Have you shied away from using social media for your business because you don’t know how to get started? Are you using the tools, but not seeing the results you wanted? Social media can be very effective for small businesses, but – like other aspects of marketing — it requires a roadmap for success. This book was written to help small businesses learn how to navigate their way through social media.
Table of Contents
Chapter 1: What to Expect
An overview of what you will find in the book and an explanation of conventions used throughout the book.
Chapter 2: Getting Back to (Marketing) Basics
This overview of marketing concepts serves as your refresher course, as well as a comparison of marketing before and after social media. This chapter gets you back to thinking about marketing basics.
Chapter 3: Evaluating Where You Are Now
This chapter walks you through evaluating your current marketing strategy, your Unique Selling Proposition, and your competition. By looking at all 4 P’s of marketing, you see what you are currently doing so that you can make informed decisions about your social media strategy.
Chapter 4: Taking Inventory of Your Current Tools
Social media does not stand alone from your other marketing tools, so this chapter helps you evaluate your current marketing tools. By looking at what works and what doesn’t, you can make decisions on how to make time for adding social media to your mix.
Chapter 5: Planning Where You Want to Go
Without knowing your target market and the message you want to deliver to that audience, you have no idea whether or not you achieve your goals. This chapter prepares you to move forward with your social media strategy.
Chapter 6: Setting Up Your Listening Post
The first step of any effective social media strategy is listening. This chapter gives you an understanding of why listening is so important and then provides information on how to establish your listening post.
Chapter 7: You’re Listening. Now What?
Once you’re listening post is up and running, you will collect a lot of data. This chapter shows you how to pull important information from that data.
Chapter 8: Preparing for Worst-Case Scenario
When involved in social media, you open yourself up to certain risks. The best thing you can do is prepare for these situations before engaging. If a situation occurs, you won’t be caught by surprise and you’ll know exactly what to do.
Chapter 9: Choosing the Right Tools for the Job
To execute your social media strategy, you need to use the best tools for the job. This chapter provides an overview of tools available to help you decide what to put into your social media toolbox.
Chapter 10: Putting It All Together
After selecting the tools, it is time to put them together into a cohesive strategy and plan. In this chapter, you make the final selection of your tools, as well as define your audience, message, and goals for each tool.
Chapter 11: Implementing the Tools
This chapter helps you get your tools set up and working. Checklists and tools that can help you manage your accounts are also discussed.
Chapter 12: Putting the Plan into Action
In this chapter, you learn some ways to get organized and stay on track when creating content and managing your accounts.
Chapter 13: Promoting Your Social Media Efforts
What is the purpose of all your social media work if no one knows about it? This chapter covers how to let people know about your efforts both online and off.
Chapter 14: Measuring Results
Find out how to measure your social media efforts in order to make decisions about moving forward or changing direction.