Ultimate Guide to Social Media Marketing

by Eric Butow, Jenn Herman, Stephanie Liu, Amanda Robinson, Mike Allton

Overview

Create Focused Social Media Campaigns Tailored to Your Business

Ultimate Guide to Social Media Marketing takes readers through a 360-degree perspective of social media marketing in businesses, from strategy to tactics, from organic to paid, from B2B to B2C, encompassing all of the current networks. Topics include:

• Why businesses need to embrace social media marketing
• Understanding today’s social networks from big ones like Facebook and YouTube to emerging platforms
• Learning how to craft your business’s social media strategy using today’s formats
• How to leverage images and video in your social media outreach
• Leveraging chat bots, paid social media, and influencer marketing
• Building your business social marketing team
• Measure your social media outreach progress and improve your performance over time

Product Details

ISBN-13:	9781599186740
Publisher:	Entrepreneur Press
Publication date:	08/25/2020
Series:	Ultimate
Pages:	212
Sales rank:	455,412
Product dimensions:	7.90(w) x 9.90(h) x 0.50(d)

About the Author

Eric Butow is the owner of Butow Communications Group (BCG) in Jackson, California, which offers online marketing ROI improvement services for businesses. Eric founded BCG in 1994 specializing in desktop publishing and graphic design, and soon offered technical writing and web design services as well.
After Eric graduated from California State University, Fresno in 1996 with a master’s degree in communication, he moved to Roseville, California and continued to build his business. He worked with a wide variety of businesses from startups to large companies including Adobe, Cisco Systems, HP, and Intel. Eric began his book authoring career by writing Master Visually Windows 2000 Server in 2000. Since then, Eric has written 30 more technical books as an author, co-author or, in one case, as a ghostwriter. Eric’s most recent books are Samsung Gear S2 for Dummies (Wiley), Instagram for Business for Dummies (Wiley), and Pro iOS Security and Forensics (Apress).

Jenn Herman is a social media consultant, speaker, and globally recognized Instagram expert. She is the forefront blogger on Instagram marketing and her blog, Jenn’s Trends, has won the title of a Top 10 Social Media Blog in 2014, 2015, and 2016.
Through her blog, consulting, and speaking Jenn provides tips, resources, and training for small to medium-sized businesses that need to structure their social media strategies. Her business background includes Administration, Sales, Human Resources, and Marketing and she enjoys bringing all these skills together to help you grow your business. Jenn has been featured in Inc., Fox News, Yahoo Finance, CBS Radio LA, and numerous other podcasts and publications. She is the author of Instagram for Business for Dummies, The Ultimate Beginner's Guide to Instagram and Stop Guessing: Your Step-by-Step Guide to Creating a Social Media Strategy.

Stephanie Liu is one of the most sought-after international speakers on live video, known for her dynamic stage presence and cutting-edge Facebook engagement tactics.
She led paid search advertising for one of the largest search agencies in the United States, served as the Director of Social Strategy for San Diego’s leading ad agency and has created powerful campaigns for small businesses to giant, multimillion-dollar corporations. As a digital marketing strategist, she spent a decade deep in the trenches of agency life where her experience opened doors to working with big brand names such as Coach, Givenchy, Nike and Sony Pictures Entertainment. Her work has been recognized and awarded by Online Marketing Media and Advertising (OMMA) and PR Daily. Stephanie is most notably known for her Facebook Live show called Lights, Camera, Live®, where she helps businesses succeed with live video.

Amanda Robinson is the founder of The Digital Gal. She is widely sought after in the digital marketing industry for her knowledge and experience as a Facebook Ads expert. She advises Social Media Examiner’s membership group, the Social Media Marketing Society, with over 2,000 entrepreneurs and digital marketers. She is regularly featured as a guest on digital marketing podcasts and speaks both on stage and in workshop settings on everything from Facebook Ads, to Analytics, to Messenger Marketing Chatbots.
  In recent projects, Amanda was a key player in #RoadToSocial, a Social Media Road trip across the US Midwest covering 3 back-to-back digital marketing conferences with 1.9M reach and 20.3M impressions on the #RoadToSocial content. Amanda’s real flair for digital marketing comes with her hands-on experience with extreme deep dives into data analysis focusing on analytics, SEO, ad targeting, split testing, and ways to make your marketing dollars more efficient.

Mike Allton is a Content Marketing Practitioner—a title he invented to represent his holistic approach to content marketing that leverages blogging, social media, email marketing and SEO to drive traffic, generate leads, and convert those leads into sales.
He is an award-winning Blogger, Speaker, and Author at The Social Media Hat, and Brand Evangelist at Agorapulse. As Brand Evangelist, Mike works directly with other social media educators, influencers, agencies and brands to explore and develop profitable relationships with Agorapulse.

Table of Contents

Foreword Andrew Pete, founders of andrewandpete.com vii

Preface ix

What to Expect in This Book x

Chapter 1 The Power of Social Media 1

Being Social on Social Media 3

How Online Relationships Benefit Offline 4

Chapter 2 Understand Today's Social Networks 7

Facebook 8

LinkedIn 11

YouTube 14

Instagram 16

Twitter 19

WhatsApp 21

Pinterest 22

Snapchat 25

Reddit 26

TikTok 29

Chapter 3 The Roles of Social Media and Content Marketing 33

Social Sharing 34

Authority Building 35

Broadcast Teaching 38

Influencer Marketing 39

Dark Social Media 40

Paid Social Media 41

At the End of the Day 41

Chapter 4 Craft Your Social Media Strategy 43

Determine Your Strengths 44

Determine Your Assets 44

Determine Your Goals 46

Determine Your Plan 47

Chapter 5 Understand Today's Format Types 57

Graphic Requirements 58

Photos in Your Posts 63

Social Network Icon Rules 66

Video Requirements 73

Link Requirements 81

Chapter 6 Create Images for Social Media 85

Determine Image Criteria 86

How to Find Great Images 87

Social Media Imagery Best Practices 89

Recommended Tools 92

Chapter 7 Create Video for Social Media 97

Why Video Is Effective 98

Publishing and Broadcasting Social Video 100

Live Video Tactics 102

Recorded Video Tactics 104

Short vs. Long Videos 104

Video Gear 105

Video Best Practices 106

Chapter 8 Leverage Chatbots and Automation 109

Chatbots Defined 110

How to Start Your First Chatbot 116

Chapter 9 Leverage Paid Social Media 123

Google Ads 123

Facebook Ads 124

The Power of Search + Remarketing 125

Other Platforms 126

Wrapping Up 132

Chapter 10 Leverage Influencer Marketing 133

What Influencer Marketing Really Means 134

How to Identify Influencers to Work With 135

How to Spark Relationships 137

How to Work with Influencers 140

Influencer Marketing Administrative Details 143

What Influencer Marketing Success Looks Like 144

Chapter 11 Repurpose and Reuse Social Content 147

Technique 1: Live Video 148

Technique 2: User-Generated Content 149

Technique 3: Embedded Social Media Posts 150

Technique 4: Turn Discussions Into Blog Posts 151

Technique 5: Ask Questions 151

Chapter 12 Build Your Marketing Team 153

Internal vs. External Team 154

Team Roles 155

Assembling Your Team 157

Team Documentation and Support 158

Recommended Tools 159

Chapter 13 Measure Success 161

Understanding Analytics 162

Qualitative Metrics 164

Quantitative Metrics 164

Tools 172

What's Next 175

Chapter 14 Adapt to a Changing Medium 177

Follow the Path 178

Take a Beat 179

Have a Go 179

Get on Board 182

Correct the Course 183

Appendix

Resources 185

Editing Images 185

Social Media Blogs and Bloggers 185

Social Media Communities 186

Social Media Management Tools 186

Sourcing Images 186

For More Reading 187

Glossary 189

About the Authors 201

Eric Bucow 201

Jenn Herman 201

Stephanie Liu 202

Amanda Robinson 202

Mike Allton 203

Index 205