How to Make Money with Social Media, 2011 Edition.pdf

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