Today's #1 executive guide to winning social media marketing: proven strategies, execution techniques, and insider tips from real experts! bull; bull;For every marketing executive, CxO, and entrepreneur who needs to understand social media marketing - and make it work for them. bull;Step-by-step techniques for managing the conversation, building momentum, avoiding pitfalls, and using social media to network, promote, and profit. bull;Includes extensive sections on measurement, and on integrating social media into the broader marketing mix. Marketers, executives, and entrepreneurs are seeking more effective ways to utilize social media to make money and they are struggling to wade through the hype and unproven techniques being offered up by self proclaimed experts. Now, there is an authoritative, up-to-the-minute resource, written by real experts who have made social media marketing work for many of the world's largest companies. This in-the-trenches guide brings together both practical strategies and proven execution techniques for driving maximum value from social media marketing. Drawing on their ext ensive experience, Jamie Turner and Reshma Shah also show how to avoid crucial pitfalls that other companies have encountered, So you make the most of limited resources, and strengthen your brand instead of placing it at risk. Turner and Shah present comprehensive and realistic coverage of these and many other key topics: bull; bull;What social media is not, why your first campaign failed, and what to do differently next time. bull;How to think about social media, plan effectively, and set yourself up for success. bull;How to make the most of YouTube, LinkedIn, Facebook, and Twitter and go beyond them. bull;How to measure brand sentiment, target market engagement, and return on investment. bull;How to identify key strategies, major objectives, and competitive issues, and integrate social media into broader marketing campaigns.