Ultimate Guide to Social Media Marketing , livre ebook

Entrepreneur Press, Publisher
Cover Design: Andrew Welyczko
Production and Composition: Eliot House Productions
2020 by Entrepreneur Media, Inc.
All rights reserved.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed Entrepreneur Media Inc. Attn: Legal Department, 18061 Fitch, Irvine, CA 92614.
This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
Entrepreneur Press is a registered trademark of Entrepreneur Media, Inc.
ISBN 978-1-61308-432-8
Contents

Foreword by Andrew Pete, founders of andrewandpete.com
Preface
What to Expect in This Book
C HAPTER 1
The Power of Social Media
Being Social on Social Media
How Online Relationships Benefit Offline
C HAPTER 2
Understand Today s Social Networks
Facebook
LinkedIn
YouTube
Instagram
Twitter
WhatsApp
Pinterest
Snapchat
Reddit
TikTok
C HAPTER 3
The Roles of Social Media and Content Marketing
Social Sharing
Authority Building
Broadcast Teaching
Influencer Marketing
Dark Social Media
Paid Social Media
At the End of the Day
C HAPTER 4
Craft Your Social Media Strategy
Determine Your Strengths
Determine Your Assets
Determine Your Goals
Determine Your Plan
C HAPTER 5
Understand Today s Format Types
Graphic Requirements
Photos in Your Posts
Social Network Icon Rules
Video Requirements
Link Requirements
C HAPTER 6
Create Images for Social Media
Determine Image Criteria
How to Find Great Images
Social Media Imagery Best Practices
Recommended Tools
C HAPTER 7
Create Video for Social Media
Why Video Is Effective
Publishing and Broadcasting Social Video
Live Video Tactics
Recorded Video Tactics
Short vs. Long Videos
Video Gear
Video Best Practices
C HAPTER 8
Leverage Chatbots and Automation
Chatbots Defined
How to Start Your First Chatbot
C HAPTER 9
Leverage Paid Social Media
Google Ads
Facebook Ads
The Power of Search Remarketing
Other Platforms
Wrapping Up
C HAPTER 10
Leverage Influencer Marketing
What Influencer Marketing Really Means
How to Identify Influencers to Work With
How to Spark Relationships
How to Work with Influencers
Influencer Marketing Administrative Details
What Influencer Marketing Success Looks Like
C HAPTER 11
Repurpose and Reuse Social Content
Technique 1: Live Video
Technique 2: User-Generated Content
Technique 3: Embedded Social Media Posts
Technique 4: Turn Discussions Into Blog Posts
Technique 5: Ask Questions
C HAPTER 12
Build Your Marketing Team
Internal vs. External Team
Team Roles
Assembling Your Team
Team Documentation and Support
Recommended Tools
C HAPTER 13
Measure Success
Understanding Analytics
Qualitative Metrics
Quantitative Metrics
Tools
What s Next
C HAPTER 14
Adapt to a Changing Medium
Follow the Path
Take a Beat
Have a Go
Get on Board
Correct the Course
A PPENDIX
Resources
Editing Images
Social Media Blogs and Bloggers
Social Media Communities
Social Media Management Tools
Sourcing Images
For More Reading
Glossary
About the Authors
Eric Butow
Jenn Herman
Stephanie Liu
Amanda Robinson
Mike Allton
Index
Foreword
by Andrew Pete, founders of andrewandpete.com

G uess what. Social media isn t the new way to market your business. Nope, it s not.
In fact, calling social media the new way to market your business is like saying Amazon is the new way to buy your Christmas presents, or even better, that Maroon 5 is this new up-and-coming band that is going to be huge.
Want to feel old?
Did you know Maroon 5 won the Grammy for Best New Artist the same year Facebook launched? Bonus points if you know the year.
Social media isn t new; marketing your business on social media isn t new. This isn t a fad-it s here to stay.
In 2019 we walked onto a stage in front of 5,000 of our peers.
The stage was at Social Media Marketing World 2019 in San Diego, the world s largest social media marketing conference. We were the closing keynote on day one. Before a backdrop of palm trees and surfboards, we told the audience all about social media marketing success stories and how businesses and brands are thriving online, like fitness guru Joe Wicks, who now has more than 100,000 customers, thanks to the power of social media.
Or what about the UK TV show Love Island , which went from a failed concept to the country s most watched digital TV program in 2018, thanks to the show s savvy use of social media marketing.
Every day we see brands like Burger King, Spotify, Wendy s, and Charmin, to name a few, connect with their customers in new and inventive ways that get them trending, while other brands like JD Wetherspoon and Lush get roasted for failing to talk to their customers on social platforms.
So whether you re a big brand, a small business, a TV show, or a blogger, social media can t be ignored.
But social media can be a few other things, too:
It can be like your last relationship complicated.
It can be like your in-laws a little hard to bear sometimes.
It can be like the Kardashians hard to keep up with and remember who s who.
It can be like your favorite TV show that got canceled on a cliffhanger Really. Blooming. Annoying.
Because here s the thing: Social media isn t new, but in a lot of ways it is. Social media is a little Maroon 5 mixed with a little Billie Eilish. It s old and it s new-all at the same time.
Because although a lot of the social media platforms have been around for what seems like forever, the features, capabilities, and what you can achieve with social media change on a daily basis.
So that s why it s good that you have this book, because as the title suggests, this is the Ultimate Guide to Social Media Marketing (it s best if you say that in your head in a really epic voice, with an emphasis on the ULTIMATE ).
If you want to know how to grow your business, using the not-so-new-but-still-ever-changing social media landscape, then this book is for you.
If you don t like writing in the margins of a fresh-smelling book, we recommend grabbing a new notebook, buckling yourself in, and getting ready.
EPIC VOICE TIME: This is the ULTIMATE Guide to Social Media Marketing.
Enjoy.
P.S. It was 2004. There s no prize, but fist-bump if you got it right.
Preface

T rying to keep up with all the changes in every social network within a printed book is as futile as going to the ocean and keeping the waves back with a broom. To float on with this metaphor, it may seem as if the number of social media marketing services is so vast that if you use all of them, they ll wash over you and drown your business.
Ultimate Guide to Social Media Marketing takes a different approach by showing you how to decide which social media platforms are right for you and use them strategically to drive more customers to your business.
You re not the only one who thinks social media is vital to the success of your business. Buffer s State of Social 2019 survey reported that 89 percent of company marketers say social media is very or somewhat important to them. Seventy-three percent of respondents also said that social media marketing is somewhat or very effective for their business.
What s more, a March 21, 2019, study by business website The Manifest, How Small Businesses Use Digital Marketing Channels in 2019, showed that 73 percent of small businesses invest in social media marketing, which is tied with websites as the top digital marketing channels for small businesses.
According to the Buffer survey, only 49.1 percent of companies have a documented social media strategy. If your company is part of this 49.1 percent, this book will help you refine your strategy so you can get even more business. If your company is part of the 50.9 percent that don t have a social media marketing strategy, we ll help you put one together.
WHAT TO EXPECT IN THIS BOOK
Here s a high-level overview of what we ll cover in this book:
Why businesses need to embrace social media marketing . To the casual user, social networks are about connecting with friends and keeping up with today s latest trends and trending topics. In business, however, you need a strong sense of how social media marketing fits into your overall marketing strategy, especially the roles of content and email.
Understanding today s social networks, from big ones like Facebook and YouTube to emerging platforms . You need to know the nature of each social network, including the types of content that can be shared, how audiences are grown, and what the typical demographic is. Once you know the nature of different social networks, y