Social Media Marketing For Dummies. Shiv Singh

Engage Openly with Dissent Challenge Opinion and Ask for Facts Encourage Those Who Don’t Conform Ask Yourself “What if the Opposite Was True” Engage in Active, Critical Analysis Question Morally Dubious Directives Seek Out Allies Focus on Building Trust First

      9  Index

      10  About the Authors

      11  Connect with Dummies

      12  End User License Agreement

      List of Tables

      1 Chapter 3TABLE 3-1 Notable Online Firestorms

      2 Chapter 5TABLE 5-1 Brand versus SMM Voice

      List of Illustrations

      1 Chapter 1FIGURE 1-1: Facebook is just one example, albeit the largest, of the many media...FIGURE 1-2: The Mercedes-Benz Take The Wheel campaign.FIGURE 1-3: The Edmunds car view website.FIGURE 1-4: YouTube.FIGURE 1-5: An eBay placement ad on YouTube.FIGURE 1-6: Advertising on CNN.FIGURE 1-7: Tide’s Loads of Hope.FIGURE 1-8: Causes.com.

      2 Chapter 2FIGURE 2-1: Blogs on The New York Times website.FIGURE 2-2: The Well.FIGURE 2-3: Hulu.FIGURE 2-4: Blog Search Engine.FIGURE 2-5: TweetDeck.FIGURE 2-6: Google Trends.FIGURE 2-7: Boardreader.FIGURE 2-8: AOL Video.FIGURE 2-9: Google Alerts.FIGURE 2-10: Twilert.FIGURE 2-11: SurveyMonkey.FIGURE 2-12: BlitzLocal.

      3 Chapter 3FIGURE 3-1: A marketing funnel.FIGURE 3-2: Does your orange juice video belong here?FIGURE 3-3: One of Apple’s RSS feeds.FIGURE 3-4: Gap.com recommends a shirt based on what’s in the customer’s shoppi...FIGURE 3-5: The home page of Get Satisfaction.

      4 Chapter 4FIGURE 4-1: Nike+ Running Monitor on Facebook.FIGURE 4-2: Savvy Auntie.FIGURE 4-3: Ford’s Facebook page.FIGURE 4-4: George Colony’s Forrester blog.FIGURE 4-5: Walmart Moms.

      5 Chapter 5FIGURE 5-1: The Zappos customer service Twitter feed.FIGURE 5-2: LinkedIn post.FIGURE 5-3: Scott Monty’s Twitter feed.FIGURE 5-4: IBM’s social media standards.

      6 Chapter 7FIGURE 7-1: Quantcast.FIGURE 7-2: Followerwonk.FIGURE 7-3: Coca-Cola website crash sign.FIGURE 7-4: YouTube’s sort function.FIGURE 7-5: An example of Instagram’s mobile app home page.FIGURE 7-6: CafeMom.

      7 Chapter 8FIGURE 8-1: Search in Facebook for productivity apps.FIGURE 8-2: PBS Kids offers a giveaway on Facebook.FIGURE 8-3: A Facebook event.FIGURE 8-4: Facebook Login.

      8 Chapter 9FIGURE 9-1: The TweetDeck website.FIGURE 9-2: Promoted Accounts on the Twitter home page.FIGURE 9-3: Promoted tweets in Twitter search results.FIGURE 9-4: Promoted Trends on Twitter.

      9 Chapter 10FIGURE 10-1: Khan Academy is a customized YouTube channel.FIGURE 10-2: Tagging displayed on a video clip.FIGURE 10-3: The Old Spice guy video.FIGURE 10-4: The Dove Portraits video.FIGURE 10-5: A home page ad on YouTube.

      10 Chapter 11FIGURE 11-1: The LinkedIn home page.FIGURE 11-2: Choosing an open or closed group.

      11 Chapter 12FIGURE 12-1: Cartier on Instagram.FIGURE 12-2: Icons at the bottom of the mobile device’s screen.FIGURE 12-3: Instagram blog.FIGURE 12-4: Warby Parker on Instagram.FIGURE 12-5: Warby Parker’s Buy a Pair, Give a Pair program shows how children ...

      12 Chapter 13FIGURE 13-1: The Snapchat interface.

      13 Chapter 14FIGURE 14-1: Categories on Pinterest.FIGURE 14-2: Creating a board on Pinterest.FIGURE 14-3: Martha Stewart on Pinterest.FIGURE 14-4: L.L.Bean on Pinterest.FIGURE 14-5: Editing your board to add pinners.FIGURE 14-6: Cover picture and title of a board.FIGURE 14-7: The Sony home page on Pinterest.FIGURE 14-8: A Promoted Pin.

      14 Chapter 15FIGURE 15-1: Signing up for Tumblr.FIGURE 15-2: Choosing to edit appearance.FIGURE 15-3: IBM categories on Tumblr.FIGURE 15-4: Adding an extension to your browser.FIGURE 15-5: The Tumblr blog dashboard.FIGURE 15-6: Menu options.FIGURE 15-7: Your media options.FIGURE 15-8: Posting an audio on Tumblr.FIGURE 15-9: The post stream of a Tumblr blog.FIGURE 15-10: Scheduling a post.FIGURE 15-11: Who follows you?FIGURE 15-12: Recommended blogs.

      15 Chapter 16FIGURE 16-1: Searching top publications on Medium with Smedian.FIGURE 16-2: Larry Kim’s profile on Medium.FIGURE 16-3: One of Buffer’s profiles on Medium.FIGURE 16-4: Searching for subreddits about digital marketing.FIGURE 16-5: Snoopsnoo.FIGURE 16-6: TrackReddit.FIGURE 16-7: Guesse’s #InMyDenim challenge.

      16 Chapter 17FIGURE 17-1: The Zipcar home page.FIGURE 17-2: Millennial Marketing’s research on Millennials.FIGURE 17-3: Target and Jockey launch the Jockey Generation line.FIGURE 17-4: Birchbox subscription service home page.

      17 Chapter 18FIGURE 18-1: Buzzsumo influencer search page.FIGURE 18-2: Social media share functionality in use on a blog.FIGURE 18-3: The Facebook Live home page.

      18 Chapter 19FIGURE 19-1: The Unilever flash briefing for Hellman’s Mayonnaise.FIGURE 19-2: The Estee Lauder Google Action for Ask Liv.FIGURE 19-3: Flash Briefings instructions.FIGURE 19-4: Google Action instructions.

      19 Chapter 20FIGURE 20-1: Enabling Messenger.FIGURE 20-2: Staples chatbot.FIGURE 20-3: Sephora appointment bot.FIGURE 20-4: Casper’s Insomnobot3000.

      20 Chapter 21FIGURE 21-1: The Mars website.FIGURE 21-2: The Content Marketing Institute displays its social media links.FIGURE 21-3: Products for sale link on the Anthropologie website.FIGURE 21-4: Amazon customer reviews.FIGURE 21-5: Salesforce Trailblazer Community.FIGURE 21-6: GetFeedback.

      21 Chapter 22FIGURE 22-1: Chase Freedom Million Dollar Sweepstakes.FIGURE 22-2: The official Zappos Twitter feed.FIGURE 22-3: The Intuit Quickbooks Community.

      22 Chapter 23FIGURE 23-1: The myriad of mobile devices: DeviceAtlas.FIGURE 23-2: The paths through the mobile channel.FIGURE 23-3: ACS accepting donations using SMS.

      23 Chapter 24FIGURE 24-1: EveryoneSocial home page.FIGURE 24-2: Oktopost home page.FIGURE 24-3: Agorapulse home page.FIGURE 24-4: Wikipedia, the mother of all wikis.

      24 Chapter 25FIGURE 25-1: Evergage home page.FIGURE 25-2: Dynamic Yield home page.FIGURE 25-3: Monetate home page.

      Guide

      1  Cover

      2 Table of Contents

      3  Begin Reading

      Pages

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      2  ii

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