Special Characters and Numerics
# (hashtags)benefi ts of using, 300–301FollowFriday, 685keyword as, 305monitoring, 685Twitter
in chat, 326–327for measuring, 685versus @reply, 300–301using, 300–301
use in marketing, 304@ symbol, Pinterest,
472–473+1 feature, Google+, 393,
421–4233G (third generation), 5994G (fourth generation), 5994P’s of marketing
placement or position, 739price, 738product, 737–738promotion, 739
301 redirects, 1692009-10 B2B Marketing
Benchmark Report, 6292012 State of Inbound
Marketing, 726
AA/B testing, 708–710Addictomatic, 133addicts, 512AddThis, 197, 658Admin Panel, Facebook,
340, 345–346, 348–349
Adparlor, 593advertising
banner, 41, 533, 637–638Keller Fay Group results,
724–725LinkedIn, 533–535metrics
applying to social media, 723
cost-per-action, 721cost-per-click, 721cost-per-thousand
impressions, 720online resources for,
721–722overview, 722for paid advertising, 634,
719–722paid
engagement ads, 637–638Facebook Sponsored
Stories, 635integration of, 631–638metrics for, 634, 719–722social media sites
offering, 632–633Twitter Promoted
Products, 635–636Twitter Promoted
Tweets, 636–637user-generated, 632–633
targeting market, 635word of mouth, 724
affi nityquantifying market
presence, 512weighed by EdgeRank, 384
affi nity group segmentation, 67–69
affi nity groups, 67–69
Alexaclickstream analysis, 715demographic resources,
62, 63, 67–68, 509inbound links, 171–174traffi c assessment, 19
algorithmsdefi ning, 146, 148Facebook EdgeRank,
383–388Google, 193search engine use of, 148shared by Yahoo! and
Bing, 147All in One SEO Pack, 182All Services tab, AddThis,
197Alterian, 134Alterian SM2, 134American Express, 636analytics
FacebookFacebook Insights,
378–381, 687Facebook Insights for
Domains, 687Facebook Insights for
Platform Applications, 687, 692–693
Google Analyticsadvantages of, 660–662Blogger integration, 717clickstream analysis for
sites, 715dashboard, 653–654establishing
responsibility for analytics, 653–654
for Google+, 696–699installing, 662integrating social media
data with, 663–664
Index
55_9781118215524-bindex.indd 74155_9781118215524-bindex.indd 741 10/2/12 12:27 AM10/2/12 12:27 AM
COPYRIG
HTED M
ATERIAL
Social Media Marketing All-in-One For Dummies742
analytics (continued)
integration with Facebook, 664
integration with Meetup, 664
integration with Ning, 664, 717
measuring Twitter referrals, 681–682
Mobile menu, 704–705overview, 256, 660resource URLs, 662Social Media section,
663–664, 681–682Social Value option,
701–702, 717tagging website pages,
662tracking campaign
results, 714tracking inbound links
from Twitter, 681–682tracking outbound links,
716tracking website stats,
669–670traffi c comparison, 711use with storefronts, 45
image results on Flickr, 678–679
mobileApsalar, 706Bango, 706Flurry, 706versus web-based, 705
Pinterestanalytics tools for, 701Pinerly, 701Pinpuff, 487PinReach, 487, 701
podcasts on iTunes, 676–677
purpose of, 256–257social media
free packages for, 655–656
paid packages for, 656–658
for specifi c social media, 658–659
Twitteranalytics programs for,
683–684Google Analytics, 681for shortened links, 682TweetStats, 683TwitterCounter, 683TwitterGrader, 683Web Intents JavaScript
Events, 681Yahoo! Web Analytics, 68
Analytics & Search Optimization, 730
Animal Humane New Mexico (Facebook page), 619
Apache Mod Rewrite Module, 164
appbistro.com, 373apps
defi ning, 18Facebook Timeline,
371–372Twitter, 313–314
Apsalar report, 704–706ardent fans, 711Arrayit, 540Atom, 117attribution, 275audience engagement,
degree of, 512audio, social-content
sharing services and, 14auto-DM, Twitter, 290auto-follow program,
Twitter, 288avatars, Twitter
changing, 313defi ning, 312uploading, 312
average variable costs, 50
BB2B (business to business)
marketingversus B2C marketing,
69–70coupon services
BizSaves, 575RapidBuyr, 575
customer acquisition through social media, 22–23
geomarketing, 561identifying infl uencers in,
71–72mobile marketing, 609researching markets for,
69–73SimilarSites.com for
research on, 71social media marketing
used in, 69–71strategy for, 69–71
B2C (business to consumer) marketing
Ana White’s blog, 72–76versus B2B marketing,
69–70coupon services, 574customer acquisition
through social media, 22–23
geomarketing, 558–560identifying infl uencers in,
71–72market segmentation for,
60–69selling opportunities
through social media marketing, 21–22
backlinks. See inbound links
BandCamp.com, 619Bango, 706banner advertising, 41, 533,
637–638
55_9781118215524-bindex.indd 74255_9781118215524-bindex.indd 742 10/2/12 12:27 AM10/2/12 12:27 AM
Index 743
banners, LinkedIn, 533Bing
among top search engines, 147
audience for, 148social option, 191
Bing Business Portal, 167Bing Social Search, 623Bitly, 659–660, 682BizSaves coupon service,
575black hat techniques, 161Blockbuster, 463blog hubsites, 25#BlogChat, 333Blogger
automatic pinging, 118Google Analytics
integration, 717optimizing, 184software, 13
blogging platformsBlogger
automatic pinging, 118Google Analytics
integration, 717optimizing, 184software, 13
Blogger as, 239overview, 239–241WordPress
automatic pinging, 118JetPack for statistics,
717optimizing, 183software, 13
blogging softwareBlogger, 13Tumblr, 13TypePad, 13WordPress, 13
blogrolls, 181–182blogs
about product-oriented brands, 226–227
adding links for, 248–249
analytics software, 717blog-specifi c metrics,
673–675building community,
253–255comments, 255content strategy, 242–244customizing, 241–242,
245–246determining value of, 227evergreen content, 252FatFinch.com, 675focus, 244–245images, 250–251information-sharing sites,
717as marketing tool, 224–228measuring activity on,
673–675measuring success of,
256–257monitoring tools for,
137–138optimizing, 181–183planning stage for,
233–234plug-ins for, 247–248rationale for, 225–226self-hosting for business,
240sharing features, 246–248as social-content sharing
service, 13spam, 255trackbacks for, 249–250video, 267–268
BlogTalkRadio, 267Blufl y.com, 619BMW’s Make it Yours page,
635boards, Pinterest
arranging, 486creating initial, 464–465defi ning, 448gift boards, 497–500
group boardscreating, 489–490overview, 489–491tips about, 490
imagesavoiding certain,
468–469photo-editing tools, 470pinning, 466–467selecting, 467–468
liking on, 491purpose of, 462selecting content for,
462–463Whole Foods, 448–449,
463bookmarking
benefi ts of, 202–204defi ning, 197monitoring tools for, 206optimizing with, 198–200Pinterest, 200–201promotion techniques for,
215–216researching, 204–205services for
benefi ts of, 202–203content appropriate for,
210–211defi ning, 16overview, 197, 199–200recommendation
services as, 16social shopping services
as, 16specifi c applications for,
210–211submitting sites, 205,
207–208timing submissions for,
211–212bots (robots), 146bounce rate, 661, 719, 723bounces, 723brainstorming, 740
55_9781118215524-bindex.indd 74355_9781118215524-bindex.indd 743 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies744
brandcopyrighting, 101–102overview, 19promoting on Twitter,
287–290protecting reputation of,
103–106service marking, 102trademarking, 102–103
brand reputation tools, 104–105
brand sentiment resources, 104–105
brandjacking, 103breadcrumb trails, 164, 182break-even point, 50–51Breakfast Club, 558Brennan’s Restaurant, 581bricks-and-clicks, 38, 44bricks-and-mortar
businesses, 167British Corner Shop,
121–122Brooklyn Bowl, 553–555Brooklyn Kitchen Store,
177–179BtoB magazine, 70Buddy Media, 385Business Insider, 583business metrics
break-even point, calculating, 50
consumer relationship management tracking software, 47
conversion rate as, 727cost of customer
acquisitionas business metric,
40–43, 727comparison formula, 40
lifetime customer value for, 42–43
spreadsheet for calculating, 42
lead monitoring software, 48
Marketing Sherpa, 47Paralysis calculator, 46profi t margin, 51profi t versus revenue, 51resources for, 38–39retaining versus acquiring
customers, 43return on investment
as business metric, 40calculating, 53–54consumer relationship
management, 47–49for contests, 643–644cost of customer
acquisition, 40–43defi ning, 31–32determining, 51–54determining formula, 51key performance
indicators, 44–46lead monitoring, 47–49percentage who
measure, 727for press releases, 631Rapport Online study, 41as rate of return, 52using calculator for, 52using performance
metrics for, 53sales key performance
indicators, 44–45social media sales
tracking options, 45tracking leads, 47
business networks, 538–540
business to business (B2B) marketing
versus B2C marketing, 69–70
coupon servicesBizSaves, 575RapidBuyr, 575
customer acquisition through social media, 22–23
geomarketing, 561identifying infl uencers in,
71–72mobile marketing, 609researching markets for,
69–73SimilarSites.com for
research on, 71social media marketing
used in, 69–71strategy for, 69–71
business to consumer (B2C) marketing
Ana White’s blog, 72–76versus B2B marketing,
69–70coupon services, 574customer acquisition
through social media, 22–23
geomarketing, 558–560identifying infl uencers in,
71–72market segmentation for,
60–69selling opportunities
through social media marketing, 21–22
BusinessWire, 625buttons
Admin Panel, Facebook, 345
Follow Us (chicklets), 217–218, 246
55_9781118215524-bindex.indd 74455_9781118215524-bindex.indd 744 10/2/12 12:27 AM10/2/12 12:27 AM
Index 745
Google+, 194LinkedIn, 532Pinterest, 194, 480–481social sharing, 217–220,
241, 246–247, 676subscribe, 246Twitter, 319
#BWEChat, 333
CCaféWorld, 594calendars
analytics tools used by, 730–733
confusion about, 152, 154for cybersocial
campaigns, 85–87Google Calendar, 86–87Mozilla Sunbird, 86optimizing for social
media, 180overview, 152–154for page rank value, 626for press releases, 626Social Media Activity
Calendar, 86cannibalizing, 580, 739Captcha, 196cash mobs, 570–571CCA (cost of customer
acquisition)as business metric, 40–43,
727comparison formula, 40lifetime customer value
for, 42–43spreadsheet for
calculating, 42CD Baby, 22Changing Aging, 159channel cannibalization, 739
channel/audience mismatch, 735
check-in services, 558chicklets
blogs, 217–218, 246LinkedIn, 533
Chitika, 72–73Circles, Google+. See also
Google+adding people to, 412blocking users, 428building, 413–414creating, 410–412defi ning, 409deleting, 428images, 425locating people, 413overview, 393posting privately, 416–417posting publicly, 416purpose of, 409sharing, 414–416tagging, 417tracking, 699
clickstream analysisaffi nity groups, 67Alexa, 715comparative metrics,
715–716defi ning, 715Google Analytics, 715–716Google Event Tracking
Guide, 716open source tool for, 715server-based, 715
Clicky-me, 659–660, 682#CmgrChat, 333CMO.com, 29–30CMSs (content
management systems), 155, 161
CNET News, 158
commentsblogs, 255Facebook Insights,
690–691Google+
deleting, 428moderating, 427–430
LinkedIn, 704Pinterest, 448, 491tracking for content
sharing, 672–673community-building
servicesdefi ning, 17Epinions, 17Google Groups, 17Ning, 17review sites, 17statistics from, 717TripAdvisor, 17wikis, 17–18Yahoo!, 17
comparative indicatorsbounce rate, 661, 719, 723conversion rate, 651, 701,
717, 727downloads, 718pages per view, 718sales and lead generation,
718times per visit, 719
comparative metricsA/B testing, 708–710advertising metrics for,
719–723clickstream analysis,
715–716clickstream URLs, 715click-through rate,
534–535, 712, 723Hubspot inbound
marketing report, 712key performance
indicators, 711, 717
55_9781118215524-bindex.indd 74555_9781118215524-bindex.indd 745 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies746
comparative metrics (continued)
keywords, 711owning domain names,
717referrers, 711social media by genre, 713social media with online
marketing, 723–724tagging links, 713–714for traffi c, 711unique users, 711upstream analysis, 715Urchintracking Module,
714URL builder for multiple
tags, 714what to compare, 711–712word of mouth, 724–725
composition, 512comScore, 147, 582, 598Constant Contact, 570, 618Consumer Electronics
Show, 561consumer relationship
management (CRM)business to business
geomarketing apps, 561lead monitoring software,
48return on investment,
47–49tracking software, 47
Contact Me, Facebook, 372content
blog strategy, 242–244for blogs, 233–234,
242–243defi ning, 223distribution tools, 111–117editing on Google+,
428–430evergreen, 252fi nding/sharing on social
media, 620–621
getting noticed, 235–236images as part of, 273marketing goals, 230–231news stories for social
news services, 208–210optimizing fi rst paragraph,
159platform, 231–232for podcasts, 234shareable, 358–359updating, 159–160using social networks, 236for video blog, 235
content distribution toolsHelloTxt, 112HootSuite, 112OnlyWire, 113Posterous Spaces, 113Postling, 113RSS, 114–117Seesmic Ping, 114TweetDeck, 114UberSocial, 114
content management systems (CMSs), 155, 161
content marketing, 231–233content sharing
overview, 671–672sites that integrate with
Google Analytics, 663–664, 670
tracking comments, 672–673
content-sharing metricsblog-specifi c, 673–675for Flickr, 678–679for Flickr Pro, 679getting website stats,
669–670hard and soft costs versus
income, 680interpreting website stats,
670–671for podcasts, 675–677
tracking comments, 672–673
website stats, 669–673contests
goals of, 643–644including in return on
investment analysis, 643–644
Social Media Eatery, 645conversion funnel
explained, 18–19stats, 19visualization, 661
conversion rateas business metric, 727comparative indicator, 717defi ning, 651, 701
conversions, 18copyright
for images, 274–275infringement, 97, 190for logos, 98notice, 102permission form, 97protection, 101–102and trademarks, 98watermark as protection,
469–470cost of customer
acquisition (CCA)as business metric, 40–43,
727comparison formula, 40lifetime customer value
for, 42–43spreadsheet for
calculating, 42cost of goods, 50coupon services
benefi ts of, 576, 580BizSaves, 575for business to business
marketing, 575for business to consumer
marketing, 574
55_9781118215524-bindex.indd 74655_9781118215524-bindex.indd 746 10/2/12 12:27 AM10/2/12 12:27 AM
Index 747
considerations regarding, 574–575
for customers, 574daily deals, 586–588depth of discounts,
576–577downsides of, 577–578,
580–581effect of competition on,
573–574extra offers, 579Facebook Offers, 588feedback, 581Google Offers, 588group coupon sites,
586–588Groupon, 573, 581–585guidelines for using, 577LivingSocial, 586loss benefi ts, 576measuring success, 579minuses, 580overview, 574pluses, 580promoting deals, 579RapidBuyr, 575sites for, 587social media metrics, 724taking charge, 577–578
CPA (cost-per-action), 721CPC (cost-per-click)
advertising metric, 721pay-per-click as, 721web-only metric, 721
CPM (cost per thousand impressions)
as advertising metric, 720with LinkedIn, 533
crawlers, 117, 146Creative Commons, 98, 190,
275CRM (consumer relationship
management)business to business
geomarketing apps, 561
lead monitoring software, 48
return on investment, 47–49
tracking software, 47Cross-Tab Marketing
Services, 558CTR (click-through rate)
for comparative metrics, 712
for e-mail newsletters, 723as key performance
indicator, 712overview, 534–535
customer acquisition, through social media, 22–23
Cvent, 370, 570cybersocial campaigns
building marketing team, 91–93
creating marketing policy, 93–96
dashboardcreating, 88–91including password for,
91delegating, 83establishing behavior
policy, 83evaluating calendar
software, 86introducing, 85managing schedule, 84–87problems with
fi nding, 733–734fi xing, 734–735
project management software
choosing, 85using, 84
protecting brand, 101–106respecting law, 96–101scheduling time, 84synchronizing calendars, 86
Ddaily deals. See coupon
servicesDalai Lama, 699dashboard
cybersocial campaignscreating, 88–91including password for,
91defi ning, 653Facebook Insights, 691foursquare, 562Google Analytics,
653–654HubSpot, 653–654for measuring key
performance indicators, 653–654
NetVibes, 88–89, 660purpose of, 88resources for, 89–90for social media
marketing, 88–91widgets for, 91
DealSavant.com, 43Delicious, 198–199demo-geographic resources
list of, 64PRIZM, 64
demographic resourcesAlexa, 62, 63, 67–68, 509Facebook Insights,
378–380Quantcast, 62, 63,
67–68, 509StatCounter Global Stats,
509demographic segmentation,
60–62Digg, 201–202, 618, 713Digg Digg plug-in, 480
55_9781118215524-bindex.indd 74755_9781118215524-bindex.indd 747 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies748
direct marketing techniques
identifying referrals, 726providing incentives, 726shortened URLs, 725
direct messages (DM), 290disaggregated components
chat rooms, 724e-mail, 724instant messaging, 724RSS feeds, 724social media metrics, 724third-party blogs, 724
disclosureKaty Widrick blog, 99, 101legal issues, 99–101
disclosure resources, 99–101
distribution servicesBusinessWire, 625marketwire.com, 625PR Newswire, 625PRWeb, 625Vocus, 625
DM (direct messages), 290domain names, 717downloads, tracking, 718Duke University Furke
School of Business, 538Dunkin’ Donuts, 594
EEarly Impact, 128EasyLunch, 14e-commerce
comparing social shopping services, 124
linkingBritish Corner Store use
of, 121–122to social media sites,
121–123
Payvment widget, 127–128ProductCart widget,
128–130requirements for
key performance indicators, 44–45
resources for selling, 127–131
using virtual storefront, 124
widgets for, 123, 127–131Ecumen, 159–160EdgeRank
content recommendations, 386–387
edge, meaning of, 383elements measured by,
384engaging fans, 384–385gauging response, 387–388optimum posting time, 385overview, 383–384
Edison Research, 617e-mail
fi nding followers, 618–620gaining subscribers, 618integration with social
media, 617–620newsletters
bounces, 723click-through rate for,
723landing pages for, 723measuring, 723open rate for, 723
sharing content, 620–621use of, 617–618
eMarketer, 144–145Endeavour Software Project
Management, 85engagement, 21
engagement ads (social banners), 637–638
Epinions, 99Etsy, 22EventBrite, 372, 570event-planning tools
Amiando, 570Constant Contact, 570Cvent, 370, 570Eventbrite, 372, 570
Expedia, 582
Ffab’rik Atlanta, 14–15Facebook
About page, 346, 356ad elements, 369advertising benefi ts,
368–369algorithm, 383analytic programs, 687apps for selling on,
370–371audience in 2012, 18channels
monitoring internal, 691–692
organic, 691paid, 691viral, 691
considerations about selling on, 370
contests, 373creating good content,
356–357, 386–388custom URL, 347event creation, 351–352following brands, 337–338as full network, 14as geographic resource, 62geomarketing with, 566
55_9781118215524-bindex.indd 74855_9781118215524-bindex.indd 748 10/2/12 12:27 AM10/2/12 12:27 AM
Index 749
Google Analytics integration, 664
Groupscreating, 374–375Pages versus, 374
growth of, 144iFrame, 635importance of sharing on,
357–358interaction on, 373,
384–385inviting friends, 348–349Likes, 337, 349–350liking brands on, 350–351Meetup integration, 567metrics, 687–693mobile version, 605NetworkedBlogs app, 359number of users, 1optimizing, 187–188overview, 383page elements, 339–342perks on, 374polls, 372–373posting time, 385–386quizzes, 373shareable content
qualities, 358–359small business use of, 12Sponsored Stories, 635Timeline features, 342traffi c data, 711Twitter
considerations regarding, 366–368
linking with, 322–323Facebook Apps, 371Facebook Beach Club
Game, 595Facebook Connect, 98
Facebook EdgeRankcontent recommendations,
386–387edge, meaning of, 383elements measured by,
384engaging fans, 384–385gauging response,
387–388optimum posting time,
385overview, 383–384
Facebook Insightsaudience analysis,
378–380monitoring comments,
690–691overview, 378Reach tab, 691–692results, 689–690tagging, 378–380targeted marketing, 378for traffi c data, 711using data from, 380–381,
688–689Facebook Insights for
Platform Applicationspurpose of, 692using, 692–693
Facebook Marketplace, 371Facebook metrics
comments monitoring, 690–691
engaged users, 690Insights, 688–690Insights for Platform
Applications, 692–693internal channels,
defi ning, 691–692reach, 690Talking About This, 690tracking channels,
691–692
Facebook Offers, 588Facebook Page
components of, 339–342goals for brand on,
354–355purpose of, 338–339
Facebook Places, 566Facebook Store, 371Facebook Timeline
Admin Panel, 340, 345–346apps, 371–372cover photo, 355features of, 342including items on,
355–356NetworkedBlogs, 365–366pinning content, 345purpose of, 339, 377setting up, 342–345sharing tweets on,
366–368Twitter app, 368
Facebook Wall, 341fair use, 97Fairmont Hotel & Resorts,
729–733FAQ Tab, Facebook, 371FarmVille, 24, 590, 593FatFinch.com, 675Federal Trade Commission
(FTC)product endorsement
ruling, 99–100social media content, 733social review sites used
by, 732tracking leads with, 47use of social media,
730–733Yahoo!, 86–87
feedback widgets, 132FeedDemon, 115
55_9781118215524-bindex.indd 74955_9781118215524-bindex.indd 749 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies750
feedsAtom, 117getting, 110–111RSS
cautions regarding, 115as content-distribution
tool, 114–117as disaggregated
components, 724icon, 114monitoring tools,
138–139overview, 114–115for public relations, 622resources, 116–117subscribing, 115
TwitterFeed, 313fi nancials, 652fi xed costs, 50Flash animations, 162Flickr, 167, 678–679Flickr Pro, 679Flurry, 706Follow Me on Pinterest
button, 480Follow Us buttons
(chicklets), 217–218, 246
Follow Us On functionality, 98
FollowFriday (#FF), 685following
on Facebook, 337–338on LinkedIn, 525newsletters, 618–619on Pinterest, 473–475on Twitter, 292–293
following to follower ratio, Twitter, 686
footers, 164Forbes, 582
formsSocial Media Marketing
Goals, 27–29Social Media Marketing
Plan, 77–80spreadsheet for
calculating cost of customer acquisition, 42
Forrester Researchconsumer profi le tool,
736–737State of Retailing Online
2009, 43forums, monitoring tools
for, 137–138FotoFlexer, 470foursquare
business tools, 563–564check-ins
Count-based, 563Frequency-based, 563Mayor, 563Wildcard, 563
creating account on, 562as geomarketing program,
557as location-based service,
557merchant dashboard, 562mobile sites, 609overview, 167, 561Page One Books, 564–565swarm, 561, 564
frames, 162freemium tools, 106Freerange Stock, 98FTC (Federal Trade
Commission)product endorsement
ruling, 99–100social media content, 733social review sites used
by, 732
tracking leads with, 47use of social media,
730–733Yahoo!, 86–87
full networksFacebook as, 14Google+ as, 14myYearbook as, 14
Ggaming
adding to social media page, 590
Adparlor, 593advertising
metrics for, 595overview, 593
Animal Rescue Site, 590creating games, 593demographics, 591–592developers of, 591Dunkin’ Donuts, 594FarmVille, 590integrating, 595marketing options with,
589–590overview, 589PlayFish, 590ProCap and Information
Solutions Group survey, 591–592
product as prop, 594product placement in,
589–590reaching audience for,
593–594SELF magazine “Workout
in the Park”, 589Social Gaming App
directory, 591virtual currency for,
593–594Zynga, 590
55_9781118215524-bindex.indd 75055_9781118215524-bindex.indd 750 10/2/12 12:27 AM10/2/12 12:27 AM
Index 751
GanttProject, 85geographic resources
Facebook as, 62LinkedIn as, 62Twitter as, 62
geographic segmentation, 62–64
geolocation services, 560geomarketing
audience for, 558in B2B, 561cash mobs for, 570–571considerations about,
559–560with Facebook, 566with foursquare, 561–565geolocation services for,
560with Google, 566Gowalla for, 557increasing use of, 558–559local optimization for, 558Loopt for, 557with Meetup, 567–568services for, 558–559tools for, 557with Tweetup, 568–569with Twitter, 566
Goodsie, 123Goo.gl, 659Google
algorithm, 158, 193audience for, 148calendar software, 86–87creating account, 395–396Google Social Media
Analytics, 663–664inbound link tracking, 169number of users, 144Page Rank algorithm,
169–170+1 in search, 422real-time results, 194semantic search, 158in top search engines, 147
Google AdSense, 632Google AdWords, 149Google Alerts, 134, 631Google Analytics
advantages of, 660–662Blogger integration, 717clickstream analysis for
sites, 715dashboard, 653–654for Google+, 696–699installing, 662integrating social media
data with, 663–664integration with
Facebook, 664integration with Meetup,
664integration with Ning,
664, 717measuring Twitter
referrals, 681–682Mobile menu, 704–705overview, 256, 653–654,
660resource URLs, 662Social Media section,
663–664, 681–682Social Value option,
701–702, 717tagging website pages, 662tracking campaign results,
714tracking inbound links
from Twitter, 681–682tracking outbound links,
716tracking website stats,
669–670traffi c comparison, 711use with storefronts, 45
Google Calendar, 86–87Google Event Tracking
Guideclickstream analysis, 716outbound links, 716
Google Images, 273Google Insights
affi nity groups, 69fi nding/sharing content,
621Google Keyword Search,
149–151Google Latitude, 566Google Links, 169Google Offers, 588Google PageRank, 170–171Google Social Search,
193–194Google Trends, 134, 192Google Webmaster Central,
169Google+
blocking users, 428buttons, 194Circles, 393
adding people to, 412blocking users, 428building, 413–414creating, 410–412defi ning, 409deleting, 428images, 425locating people, 413metrics for, 699posting privately,
416–417posting publicly, 416purpose of, 409sharing, 414–416sharing images, 425tagging, 417tracking, 699
commentsdeleting, 428moderating, 427–430
considerations before using, 392
creating accounts for, 395–396
55_9781118215524-bindex.indd 75155_9781118215524-bindex.indd 751 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies752
Google+ (continued)
engaging in conversations on, 430–431
features, 393–394as full network, 14hotkeys, 407metrics
Circles, 699Google Analytics,
697–698Google Social Analytics,
696–699Google+ Ripples, 698–699internal performance,
698+1 feature, 696–698plusya, 699
optimizing, 188–189, 193–194
overview, 391page, 401–404
adding HTML code to, 403, 409
adding managers to, 404–405
creating accounts for, 395–396
defi ning, 394formatting posts, 407managing notifi cations,
405–406navigating stream with
hotkeys, 407profi le, 399–404setting up, 396–398
+1 feature, 393, 421–422posts
bumping up, 394editing, 394, 428–430
profi leadding picture, 399–401customizing, 402–404editing, 401–402importance of, 399
reaching people via, 421–427
Share, 394sharing images
overview, 422–423uploading, 423–424via Circles, 425
sharing videos, 425–427as social-networking site,
110tagging, 394
Google+ for Business, 167Google+ Hangout
benefi ts, 433–434defi ning, 433versus Hangout on Air,
435–436hosting, 439–440setting up, 436–439sharing documents on,
440–442sharing screen on, 443
Google+ Hangout on Airdefi ning, 435Extended Circles versus
Public, 435versus Hangout, 435–436setting up, 438YouTube recording, 435
Google+ Local, 167Google+ Ripples, 698–699Google+ Tab, 372Gowalla
as geomarketing program, 557
as location-based service, 557
overview, 110GPS (Global Positioning
System), 17grandparents.com, 549gray-market link sites, 174GreenAirOnline, 627–628
Groupondemographics, 582Groupon Getaways, 582Groupon Goods, 582Groupon Now, 582independent surveys on,
583Jones Graduate School
of Business at Rice University survey, 583
versus LivingSocial, 586Meetup hook up, 568merchant attitude toward,
582–583overview, 573, 581–582share-this-deal, 582Vernon’s Steakhouse
experience with, 584–585
Gruen, Michael, 283guerrilla marketing, 60
Hh HTML header tag, 628hard costs, 680H.A.R.O. (“Help a Reporter
Out”), 266Harvard Business School
break-even analysis tool, 50
online calculator, 42hashtracking, 328headings, keywords in, 161HelloTxt, 112“Help a Reporter Out”
(H.A.R.O.), 266Ho, Cassey, 124–127HootSuite, 112, 313hotkeys, 407HotSpot Internet Marketing,
561HowSociable?, 134–135
55_9781118215524-bindex.indd 75255_9781118215524-bindex.indd 752 10/2/12 12:27 AM10/2/12 12:27 AM
Index 753
HTML, 168HTML5, 168hubsites, 25HubSpot
cost of lead generation, 32dashboard, 653–654inbound marketing
report, 712, 726Kuno Creative, 654sales analytics tool, 48–49survey on customer
acquisition, 22–23
IIAB (Interactive Advertising
Bureau), 637–638IADW (International
Assistance Dog Week) website, 665–667
Ice Rocket, 623images
benefi ts of sharing, 278–279
for blogs, 250–251captions, 423copyright for, 274–275Creative Commons, 98EdgeRank, 387Flickr, 678–679Google+
overview, 422–423sharing via Circles, 425uploading, 423–424
importance of, 273, 422–423
iStockphoto, 98as part of content
creation, 273permission form for use
of, 98, 274photo sharing sites, 277Pinterest
avoiding certain, 468–469photo-editing tools, 470
pinning, 466–467selecting, 467–468uploading profi le
images, 461–462saving techniques, 166search engine
optimization, 162sharing own, 278as social-content sharing
service, 14stock images, 276StockXCHNG, 98
impressions, 723inbound links
Alexa, 171–174display on social media,
176Google, 169link-checking tools,
171–172qualities of, 171resources for, 172–173search techniques,
173–174social sharing services
for, 175tagging, 713–714tracking, 174–175Twitter, 681–682
index concept, 512indexing, optimization
technique, 164–166infl uencers
identifying in business to business marketing, 71–72
identifying in business to consumer marketing, 71–72
Klout, 71–72, 134for online newsroom,
622–623for public relations,
622–623
information sharing siteswebinars as, 717wikis as, 717
Instagram, 110, 314, 553–555
integration with social media
benefi ts of, 615e-mail, 617–618fi nding/sharing content,
620–621Google Insights, 621Google Social Media
Analytics, 663–664Mylene Sheath newsletter,
619–620newsletters, 618–621paid advertising, 631–638press releases, 623public relations, 621–632The State of Marketing
2011, 616web metrics, 716–719website features, 642–645websites, 638–642
intellectual property (IP), 96, 101–102
Interactive Advertising Bureau (IAB), 637–638, 645
internal performance measurements, 651
International Assistance Dog Week (IADW), 665–667
Internet radio, 266–267Internet service providers
(ISPs), 166interstitials, 594IP (intellectual property),
96, 101–102IP addresses, 711iPad, 613–614ISPs (Internet service
providers), 166
55_9781118215524-bindex.indd 75355_9781118215524-bindex.indd 753 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies754
iStockphoto, 98ITBusinessEdge, 94iTunes
analytics for podcasts, 676–677
measuring popularity of, 676–677
JJanssen, Patricia, 33–35
KKeller Fay Group, 724–725key performance indicators
(KPIs). See also measuring and metrics
bounce rate as, 719categories to measure,
651–652click-through rate as, 712comparing content
performance, 708–709comparing using A/B
testing, 708conversion rate as,
717–718correlating with activity
timeline, 728for coupons, 724downloads as, 718e-commerce requirements
for, 44–45e-mail newsletters as, 723fi nancials as, 652importance of, 707–708keywords as, 711leads as, 652measuring, 651–653online metric resources,
709–710
pages per view as, 718press releases, 631referrers as, 711–712resources for tracking
social media by genre, 713
for sales, 44–47sales and lead generation
as, 718search marketing as, 652tagging links, 713–714time per visit as, 719traffi c as, 652, 711unique users as, 711using same measuring
tool on all sites, 708keywords
choosing, 148–149, 151–152
comparative metrics, 711hashtags using, 305as key performance
indicators, 711as links, 161metatags, 153–155for search engine
optimization, 148–152, 180
selection resources, 150–151
tag clouds, 152–153in tweets, 305
Khare, Phyllis, 337Kid-Friendly Deals, 582Klout, 71–72, 134Kodak, 463KPIs (key performance
indicators). See also measuring and metrics
bounce rate as, 719categories to measure,
651–652click-through rate as, 712
comparing content performance, 708–709
comparing using A/B testing, 708
conversion rate as, 717–718
correlating with activity timeline, 728
for coupons, 724downloads as, 718e-commerce requirements
for, 44–45e-mail newsletters as, 723fi nancials as, 652importance of, 707–708keywords as, 711leads as, 652measuring, 651–653online metric resources,
709–710pages per view as, 718press releases, 631referrers as, 711–712resources for tracking
social media by genre, 713
for sales, 44–47sales and lead generation
as, 718search marketing as, 652tagging links, 713–714time per visit as, 719traffi c as, 652, 711unique users as, 711using same measuring
tool on all sites, 708Kuno Creative (HubSpot
page), 654
Llanding pages, e-mail
newsletter, 723Last.fm, 619
55_9781118215524-bindex.indd 75455_9781118215524-bindex.indd 754 10/2/12 12:27 AM10/2/12 12:27 AM
Index 755
lead generationcomparative metrics,
717–718defi ning, 32HubSpot on cost of, 32as key performance
indicator, 718leads, 652Learned Evolution, 553legal issues, 96–101life-stage segmentation,
65–66lifetime customer value
as cost of customer acquisition, 42–43
online calculator for, 43Likes
on Facebook, 337, 349–350on Pinterest, 448, 490
Lincoln College Apprenticeships, 645
link farms, 174link juice, 199link-checking tools, 171–172LinkedIn
Admin tool, 522advertising
banners, 533business accounts, 534cost per thousand
impressions, 533interpreting results,
534–535pay per click, 533
appsBlog Link, 525Events, 525Polls, 524Slideshare, 525using, 524–525
becoming expert on, 532chicklets, 533
connectionsfi rst-degree, 518–519making, 518–520second-degree, 518–519third-degree, 518–519
cross posting, 523following companies on,
525as geographic resource, 62groups
joining, 527participating in, 525–527
joining, 520metrics, 701–704
conversion rate in, 701internal performance,
702–703Profi le Stats Pro, 704Social Value Report,
701–702tracking comments, 704tracking profi le views,
703networking on, 533optimizing, 190–191overview, 517performance metrics,
702–703ProEdit, 521Profi le Stats Pro, 704profi les
creating, 520–521editing, 522–523optimizing, 522tracking views, 703views of, 703–704writing, 521
promoting presence on, 532–533
purpose of, 518Quantcast statistics,
518–519questions on, 530–532
recommendationsaccepting, 524asking for, 524getting, 523–524sorting, 524
search engine optimization, 523
small business use of, 12tracking comments, 704URLs for, 526user demographics, 518users, 517Wild Apricot, 528–530
LinkedIn Answersanswering on, 531–532becoming expert on, 532overview, 530questioning on, 530–531
LinkedIn Today, 527links
for blogs, 248–249British Corner Store use
of, 121–122external, 169inbound
Alexa, 171–174display on social media,
176Google, 169link-checking tools,
171–172qualities of, 171resources for, 172–173search techniques,
173–174social sharing services
for, 175tagging, 713–714tracking, 174–175Twitter, 681–682
keywords used as, 161
55_9781118215524-bindex.indd 75555_9781118215524-bindex.indd 755 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies756
links (continued)
marketing through, 121–123
oGorgeous, 124–127to online third-party
stores, 22outbound, 177–179reciprocal, 169
Live Help, 372LivingSocial
demographics, 586versus Groupon, 586integration, 586overview, 586
LivingSocial Escapes, 586Local Harvest Cafe &
Catering, 581local search, 167Local Search Association,
144localization, 167location-based services
Facebook, 566foursquare, 557Google Latitude, 566Gowalla, 557Loopt, 557social mapping, 557Twitter, 566
logos, 98Loopt, 167, 557Los Rio Runners, 614loss leaders, 575lurking, 511Luxefi nds.com, 644
MMailChimp, 618Make it Yours page (BMW),
635Malibu Rum, 595MapQuest, 167
market segmentationaffi nity groups, 67–69for business to consumer
marketing, 60–69demographics, 60–62geographics, 62–64life stages, 65–66lifestyles, 66–67purpose of, 60subgroups for, 60
marketing goals, 27–30Marketing Sherpa, 47, 158,
629, 653marketing strategy
business to business marketing, 69–71
business to consumer marketing, 69
segmentation, 60–69Social Media Marketing
Plan worksheets, 77–80steps for, 81–82
marketwire.com, 625Martell Home Builders,
640–642Mashable, 96, 168measuring and metrics. See
also business metricsadvertising, 719–723baseline, 728–729blog statistics, 673–675business, 38–54comments, 672–673comparative, 719–723, 728content-sharing
blog-specifi c, 673–675for Flickr, 678–679for Flickr Pro, 679getting website stats,
669–670hard and soft costs
versus income, 680interpreting website
stats, 670–671
for podcasts, 675–677tracking comments,
672–673website stats, 669–673
defi ning, 707defi ning success, 652diagnosing social media
marketing problems with, 733–734
e-mail newsletters, 723Facebook, 687–693Google Analytics, 653–654Google+, 696–699higher-end analytical tool
benefi ts, 657–658image results on Flickr,
678–679key performance
indicatorsbounce rate as, 719categories to measure,
651–652click-through rate as, 712comparing content
performance, 708–709comparing using A/B
testing, 708conversion rate as,
717–718correlating with activity
timeline, 728for coupons, 724downloads as, 718e-commerce
requirements for, 44–45e-mail newsletters as,
723fi nancials as, 652importance of, 707–708keywords as, 711leads as, 652measuring, 651–653online metric resources,
709–710
55_9781118215524-bindex.indd 75655_9781118215524-bindex.indd 756 10/2/12 12:27 AM10/2/12 12:27 AM
Index 757
pages per view as, 718press releases, 631referrers as, 711–712resources for tracking
social media by genre, 713
for sales, 44–47sales and lead
generation as, 718search marketing as, 652tagging links, 713–714time per visit as, 719traffi c as, 652, 711unique users as, 711using same measuring
tool on all sites, 708layering activity timelines
with, 728LinkedIn, 701–704mobile, 612, 704–706versus monitoring, 651paid statistical analytics
tools, 656–657performance, 44, 53, 651Pinterest, 700–701podcast popularity,
676–677process of, 653–655quantitative data, 651Robert H. Smith School of
Business chart, 729–730social media
business measuring of, 653
coupon services, 724dashboard for, 653, 654disaggregated
components, 724e-mail newsletters, 723initial steps, 653measuring, 653online events, 724plug-ins, performance of,
695–696
press releases, 724product placement, 724URL shortening tool
statistics, 659–660social media chart,
729–730social plug-ins, 695–696statistical analytics tools,
655–656time delays affecting, 729Twitter, 681–686URL shortening tools,
659–670video success, 673–675website effectiveness,
670–672what to monitor, 728–729
media kit, 719, 722medium-specifi c metrics,
710Meetup
for estimating, 570Facebook integration, 567Google Analytics
integration, 664Groupon hook ups, 568organizing, 569–570overview, 567planning, 570popularity, 567–568tools for, 569Twitter geotagging, 570
metadata, 153meta-indices, 174metatags
page description, 156–157page title, 156Pennington Builders, 154,
156–157in search engine
optimization, 153–157use of, 153, 181to view, 154
microblogging, 119
micrositesLincoln College
Apprenticeships, 645overview, 645place in marketing effort,
717Microsoft, 148MilkMade Ice Cream,
513–515minor social networks
assessing value of for marketing plan, 508–510
choosing, 513–514research URLs, 507–508research using select
terms, 509researching, 506–510reviewing statistics about,
510supplementing marketing
with, 506target audience
monitoring in, 511–512Miracle-Gro, 589, 593Mission Minis Bakery, 581Mobify, 602mobile media
analytics resources, 706business to business
marketing, 609comScore survey, 598Google Analytics, 704–705marketing apps for,
607–609measuring success of, 612metrics
Apsalar report, 704–705measuring by platform,
704segmenting visitors, 704specifi c to mobile use,
706Mobify, 602
55_9781118215524-bindex.indd 75755_9781118215524-bindex.indd 757 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies758
mobile media (continued)
mobile device usage, 598–599
mobile websitescreating, 601–604tools for, 604
online activities using, 600–601
overview, 598reaching people with,
604–605Roxy Theater, 608smartphones
operating systems, 599usage of, 598–599user demographics, 600
tablets, 612–614Taos.org, 601–602
ModCloth, 212–215monitoring
frequency of, 650goal of, 132–133hashtags, 685versus measuring, 132, 651minor social networks,
511–512public relations, 631qualitative data, 650rationale for, 132search engine ranking,
194–195tools for, 684
Addictomatic, 133Alterian, 134for blogs and forums,
137–138choosing, 133–137described, 133–137fee-based, 140–141Google Alerts, 134Google Trends, 134HowSociable?, 134–135Klout, 134monitorThis, 135
Moreover, 135for qualitative data, 651for RSS, 138–139Social Mention, 135–136for social news, 138–139Trackur, 137Twitter, 139–140types of, 137–141WhosTalkin.com, 137Yahoo! Alerts, 134
monitorThis, 135Moreover, 135Mountain Springs Lake
Resort, 605–606, 701Mozilla Firefox Live
Bookmarks, 115Mozilla Sunbird, [email protected],
610–611Mylene Sheath newsletter,
619–620myYearbook, 14
Nnavigation link on splash
page, 163Nearby tweets, 566Neenah Paper, 54–57net profi t margin, 51Netcarnation Marketplace,
127NetVibes.com, 660Network World, 681NetworkedBlogs
confi rming installation options, 362
overview, 359–362posting to Timeline,
365–366publishing as tab, 363–365widget, 362
networkingcross-industry directories,
538–540LinkedIn, 533for search engine ranking,
538Twitter, 295–298
New Media Expo (board), 463
newslettersbounce rate, 723click-through rate for, 723compare metrics with
online, 723Constant Contact for, 618coupons and promotions,
723Digg for, 618disaggregated
components, 724fi nding followers for,
618–619integration with social
media, 618landing pages, 723MailChimp for, 618Mylene Sheath, 619online events, 724open rate of, 723press releases, 724product placement, 724Reddit for, 618
niche marketing, 60, 514, 545
Nielsen Claritas PRIZM, 64Nielson Company, 144, 612Ning
community-building services, 17
Google Analytics integration, 664, 717
nofollow tag, 183, 199
55_9781118215524-bindex.indd 75855_9781118215524-bindex.indd 758 10/2/12 12:27 AM10/2/12 12:27 AM
Index 759
Oobjectives, setting, 30–31offl ine marketing, 725oGorgeous, 124–127online community, 253OnlyWire, 112, 113, 117OpenProj, 85optimization
blog, 181–183Blogger, 184permalinks for postings,
184–185Facebook, 187–188Google+, 188–189, 193–194LinkedIn, 190–191,
522, 523for local market
mobile search, 167–169strategies for, 167
Pinterest, 189–190search engine, 25
bookmarking, 198–200cloud tags, 152–153fi rst-paragraph, 159–161goal of, 143, 145–146Google+, 193–194images, 273keyword importance,
148–149keyword placement,
159, 161keyword selection
resources, 150–151metatags, 153–157monitoring, 195multimedia, 185–186overview, 162–167page-level, 159–161pin descriptions,
486–487press releases and, 628real-time search, 191–192
reasons to use, 145, 420resources for, 158terminology, 146things to avoid in, 162–163top search engines,
146–147updating content,
159–161URL confi guration,
163–164social media, 143, 146,
180, 186–190defi ning, 157elements to avoid,
162–163external search engines,
735fi rst paragraph,
importance of, 159implementing links,
174–175inbound links, 169–174increasing links, 175–177increasing URL
readability, 163–164indexing, 164–166keyword placement, 161localizing, 167for mobile search,
167–169multimedia, 185–186reducing download time,
166resource pages, 177–179resources for, 158updating often, 159–161
Twitter, 186–187URLs, 163–164WordPress, 183
Other Sites Visited section, 510
outbound links, resource page for, 177–179
Ow.ly, 659
PPageRank
algorithm, 169–170installing, 170
pages per view, 718pages viewed, 718paid advertising
engagement ads, 637–638Facebook Sponsored
Stories, 635integration of, 631–638metrics for, 634, 719–722online resources for,
721–722self-service ads, 632–635social media sites
offering, 632–633Twitter Promoted
Products, 635–636Twitter Promoted Tweets,
635–637user-generated, 632–633
PaintShop Pro, 470Panalysis, 46passers-by, 512patents, 103PayPal, 22, 128pay-per-click (PPC), 146,
167, 533, 534–535Payvment, 127–128PDAs (personal digital
assistants), 597Pennington Builders, 154,
156–157performance metrics, 44, 53permalinks, 182, 184–185Pew Research Center,
66, 600PewInternet.org, 167Pezzi, Barbara, 730photo sharing sites, 277
55_9781118215524-bindex.indd 75955_9781118215524-bindex.indd 759 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies760
Photoshop Elements, 470pin, 447–448Pin It button, 194, 480Pinerly, 701Pingdom, 65Ping.fm, 117, 181, 552pinging
overview, 117–119, 148resources for, 118Twitter, 297
pinners, Pinterestdefi ning, 448locating effective, 487–488reasons for collaboration,
488pinning, Pinterest
images, 466–467overview, 466–467video, 470–472
Pinpuff, 488PinReach, 488, 701pins, Pinterest
adding prices to, 497–498commenting on, 491conversational, 472giving credit for, 492Likes, 490repins
defi ning, 448, 479measuring, 701steps for, 479
Pinterest@ symbol, 473adding prices to pins,
497–498best at driving sales,
495–496bookmarking with,
200–201building community on,
488–494creating accounts on,
451–453creating conversational
pins on, 472
creating group boards, 489–490
disclosing affi liates, 501disclosure rules, 500e-mail notifi cations,
459–461etiquette on, 492–493following on, 473–475gift guides, creating, 500Gifts link, 499Gifts section, 498–499home page, 454–456images
avoiding certain, 468–469choosing, 467–468uploading, 461–462
Kodak, 463Likes, 448, 490logging in, 453Luxefi nds.com, 644metrics, 488, 700–701
information about, 700–701
repins, importance of, 701optimizing, 189–190overview, 447–448page elements, 649–650pricing allowed on, 495product placement on,
496profi le page
creating, 456–459elements of, 456–457uploading profi le image,
461–462researching brands on,
449–450selling on, 496–497sharing, 477–481
considerations for, 478content considerations,
482–486descriptions for pins,
486examples of, 477–478
repinning, 479using share buttons,
480–481tagging on, 472–473terms, 448tracking referrals, 700–701users, 200–201via @debng, 492
Pinvolve, 372Pioneer Woman, 25The Pioneer Woman site, 25PitchEngine, 630Pixir Express, 470PlacePunch, 559platforms
bloggingBlogger, 13, 118, 184, 239,
717overview, 239–241WordPress, 13, 118, 183,
239, 717content, 231–232measuring mobile media
by, 704using Twitter with diverse,
304PlayFish, 590plug-ins
for blogs, 247–248performance of, 695–696for Twitter, 319–321
plusya.com, 699Podcast Advice, 676podcasting
analytics from iTunes, 676–677
audiencedetermining, 264–265increasing, 263–264
available on iTunes, 676considerations regarding,
259–260determining focus,
261–262
55_9781118215524-bindex.indd 76055_9781118215524-bindex.indd 760 10/2/12 12:27 AM10/2/12 12:27 AM
Index 761
including interviews, 265–266
increasing sales using, 262–263
versus Internet radio, 266–267
as marketing tool, 228metrics for, 676–677planning for, 234value of, 260–261
point of sales (POS), 44POS (point of sales), 44Posie’s Cafe, 581Posterous Spaces, 110, 113Postling, 113Poston, Leslie, 283Powell’s Books, 121, 123PPC (pay-per-click), 146,
167, 534–535PR Newswire, 625Preferred Market Solutions,
LLC, 626press releases
calendars for, 626content guidelines, 628–629disclosure issues, 627distribution services for,
625–626integration with social
media, 623–624new format for, 629–631online resources for,
624–625performance indicators,
631pitching to bloggers, 627Preferred Market
Solutions, 626search engine
optimization, 628using social news services
for, 627–628
using syndication tools for, 625
using tags for, 623ProCap and Information
Solutions Group survey, 591–592
product endorsement disclosures, 99–101
product placementhandling problems with,
739on Pinterest, 496social media metrics, 724
product trees, 45ProductCart, 128–130professional networks
LinkedIn as, 16Plaxo as, 16
Profi le Stats Pro, LlinkedIn tracking, 704
Profnet, 266Promoted Products, 566Promoted Tweets, 636–637PRWeb, 625psychographic (lifestyle)
segmentation, 66–67public relations
identifying infl uencers, 622–623
integrating with social media, 621–622
monitoring, 631online newsroom, setting
up, 622online resources for,
624–625posting on own sites, 625press release template,
630resources, 624–625search engine ranking,
622
standard press distribution sources, 625–626
using Blogger, 627using for marketing, 622using press releases,
628–631using RSS, 622using social news
services, 627–628
Qqualitative data, 650Quantcast
demographic resources, 62, 63, 67–68, 509
statistics for LinkedIn, 518–519
traffi c assessment, 19quantifying market
presence, 512quantitative data, 651
RRapidBuyr, 575Rapport Online, 41rate of return, 52reach (potential audience),
559, 722real-time social media, pros
and cons of coupons, 643
recommendation servicesDelicious as, 16StumbleUpon as, 16
Reddit, 618referrals
business to business marketing, 538
offl ine, 725–726
55_9781118215524-bindex.indd 76155_9781118215524-bindex.indd 761 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies762
referrerscomparative metrics, 711defi ning, 661as key performance
indicators, 711–712regulars, 512Related Searches, Google,
149repins, Pinterest
defi ning, 448, 479measuring, 701steps for, 479
return on investment (ROI)as business metric, 40calculating, 53–54consumer relationship
management, 47–49for contests, 643–644cost of customer
acquisition, 40–43defi ning, 31–32determining, 51–54determining formula, 51key performance
indicators, 44–46lead monitoring, 47–49percentage who measure,
727for press releases, 631Rapport Online study, 41as rate of return, 52using calculator for, 52using performance
metrics for, 53Retweet Rank, 684–685retweeting, Twitter
avoiding vanity retweet, 302
monitoring, 684–685tips for use in marketing,
302use in marketing, 302–303
review sites, as community-building services, 17
“Rise of Social Advertising” (pivot), 632
Robert H. Smith School of Business, 729
robots (bots), 146ROI (return on investment)
as business metric, 40calculating, 53–54consumer relationship
management, 47–49for contests, 643–644cost of customer
acquisition, 40–43defi ning, 31–32determining, 51–54determining formula, 51key performance
indicators, 44–46lead monitoring, 47–49percentage who measure,
727for press releases, 631Rapport Online study, 41as rate of return, 52using calculator for, 52using performance
metrics for, 53Roxy Theater, 608RSS (really simple
syndication) feeds, 552cautions regarding, 115as content-distribution
tool, 114–117as disaggregated
components, 724icon, 114monitoring tools, 138–139overview, 114–115for public relations, 622resources for, 116–117subscribing, 115
rump session, 568
Ssales analytics
break-even point calculation, 50–51
point of sales package, 44profi t margin, 51required data for, 44–45resources for calculating,
44–45tracking leads, 47–49
sales cycle, defi ned, 38ScienceStage.com, 540search engine marketing
(SEM), 146search engine optimization
(SEO)bookmarking, 198–200cloud tags, 152–153fi rst-paragraph, 159–161goal of, 143, 145–146Google+, 193–194images, 273keyword importance,
148–149keyword placement,
159, 161keyword selection
resources, 150–151metatags, 153–157monitoring, 195multimedia, 185–186overview, 25, 162–167page-level, 159–161pin descriptions, 486–487press releases and, 628real-time search, 191–192reasons to use, 145, 420resources for, 158terminology, 146things to avoid in, 162–163
55_9781118215524-bindex.indd 76255_9781118215524-bindex.indd 762 10/2/12 12:27 AM10/2/12 12:27 AM
Index 763
top search engines, 146–147
updating content, 159–161URL confi guration, 163–164
search engine rankingmonitoring, 194–195networking for, 538
search engine result pages (SERP), 143, 650
search enginesalgorithms in, 148audiences for, 148Bing, 147detestable content for, 162fi rst choice for local
business information, 144–145
Google, 147improving ranking in, 203LinkedIn, 523pinging, 117–119ranking services, 195real time, 191–193top, 146–147Yahoo!, 147
search marketing, 652search terms. See keywordsSeesmic Ping, 112, 114, 313SEM (search engine
marketing), 146semantic search, 158SEO (search engine
optimization)bookmarking, 198–200cloud tags, 152–153fi rst-paragraph, 159–161goal of, 143, 145–146Google+, 193–194images, 273keyword importance,
148–149
keyword placement, 159, 161
keyword selection resources, 150–151
metatags, 153–157monitoring, 195multimedia, 185–186overview, 25, 162–167page-level, 159–161pin descriptions, 486–487press releases and, 628real-time search, 191–192reasons to use, 145, 420resources for, 158terminology, 146things to avoid in,
162–163top search engines,
146–147updating content, 159–161URL confi guration,
163–164SERP (search engine result
pages), 143, 650server-side include (SSI),
164, 662service marks, 102Share button, LinkedIn, 532Share This functionality, 98,
617, 724Share This social share
plug-in, 480, 724sharing images, legal issues
about, 274–276Shop.org, 43SHRM (Society for
Human Resource Management), 727
SimilarSites.com, 71
Sims Social, 594sitemaps, 166six degrees of separation,
518SKUs (stock-keeping units),
44, 46small businesses, 12, 43smartphones
increasing use of, 167–168operating systems, 599usage of, 598–599user demographics, 600
SMO (social media optimization)
defi ning, 157elements to avoid,
162–163external search engines,
735fi rst paragraph,
importance of, 159implementing links,
174–175inbound links, 169–174increasing links, 175–177increasing URL
readability, 163–164indexing, 164–166keyword placement, 161localizing, 167for mobile search,
167–169multimedia, 185–186reducing download time,
166resource pages, 177–179resources for, 158updating often, 159–161
Snipshot, 470social banners
(engagement ads), 637–638
55_9781118215524-bindex.indd 76355_9781118215524-bindex.indd 763 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies764
social bookmarkingbenefi ts of, 202–203defi ning, 197monitoring tools for, 206promotion techniques for,
215–216researching, 204–205services for
benefi ts of, 202–203content appropriate for,
210–211defi ning, 16overview, 199–200recommendation
services as, 16social shopping services
as, 16specifi c applications for,
210–211submitting sites, 205,
207–208timing submissions for,
211–212social gaming
adding to social media page, 590
Adparlor, 593advertising
metrics for, 595overview, 593
Animal Rescue Site, 590creating games, 593demographics, 591–592developers of, 591Dunkin’ Donuts, 594FarmVille, 590integrating, 595marketing options with,
589–590overview, 589PlayFish, 590ProCap and Information
Solutions Group survey, 591–592
product as prop, 594product placement in,
589–590reaching audience for,
593–594SELF magazine “Workout
in the Park”, 589Social Gaming App
directory, 591virtual currency for,
593–594Zynga, 590
Social Gaming App directory, 591
social geolocation and meeting services
defi ning, 17foursquare, 17Global Positioning System,
17Loopt, 17
The Social Habit 2011, 617social mapping, 557Social Marketing Activity
Calendar, 175social marketing campaigns
building marketing team, 91–93
creating marketing policy, 93–96
dashboardcreating, 88–91including password for,
91delegating, 83establishing behavior
policy, 83evaluating calendar
software, 86introducing, 85managing schedule, 84–87problems with
fi nding, 733–734fi xing, 734–735
project management software
choosing, 85using, 84
protecting brand, 101–106respecting law, 96–101scheduling time, 84synchronizing calendars,
86social media
analytics tools, 658–659applying advertising
metrics, 723defi ning, 11integrating with web
metrics, 716–719plug-in performance,
695–696promoting Twitter chat
on, 330–331real-time search engines
for, 192recent developments in,
110research using term, 509small business use of, 12smartphones
increasing use of, 167–168
operating systems, 599usage of, 598–599user demographics, 600
strategies for sharing on, 420
tabletscomScore fi ndings,
612–613demographics, 613iPad apps for social
mobile services, 613–614
Los Rio Runners page, 614
55_9781118215524-bindex.indd 76455_9781118215524-bindex.indd 764 10/2/12 12:27 AM10/2/12 12:27 AM
Index 765
Nielson Company survey, 612
overview, 612tools for tracking, 110–111
Social Media Activity Calendar, 86
Social Media Analytics, 663–664
social media buttonsFollow Us, 217–218, 246purpose of, 217social sharing, 217–220,
676for blogs, 246–247defi ning, 241LinkedIn, 532Twitter, 319
social media channels. See social media services
social media dashboard resources, 89–90
Social Media Eatery (contest ideas), 645
social media integration, 615
social media marketingbenefi ts of, 18–23, 506
branding, 19building relationships, 20cost-effectiveness, 719improving business
processes, 20–21improving search engine
rankings, 21reaching market, 18–19saving on advertising, 23selling, 21–22
blogging, 224–228charting social media
accomplishments, 729–730
content-distribution tools, 111–117
conversion funnel model, 18–19
coupon services, 574–588defi ning, 13direct marketing
techniques for, 725–726downsides, 23–24Duke University Furke
School of Business, 538e-commerce tools,
121–131Fairmont Hotels, 730–733feeds, 110–1114P’s of, 734hashtags, 304hub sites, 25images, 278–279integration
e-mail, 617–621overview, 616–617websites, 638–642
links, 121–123local campaigns, 167–169as long-term commitment,
12, 20mobile media, 607–611mobile search, 168–169online marketing
comparison, 723–724as part of marketing plan,
24–26podcasting, 228problems
diagnosing, 733–734fi xing, 734–735with placement, 739with price, 738with product, 737–738with promotion, 739
prospective customers, 18referrals from offl ine
sources, 725–726resources for, 110–111
shortening URLs, 119–120social gaming, 589–595Social Media Marketing
Plan, 76–80solutions
adjusting expectations, 739–740
brainstorming, 740for channel-audience
mismatch, 735for low traffi c, 735for poor audience
engagement, 736–737for poor content,
735–736strategy for, 59–71team
choosing a director, 92–93
considering in-house personnel, 93
creating social media marketing policy, 93–96
hiring experts, 93identifying leadership
qualities, 92–93monitoring accounts, 92respecting privacy, 92seeking referrals, 93seeking skill diversity, 92
traditional strategies, 13, 726
Twitter, 283–286updating search engines,
117–119videoblogging, 229–230virtual storefronts, 124YouTube, 15
Social Media Marketing Goals form
instructions for, 29–32overview, 27–29
55_9781118215524-bindex.indd 76555_9781118215524-bindex.indd 765 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies766
social media marketing plancalendar software, 85–87cost estimation, 31customer relationship
management, 47–49dashboard for, 88–91developing, 26establishing policies,
93–96goals and objectives,
27–31, 39legal considerations,
96–101managing schedule, 84–87minor social sites, 506–510protecting brand, 101–106respecting privacy, 98revealing endorsements,
99–101steps for, 81–82target market, 30–31team creation, 91–93tracking leads, 47–50worksheets, 77–80
social media marketing policy
employee focus, 94issues addressed, 96Mashable list of policy
musts, 96principles of, 96resource sites for, 95sample policy, 94
social media metricsbusiness measuring of, 653coupon services, 724dashboard for, 653, 654disaggregated
components, 724e-mail newsletters, 723initial steps, 653measuring, 653online events, 724
plug-ins, performance of, 695–696
press releases, 724product placement, 724URL shortening tool
statistics, 659–660social media monitoring.
See monitoringsocial media optimization
(SMO)defi ning, 157elements to avoid,
162–163external search engines,
735fi rst paragraph,
importance of, 159implementing links,
174–175inbound links, 169–174increasing links, 175–177increasing URL readability,
163–164indexing, 164–166keyword placement, 161localizing, 167for mobile search, 167–169multimedia, 185–186reducing download time,
166resource pages, 177–179resources for, 158updating often, 159–161
social media servicesdefi ning, 13location search function,
62matching to goals, 30reconfi guring for mobile
devices, 604–606social media channels, 13social-content sharing
services, 13
types of, 13–17Web 2.0 compared with, 13
social media storefront solutions, 45–46
social media users, 512Social Mention, 136–137,
623, 631social networking services
defi ning, 14full networks, 14microblogging, 16professional networks, 16research into, 509selecting by industry, 541specialty networks as, 16
social news servicesbenefi ts of, 202–203content of stories for,
208–210Digg, 17monitoring tools, 138–139popular sites, 202Reddit, 17researching, 204–205versus social bookmarking
services, 201submitting sites, 208–210timing submissions for,
211–212social plug-ins, 695–696social shopping services
coupon servicesbenefi ts of, 576, 580BizSaves, 575for business to business
marketing, 575for business to
consumer marketing, 574
considerations regarding, 574–575
for customers, 574daily deals, 586–588
55_9781118215524-bindex.indd 76655_9781118215524-bindex.indd 766 10/2/12 12:27 AM10/2/12 12:27 AM
Index 767
depth of discounts, 576–577
downsides of, 577–578, 580–581
effect of competition on, 573–574
extra offers, 579Facebook Offers, 588feedback, 581Google Offers, 588group coupon sites,
586–588Groupon, 573, 581–585guidelines for using, 577LivingSocial, 586loss benefi ts, 576measuring success, 579minuses, 580overview, 574pluses, 580promoting deals, 579RapidBuyr, 575sites for, 587social media metrics, 724taking charge, 577–578
e-commerce compared to, 124
Kaboodle, 16ThisNext, 16
Social Value report, Google Analytics, 701–702
social-content sharing services
audio as, 14blogs as, 13defi ning, 13photos as, 14video as, 14
Society for Human Resource Management (SHRM), 727
soft costs, 680
SoundCloud, 22#SpeakChat, 333Spiceworks, 635spiders, 117, 146–147, 157,
163splash pages, 162–163SSI (server-side include),
164, 662Starting a Business page, 26StatCounter Global Stats,
509The State of Marketing 2011,
616State of Retailing Online
2009 (Forrester Research), 43
stickiness, 345stock-keeping units (SKUs),
44, 46StockXCHNG Exchange, 98strategic marketing, 27stratifi ed sites
activity, 550–551demographic and
geographic, 545–548explained, 537grandparents.com, 549industry, 541–544value for marketing in,
538–539stratifying, 537StumbleUpon, 194, 220, 713Stylehive, 22submitting sites to search
engines, 147Su.pr, 659, 682syndication tools
Ping-o-matic, 625RSS, 625Seesmic Ping, 625
syndicating, content postings, 540
TTabJuice, 130tablets
comScore fi ndings, 612–613
demographics, 613iPad apps for social
mobile services, 613–614
Los Rio Runners page, 614Nielson Company survey,
612overview, 612
tag cloud, 152–153Tag Cloud Generator, 153tagging
Google+ Circles, 417inbound links for tracking,
713–714Urchin Tracking Module,
714tags, 182, 185alt, 155h1, 182h3, 182nofollow, 183, 199overview, 152–153title, 156, 182
Talking About This, 690Taos.org, 601–603target market
analyzing activity of, 511–513
identifying, 30–31segmentation, 60–69
TechCrunch, 96Technorati, 151TechSling, 148Terms of Service (TOS), 267text speak, 285–286
55_9781118215524-bindex.indd 76755_9781118215524-bindex.indd 767 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies768
time, weighed by EdgeRank, 384
Timeline, FacebookAdmin Panel, 340, 345–346apps, 371–372cover photo, 355features of, 342including items on,
355–356NetworkedBlogs, 365–366pinning content, 345purpose of, 339, 377setting up, 342–345sharing tweets on,
366–368Twitter app, 368
Timely, 313times per visit, 719Tiny.ly, 659tips (sales leads), 518Toll Booth Saddle Shop
(website), 33–36Topsy, 623TOS (Terms of Service), 267trackbacks, 182, 249–250tracking
comments, 672–673, 704consumer relationship
management, 47downloads, 718Google Analytics
tracking campaign results, 714
tracking inbound links from Twitter, 681–682
tracking outbound links, 716
tracking website stats, 669–670
hashtracking, 328leads, 47–49profi le views, 703referrals, 681–682, 700–701
shortened URLs, 682social media, 110–111tagging inbound links,
713–714Trackur, 103, 137trademarks, 98, 102–103traffi c, 651, 711
Alexa, 19comparing on social sites,
711defi ning, 651, 711Facebook, 711Google Analytics, 711as key performance
indicators, 652, 711low, 735Quantcast, 19Twitter, 317–318
TravelLuggagePlus.com, 552
TripAdvisor, 99, 713Tumblr, 13TweetBeep, 314TweetChat, 313, 327–328TweetDeck, 110, 114, 313,
681tweets, Twitter
about brands in public, 298
defi ning, 18from mobile device,
314–315quantity of, 292–293use of, 18
TweetStats, 683tweetups, Twitter
defi ning, 306geotagging, 570organizing, 569–570overview, 568–569planning, 570tools for, 569using Meetup for
estimating, 570
twelpforce, 739Twitaholic, 71–72, 134Twitpic, 314Twitter
analytics programs for, 683–684
appsfor blog feeds, 313defi ning, 313for following, 297, 313for hashtag chats, 313mobile, 314
audience in 2012, 18auto-direct messaging, 290blocking, 303campaigns
determining types of followers, 303
diversifying platforms, 304
including discounts, 304including hashtag chats,
304minimizing selling, 304questioning, 304reaching out to
community, 304selecting content, 303sharing, 304
chatbenefi ts of, 325–326enticing guests to, 330fi nding guests for, 329formats, 329hashtags, 326–327hashtracking, 328numbered format for,
331–333popular ones, 333promoting, 330–331TweetChat, 327–328
chat management, 328–329
55_9781118215524-bindex.indd 76855_9781118215524-bindex.indd 768 10/2/12 12:27 AM10/2/12 12:27 AM
Index 769
creating campaign, 303–304
direct message analysis, 685
direct messaging, 301–302driving traffi c, 317–318effective communication
on, 286–287etiquette, 305–306, 367Facebook considerations,
322–323, 366–368fi nding followers, 295–296following-to-follower ratio,
686as geographic resource,
62geomarketing with, 566geotagging with, 566, 570hashtags
for measuring, 685versus @reply, 300–301using, 300–301
metrics for, 681–686for direct messages,
685–686following-to-follower
ratio, 686using #FF for, 685using hashtag for, 685using Twitter
applications, 683–684for website referrals,
681–682monitoring tools for,
139–140networking using, 295–298140 characters, 285–287optimizing, 186–187page customization
avatars, 312background, 310–311
images, 312key elements, 311–312sides, 312
professional communication on, 299–300
Promoted Products, 566Promoted Tweets,
636–637promoting brand on,
287–290promoting versus
spamming, 287reasons for marketing on,
283–285@reply use on, 296–298researching brands on,
291–292retweets
monitoring, 684–685overview, 302–303ranking, 684–685
searching using, 299share buttons, 319text speak, 285–286tracking referrals to
website, 681–682tracking shortened URLs
to site, 682tweetups, 306–307Twellowhood, 566twelpforce, 739users, 18
Twitter Nano, 566Twitter Web Intents Java
Script Events, 681TwitterCounter, 684TwitterFeed, 313TwitterGrader, 683TypePad, 13, 118
UUberSocial, 114Unica, 616United States Patent and
Trademark Offi ce, 103upstream analysis, 715Urchin Tracking Module
(UTM) (tagging links), 714
URLsFacebook, 347Google Analytics, 662LinkedIn, 526optimizing, 163–164researching minor social
networks, 507–508shortening tools
Bitly, 659–660Clicky-me, 659–660Goo.gl, 659Ow.ly, 659statistics, 659–660Su.pr, 659Tiny.ly, 659
snipping, 119–120tracking shortened links
from Twitter, 682UserVoice, 372UTM (Urchin Tracking
Module), 714
VVahl, Andrea, 337VALS (Values and Life
Styles), 67vanity retweets, Twitter,
302Vernon’s Steakhouse,
584–585vertical market social
networks, 541–544
55_9781118215524-bindex.indd 76955_9781118215524-bindex.indd 769 10/2/12 12:27 AM10/2/12 12:27 AM
Social Media Marketing All-in-One For Dummies770
Viddy, 426video blogging
as marketing tool, 229–230planning for, 235uses of, 230
videosin blogs, 267–268copying and pasting, 425hosting interviews,
270–271importance of for
EdgeRank, 387pinning, 470–472recording, 426–427social sharing of, 269–270as social-content sharing
services, 14stats from third-party
sites, 673–674uploading, 426–427viral, 268–269YouTube, 426–427
View Source, 154Vimeo, 675virtual storefronts, 123–124,
130–131Netcarnation, 127Netcarnation Marketplace,
127Vocus, 625
Wwaivers for use of photos, 98watermarks
as copyright protection, 469–470
defi ning, 469purpose of, 469–470
Web 2.0, 13
web analytics, 649web metrics
cost-per-click, 721importance of domain
names, 717integrating with social
media, 716–719key performance
indicators, 717web rings, 174website subdomains
blogs, 717communities, 717microsites, 716–717
weight, weighed by EdgeRank, 384
Wesst, 638–639White, Ana, 72–76white papers, 20Whole Foods, 448–449, 463WhosTalkin, 137, 623widgets
defi ning, 18, 91for e-commerce, 123,
127–131for feedback, 132for social media
dashboard, 91Widrick, Katy, 99–101Wikipedia, 740wikis, as community-
building service, 17Wild Apricot, 528–530Wishpond, 121word of mouth, 725wordle.net, 153WordPress
automatic pinging, 118JetPack for statistics, 717optimizing, 183software, 13
“Workout in the Park” (SELF magazine), 589
XXenu Link Sleuth, 166XML, 159
YYahoo!
audience for, 148calendar software, 86–87in top three search
engines, 147Yahoo! Ad Solutions, 632Yahoo! Alerts, 134Yahoo! Site Explorer, 166Yelp, 99, 566YETI Coolers, 14–15YouTube, 426–427
getting stats for video on, 673–675
Hangout on Air recorded on, 435
ZZelco, Kevin, 610–611Zynga, 110, 590
55_9781118215524-bindex.indd 77055_9781118215524-bindex.indd 770 10/2/12 12:27 AM10/2/12 12:27 AM