ISBN 9781906124717,Working the Crowd: Social Media Marketing for Business

Working the Crowd: Social Media Marketing for Business



BCS Learning & Development Limited

Publication Year 2011

ISBN 9781906124717

ISBN-10 190612471X

Paper Back

Number of Pages 184 Pages
Language (English)


Engaging with social media such as Facebook, YouTube, and Twitter is now a key part of global business communications. Blogs, microblogs, social networking and social news sites have become the new tools for effective marketing, sales and PR.

Social media guru Eileen Brown provides vital information and advice on every aspect of social media marketing, including: specific sites for various types of networking and engagement; blogs and microblogs; brand perception and reputation; legal issues; the global audience; job recruitment; how different age groups interact online; viral marketing; creating brand advocates and how they can broadcast the message; future predictions.

This book is a must-have resource for anyone planning a social media strategy or an individual campaign.

Shows how to add social media to your marketing plan
Covers key metrics for effectiveness, ROI and penetration
Includes brand and product marketing, PR and customer service.

About the Author
Eileen Brown began her career in the Merchant Navy and was Shell Tankers' first female Deck Officer. She then took charge of a container shipping line before managing Microsoft's IT Professional Evangelist team. She is now CEO of Amastra Ltd, where she works on companies' social media strategy and online branding.

Table of Contents
Why do we want a social media strategy? Socially connected Online and face to face networking The new way of communicating Is this the new fad for the 21st century? Why do you need social connections? The new way of marketing to your customers Your social media success plan Measurements and metrics What is right for your organisation? Social media is not the new way of communicating The growth of the Web 2.0 world Socialising and interacting Your strong and weak ties The tools of the new web the tools of Web 2.0 The power of collective human knowledge Tools, tools, tools Virtual worlds and gaming Networks A site for every purpose Classifieds The instant new channel Social networks and the younger generation The new way of marketing The online brand Managing your brand Starting to create your personal brand The potential for reputation damage Brand impact and brand success The impact of social media inside your business Using twitter to grow your business-Dell style Corporate guidelines and policies Managing rebrands and brand management Connections and reputation making sense of social networking Community connections and recommendations Consolidating your approach Your existing brand Discovery Creating and publicising your brand Using social media for recruitment Discovering the influencers in your audience Starting your social media plan Scaling networks Scaling networks Our behaviour is influenced by our age Other ways of broadcasting your message Inside the firewall Customer service Relationships and engagement Twitter for your business Cultivating your advocates Social marketing Dealing with the flood of information Amplifying your message Communities and influencers Viral awareness Online gaming for social causes Recording and tracking Where is it all going? The new ways of using the platform The mobile opportunity Index.