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Book Details
Abstract
Engaging with social media such as Facebook and Twitter is now a key part of global business communications. Blogs, social networking and social news sites have become the new tools for effective marketing and sales. This book is an excellent resource for anyone planning a social media strategy or campaign. It includes: sites and blogs for networking; social media brands and reputation; legal issues. This new edition covers the latest thinking, practices and technology such as Google+.
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 and sales. This book is an excellent resource for anyone planning a social media strategy or individual campaign. It includes: specific sites for various types of networking and engagement; blogs and microblogs; online presence and creating a social media brand; brand perception and reputation; legal issues; connecting to a global audience; job recruitment via social media; how different age groups interact online; viral marketing; creating brand advocates and how they can broadcast the message; future predictions. This new edition is updated to cover the latest thinking, practices and technology such as Google+.
Eileen Brown blends extensive real world business experience with in-depth social media knowledge to create a unique and valuable guide. (review of previous edition)
Sue Thomas
Working the Crowd is packed with pragmatic tips, hints and insights from someone who has lived and applied these tools on all levels from small business to multinational corporation. (review of previous edition)
Bruce Lynn
Eileen remains on the cutting edge of social media strategy that when implemented returns a measurable ROI. I would highly recommend her book to any business who wants to deepen their customer interactions through powerful word of mouth marketing strategies. (review of previous edition)
Kim Matlock
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.
For those still stumbling around in the dark, this excellent book helps shed light on the game-changing nature of social media, its tremendous opportunities and the many dangers that await those who insist nothing has changed and it is just another route to market. Despite being a little technical in places it is overwhelmingly well written and easy to understand, providing a comprehensive and accessible guide to the ill-informed and experienced alike. (review of previous edition)
John Ling
Eileen has created a masterpiece here in unravelling the complexities, acronyms and challenges presented by the ever-changing world of social media. Whether for the individual, small business or corporation, "Working The Crowd" demystifies how social media can be used to network, communicate, forge business partnerships and gain or share knowledge, backed by Eileen's years of experience in technology and networking. (review of previous edition)
Sarah Speake
A comprehensive, no-nonsense review of the social media landscape, what it means for you and your business, and how to use it as an amplifier for your goals. (review of previous edition)
Jason McCullough
Brown’s varied experience and analysis of both the small and large businesses’ need for social media makes her advice stand out from the crowded field. (review of first edition)
Betsy Aoki
Table of Contents
Section Title | Page | Action | Price |
---|---|---|---|
Cover | Cover | ||
Copyright | vi | ||
CONTENTS | ix | ||
LIST OF FIGURES | xi | ||
AUTHOR | xiii | ||
ACKNOWLEDGEMENTS | xv | ||
GLOSSARY | xvi | ||
1 WHY DO WE WANT A SOCIAL MEDIA STRATEGY? | 1 | ||
SOCIALLY CONNECTED | 3 | ||
ONLINE AND FACE TO FACE NETWORKING | 5 | ||
2 THE NEW WAY OF COMMUNICATING | 7 | ||
IS THIS THE NEW FAD FOR THE 21ST CENTURY? | 8 | ||
WHY DO YOU NEED SOCIAL CONNECTIONS? | 10 | ||
THE NEW WAY OF MARKETING TO YOUR CUSTOMERS | 13 | ||
3 YOUR SOCIAL MEDIA SUCCESS PLAN | 16 | ||
SPOTTING THE SOCIAL MEDIA SNAKE OIL SALESMAN | 18 | ||
MEASUREMENTS AND METRICS | 20 | ||
WHAT IS RIGHT FOR YOUR ORGANISATION? | 26 | ||
SOCIAL MEDIA IS NOT THE NEW WAY OF COMMUNICATING | 27 | ||
THE GROWTH OF THE WEB 2.0 WORLD | 31 | ||
SOCIALISING AND INTERACTING | 34 | ||
YOUR STRONG AND WEAK TIES | 36 | ||
4 THE TOOLS OF THE NEW WEB | 40 | ||
THE TOOLS OF WEB 2.0 | 40 | ||
THE POWER OF COLLECTIVE HUMAN KNOWLEDGE | 42 | ||
TOOLS, TOOLS, TOOLS | 44 | ||
VIRTUAL WORLDS AND GAMING | 49 | ||
5 NETWORKS | 52 | ||
A SITE FOR EVERY PURPOSE | 52 | ||
CLASSIFIEDS | 55 | ||
THE INSTANT NEWS CHANNEL | 57 | ||
SOCIAL NETWORKS AND THE YOUNGER GENERATION | 61 | ||
THE NEW WAY OF MARKETING | 62 | ||
6 THE ONLINE BRAND | 64 | ||
MANAGING YOUR BRAND | 65 | ||
STARTING TO CREATE YOUR PERSONAL BRAND | 67 | ||
THE POTENTIAL FOR REPUTATION DAMAGE | 74 | ||
7 BRAND IMPACT AND BRAND SUCCESS | 78 | ||
THE IMPACT OF SOCIAL MEDIA INSIDE YOUR BUSINESS | 78 | ||
USING TWITTER TO GROW YOUR BUSINESS – DELL STYLE | 80 | ||
CORPORATE GUIDELINES AND POLICIES | 81 | ||
MANAGING REBRANDS AND BRAND MIGRATION | 90 | ||
8 CONNECTIONS AND REPUTATION | 93 | ||
MAKING SENSE OF SOCIAL NETWORKING | 93 | ||
COMMUNITY CONNECTIONS AND RECOMMENDATIONS | 97 | ||
CONSOLIDATING YOUR APPROACH | 101 | ||
YOUR EXISTING BRAND | 104 | ||
9 DISCOVERY | 114 | ||
CREATING AND PUBLICISING YOUR BRAND | 114 | ||
USING SOCIAL MEDIA FOR RECRUITMENT | 117 | ||
DISCOVERING THE INFLUENCERS IN YOUR AUDIENCE | 121 | ||
STARTING YOUR SOCIAL MEDIA PLAN | 124 | ||
10 SCALING NETWORKS | 127 | ||
SCALING NETWORKS | 127 | ||
OUR BEHAVIOUR IS INFLUENCED BY OUR AGE | 128 | ||
OTHER WAYS OF BROADCASTING YOUR MESSAGE | 130 | ||
INSIDE THE FIREWALL | 132 | ||
CUSTOMER SERVICE | 136 | ||
11 RELATIONSHIPS AND ENGAGEMENT | 139 | ||
TWITTER FOR YOUR BUSINESS | 139 | ||
RELATIONSHIPS AND ENGAGEMENT | 140 | ||
CULTIVATING YOUR ADVOCATES | 142 | ||
SOCIAL MARKETING | 144 | ||
DEALING WITH THE FLOOD OF INFORMATION | 148 | ||
12 AMPLIFYING YOUR MESSAGE | 150 | ||
COMMUNITIES AND INFLUENCERS | 150 | ||
VIRAL AWARENESS | 154 | ||
ONLINE GAMING FOR SOCIAL CAUSES | 155 | ||
RECORDING AND TRACKING | 157 | ||
13 WHERE IS IT ALL GOING? | 159 | ||
THE NEW WAY OF USING THE PLATFORM | 160 | ||
THE MOBILE OPPORTUNITY | 161 | ||
NOTES | 164 | ||
INDEX | 167 | ||
Back Cover | 171 |