- Paperback: 432 pages
- Publisher: Sybex; 2 edition (March 13, 2012)
- Language: English
- ISBN-10: 1118194497
- ISBN-13: 978-1118194492
- Product Dimensions: 7.2 x 1 x 9 inches
- Shipping Weight: 15.5 ounces (View shipping rates and policies)
- Average Customer Review: 4.1 out of 5 stars See all reviews (70 customer reviews)
- Amazon Best Sellers Rank: #557,049 in Books (See Top 100 in Books)
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Social Media Marketing: An Hour a Day 2nd Edition
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From the Back Cover
Create an Integrated, Successful Social Media Strategy
A Step-by-Step Guide
Using the proven An Hour a Day methodology, the exciting new edition of this industry bestseller helps marketers build winning social media programs with the latest platforms, tools, and technologies. You'll find solid advice and practical tips, learn the latest tactics for Facebook and Twitter, get up to speed on mobile marketing, find great techniques for adding location-based services to your current social media efforts, get current with the latest listening and analytics platforms, and much more.
This practical guide demystifies the process, dispels the myths, and empowers you to develop and implement an effective, day-by-day plan for social media marketing success.
You'll also find:
- Best practices for launching your social media program
- Great ideas for collaborative technologies to accelerate your business
- Real-world case studies that illustrate successes to learn from and mistakes to avoid
Praise for Social Media Marketing: An Hour a Day, Second Edition
"If you're looking for the definitive guide on social media, look no more. You are holding it in your hands."
Kip Knight, President, KnightVision Marketing, and former vice president of marketing, eBay
"This is an important book not just for marketers but for all business leaders. It's a must-read for current and future business leaders of all types!"
Gautam Ghosh, Platform Evangelist and India Marketing Head, BraveNewTalent
"The thing I appreciate most about Dave's book is that it is not only prescriptive but also built to fit into the busy schedule of any marketer (or executive). A must-read for anyone interested in putting social media marketing into practice."
Aaron Strout, Head of Location-Based Marketing, WCG
"This practical guidebook integrates social strategy with the tools and metrics. I have used it with clients and business students with great results."
Ira Kaufman, PhD, Assistant Professor, Lynchhburg College, and President, Entwine Digital
About the Author
About the Author
Dave Evans is a VP of social strategy at Social Dynamx, a software firm delivering a scalable social media platform for customer care. Dave has been involved with social media programs for clients including Intel, Dell, Pepsi, the Dallas/Fort Worth and Bangalore International Airports, and others. He serves on the advisory boards for social technology startups including Friend2Friend and Netbase. He is also a ClickZ columnist and frequent keynote presenter, and has served on the advisory board for ad:tech and the Measurement and Metrics Council for the Word of Mouth Marketing Association.
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Top Customer Reviews
If you're brand new to social media and don't really understand it, just start at chapter one and work your way through. If you're more experienced, you can skip to the back chapters for more of the how to's and strategies. Its laid out so you can learn in just 1 hour a day and it will take about 3 months or you can do multiple chapters and "to do lists" in one sitting and implement a social media campaign in just a couple of weeks or less.
The book is also very strong in guiding the marketer through a step-by-step plan, in logical order, to design and implement a marketing plan for social media. The chapter worksheets and case study insights help the content become real and useful. If the marketer spends considerable time working through this book, there will definitely be a positive gain. Even if the marketer is not able to design and implement a huge social media campaign, they should at least be able to better understand different aspects of the campaign and begin building on a small scale.
The main weaknesses of the book is that it is a one-size-fits-all approach to designing a social media marketing campaign. Not all marketers will be able to use this same approach because a company's abilities and brand may differ drastically from another. Also, businesses need to adapt quickly to changes. This approach may need to change as social media and technology change very rapidly.
The book also seems to point to the idea that traditional media forms are not effective because consumers avoid it. This is not true. While the book does state that traditional forms of media will never be obsolete or non-existent, it does not make the point that social media and traditional forms of media must be extensively and methodically integrated into a single marketing plan. The authoer seems to create a social media plan that is separate from similar plans for traditional media, when the two need to be closely related. It did not seem to me that there was any emphasis that both social media and tradtional forms of media marketing need to have a consistent message.
The book has four sections:
Part 1 the Foundation of Social Media
Part 2 Prepare for Social Media Marketing
Part 3 Social Media Channels
Part 4 Complete Your Plan
In part 1, Evans introduces the basic concepts and principals of conventional marketing. He presents the history of social media marketing; how and why different social media marketing concepts evolved, and describes how social media marketing can be integrated into conventional marketing strategies .
In parts 2 and 3, Evans provides particular social media marketing strategies in a well organized and methodical way. To help the reader experience firsthand how to market on various platforms such as Facebook, Twitter, and YouTube, Evan provides the reader with practice exercises.
In part 4, "Complete Your Plan," Evans explores Objectives, Metrics, and ROI that are geared towards social media marketing. He provides a variety of analytical tools and measurement systems for readers to assess the effectiveness of their social media marketing projects.
This book is useful to those new to social media marketing. Evans argues that social media exists; whether or not you participate doesn't change the fact that you or your products/services are being talked about. Rather than trying to control the audience, Evan encourages the reader to use social media strategies to influence consumers. This book not only introduces concepts and the history of social media marketing, but quickly/efficiently moves the reader towards hands-on experience and expertise. It is a great resource and handbook for the budding social media marketer.