How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow…

Hardcover | September 20, 2010

byJamie Turner, Reshma Shah

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This is an authoritative, up-to-the-minute resource, written by real experts who have made social media marketing work for many of the world's largest companies. This in-the-trenches guide brings together both practical strategies and proven execution techniques for driving maximum value from social media marketing. Drawing on their extensive experience, Jamie Turner and Reshma Shah also show how to avoid crucial pitfalls that other companies have encountered, so you make the most of limited resources, and strengthen your brand instead of placing it at risk. Turner and Shah present comprehensive and realistic coverage of these and many other key topics:

  • What social media is not, why your first campaign failed, and what to do differently next time
  • How to think about social media, plan effectively, and set yourself up for success
  • How to make the most of YouTube, LinkedIn, Facebook, and Twitter and go beyond them
  • How to measure brand sentiment, target market engagement, and return on investment
  • How to identify key strategies, major objectives, and competitive issues, and integrate social media into broader marketing campaigns

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From the Publisher

This is an authoritative, up-to-the-minute resource, written by real experts who have made social media marketing work for many of the world's largest companies. This in-the-trenches guide brings together both practical strategies and proven execution techniques for driving maximum value from social media marketing. Drawing on their ex...

From the Jacket

Want to earn big profits from social media?Now, there's an authoritative, up-to-the-minute resource you can trust-and use. This in-the-trenches guide is written by experts who've developed money-making marketing campaigns for many of the world's largest companies. Jamie Turner and Reshma Shah, Ph.D., combine practical strategies and pr...

Jamie Turneris the Chief Content Officer at the 60 Second Marketer, the online magazine for BKV Digital and Direct Response.He is a leading authority on branding, marketing strategy and social media and has helped companies like AT&T, CNN, Motorola, Cartoon Network and The Coca-Cola Company grow their sales and revenue with outside-the...

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Format:HardcoverDimensions:304 pages, 9.25 × 6.38 × 0.88 inPublished:September 20, 2010Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0132100568

ISBN - 13:9780132100564

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Extra Content

Table of Contents

Acknowledgments  xiii

About the Authors  xv

Introduction  2

PART I The Social Media Landscape  7

Chapter 1What Social Media Isn't  8

Chapter 2The Evolution of Marketing  18

Chapter 3How to Think About Social Media  30

Chapter 4The Language of Social Media  42

PART II How to Set Yourself Up for Social Media Success  53

Chapter 5Laying the Groundwork for Success  54

Chapter 6Why Your First Social Media Campaign Didn't Work  64

Chapter 7Managing the Conversation  72

Chapter 8Creating Circular Momentum  82

PART III Social Media Platforms  93

Chapter 9Social Media Is More Than Just YouTube, LinkedIn, Facebook, and Twitter  94

Chapter 10How to Use Networking Platforms to Help You Grow Your Sales and Revenue  104

Chapter 11How to Use Promoting Platforms to Help You Grow Your Sales and Revenue  114

Chapter 12How to Use Sharing Platforms to Help You Grow Your Sales and Revenue  124

Chapter 13Mobile Media, Augmented Reality, and Widgets, Oh My!  134

PART IV Social Media Integration  145

Chapter 14How to Integrate Social Media into Your Marketing Plan  146

Chapter 15How to Conduct a Competitive Assessment  156

Chapter 16Conducting an Internal Situation Analysis  164

Chapter 17Understanding the Customer Thought Processes  174

Chapter 18Establishing Your Major Objectives and Key Strategies  186

Chapter 19Aligning your Social Media Strategy with Your Brand Essence  198

PART V How to Measure Social Media  207

Chapter 20How to Measure a Social Media Campaign  208

Chapter 21Step 1: Measuring the Quantitative Data  218

Chapter 22Step 2: Measuring the Qualitative Data  230

Chapter 23Step 3: Measuring the Only Really Important Thing-Your Return on Investment  242

PART VI Conclusion  255

Chapter 24Social Media Guidelines for Corporations  256

Chapter 2559 Things You Need to Do on Your Way to a Successful Social Media Campaign  266

Index  276

Editorial Reviews

“Return on investment in social media is like the weather: Everybody talks about it, but nobody is doing anything about it. With this book, Jamie Turner and Reshma Shah set you up for success with some key fundamentals, and then give you some very specific and illustrative examples on how to calculate the ROI of your social media efforts.” –Scott Monty, Global Digital Communications, Ford Motor Company   “If you simply slap a few tools like Twitter and Facebook onto your existing marketing, you are not engaging. Social media are more than tools. But if you change your mindset, you can make money. This book is packed with information to show you how.” –David Meerman Scott, bestselling author, The New Rules of Marketing, and coauthor, Marketing Lessons from the Grateful Dead   “This book is not a self-help guide to instant riches but offers a variety of strategies and quick tips to the experienced marketer in an entertaining and light tone. Callout boxes showcase key ideas. Although not a textbook, it would be an excellent choice to complement readings in marketing courses.” –Library Journal