Optimize, optimize, optimize to get the most out of your
company’s social media presence
As it turns out, social media is good for a lot more than funny
cat videos, memes, and sharing what you’re eating for lunch with
the world. As the social media sphere continues to grow and be
redefined, it’s more important than ever to arm yourself with the
latest information on how you can use it to drive traffic to your
website, raise awareness of your brand, and promote your products
or services. If you’re a marketer who has asked yourself how you
can possibly stay afloat in these newly chartered and oft
overcrowded waters, Social Media Optimization For Dummies
serves as your roadmap to smart marketing in the digital age.
So, what is Social Media Optimization (SMO), exactly?
Well, it’s comprised of two closely related practices. First, SMO
refers to a set of techniques in which social media is used to
drive traffic to a website and create an interest in a product or
service. Second, SMO concerns the optimization of the social media
presence itself with the goal of building followers, increasing
engagement, and, again, generating interest in a product or
service. Each of these parts supports the other and, when the
channels are managed efficiently, enhances the other’s
effectiveness. In this plain English, easy-to-follow guide, you’ll
quickly discover how to apply SMO practices to your marketing plan
to accomplish those goals.
* Integrate social media into your website
* Drive traffic to your website
* Build followers and generate a buzz
* Increase engagement with customers
From integrating social media into your website to building your
social media presence to everything in between, Social Media
Optimization For Dummies points your business toward
success.
Зміст
Introduction 1
Part I: Getting Started with Social Media Optimization 5
Chapter 1: Building the Foundations of Social Media Optimization 7
Chapter 2: SMO Is the New SEO 17
Chapter 3: Starting Your SMO Journey 31
Part II: The Push and Pull of SMO 51
Chapter 4: Driving Traffic to Your Website 53
Chapter 5: Widening Your Reach 69
Chapter 6: Raising Awareness of Your Social Media Presence 83
Part III: Leveraging Social Media with Your Website 93
Chapter 7: Integrating Social Media Tools 95
Chapter 8: Inspiring User Engagement 109
Chapter 9: Implementing Social Media Standards and Protocols 119
Part IV: Mastering Practical SMO 131
Chapter 10: Promoting Your Content 133
Chapter 11: Using SMO to Sell Products or Services 157
Chapter 12: Enriching Events with Social Media 169
Chapter 13: Building Your Brand and Establishing Expertise 187
Chapter 14: Managing Reputation 203
Chapter 15: Creating a Crisis Management Resource 223
Part V: Building Your Social Media Presence 237
Chapter 16: Integrating SMO into Your Workflow 239
Chapter 17: Finding Your Followers 263
Chapter 18: Tapping Into the Vox Populi 285
Chapter 19: Tracking Progress and Measuring Success 297
Part VI: The Part of Tens 315
Chapter 20: Ten Rules of Social Media Optimization 317
Chapter 21: Ten Tools for Managing Your Social Media Presence 323
Index 329
Про автора
Ric Shreves has been building websites since 1995 and creating digital marketing campaigns for almost as long. He is a former columnist for Computer World magazine and has built websites for some of the world’s largest brands, including BASF, Colgate-Palmolive, and Tesco. Michelle Krasniak is a freelance copywriter and marketing consultant who specializes in content marketing. She has been writing professionally for over 15 years and has a passion for helping businesses of all sizes develop content to maximize their social media presence.
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