Book I
The Social Media Mix
Find out about two important aspects to protecting your brand online at www.dummies.com/extras/socialmediamarketingaio.
Chapter 1: Making the Business Case for Social Media
Defining Social Media Marketing
Understanding the Benefits of Social Media
Understanding the Cons of Social Media
Integrating Social Media into Your Overall Marketing Effort
Developing a Strategic Social Media Marketing Plan
Chapter 2: Tallying the Bottom Line
Preparing to Calculate Return on Investment
Accounting for Customers Acquired Online
Establishing Key Performance Indicators for Sales
Understanding Other Common Business Metrics
Determining Return on Investment
Chapter 3: Plotting Your Social Media Marketing Strategy
Locating Your Target Market Online
Conducting Other Types of Market Research Online
Setting Up Your Social Media Marketing Plan
Chapter 4: Managing Your Cybersocial Campaign
Managing Your Social Media Schedule
Building Your Social Media Marketing Dream Team
Creating a Social Media Marketing Policy
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