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Think Before You Engage: 100 Questions to Ask Before Starting a Social Media Marketing Campaign Paperback – September 6, 2011

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Editorial Reviews Review

From the Author: Excerpts from a Sample Social Media Strategy

Author Dave Peck
Facebook's multifaceted use allows people to connect and reconnect with family, friends, colleagues, and common interest groups, as well as allows businesses to develop stronger relationships with customers with real-time communication. With more than 200 million active users, and approximately 70% of its users outside of the USA, Facebook is currently the largest social networking site in the world. Facebook allows content to be shared across groups of people that are not otherwise connected. Every time a user engages with you, the activity is shared with their network.

Short Term Objectives
– Post all retailer events
– Ask the community about their thoughts on the Peninsula
– Encourage discussion about relative events or news
– Participate in dining and shopping conversations

Success Trackers
– Fans
– Likes
– Impressions
– Clicks on links

Basically a messaging tool, Twitter can be used to communicate many types of messages. On the Twitter web site, a short sentence at the top of the page reads, “What are you doing?” Tweets don't necessarily have to respond to that question, and instead often consist of more detailed content such as:
– Links to articles or media
– Personal conversations between one or more people
– News or event headlines
– Tips and tools
Retweets are tweets from users that are rebroadcast by others. This often happens when a tweet contains information that others find useful, funny, or just worth repeating. For example, if your company tweeted a news article, another user may want to rebroadcast the message in order to notify his or her own list of followers. While there are no specific guidelines regarding tweets, content should be relevant to your brand and to the image you want to portray. Tweets should also have a balance of announcement and engagement. Because Twitter is truly a conversational tool, best practices show that ensuring your stream flows two-ways helps build your brand.

Short Term Objectives
– Compile list of your company's customer Twitter users
– Promote your company's blog posts
– Communicate customer service issues from social media to support team, ensure follow-up
– Promote other social networking activities/sites through Twitter

Success Trackers
– Friends/Followers
– 2nd-order followers (follower's follower count)
– Velocity- avg. of first- and second-order followers attracted per day since the account was established
– Social Capital- influence of twitter followers
– Centralization- how much influence (reach) is invested in a small number of followers
– Pages ranking on key terms from micro-blogging sites

Check out the full sample social media strategy from the author.

From the Back Cover

Know what you want to achieve and how to get there

Simply having a social media presence is not enough. Your tweets, websites, blog posts, and social networking pages can build your business — or sabotage it. Do your homework. Study these questions before you dive into the sea of social media, and maximize your marketing impact.

Why do I need a brand?

  • What's the difference between a brand, an online presence, and a persona?

  • How do I develop my brand strategy?

  • What is my brand's objective?

What makes a website social?

  • How do I add a blog to my website?

  • What tone should I use?

  • Should I leave comments on other websites?

What about Twitter, Facebook, and LinkedIn?

  • How do I increase my Twitter following?

  • Should I link my Facebook and Twitter accounts?

  • What are LinkedIn groups?

What else should I think about?

  • Do I still need a business card?

  • What's a Tweetup?

  • How can I keep my social media efforts interesting?


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Product Details

  • Paperback: 312 pages
  • Publisher: Wiley; 1 edition (September 6, 2011)
  • Language: English
  • ISBN-10: 1118018818
  • ISBN-13: 978-1118018811
  • Product Dimensions: 7.5 x 0.7 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #1,592,885 in Books (See Top 100 in Books)

Related Media

More About the Author

Active in Social Media since 2004, Dave Peck has been profiled on such networks as NBC, CNBC and Current TV. His focus on viral/word of mouth (WOM) marketing and networking has allowed him to grow online communities for organizations such as Coca Cola, Harvard, UC Berkeley and Wells Fargo. As a Social Media Strategist, Dave has consulted and developed programs for The Grammys, The Ozzy Osbourne Auction, George Lynch, Stella McCartney, Sergio Rossi, Lee Meriwether, Antonio Sabato Jr., NPR and many others.

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By deandec on September 8, 2011
Format: Paperback Verified Purchase
I have a passing knowledge of creating web pages and reading of blogs but did not understand how a business or a person should use the tools to create a Web presence.

The author and publisher created an easy to understand book of specific information and a well organized process which one can follow to venture into the Social Media world. The cross reference links in the presentation is very useful in maintaining the reader's focus.

As I begin the process, this book will be a key reference tool and removes much of the mystery of the tools of Social Media Marketing.

Excellent resource for my library and future efforts.
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1 of 1 people found the following review helpful By Scott on November 23, 2011
Format: Paperback
An eye-opening look at marketing with social media. This not only describes how businesses today are using Facebook, twitter, and LinkedIn to their advantage, it sets forth a plan of action. Beyond getting set up on sites and actually starting your social media campaigns, it shows you how to keep track of your success, which was a key point for me since I already know how to use these sites, just not with Peck's expertise. A major focus of the book is also creating your own website (there's a huge chapter on this broken down into several sections). This is explained in very basic terms.

My favorite chapter is titled "Building an Online Identity" and it goes through the how-to of establishing yourself on the Internet, which I've found can just be a black hole if you don't do it right.

Overall, a nice introduction to social media marketing.
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Format: Paperback
>>>...Simply having a Social Media Presence is not enough!!!...Our Tweets, Websites, Blog Posts, and Social Networking Pages, etc. can build our Business, etc.---or sabotage it!!!...>>> We must do our Homework!!!...>>> Study these 100 Questions that cover 15 Chapters, 284+ pages of Critical Social Media Marketing Information, etc. before and during our Social Media Campaign!!!...
>>>..."Think Before You Engage" from David Peck, Social Media Authority, Author, etc., is Direct, Concise, Rich, 2011/2012 Knowledge, Context & Content that starts with a Dedication, About the Author, About the Technical Editor - Barry Moltz, TeamDavidPeck Credits, Acknowledgments, Contents, Foreword from Renown Authority, Author, etc. - Brian Solis ( The End of Business as Usual and the Beginning of a New Era of Connected Businesses, How We Got Here, The Sky Is Not Falling;It Rains With Opportunity ) & Introduction Sections!!!...Ready, Let's Roll!!!...
>>>...Chapter 01 - Planning a Brand - 7 Questions.
>>>...Chapter 02 - Building an Online Identity - 4 Questions.
>>>...Chapter 03 - Choosing the Right Social Networks - 3 Questions.
>>>...Chapter 04 - Creating a Website - 8 Questions.
>>>...Chapter 05 - Making a Website Social - 16 Questions.
>>>...Chapter 06 - Twitter - 6 Questions.
>>>...Chapter 07 - Facebook - 13 Questions.
>>>...Chapter 08 - LinkedIn - 6 Questions.
>>>...Chapter 09 - Other Key Social Media Websites - 4 Questions.
>>>...Chapter 10 - Getting Found Online - 5 Questions.
>>>...Chapter 11 - Monitoring an Online Brand - 3 Questions.
>>>...Chapter 12 - The Real World - 6 Questions.
>>>...Chapter 13 - Dealing with Difficult Situations - 6 Questions.
>>>...Chapter 14 - Creating a Social Media Strategy - 9 Questions.
Read more ›
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