The New Community Rules: Marketing on the Social Web

Foreword
Preface

1. An Introduction to Social Media Marketing
-Where We Are Now
-What Is Social Media Marketing?
-What Makes "Social Media" Marketing Different?
-A Brief Introduction to Social Media Portals
-The Web As a Means of Giving Consumers a Voice
-It's Time to Join the Conversation
-Content Is Not King (Not by Itself, at Least)
-Are You Ready for Social Media Marketing?
-So What's Next?
-Summary

2. Goal Setting in a Social Environment
-The Hurdle: Overcoming Fear About an Uncontrolled Message
-Asking the Right Questions: Setting Goals for Your Campaign
-Making Your Goals SMART
-Researching Your Social Media Community
-Formulating Your Strategy
-When Should I Pursue Social Media Marketing?
-Summary

3. Achieving Social Media Mastery: Networking and Implementing Strategy
-When Is It Appropriate Not to Respond at All?
-How Do You Monitor the Conversation?
-You're Listening-What Now?
-Planning Your Social Media Strategy
-Networking Within a Social Medium
-Understanding and Listening to Your Audience
-The Importance of Giving
-Community Managers
-Power Accounts
-Summary

4. Participation Is Marketing: Getting into the Game
-The Cluetrain Manifesto: Markets Are Conversations
-The "Participation Is Marketing" Phenomenon
-Graco Baby Case Study: "Participation Is Marketing" Translates to Brand Awareness and Exposure
-Tyson Foods Case Study: We Have a Blog and We'll Use It for Good
-The Home Depot Case Study: Tapping into the Mindshare of Valued Customers
-Caminito Argentinean Steakhouse Case Study: The Steakhouse That Engages Online Everywhere
-Reputation Management
-Network Solutions Case Study: Reputation Management by Listening
-Reputation Management Monitoring: 12 Reputations You Should Monitor Online
-Considering a Reputation Management Strategy
-Summary

5. Using Blogs to Communicate, Influence, and Learn from Your Constituents
-A Short History of Blogging
-The History of Blogs, 1998–2009: Who Is Writing and Who Is Reading?
-Blogs As Online Influencers
-How Blogs Are Consumed
-A Beginner's Guide to Blog Platforms
-Writing for Blog Audiences
-How Blogs Are Discovered
-What to Do If Your Corporate Policy Disallows Blogging
-Summary

6. Microblogging Magic: How Twitter Can Transform Your Business
-A History of Twitter
-Twitter for Business Is Born
-Using Twitter
-How to Achieve Business Goals Through Twitter
-Other Business Uses of Twitter
-Tools of the Twitter Trade
-Summary

7. Getting Social: Facebook, MySpace, LinkedIn, and Other Social Networks
-Introduction to Social Networking Sites
-Facebook: The Digital You
-MySpace: Personalized Connections
-Getting Professional with LinkedIn
-The Big Social Networks Abroad
-Summary

8. Informing Your Public: The Informational Social Networks
-Human-Edited Social Search
-Choosing the Best Answers: Using Yahoo! Answers for Social Media Marketing
-Other Q&A Websites to Be Considered in a Social Media Marketing Strategy
-Knowledge Is Power
-Create Your Own Wiki
-Summary

9. Leaving Your Mark: How to Rock the Social Bookmarking Space
-A Timeline: The Past, Present, and Future
-Using Social Bookmarking Sites
-Other Social Bookmarking Sites
-Summary

10. Social News Brings You Page Views
-The Wisdom of Crowds
-What Is Social News?
-What Are Social News Websites?
-The Big Players in Social News
-Summary

11. New Media Tactics: Photography, Video, and Podcasting
-Using Your Pictures to Market Yourself
-Beyond Stationary: The Video Marketing Guide
-Evangelizing Content Producers Through Photos and Video
-The Emergence of Podcasting and the Podcast Today
-Summary

12. Sealing the Deal: Putting It All Together
-Identification: Telling People Who You Are
-The Social Media Workflow
-Revisiting Return on Investment
-Am I Done Yet?
-Strategizing in Social Media Communities
-Thinking Outside Social Media Communities: Face-to-Face Interactions
-Fostering Creativity Online
-Encourage "Old-School" Tactics, Too
-The Bottom Line
-Summary

A: The Ultimate social Media Etiquette Handbook
B: Recommended Reading

Index