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Working the Crowd

Working the Crowd

Eileen Brown

(2012)

Additional Information

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