Written by a social media marketing expert, this book eschews theoretical surveys of social media marketing to focus on practical, how-to advice for understanding social media, developing a social media marketing strategy, implementing the campaign, and then measuring results. The 2nd Edition has been revised and updated with more than 100 pages of new material on all the latest developments in the field, including new and updated coverage on Facebook, Twitter, and Google+, the latest on listening and analytics platforms, incorporating mobile and location-based services like Foursquare and Gowalla into your plan, and other content that will help readers quickly develop an effective, practical approach to social media marketing mastery. Part I of the book lays the foundation for social media marketing with a quick survey of the current landscape. Part II helps readers prepare their own social media marketing strategy and includes information on touchpoint analysis and influencer tools that marketers can use to help focus social media marketing strategies. Part III shows how to leverage the platforms, tools, and techniques that are available today, examining everything from Facebook, Twitter, and Google+ to blogs, RSS feeds, podcasts, video and more. The part concludes with a chapter on measuring campaign effectiveness that includes how to integrate those metrics with traditional media measurements. Full of interesting case studies, step-by-step guides, and hands-on tutorials and written in the popular An Hour a Day format, in which intimidating topics are broken down into easily approachable tasks, this book is sure to help marketers and advertisers at all levels develop, implement, and measure successful social media marketing campaigns.