Social Media Marketing For Dummies^® 4th Edition

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Library of Congress Control Number: 2019957434

ISBN: 978-1-119-61700-6

ISBN: 978-1-119-61701-3 (ePDF); ISBN: 978-1-119-61702-0 (ePub)

Social Media Marketing For Dummies®

To view this book's Cheat Sheet, simply go to www.dummies.com and search for “Social Media Marketing For Dummies Cheat Sheet” in the Search box.

Table of Contents

Cover

Introduction

About This Book
Foolish Assumptions
Icons Used in This Book
Where to Go from Here

Part 1: Getting Started with Social Media Marketing

Chapter 1: Understanding Social Media Marketing
1. Defining Social Media Marketing
2. Learning about the Roles People Play
3. Comparing Social Media Marketing with Other Marketing Efforts
4. Taking Social Influence Beyond Marketing
Chapter 2: Discovering Your SMM Competitors
1. Classifying Consumer Activities
2. Researching Your Customers’ Online Activities
3. Identifying Personas
4. Analyzing Competitor Efforts
5. Researching Your Competitors’ Campaign Support
6. Dipping into Hot SMM Concepts
Chapter 3: Getting in the Social Media Marketing Frame of Mind
1. Putting SMM in the Context of the Marketing Funnel
2. Deepening Your SMM Relationship
3. Treating SMM Differently from Brand Marketing

Part 2: Practicing SMM on the Social Web

Chapter 4: Launching SMM Campaigns
1. Discovering the Types of SMM Campaigns
2. Recognizing What Makes a Good SMM Campaign
3. Creating Your SMM Roadmap
4. Participating — Four Rules of the Game
5. Killing the Campaign Expiry Date
6. Monitoring Brands and Conversations
7. Responding to Criticism
Chapter 5: Developing Your SMM Voice
1. Figuring Out Why You Need an SMM Voice
2. Defining SMM Voice Characteristics
3. Distinguishing Between SMM Voices and Brand Voices
4. Outlining SMM Voice Objectives
5. Choosing the Owner of Your Organization’s SMM Voice
6. Crowdsourcing SMM Voices with Guidelines
Chapter 6: Understanding a Marketer’s Responsibilities
1. Recognizing Who You Serve
2. Practicing Socially Responsible Marketing
3. Accountability to Your Own Company

Part 3: Reaching Your Audience via Mainstream Social Platforms

Chapter 7: Finding the Right Platforms
1. Choosing Social Media Platforms
2. Preparing Your Employees for Social Media Networking
3. Evaluating Your Resources
4. Assessing What Each Social Network Offers You
Chapter 8: Exploring SMM Strategies for Facebook
1. Looking at Facebook Basics
2. Using Ads on Facebook
Chapter 9: Marketing on Twitter
1. Figuring Out the Basics of Twitter
2. Marketing via Twitter
3. Using Promoted Accounts
4. Making Use of Promoted Tweets
5. Using Promoted Trends
6. Working with Sponsored Tweets
7. Tips and Tricks
Chapter 10: Creating a YouTube Strategy
1. Looking at YouTube Basics
2. Promoting on YouTube
3. Seeding a Viral Campaign
4. Advertising on YouTube
Chapter 11: Considering LinkedIn
1. Getting Started
2. Creating a New Profile
3. Participating in Groups
4. Using LinkedIn to Answer Questions
5. Finding a Job
Chapter 12: Delving into Instagram
1. Recognizing the Basics
2. Getting Found on Instagram
3. Structuring Instagram for Business Goals
Chapter 13: Discovering Snapchat
1. Exploring Snapchat
2. Advertising on Snapchat
3. Measuring Results on Snapchat
Chapter 14: Marketing with Pinterest
1. Recognizing Pinterest Users
2. Focusing on Strategy
3. Becoming a Business Pinner
4. Developing Credibility with Your Boards and Images
Chapter 15: Interacting with Tumblr
1. Setting Up Shop on Tumblr
2. Finding and Sharing the Good Stuff
3. Looking at Paid Media
4. Tracking Your Users
Chapter 16: Engaging Customers Using Other Platforms
1. Blogging on Medium for Your Business
2. Discussing Ideas On Reddit.com
3. Sharing Video on TikTok

Part 4: Getting Your Message to Connectors

Chapter 17: Marketing to Millennials
1. Learning About Millennials
2. Understanding What Millennials Want from Brands
3. Recognizing Millennials Shopping Habits
4. Succeeding with Millennials
Chapter 18: Accounting for the Influencers
1. Knowing the Expert Influencers
2. Reaching the Expert Influencers
3. Tapping into the Referent Influencers
4. Reaching the Referent Influencers
5. Tapping into the Positional Influencers
6. Translating Influence to the Offline World
Chapter 19: Disrupting with Voice Search
1. Understanding Voice Search
2. Interacting with Voice Assistants
3. Discovering What Customers Want
4. Providing Answers
5. Getting Your Content Ready
Chapter 20: Utilizing Messaging Apps
1. Looking at Messenger
2. Setting Up Messenger
3. Understanding Chatbots
4. Deploying WhatsApp from Facebook

Part 5: Old Marketing Is New Again with SMM

Chapter 21: Practicing SMM on Your Website
1. Focusing on the SMM-Integrated Website
2. Making the Campaign and the Website Work Together
3. Rethinking Your Website
4. Tips and Tricks for Website SMM
Chapter 22: Becoming an Authentic and Engaged Advertiser
1. Social Advertising: An Online Advertising Game Changer
2. Native Advertising and How It Can Work for You
3. Making Paid and Earned Media Work Together
4. Making SMM Work with TV
Chapter 23: Building an SMM Mobile Campaign
1. Looking at Consumer Trends in Mobile
2. Understanding the Many Paths within the Mobile Channel
3. Keeping in Mind Mobile Phone Capabilities
4. Fitting Mobile into Your Social Media Practices
5. Building Your Own Mobile-Enabled Communities
6. Adding Social Media Elements to Mobile
7. Harnessing Mobile to Support Social Media
8. Deciding When to Build a Mobile App
Chapter 24: Encouraging Employees to Advocate for Your Brand on Social Media
1. Embracing the Idea of Employee Collaboration
2. Picking Social Software for Social Influence
3. Rethinking the Intranet
Chapter 25: Changing Tactics and Metrics
1. Correlating Data with Business Objectives
2. Focusing on the Tactics That Count
3. Rethinking the Customer Experience
4. Integrating Marketing Technology with Analytics Systems
5. Deploying AI Tools
Chapter 26: Understanding Social Media Governance
1. Recognizing How SMM Impacts Other Company Functions
2. Introducing Social Media Governance Models
3. Dealing with a Social Media Crisis
Chapter 27: Using Real-Time Marketing
1. Introducing Real-Time Marketing
2. Organizing for Real-Time Marketing
3. Taking TV into Real-Time Marketing
Chapter 28: Data and Privacy
1. Knowing What Data You Have to Play With
2. Harnessing Data & Privacy Best Practices
3. Understanding New Data and Privacy Laws
4. So What Does This All Mean for Your Marketing Effort?

Part 6: The Part of Tens

Chapter 29: Ten SMM-Related Must-Read Blogs
1. Brian Solis
2. Content Marketing Institute
3. Convince and Convert
4. Copyblogger
5. Marketing Profs
6. Neil Patel’s Blog
7. Razor Social
8. Seth Godin
9. Shiv Singh
10. Social Media Examiner
Chapter 30: Ten Top SMM Tools
1. Buffer
2. BuzzSumo
3. Facebook Insights
4. Followerwonk
5. Hootsuite
6. Later
7. Mention
8. SproutSocial
9. Tailwind
10. Tweepi
Chapter 31: Ten Tips to Navigate Fakeness
1. Create Shared, Mutual Goals
2. Use Reflection to Override Bias
3. Engage Openly with Dissent
4. Challenge Opinion and Ask for Facts
5. Encourage Those Who Don’t Conform
6. Ask Yourself “What if the Opposite Was True”
7. Engage in Active, Critical Analysis
8. Question Morally Dubious Directives
9. Seek Out Allies
10. Focus on Building Trust First

Index

About the Authors

Connect with Dummies

End User License Agreement

List of Illustrations

Chapter 1

FIGURE 1-1: Facebook is just one example, albeit the largest, of the many media...
FIGURE 1-2: The Mercedes-Benz Take The Wheel campaign.
FIGURE 1-3: The Edmunds car view website.
FIGURE 1-4: YouTube.
FIGURE 1-5: An eBay placement ad on YouTube.
FIGURE 1-6: Advertising on CNN.
FIGURE 1-7: Tide’s Loads of Hope.
FIGURE 1-8: Causes.com.

Chapter 2

FIGURE 2-1: Blogs on The New York Times website.
FIGURE 2-2: The Well.
FIGURE 2-3: Hulu.
FIGURE 2-4: Blog Search Engine.
FIGURE 2-5: TweetDeck.
FIGURE 2-6: Google Trends.
FIGURE 2-7: Boardreader.
FIGURE 2-8: AOL Video.
FIGURE 2-9: Google Alerts.
FIGURE 2-10: Twilert.
FIGURE 2-11: SurveyMonkey.
FIGURE 2-12: BlitzLocal.

Chapter 3

FIGURE 3-1: A marketing funnel.
FIGURE 3-2: Does your orange juice video belong here?
FIGURE 3-3: One of Apple’s RSS feeds.
FIGURE 3-4: Gap.com recommends a shirt based on what’s in the customer’s shoppi...
FIGURE 3-5: The home page of Get Satisfaction.

Chapter 4

FIGURE 4-1: Nike+ Running Monitor on Facebook.
FIGURE 4-2: Savvy Auntie.
FIGURE 4-3: Ford’s Facebook page.
FIGURE 4-4: George Colony’s Forrester blog.
FIGURE 4-5: Walmart Moms.

Chapter 5

FIGURE 5-1: The Zappos customer service Twitter feed.
FIGURE 5-2: LinkedIn post.
FIGURE 5-3: Scott Monty’s Twitter feed.
FIGURE 5-4: IBM’s social media standards.

Chapter 7

FIGURE 7-1: Quantcast.
FIGURE 7-2: Followerwonk.
FIGURE 7-3: Coca-Cola website crash sign.
FIGURE 7-4: YouTube’s sort function.
FIGURE 7-5: An example of Instagram’s mobile app home page.
FIGURE 7-6: CafeMom.

Chapter 8

FIGURE 8-1: Search in Facebook for productivity apps.
FIGURE 8-2: PBS Kids offers a giveaway on Facebook.
FIGURE 8-3: A Facebook event.
FIGURE 8-4: Facebook Login.

Chapter 9

FIGURE 9-1: The TweetDeck website.
FIGURE 9-2: Promoted Accounts on the Twitter home page.
FIGURE 9-3: Promoted tweets in Twitter search results.
FIGURE 9-4: Promoted Trends on Twitter.

Chapter 10

FIGURE 10-1: Khan Academy is a customized YouTube channel.
FIGURE 10-2: Tagging displayed on a video clip.
FIGURE 10-3: The Old Spice guy video.
FIGURE 10-4: The Dove Portraits video.
FIGURE 10-5: A home page ad on YouTube.

Chapter 11

FIGURE 11-1: The LinkedIn home page.
FIGURE 11-2: Choosing an open or closed group.

Chapter 12

FIGURE 12-1: Cartier on Instagram.
FIGURE 12-2: Icons at the bottom of the mobile device’s screen.
FIGURE 12-3: Instagram blog.
FIGURE 12-4: Warby Parker on Instagram.
FIGURE 12-5: Warby Parker’s Buy a Pair, Give a Pair program shows how children ...

Chapter 13

FIGURE 13-1: The Snapchat interface.

Chapter 14

FIGURE 14-1: Categories on Pinterest.
FIGURE 14-2: Creating a board on Pinterest.
FIGURE 14-3: Martha Stewart on Pinterest.
FIGURE 14-4: L.L.Bean on Pinterest.
FIGURE 14-5: Editing your board to add pinners.
FIGURE 14-6: Cover picture and title of a board.
FIGURE 14-7: The Sony home page on Pinterest.
FIGURE 14-8: A Promoted Pin.

Chapter 15

FIGURE 15-1: Signing up for Tumblr.
FIGURE 15-2: Choosing to edit appearance.
FIGURE 15-3: IBM categories on Tumblr.
FIGURE 15-4: Adding an extension to your browser.
FIGURE 15-5: The Tumblr blog dashboard.
FIGURE 15-6: Menu options.
FIGURE 15-7: Your media options.
FIGURE 15-8: Posting an audio on Tumblr.
FIGURE 15-9: The post stream of a Tumblr blog.
FIGURE 15-10: Scheduling a post.
FIGURE 15-11: Who follows you?
FIGURE 15-12: Recommended blogs.

Chapter 16

FIGURE 16-1: Searching top publications on Medium with Smedian.
FIGURE 16-2: Larry Kim’s profile on Medium.
FIGURE 16-3: One of Buffer’s profiles on Medium.
FIGURE 16-4: Searching for subreddits about digital marketing.
FIGURE 16-5: Snoopsnoo.
FIGURE 16-6: TrackReddit.
FIGURE 16-7: Guesse’s #InMyDenim challenge.

Chapter 17

FIGURE 17-1: The Zipcar home page.
FIGURE 17-2: Millennial Marketing’s research on Millennials.
FIGURE 17-3: Target and Jockey launch the Jockey Generation line.
FIGURE 17-4: Birchbox subscription service home page.

Chapter 18

FIGURE 18-1: Buzzsumo influencer search page.
FIGURE 18-2: Social media share functionality in use on a blog.
FIGURE 18-3: The Facebook Live home page.

Chapter 19

FIGURE 19-1: The Unilever flash briefing for Hellman’s Mayonnaise.
FIGURE 19-2: The Estee Lauder Google Action for Ask Liv.
FIGURE 19-3: Flash Briefings instructions.
FIGURE 19-4: Google Action instructions.

Chapter 20

FIGURE 20-1: Enabling Messenger.
FIGURE 20-2: Staples chatbot.
FIGURE 20-3: Sephora appointment bot.
FIGURE 20-4: Casper’s Insomnobot3000.

Chapter 21

FIGURE 21-1: The Mars website.
FIGURE 21-2: The Content Marketing Institute displays its social media links.
FIGURE 21-3: Products for sale link on the Anthropologie website.
FIGURE 21-4: Amazon customer reviews.
FIGURE 21-5: Salesforce Trailblazer Community.
FIGURE 21-6: GetFeedback.

Chapter 22

FIGURE 22-1: Chase Freedom Million Dollar Sweepstakes.
FIGURE 22-2: The official Zappos Twitter feed.
FIGURE 22-3: The Intuit Quickbooks Community.

Chapter 23

FIGURE 23-1: The myriad of mobile devices: DeviceAtlas.
FIGURE 23-2: The paths through the mobile channel.
FIGURE 23-3: ACS accepting donations using SMS.

Chapter 24

FIGURE 24-1: EveryoneSocial home page.
FIGURE 24-2: Oktopost home page.
FIGURE 24-3: Agorapulse home page.
FIGURE 24-4: Wikipedia, the mother of all wikis.

Chapter 25

FIGURE 25-1: Evergage home page.
FIGURE 25-2: Dynamic Yield home page.
FIGURE 25-3: Monetate home page.

Introduction

Social media has transformed the Internet and society as a whole. It has impacted global revolutions, elections, and the way we communicate on a daily basis. Social media also presents unique marketing opportunities that force marketers to revisit the core guiding principles of marketing while providing new ways to reach social influencers, thereby encouraging people to influence each other and do the marketing for the brand. Social media marketing (SMM) forces companies to rethink how they market online, whom they market to, and how to structure their own organizations to support these new marketing opportunities. For anyone involved with social media marketing — and Internet marketing, more broadly — this is indeed an exciting time.

Social Media Marketing For Dummies, 4th Edition, is written to help you make sense of the madness. Because it’s such a hot topic, the press and the experts alike are quick to frighten marketers like you and introduce new terminology that confuses rather than enlightens. This book cuts through all that noise and simply explains what social media marketing is and how you can harness it to achieve your objectives as a marketer. It also aims to help you prioritize what’s important and what isn’t.

About This Book

The social media marketing space changes rapidly, so by the very definition of social media marketing, this book can’t be completely comprehensive. It does, however, aim to distill the core concepts, trends, tips, and recommendations down to bite-sized, easy-to-digest nuggets. As social media marketing touches all parts of marketing and all parts of the Internet, too (from traditional websites to social platforms to the mobile web), based on your own experiences, you’ll find some sections more valuable than others.

As you read this book, keep in mind that the way people influence each other online and impact purchasing and brand affinity decisions is similar to the way they’ve done for thousands of years in the real world. The technology is finally catching up, and social media marketing is fundamentally about allowing and encouraging that behavior to happen in a brand-positive manner online, too.

This book helps you understand why social media matters to marketers and how you can harness it to directly impact your own marketing efforts in meaningful ways. Targeted at both marketers in large organizations and those of you who work in small businesses or run small businesses, it includes advice for every business scenario.

Foolish Assumptions

In writing this book, we imagined someone pulling a copy off a bookshelf in a Barnes and Noble and scanning it to see whether it’s a valuable guide. And we wondered what that person would need to know to find this book interesting. Here are some of the assumptions we came up with about you:

You have a computer and/or mobile device with Internet access.
You’re using social media sites such as Facebook or Twitter.
You’re working in marketing or want to join the marketing field.
You have customers or prospective customers who use the web frequently.
You sell a product or service that you can market online.
You’re curious about social media and how it changes marketing.

Icons Used in This Book

In the margins of the book, you’ll find these icons helping you out:

Whenever we provide a hint that makes an aspect of social influence marketing easier, we mark it with a Tip icon.

The Remember icon marks paragraphs that contain a friendly reminder.

Heed the paragraphs marked with the Warning icon to avoid potential disaster.

Whenever we get technically inclined, we mark the paragraph with a Technical Stuff icon. If you’re not technically inclined, you can skip these nuggets of info.

Where to Go from Here

This book is designed so that you can quickly jump to a specific chapter or section that most interests you. You don’t have to start with the first chapter — although if you’re new to social media marketing, we recommend that you do so. Understanding the foundation of social media marketing (which we explain in the early chapters) helps you better apply the techniques that you learn in the later ones to the specifics of your business.

You can also find the cheat sheet, complete with additional nuggets of information, for this book by going to www.dummies.com and searching for “Social Media Marketing For Dummies cheat sheet.”

Part 1

Getting Started with Social Media Marketing

IN THIS PART …

Find out how to begin practicing SMM.

Learn how to find your SMM competitors.

Discover what goes into developing a Social Media Marketing mindset.