136 |
| You Can Even Build Community Around Scissors! | p. 138 |
| But What If Our Competition Shows Up in Our Community? | p. 140 |
| Okay, So How Do You Do This and How Much Will It Cost? | p. 142 |
| Endnotes | p. 145 |
| 9 It's About Them: Social Media Marketing Drives Customer Service | p. 147 |
| Why Do You Want to Hear from Your Customers? | p. 150 |
| Putting Your People Where Your Mouth Is | p. 151 |
| You Can't Help Everyone | p. 152 |
| You're Not the "Jackass Whisperer" | p. 153 |
| Sometimes It's Just Two Little Words | p. 155 |
| Putting Metrics Around Customer Service | p. 157 |
| Measuring Customer Service Savings | p. 159 |
| Endnotes | p. 161 |
| 10 Get Smarter: Social Media Marketing Drives Research and Development | p. 163 |
| Collaboration Is the New Black | p. 164 |
| Collaborating with Customers Breeds Customers | p. 165 |
| Let's Collaborate About Scissors...Yes, Scissors | p. 166 |
| Papa's R&D Is in the House | p. 168 |
| Measuring Research and Development | p. 169 |
| It's Adding R&D to Your R&D | p. 171 |
| But We're a Small Business; We Don't Do R&D | p. 172 |
| How to Plan For Research and Development | p. 175 |
| Endnotes | p. 177 |
| 11 It's All About the Benjamins: Social Media Marketing Drives Sales | p. 179 |
| Nothing's Wrong with Advertising | p. 182 |
| Advertising Is Outbound. Social Media Is Inbound | p. 183 |
| Case Studies in Social Media Marketing for Sales | p. 184 |
| The Pis and the Kpis | p. 185 |
| Putting Metrics Around Sales | p. 187 |
| We Know What It Can Do; Now How Do We Do It? | p. 190 |
| Endnotes | p. 191 |
| III Get Off Your Ass, Would Ya! | |
| 12 Remedy Your Fears with Sound Policy | p. 193 |
| Why Do We Need a Social Media Policy? | p. 195 |
| The Question of Ownership | p. 198 |
| What Can Employees Do at Home? | p. 199 |
| Telecommuting Is Not the Same as Personal Networking | p. 200 |
| What Should a Social Media Policy Include | p. 200 |
| What Should You Do About Privileged Information and Avoiding Giving Advice? | p. 204 |
| Trust Employees, but Not Everyone Should Speak for the Company | p. 205 |
| Who Should Enforce It? | p. 205 |
| Let's Be Clear on the Responsibility | p. 207 |
| What If People Spend Too Much Time on Social Media? | p. 208 |
| Endnotes | p. 209 |
| 13 Assign Responsibility and Be Accountable | p. 211 |
| The Question of Ownership | p. 212 |
| A Quick Review of the Pros and Cons | p. 213 |
| Marketing | p. 213 |
| Sales | p. 214 |
| Public Relations | p. 214 |
| Customer Service | p. 215 |
| Who Should Not Be in Charge | p. 215 |
| The Ideal Setup | p. 216 |
| Social Media Management Is for Senior Staff, Not Interns | p. 217 |
| Who Are the Ideal Social Media Practitioners? | p. 218 |
| What If Your Employee Becomes a Social Media Rock Star? | p. 219 |
| The Models of Social Media Management | p. 221 |
| Hold Your Team Accountable | p. 223 |
| 14 This Is Not a Sandbox. It's a Business | p. 225 |
| You Know What It Can Do, Now Decide What You Want It to Do | p. 226 |
| Done Is Better Than Perfect | p. 228 |
| Turn Your Plan into Action | p. 229 |
| Planning for the Unexpected | p. 231 |
| Sometimes You Can't Do It Alone | p. 233 |
| Endnotes | p. 236 |
| 15 Being Social | p. 237 |
| Being a Social Business Makes Customers Proud to Wear Your Badge | p. 238 |
| Social Media Marketing Is More Than Just Business | p. 239 |
| 5 Kickstarters to Change a Traditional Mind-Set | p. 241 |
| Kickstarter No. 1- Hear, Then Listen | p. 242 |
| Kickstarter No. 2- Share, Then Solve | p. 243 |
| Kickstarter No. 3- Launch, Then Learn | p. 243 |
| Kickstarter No. 4- Trust, Then Adjust | p. 244 |
| Kickstarter No. 5- Give, Then Get | p. 244 |
| In the End, It's a Business | p. 245 |
| Endnotes | p. 247 |
| Index | p. 249 |
