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Record details

  • ISBN: 9781119617006 (paperback)
  • ISBN: 1119617006 (paperback)
  • Physical Description: print
    regular print
    xiii, 430 pages : illustrations ; 24 cm
  • Edition: 4th edition.
  • Publisher: Hoboken, New Jersey : John Wiley & Sons, Inc., [2020].

Content descriptions

General Note: Includes index.
Summary, etc.: Social networks are among the most valuable tools for marketers. This book offers advice from marketing pros who have worked for giant global corporations and small businesses. Discover how social media marketing boosts your marketing plan, builds your voice, and reaches your customers on large and small sites. Learn what key influencers can do for you, and more!
Subject: Internet marketing
Social media -- Economic aspects
Social media -- Marketing
Online social networks -- Economic aspects

Introduction 1(4)
About This Book
1(1)
Foolish Assumptions
2(1)
Icons Used in This Book
2(1)
Where to Go from Here
3(2)
Part 1: Getting Started With Social Media Marketing 5(66)
Chapter 1 Understanding Social Media Marketing
7(22)
Defining Social Media Marketing
8(1)
Learning about the Roles People Play
9(9)
Changing roles of the social media marketer
10(2)
Understanding the role of the influencer
12(2)
Considering the types of influencers
14(2)
Influencing on digital platforms
16(2)
Comparing Social Media Marketing with Other Marketing Efforts
18(5)
Direct mail
18(1)
Public relations
19(1)
Online advertising
20(2)
Promotions
22(1)
Taking Social Influence Beyond Marketing
23(6)
Using social influencers to mobilize
24(1)
Marketers as better corporate citizens
25(2)
Social graphs for social change
27(2)
Chapter 2 Discovering Your SMM Competitors
29(22)
Classifying Consumer Activities
30(4)
Researching Your Customers' Online Activities
34(4)
Identifying Personas
38(2)
Analyzing Competitor Efforts
40(4)
Setting up Google Alerts
41(2)
Setting up Twitter alerts
43(1)
Monitoring social networks
44(1)
Tracking competitor websites
44(1)
Researching Your Competitors' Campaign Support
44(4)
Conducting qualitative research
44(1)
Running surveys and quantitative research
45(1)
Seeing why all consumers are not created equal
46(2)
Dipping into Hot SMM Concepts
48(3)
Discovering gamification
48(1)
Choosing localized marketing
49(1)
Creating an app for that
49(2)
Chapter 3 Getting in the Social Media Marketing Frame of Mind
51(20)
Putting SMM in the Context of the Marketing Funnel
52(11)
SMM at the awareness stage
53(3)
SMM at the consideration stage
56(3)
SMM at the preference stage
59(1)
SMM at the action stage
60(1)
SMM at the loyalty stage
61(2)
Deepening Your SMM Relationship
63(5)
SMM for customer service
63(2)
SMM with offline marketing
65(1)
SMM in the world of real-time marketing
66(2)
Treating SMM Differently from Brand Marketing
68(5)
SMM in the context of brand marketing
68(1)
SMM in the context of direct-response marketing
69(1)
Tying SMM with brand marketing and direct response
70(1)
Part 2: Practicing SMM On The Social Web 71(48)
Chapter 4 Launching SMM Campaigns
73(22)
Discovering the Types of SMM Campaigns
73(5)
Influencer outreach
74(1)
UGC contests
75(1)
Brand utilities
76(1)
Podcasting
77(1)
Sponsored conversations
77(1)
Recognizing What Makes a Good SMM Campaign
78(1)
Creating Your SMM Roadmap
79(6)
Define your objectives
80(1)
Develop a powerful story/experience
80(1)
Create an action plan
81(1)
Craft the content path
82(1)
Execute for influence
83(1)
Create partnerships
83(1)
Track the results
84(1)
Participating - Four Rules of the Game
85(3)
Be authentic
85(3)
Give participants equal status
88(1)
Let go of the campaign
88(1)
Killing the Campaign Expiry Date
88(3)
Monitoring Brands and Conversations
91(1)
Responding to Criticism
92(3)
Chapter 5 Developing Your SMM Voice
95(16)
Figuring Out Why You Need an SMM Voice
96(1)
Defining SMM Voice Characteristics
97(2)
Multiple and authentic
97(1)
Transparent and easy to find
97(1)
Engaging and conversational
98(1)
Social web savvy
98(1)
Unique to the person
98(1)
Distinguishing Between SMM Voices and Brand Voices
99(1)
Outlining SMM Voice Objectives
100(2)
Choosing the Owner of Your Organization's SMM Voice
102(5)
CEO
103(1)
CMO
104(1)
Social media lead
105(1)
PR manager
105(1)
Agency
106(1)
Other external voices
107(1)
Crowdsourcing SMM Voices with Guidelines
107(4)
Chapter 6 Understanding a Marketer's Responsibilities
111(8)
Recognizing Who You Serve
112(2)
Employees
112(1)
Suppliers
113(1)
Communities
113(1)
Shareholders
113(1)
Practicing Socially Responsible Marketing
114(2)
A commitment to the truth
114(1)
Five ways to encourage truthfulness
115(1)
Accountability to Your Own Company
116(3)
Part 3: Reaching Your Audience Via Mainstream Social Platforms 119(136)
Chapter 7 Finding the Right Platforms
121(14)
Choosing Social Media Platforms
122(4)
Learning about your customers
123(2)
Addressing your industry influence
125(1)
Preparing Your Employees for Social Media Networking
126(1)
Evaluating Your Resources
127(2)
Assessing What Each Social Network Offers You
129(6)
Using platforms as audience research tools
130(2)
Getting niche-savvy
132(3)
Chapter 8 Exploring SMM Strategies for Facebook
135(12)
Looking at Facebook Basics
136(8)
Starting with Search
138(1)
Facebook pages
139(1)
Facebook groups
140(1)
Facebook events
141(1)
Facebook applications
142(1)
Login with Facebook
143(1)
Using Ads on Facebook
144(3)
Sponsored stories
145(1)
Other advertising formats
145(2)
Chapter 9 Marketing on Twitter
147(14)
Figuring Out the Basics of Twitter
148(4)
A Twitter handle
149(1)
Searches
150(1)
Responses
151(1)
Following and followers
151(1)
Marketing via Twitter
152(1)
Using Promoted Accounts
153(1)
Making Use of Promoted Tweets
154(3)
Using Promoted Trends
157(1)
Working with Sponsored Tweets
158(1)
Tips and Tricks
159(2)
Chapter 10 Creating a YouTube Strategy
161(12)
Looking at YouTube Basics
162(2)
Benefitting from SMM marketing on YouTube
162(1)
Attracting subscribers
163(1)
Promoting on YouTube
164(4)
Always create a customized channel
164(1)
Creating custom content for YouTube
165(1)
Tagging and categorizing all your clips
166(1)
Leaving video responses
166(1)
Including a call to action
167(1)
Have some fun, too
168(1)
Seeding a Viral Campaign
168(3)
Advertising on YouTube
171(2)
Chapter 11 Considering Linkedln
173(18)
Getting Started
174(2)
Creating a New Profile
176(7)
Preparing a content strategy
177(1)
Covering what matters first
178(2)
Accessing LinkedIn from your mobile devices
180(1)
Finding connections
180(1)
Choosing to advertise
180(3)
Participating in Groups
183(3)
Benefitting from joining groups
183(1)
Starting your own group
184(1)
Leading a successful group
185(1)
Using LinkedIn to Answer Questions
186(1)
Finding a Job
187(4)
Chapter 12 Delving into Instagram
191(12)
Recognizing the Basics
192(4)
Signing up
192(1)
Sharing photos or videos for the first time
193(2)
Using filters
195(1)
Getting Found on Instagram
196(1)
Structuring Instagram for Business Goals
197(6)
Creating content for your business
197(2)
Curating and sharing
199(2)
Using tools to manage your account from your computer
201(2)
Chapter 13 Discovering Snapchat
203(8)
Exploring Snapchat
204(2)
Looking at Snapchat's unique features
204(1)
Getting to know the Snapchat user
205(1)
Advertising on Snapchat
206(2)
Choosing an objective and format
206(2)
Reaching your customers on Snapchat
208(1)
Measuring Results on Snapchat
208(3)
Chapter 14 Marketing with Pinterest
211(16)
Recognizing Pinterest Users
212(2)
Exploring the interests of users
213(1)
Pinning as a social activity
214(1)
Focusing on Strategy
214(1)
Becoming a Business Pinner
215(5)
Setting up your profile
216(2)
Starting a group board
218(2)
Creating secret boards
220(1)
Developing Credibility with Your Boards and Images
220(7)
Drilling down with Guided Search
223(1)
Experimenting with promoted pins
224(1)
Tracking your results
224(3)
Chapter 15 Interacting with Tumblr
227(14)
Setting Up Shop on Tumblr
227(3)
Finding and Sharing the Good Stuff
230(9)
Using your dashboard
232(6)
Observing other blog successes
238(1)
Looking at Paid Media
239(1)
Tracking Your Users
240(1)
Chapter 16 Engaging Customers Using Other Platforms
241(14)
Blogging on Medium for Your Business
241(7)
Looking at the pros and cons
243(1)
Making a choice
244(1)
Utilizing analytics
245(1)
Delving into Medium content
245(3)
Discussing Ideas On Reddit.com
248(4)
Marketing on Reddit
248(1)
Setting up
249(1)
Knowing the lingo
249(1)
Analyzing content
250(2)
Sharing Video on TikTok
252(5)
Getting in on the action
252(1)
Experimenting with TikTok
252(3)
Part 4: Getting Your Message To Connectors 255(46)
Chapter 17 Marketing to Millennials
257(10)
Learning About Millennials
257(3)
Technically savvy
258(1)
Seek a balanced life
258(1)
Follow influencers
258(1)
Look for recognition and feedback
259(1)
Prefer to share or barter
259(1)
Understanding What Millennials Want from Brands
260(2)
Trustworthiness and authenticity
260(1)
Cause-minded attitude
261(1)
Respectful of privacy concerns
261(1)
Open to collaboration with customers
262(1)
Recognizing Millennials Shopping Habits
262(2)
Succeeding with Millennials
264(3)
Hitting the target
264(1)
Appreciating the convenience of subscription services
265(2)
Chapter 18 Accounting for the Influencers
267(14)
Knowing the Expert Influencers
268(2)
Reaching the Expert Influencers
270(2)
Tapping into the Referent Influencers
272(1)
Anonymous referent influencers
273(1)
Known referent influencers
273(1)
Reaching the Referent Influencers
273(2)
Cookie data
274(1)
Website behavior
274(1)
Tapping into the Positional Influencers
275(3)
Understanding the circles of influence around your customers
276(1)
Letting consumers shape and share the experience
276(1)
Articulating your product benefits for multiple audiences
276(1)
Fishing where the fish are
276(1)
Offering friends and family incentives
277(1)
Translating Influence to the Offline World
278(3)
Putting your customer reviews in your stores
278(1)
Marrying social media marketing with events and PR
278(1)
Measuring online buzz and offline influence
279(1)
Connecting influencers at meet-ups
279(1)
Treating your stores as cafés
280(1)
Putting Twitter on the big screen
280(1)
Chapter 19 Disrupting with Voice Search
281(10)
Understanding Voice Search
281(2)
Benefitting from voice searches
282(1)
Reviewing smart speakers
282(1)
Interacting with Voice Assistants
283(1)
Discovering What Customers Want
284(1)
Providing Answers
284(4)
Creating flash briefings and Actions
285(1)
Looking at brand examples
285(1)
Developing your apps
286(2)
Getting Your Content Ready
288(3)
Chapter 20 Utilizing Messaging Apps
291(10)
Looking at Messenger
291(3)
Reviewing benefits for brands
292(1)
Learning what users want when messaging brands
292(2)
Setting Up Messenger
294(1)
Understanding Chatbots
295(3)
Classifying chatbots
295(1)
Dipping into chatbots
296(2)
Deploying WhatsApp from Facebook
298(5)
Communicating with users
299(1)
Creating mobile messages with WhatsApp
299(1)
Using the WhatsApp Business App
300(1)
Part 5: Old Marketing Is New Again With SMM 301(100)
Chapter 21 Practicing SMM on Your Website
303(14)
Focusing on the SMM-Integrated Website
304(1)
Making the Campaign and the Website Work Together
305(4)
Treating your website as a hub, not a destination
305(1)
Linking prominently to your presence on social platforms
306(1)
Promoting campaigns on your website home page
307(1)
Encouraging deeper interaction through your website
308(1)
Asking customers to give you feedback on your content
309(1)
Rethinking Your Website
309(6)
User experience
309(1)
Simple design
309(1)
Conversational user interface (CUI)
310(1)
Content marketing
310(1)
Customer reviews
311(2)
About Us and Contact Us pages
313(2)
Tips and Tricks for Website SMM
315(2)
Aggregate information for your customer's journey
315(1)
Amplify business stories
315(1)
Align your organization into multiple, authentic voices
316(1)
Apply share buttons
316(1)
Chapter 22 Becoming an Authentic and Engaged Advertiser
317(14)
Social Advertising: An Online Advertising Game Changer
317(2)
Native Advertising and How It Can Work for You
319(3)
Emotional
320(1)
Engaging
321(1)
Simple
321(1)
Making Paid and Earned Media Work Together
322(5)
Working harder to gain attention
322(1)
Making paid media jump-start earned media initiatives
323(2)
Tips and tricks for campaigns
325(2)
Making SMM Work with TV
327(4)
Awareness through TV; engagement via the Internet
327(1)
Awareness, engagement, and conversion with television
328(1)
Measuring the effectiveness of TV and the second screen
329(2)
Chapter 23 Building an SMM Mobile Campaign
331(22)
Looking at Consumer Trends in Mobile
332(3)
A telephone and much more
332(1)
The release and adoption of smarter phones
333(2)
Understanding the Many Paths within the Mobile Channel
335(2)
Keeping in Mind Mobile Phone Capabilities
337(3)
It's a snap: Using the camera
338(1)
Location, location, location
338(1)
Near-field communications and RFID
339(1)
Phone interaction
339(1)
Fitting Mobile into Your Social Media Practices
340(5)
Defining mobile marketing and its place within the social media context
341(1)
Uniting mobile marketing with social media
342(1)
Supporting a cause
343(2)
Building Your Own Mobile-Enabled Communities
345(2)
Leveraging existing online communities
345(1)
Creating your own social offerings: applications and widgets galore
346(1)
Adding Social Media Elements to Mobile
347(2)
Portable social graphs
347(1)
Searching with mobile
347(2)
Harnessing Mobile to Support Social Media
349(1)
Deciding When to Build a Mobile App
350(3)
Chapter 24 Encouraging Employees to Advocate for Your Brand on Social Media
353(12)
Embracing the Idea of Employee Collaboration
354(3)
Rewarding teams
355(1)
Treating everyone equally
355(1)
Trusting your employees
355(1)
Creating the right culture
356(1)
Placing a premium on groups with a purpose
356(1)
Avoiding excessive snooping
356(1)
Picking Social Software for Social Influence
357(2)
Rethinking the Intranet
359(6)
Getting rid of the buzzwords
359(1)
Don't try to control too much
360(1)
Surfacing the connections
360(1)
Taking search social
360(1)
Allowing alternative access
361(1)
Promoting the value of historical record
361(1)
Giving your intranet a pulse
361(1)
Aiming to destructure
362(1)
Giving employees other choices
363(2)
Chapter 25 Changing Tactics and Metrics
365(10)
Correlating Data with Business Objectives
366(1)
Focusing on the Tactics That Count
367(1)
Rethinking the Customer Experience
368(4)
Personalizing the CX
368(2)
Measuring your customer experience
370(1)
Analyzing the customer journey
371(1)
Integrating Marketing Technology with Analytics Systems
372(2)
Facing data problems
372(1)
Preparing your data
373(1)
Deploying AI Tools
374(1)
Chapter 26 Understanding Social Media Governance
375(10)
Recognizing How SMM Impacts Other Company Functions
375(3)
Public relations
376(1)
Customer support
377(1)
Sales
377(1)
Legal
378(1)
Introducing Social Media Governance Models
378(4)
Social media policies and guidelines
380(1)
Tips and tricks for social media governance
381(1)
Dealing with a Social Media Crisis
382(3)
Chapter 27 Using Real-Time Marketing
385(10)
Introducing Real-Time Marketing
385(6)
Real-time insights
386(1)
Real-time response
387(1)
Real-time "on the fly"
388(1)
Real-time co-creation
388(1)
Real-time distribution
389(1)
Real-time engagement
390(1)
Organizing for Real-Time Marketing
391(2)
Taking TV into Real-Time Marketing
393(2)
Chapter 28 Data and Privacy
395(6)
Knowing What Data You Have to Play With
395(2)
Harnessing Data & Privacy Best Practices
397(1)
Understanding New Data and Privacy Laws
398(2)
General Data Protection Regulation
398(1)
California Consumer Privacy Act
399(1)
So What Does This All Mean for Your Marketing Effort?
400(1)
Part 6: The Part Of Tens 401(14)
Chapter 29 Ten SMM-Related Must-Read Blogs
403(4)
Brian Solis
403(1)
Content Marketing Institute
404(1)
Convince and Convert
404(1)
Copyblogger
404(1)
Marketing Profs
404(1)
Neil Patel's Blog
405(1)
Razor Social
405(1)
Seth Godin
405(1)
Shiv Singh
405(1)
Social Media Examiner
406(1)
Chapter 30 Ten Top SMM Tools
407(4)
Buffer
407(1)
BuzzSumo
408(1)
Facebook Insights
408(1)
Followerwonk
408(1)
Hootsuite
408(1)
Later
409(1)
Mention
409(1)
SproutSocial
409(1)
Tailwind
410(1)
Tweepi
410(1)
Chapter 31 Ten Tips to Navigate Fakeness
411(4)
Create Shared, Mutual Goals
412(1)
Use Reflection to Override Bias
412(1)
Engage Openly with Dissent
412(1)
Challenge Opinion and Ask for Facts
412(1)
Encourage Those Who Don't Conform
413(1)
Ask Yourself "What if the Opposite Was True"
413(1)
Engage in Active, Critical Analysis
413(1)
Question Morally Dubious Directives
414(1)
Seek Out Allies
414(1)
Focus on Building Trust First
414(1)
Index 415


Additional Resources