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Product Description
Book Description
Profit Big from Social Media: Strategies and Solutions That Work!
Using new social media marketing techniques, you can deepen relationships with your most passionate, profitable customers--and create more of them than ever before! In this 100% practical book, world-renowned expert Li Evans shows exactly how to make the most of social media--in any company, in any industry. You’ll discover exactly how to customize your best social networking strategy…then staff it, organize it, manage its risks, and execute it successfully! Evans shows how to understand your audience, enter the conversation, build trust, protect your brand, integrate social media into existing marketing programs, measure your results…and profit big from today’s hottest new social media sites and platforms!
Topics include
• Make the most of Twitter, Facebook, YouTube, LinkedIn, Flickr, and more
• Define goals and customize strategy to maximize Return on Conversation (ROC)
• Understand the whole conversation about you and all the communities you serve
• Manage legal, compliance, and ethical challenges
• Plan social media policies for your company’s employees
• Extend customer service into social media
• Maintain consistent branding and messaging
• Complement your SEO, PPC, offline marketing, and PR efforts
• Learn how to integrate traditional marketing tactics (TV, radio, print) with your social media marketing strategy
About the Author
Since 1999, Liana "Li" Evans has been active full-time in the search marketing arena, becoming well-versed in all avenues of social media and search marketing. Li runs the Search Marketing Gurus blog and is the director of social media for Serengeti Communications, a Washington, DC-based online marketing firm that focuses on building social media strategies for companies and training companies to bring online marketing in-house.
Li has led the SEO strategy for an Internet Retailer 500 company, and was the SEO and social media architect for a Fortune 500 multi-million page entertainment Web site. As a database designer and programmer since 1992, Liana has developed technical expertise in dealing with large-scale retail sites and their dynamic natures.
She holds degrees in both public relations and information technology, which lend well to working with client strategies in social media and search marketing. Li speaks and trains social media and SEO at Search Engine Strategies and other industry conferences.
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Most helpful customer reviews
3 of 3 people found the following review helpful
5.0 out of 5 stars
Social Media Marketing,
By Tami Brady "Whole Health" (Calgary, Canada) - See all my reviews (HALL OF FAME) (TOP 50 REVIEWER) (REAL NAME)
This review is from: Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media (Paperback)
Everyone seems to have jumped on the social marketing bandwagon. Everyone has a twitter account, is on MySpace, and has a Facebook page. After all, these days, that's how to get the attention of potential customers. Isn't it?Online sites from forums and social networks through blogs and microblogs to bookmarking sites and link directories are indeed the latest great thing. However, just blanketing these sites with a lot of advertisements and press releases isn't going to help your sales. In fact, it might actually hurt them. Social Media Marketing is one of the best social marketing books I've read. It's main message, yes social media is a great tool but it has to be used properly. Most people are following the same old strategies not realizing that social media isn't an opportunity to bombard people with advertisements. These are places where you can connect with people who use your products and find out what they like and hate about everything from your brand to the way your customer service treats people when there is a problem. Social media isn't so much about talking but about listening.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
3.6 out of 5 stars (22 customer reviews) 9 of 9 people found the following review helpful
3.0 out of 5 stars
Not quite...,
By Jan Walther - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media (Paperback)
With the 5 stars, I thought this would be just what I was looking for. The book got off to a good start but then it became so repetitive that I stopped on page 215. Written simply for novices to understand, I'm not sure where the earlier reviewers found the expert guidance on strategy development and said it was for experts - now really?? This book is a great overview of social media and aligning it with goals and audiences but if I didn't already have some background in managing this as part of our organization's marketing communications strategy, this book would still leave me needing much more info. I may use it as an intro to several staff members but then, it's loaded with typos and missing words that really surprised me. I like the short chapters and assume the author expected people to jump around and that's why so much content is repeated throughout. I'm looking for a true guide for strategy development and integration? Anyone have suggestions?
9 of 10 people found the following review helpful
1.0 out of 5 stars
Repetitive as can get!,
By Sally MC - Published on Amazon.com
This review is from: Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media (Paperback)
I truly regret spending [...] Bucks on this Book. It is incredibly repetitive. What is actually written on over 315 pages could have been said on maybe 50 pages. It's the same blabla over and over again. "you should listen to the community first" is probably mentioned 100 times in this book. Although repeating things is a great means to make important things stick to the readers, Li Evans manages to bore you to death by saying the same things over and over again.Furthermore, hardly any useful links are provided, and those in there are from Forrester Research Group (some of them don't work anymore e.g. the greatly appraised Groundswell Profile Tool. One of the "cited" articles was up for purchase for 500 Dollars from Forrester. "Wow" that is what sharing is all about. From someone claiming to be a social media guru I would have expected more. In general, references are not properly laid out, which makes them hard to find anyways (basically she doesn't cite a lot because she prefers to draw from her very rich (warning: irony) experience, which results in 30x pages repeating stuff.) There are sooooo many useful websites out there that can help you understand, track, and plan a strategy for social media. She ignores most of them. The only useful chapter to me was "goals need to be defined". Since it is at the beginning of the book, read the intro and you are fine. All other chapters are more or less common sense. Not worth your money....Did I mention that she doesn't provide any useful "hand on tools" or strategies how to actually PLAN, IMPLEMENT, MONITOR & ADJUST your social media strategy in your company? - The title of the book claims to provide "strategies" for engaging in Facebook - I've never read a book with less practical use than this (even Marketing 101 - today helps me more at my job....) 9 of 10 people found the following review helpful
2.0 out of 5 stars
Elitist and Arrogant Take on Social Media Marketing,
By Mike Finn - Published on Amazon.com
This review is from: Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media (Paperback)
I approached this book with an open mind, but I was completely turned off by the condescension and arrogance of its author. She seems to believe that since she comes from a technical background, EVERY practitioner of Social Media must have a background identical to hers - or else they are just fakes and charlatans.For example, in the section on How to Choose a Consultant, she suggests that you judge a consultant by his or her website and then goes into a long harangue about how if their website is designed entirely in Flash, you should think twice before hiring them. Well, so I went on HER website, and, guess what, it describes her as a columnist on social media and as writing a book on it as well. When was THAT written? Apparently, in 2009, LONG BEFORE her book was published. You mean to say she hasn't updated her website in OVER A YEAR? Why should I hire HER? [Upon reading this, she will probably freak out and update her website!] Just because some people are strong in one area and some in others, that's no reason to put them down. Isn't Social Media about BUILDING COMMUNITY? Everyone comes to Social Media from a different vantage point and with a different skill set. Ms. Evans may be good with the technical stuff whereas someone else has better people skills (which is not at all hard to imagine!). No one can know every aspect of Social Media, but we can all keep learning and improve our knowledge base. She has some good information, but no better or worse than any of the other social media marketing books. I think you could choose from any of the hundreds of titles out there at random and you'd come out just as well. And I see no reason to reward someone for being obnoxious. P.S. When I read reviews of the various books on Social Media, I am highly suspect of many (not all!) of the 5-star reviews, as they appear to come from close friends and colleagues of the author. I suspect that is the case with many of the 5-star reviews here. |
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