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2013 | Book

Advanced Social Media Marketing

How to Lead, Launch, and Manage a Successful Social Media Program


About this book

Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn’t whether to take your business onto social media platforms—but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success.

Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program.

Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business. In it, we simplify tasks that might otherwise be complicated—like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up.

The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author’s own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it’s ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz.

Table of Contents

Chapter 1. The Business Case
Understanding the Two ROIs of Social Media
Social platforms like blogs, Twitter, and Facebook make it almost effortless for businesses like yours to compose and post content to a potential audience of millions. It’s faster and cheaper than large-scale publishing, promotion, or customer relations have ever been.
Tom Funk
Chapter 2. Best Practices
What Makes for a Winning Program
Think of your social media effort as a business within a business. As you would with a start-up business or a major internal initiative, write a project charter and business plan for your social media program. This is important for the following reasons:
Tom Funk
Chapter 3. The Platforms
Choosing and Prioritizing Your Networks
As a business or organization wanting to make an impact through social media, on what platforms will you be active? How will you allocate your time between them?
Tom Funk
Chapter 4. Advertising and Promotion
Buy Social Placements that Work—and Avoid the Money Pits
People log into their favorite social network for fun, relaxation, connection, and perhaps to consume news or information. They aren’t there for ads.
Tom Funk
Chapter 5. Facebook Advertising
The Biggest Audience, the Most Ad Options—and Some Risks to Navigate
For years, Facebook was disdainful of calls to monetize its hundreds of millions of users, focusing instead on adding features and building critical mass. But today, as a public company, Facebook has been adding advertising options at a furious pace.
Tom Funk
Chapter 6. Advertising on Twitter and Other Networks
Making the Platforms Work Together
While Facebook offers the dominant market share and greatest variety of ad units, the other social platforms have rolled out compelling opportunities you can’t afford to ignore. If you leverage multiple platforms for their unique strengths, you can build a comprehensive social media marketing plan that reaches the widest possible audience, with the fullest spectrum of media types. You’ll echo and reinforce your message across multiple social networks, and by dropping remarketing cookies, you’ll extend your reach 360 degrees.
Tom Funk
Chapter 7. Operations
Running the Farm
Social media advertising campaigns get all the attention—but it’s the behind-the-scenes operations management of your program that will really set you up for success. This field is a complex intersection point of technology, marketing, and customer relations management, or CRM. Making a positive impact requires financial and personnel resources, planning, and crisp execution.
Tom Funk
Chapter 8. Measuring Success
Tracking the Vital Signs and Demonstrating Results
As a results-driven marketer, you’ll need to take these steps as part of your social media program:
Tom Funk
Chapter 9. Advanced Social Media Campaigns
Taking It to the Next Level
Now it’s time to distinguish between everyday community management and periodic social media campaigns. Posting to the social platforms, interacting with fans, and performing customer service are your daily social media disciplines. They are the routine blocking and tackling—the minimum table stakes of building an online community and steadily growing it.
Tom Funk
Chapter 10. Power Up Your Platform
Integrating Social into Your Website
Most of my focus in this book has been on how to optimize your presence on Facebook, Twitter, YouTube, and other social networks. Building a thriving online community requires investment in your page and development of tabs, posts, videos, and more—a seemingly endless stream of content. All that activity pays off in leads, new customers, and increased customer loyalty. But it can be unsettling to invest so many content assets in a platform you don’t own or fully control.
Tom Funk
Chapter 11. Bringing It All Together
Web 3.0—Are We There Yet?
Developing a social media presence today will position your company for success in coming years, when virtually everything—phones, electronics, cars, and homes—becomes interconnected. All those connections will have a social dimension. Our digital experience will be entirely personalized to our unique tastes and interests.
Tom Funk
Chapter 12. Business Plan Example
A Template for Documenting Your Social Media Plan
Think of your social media effort as a business within a business. As you would with a start-up business or a major internal initiative, write up a project charter and business plan for your social media program. This is especially important because 1) Social is still a new medium whose goals and measurements won’t be understood and shared across the enterprise unless you document them in writing, and 2) The fast pace of change, and frequent emergence of new platforms and tactics means you must define your priorities—and stay disciplined in pursuit of those priorities.
Tom Funk
Chapter 13. Task Checklist
A To-Do List to Launch or Relaunch a Successful Program
Successful social media programs stand at the junction of marketing, promotions, public relations, customer service, and CRM—with a healthy dose of technology, finance, and legal compliance thrown in. Here’s a checklist to help ensure you’re covering all the bases.
Tom Funk
Advanced Social Media Marketing
Tom Funk
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