301 ways to use social media to boost your marketing

301 cách vận dụng mạng xã hội để thúc đẩy marketing

301 WAYS TO USE SOCIAL MEDIA TO BOOST YOUR MARKETING This page intentionally left blank 301 WAYS TO USE SOCIAL MEDIA TO BOOST YOUR MARKETING CATHERINE PARKER New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto Copyright © 2011 by Catherine Parker All rights reserved Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher ISBN: 978-0-07-173989-4 MHID: 0-07-173989-0 The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-173904-7, MHID: 0-07-173904-1 All trademarks are trademarks of their respective owners Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark Where such designations appear in this book, they have been printed with initial caps McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs To contact a representative please e-mail us at bulksales@mcgraw-hill.com This publication is designed to provide accurate and authoritative information in regard to the subject matter covered It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, securities trading, or other professional services If legal advice or other expert assistance is required, the services of a competent professional person should be sought —From a Declaration of Principles Jointly Adopted by a Committee of the American Bar Association and a Committee of Publishers and Associations TERMS OF USE This is a copyrighted work and The McGraw-Hill Companies, Inc (“McGrawHill”) and its licensors reserve all rights in and to the work Use of this work is subject to these terms Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill’s prior consent You may use the work for your own noncommercial and personal use; any other use of the work is strictly prohibited Your right to use the work may be terminated if you fail to comply with these terms THE WORK IS PROVIDED “AS IS.” McGRAW-HILL AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE McGraw-Hill and its licensors not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free Neither McGraw-Hill nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom McGrawHill has no responsibility for the content of any information accessed through the work Under no circumstances shall McGraw-Hill and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise Contents Acknowledgments Introduction xvii xv SOCIAL MEDIA IN ACTION TIP TIP TIP TIP TIP TIP Think of the bigger picture Use less rather than more Appoint a social media champion Track the effect Take action Keep going BLOGGING Setting Up Your Blog TIP TIP TIP TIP 10 TIP 11 TIP 12 TIP 13 TIP 14 Decide between a hosted and a self-hosted blog 10 Choose a blogging platform 11 Set up your blog’s look and feel 12 Point your own domain name to your blog 13 Set up an RSS feed 14 Use FeedBurner 15 Upload pictures to your post 16 Leverage stats for your blog 17 Writing Useful Blog Content TIP 15 It’s about your readers, not you 18 TIP 16 Carve out a niche 19 v TIP 17 TIP 18 TIP 19 TIP 20 TIP 21 TIP 22 Know your subject matter 20 Write viral content 21 Avoid the jargon 22 Don’t be self-contained 23 Experiment, track, and respond 24 Encourage audience interaction 25 Attracting a Loyal Reader Base to Your Blog TIP 23 TIP 24 TIP 25 TIP 26 Let people know about you 26 Write regularly 27 Use your blog to handle criticism 28 Become a guest blogger 29 Making Your Blog Best Friends with Search Engines TIP 27 TIP 28 TIP 29 TIP 30 TIP 31 TIP 32 Check that you’re in Google Search and Google Blog Search 30 How to keyword research 31 Incorporate keywords into your blog post 32 Tag your blog content 33 Attract inbound links to your blog 34 Leverage other communities’ search engine presence 35 Making Money from Your Blog TIP 33 TIP 34 TIP 35 TIP 36 TIP 37 TIP 38 TIP 39 Understand Google AdSense 36 Set up Google AdSense 37 Understand Text Link Ads 38 Set up Text Link Ads 39 Write paid reviews 40 Use blog-specific advertising networks 41 Use general affiliate networks 42 Joining Blogging Communities TIP 40 TIP 41 TIP 42 TIP 43 TIP 44 TIP 45 TIP 46 TIP 47 TIP 48 TIP 49 vi Participate in blogging communities 43 Submit your blog to directories 44 Join MyBlogLog 45 Network with like-minded communities 46 Add other activities to MyBlogLog 47 Add the “Recent Readers” widget to your blog 48 Leverage MyBlogLog stats 49 Understand Technorati 50 Join Technorati and claim your blog 51 Use Technorati tags 52 CONTENTS MICROBLOGGING Getting Started on Twitter TIP 50 TIP 51 TIP 52 TIP 53 TIP 54 TIP 55 TIP 56 TIP 57 TIP 58 TIP 59 TIP 60 TIP 61 TIP 62 TIP 63 TIP 64 Understand Twitter 54 Create your Twitter account 55 Public vs private accounts 56 Customize your profile 57 Begin tweeting 58 Use URL shorteners 59 Include photographs in your tweets 60 Understand what followers are 61 Find people to follow 62 Reply to followers 63 Retweet 64 Direct messaging 65 Mark favorites 66 Use Twitter search 67 Create lists 68 Leveraging Twitter TIP 65 TIP 66 TIP 67 TIP 68 TIP 69 TIP 70 TIP 71 TIP 72 TIP 73 TIP 74 TIP 75 Find and track popular hashtags 69 Place hashtags in your tweets 70 Tweet your company blog posts 71 Publicize your account 72 Listen and learn 73 Don’t spam 74 Use real time to your advantage 75 Get your employees involved 76 Use mobile applications 77 Use desktop applications 78 Understand Promoted Tweets 79 FriendFeed TIP 76 TIP 77 TIP 78 TIP 79 TIP 80 TIP 81 TIP 82 Understand FriendFeed 80 Understand FriendFeed vs Twitter 81 Set up a FriendFeed account 82 Create updates 83 Aggregate your feeds 84 Create groups in FriendFeed 85 Interact with others 86 CONTENTS vii Tumblr TIP 83 TIP 84 TIP 85 TIP 86 TIP 87 Understand Tumblr 87 Start your Tumblr blog 88 Integrate your RSS feed 89 Add Tumblr widgets 90 Use third-party Tumblr services 91 SOCIAL NETWORKING Facebook Pages TIP 88 TIP 89 TIP 90 TIP 91 TIP 92 TIP 93 TIP 94 TIP 95 TIP 96 TIP 97 TIP 98 TIP 99 TIP 100 Groups vs pages 94 Understand Facebook pages 95 Define a reason for your page 96 Create your page 97 Use Facebook applications 98 Keep your page fresh 99 How to get traffic to your Facebook page 100 Analyze your stats 101 Work with existing pages and groups 102 Link to and from your page 103 Feed in your Twitter account 104 Feed in your blog posts 105 Use a Fan Box on other sites 106 Facebook Advertising TIP 101 TIP 102 TIP 103 TIP 104 TIP 105 TIP 106 TIP 107 TIP 108 Understand Facebook ads 107 Create your Facebook ad 108 Decide which audience to target 109 Understand Facebook advertising cost models 110 Decide on a campaign budget 111 Decide on your ad scheduling 112 Measure your ad performance 113 Optimize your ads 114 LinkedIn TIP 109 TIP 110 TIP 111 TIP 112 TIP 113 TIP 114 viii Set up your company profile 115 Add a “Share on LinkedIn” widget 116 Join groups 117 Ask and answer questions 118 Leverage your personal profile 119 Use LinkedIn search 120 CONTENTS Orkut TIP 115 TIP 116 TIP 117 TIP 118 TIP 119 TIP 120 Understand Orkut 121 Join Orkut 122 Add scraps and updates 123 Engage users on brand community pages 124 Enroll in Orkut Promote 125 Track and improve your ads 126 Plaxo TIP 121 TIP 122 TIP 123 TIP 124 TIP 125 TIP 126 TIP 127 Understand Plaxo 127 Set up your Plaxo profile 128 Use the Plaxo address book 129 Add connections 130 Use Pulse 131 Enable feeds from other services 132 Create groups 133 Ning TIP 128 TIP 129 TIP 130 TIP 131 TIP 132 TIP 133 Understand Ning 134 Create your Ning network 135 Collaborate with other industry members 136 Encourage the conversation 137 Manage your network effectively 138 Market your network externally 139 MySpace TIP 134 TIP 135 TIP 136 TIP 137 TIP 138 TIP 139 TIP 140 TIP 141 TIP 142 TIP 143 Decide whether MySpace is right for your business 140 Set up your profile 141 Find friends 142 Create fresh content 143 Join groups 144 Add value 145 Use MySpace Advertising 146 Create your ad 147 Learn from your advertising analytics 148 Experiment based on stats 149 Meetup TIP 144 TIP 145 TIP 146 TIP 147 Understand Meetup 150 Search for existing groups 151 Create a new group 152 Hold regular meetups 153 CONTENTS ix .. .301 WAYS TO USE SOCIAL MEDIA TO BOOST YOUR MARKETING This page intentionally left blank 301 WAYS TO USE SOCIAL MEDIA TO BOOST YOUR MARKETING CATHERINE PARKER New... what took you so long to start one How to Use This Book To help you create a social media campaign that is best suited to your business, this book organizes the most popular and widely used social. .. does this apply to you? The Tourism Queensland example is relevant because no matter what the size of your business or industry, you can use the same social media strategies to grow your own brand