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No Bullshit Social Media The All-Business, No-Hype Guide to Social Media Marketing

by: Falls, Jason; Deckers, Erik

No Bullshit Social Media The All-Business, No-Hype Guide to Social Media Marketing

by: Falls, Jason; Deckers, Erik

ISBN 13:
9780789748010
ISBN 10:
0789748010
Edition: 1st
Format: Hardcover
Copyright: 09/01/2011
Publisher: Que Pub

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Summary

This is the first no-holds-barred, no B.S., no "Kumbaya" guide to social media marketing for business. It's the perfect book for every decision-maker who's ready to move beyond soft platitudes about social media "conversations," and achieve results: measurable improvements in sales, profitability, efficiency, and brand value. Top social media marketing consultants Jason Fells and Eric Decker take a relentlessly practical business value of social marketing, focusing on business drivers and effective metrics. They systematically address common executive objections to social media, offer realistic guidance on reducing its risks, and present up-to-date statistics and case studies demonstrating its business value. You will find the expert help you need to apply social media to drive business, achieve quantifiable improvements in brand value, deliver superior customer service, improve R and D, strengthen corporate reputation and customer communication, and much more.

Introduction	p. 1
Social Media Is for Hippies. Social Media Marketing Is for Business.
Ignore the Hype. Believe the Facts	p. 9
Social Media and the Hype Cycle	p. 11
The Problem with What Social Media Purists Preach	p. 15
But Asking About Roi Is Asking the Wrong Question	p. 16
Seven Things Social Media Marketing Can Do for Your Business	p. 19
Enhance Branding and Awareness	p. 19
Protect Brand Reputation	p. 20
Enhance Public Relations	p. 21
Build Community	p. 21
Enhance Customer Service	p. 22
Facilitate Research and Development	p. 23
Drive Leads and Sales	p. 23
When You Add "Marketing," It's About Business	p. 24
Endnotes	p. 25
It's Not Them; Ifs You!	p. 27
Today's Consumer Is Different. You're Still the Same Old Dinosaur	p. 29
You Never Controlled Your Message	p. 31
If Social Media Can Help Overthrow a Government, What Will It Do to a Company?	p. 32
It's Not About Being on Social; It's About Being Social	p. 34
If You Don't Trust Your Employees, You Hired the Wrong People	p. 36
Don't Blame It on IT, Compliance, or Legal	p. 38
Social Media Doesn't Violate Company Policy People Violate Company Policy	p. 39
So What Can You Do with Social Media?	p. 40
The Ball Is in Your Court	p. 41
Endnotes	p. 42
Your Competition May Have Already Kicked Your Ass	p. 43
Your Audience Doesn't Trust You Anymore, Anyway	p. 45
Go Ahead, Buy an Ad	p. 47
But We're a B2B Company; We Don't Count	p. 48
Destroy Your Printer	p. 49
The Shipping Industry Goes Social	p. 50
But It Doesn't Have to Be That Complicated	p. 50
Do You Want to Be Greg Tackett or His Competition?	p. 51
Endnotes	p. 52
Here's the Secret: There Is No Damn Secret!	p. 55
Social Media Marketing Is Not About Technology, It's About Communication	p. 56
Tools Change; the Need for Messaging Won't	p. 57
Social Media Is Not an Advertising Medium, but Social Platforms Can Be	p. 58
This Ain't "Rocket Surgery"	p. 61
Starting in Social Media Is Like Asking an Investor for Money	p. 61
Social Media Marketing Is About Planning and Measuring	p. 64
Five Mind-Set Shifts That Make Successful Social Media Marketing Managers (and One Caveat)	p. 65
How Social Media Marketing Really Works
Make Some Noise: Social Media Marketing Aids in Branding and Awareness	p. 71
Your Brand Is What the Community Says It Is	p. 73
Traditional Marketing and Its Metrics Have Lied to You for Years	p. 77
Why We Can't Measure Traditional Marketing and Pr	p. 78
Why We Can Measure Social Media	p. 79
Compare Costs Between Social Media and Traditional Media	p. 81
What Traditional Marketing Costs	p. 82
What Social Media Marketing Costs	p. 83
The 500 Million Water Coolers Are Now One Big One	p. 84
Putting Metrics Around Branding and Awareness	p. 86
Endnotes	p. 89
It's Your House: Social Media Marketing Protects Your Reputation	p. 91
What Is "Crisis Communication"?	p. 95
You Just Can't Wait for Traditional Media to Catch Up or Get It Right	p. 96
When You Don't Listen or Respond, You Get Chi-Chi'd	p. 98
Steps for Dealing with Detractors	p. 100
But It's Not Always About the Negative	p. 101
Protecting Your Reputation Has a Technology Side, Too	p. 102
Putting Metrics Around Protecting Your Reputation	p. 104
Endnotes	p. 107
Relating to Your Public: Social Media Marketing and Public Relations	p. 109
Public Relations Is Not Only About the Mainstream Media Anymore	p. 112
Journalists Are Using Social Media, Too	p. 115
Social Media Lets Pr Skip the Gatekeepers and Editors	p. 116
Quit Waiting for Traditional Media to Catch Up	p. 117
Avoiding the Filter of the Traditional Media	p. 118
The New Media Relations Landscape	p. 119
Crisis Communication Starts Months Before You Have a Crisis	p. 122
Dealing with Detractors	p. 123
Putting Metrics Around Public Relations	p. 125
Endnotes	p. 127
The Kumbaya Effect: Social Media Marketing Builds Community	p. 129
Understanding Different Types of Communities	p. 133
There's More to Building Community Than Just Making Friends	p. 135
Measuring Community	p. 136
You Can Even Build Community Around Scissors!	p. 138
But What If Our Competition Shows Up in Our Community?	p. 140
Okay, So How Do You Do This and How Much Will It Cost?	p. 142
Endnotes	p. 145
It's About Them: Social Media Marketing Drives Customer Service	p. 147
Why Do You Want to Hear from Your Customers?	p. 150
Putting Your People Where Your Mouth Is	p. 151
You Can't Help Everyone	p. 152
You're Not the "Jackass Whisperer"	p. 153
Sometimes It's Just Two Little Words	p. 155
Putting Metrics Around Customer Service	p. 157
Measuring Customer Service Savings	p. 159
Endnotes	p. 161
Get Smarter: Social Media Marketing Drives Research and Development	p. 163
Collaboration Is the New Black	p. 164
Collaborating with Customers Breeds Customers	p. 165
Let's Collaborate About Scissors...Yes, Scissors	p. 166
Papa's R&D Is in the House	p. 168
Measuring Research and Development	p. 169
It's Adding R&D to Your R&D	p. 171
But We're a Small Business; We Don't Do R&D	p. 172
How to Plan For Research and Development	p. 175
Endnotes	p. 177
It's All About the Benjamins: Social Media Marketing Drives Sales	p. 179
Nothing's Wrong with Advertising	p. 182
Advertising Is Outbound. Social Media Is Inbound	p. 183
Case Studies in Social Media Marketing for Sales	p. 184
The Pis and the Kpis	p. 185
Putting Metrics Around Sales	p. 187
We Know What It Can Do; Now How Do We Do It?	p. 190
Endnotes	p. 191
Get Off Your Ass, Would Ya!
Remedy Your Fears with Sound Policy	p. 193
Why Do We Need a Social Media Policy?	p. 195
The Question of Ownership	p. 198
What Can Employees Do at Home?	p. 199
Telecommuting Is Not the Same as Personal Networking	p. 200
What Should a Social Media Policy Include	p. 200
What Should You Do About Privileged Information and Avoiding Giving Advice?	p. 204
Trust Employees, but Not Everyone Should Speak for the Company	p. 205
Who Should Enforce It?	p. 205
Let's Be Clear on the Responsibility	p. 207
What If People Spend Too Much Time on Social Media?	p. 208
Endnotes	p. 209
Assign Responsibility and Be Accountable	p. 211
The Question of Ownership	p. 212
A Quick Review of the Pros and Cons	p. 213
Marketing	p. 213
Sales	p. 214
Public Relations	p. 214
Customer Service	p. 215
Who Should Not Be in Charge	p. 215
The Ideal Setup	p. 216
Social Media Management Is for Senior Staff, Not Interns	p. 217
Who Are the Ideal Social Media Practitioners?	p. 218
What If Your Employee Becomes a Social Media Rock Star?	p. 219
The Models of Social Media Management	p. 221
Hold Your Team Accountable	p. 223
This Is Not a Sandbox. It's a Business	p. 225
You Know What It Can Do, Now Decide What You Want It to Do	p. 226
Done Is Better Than Perfect	p. 228
Turn Your Plan into Action	p. 229
Planning for the Unexpected	p. 231
Sometimes You Can't Do It Alone	p. 233
Endnotes	p. 236
Being Social	p. 237
Being a Social Business Makes Customers Proud to Wear Your Badge	p. 238
Social Media Marketing Is More Than Just Business	p. 239
Kickstarters to Change a Traditional Mind-Set	p. 241
Kickstarter No. 1- Hear, Then Listen	p. 242
Kickstarter No. 2- Share, Then Solve	p. 243
Kickstarter No. 3- Launch, Then Learn	p. 243
Kickstarter No. 4- Trust, Then Adjust	p. 244
Kickstarter No. 5- Give, Then Get	p. 244
In the End, It's a Business	p. 245
Endnotes	p. 247
Index	p. 249
Table of Contents provided by Ingram. All Rights Reserved.

Amazon no longer offers textbook rentals. We do!

No Bullshit Social Media The All-Business, No-Hype Guide to Social Media Marketing

No Bullshit Social Media The All-Business, No-Hype Guide to Social Media Marketing

9780789748010

0789748010

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Table of Contents

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