Social Media Strategies

ISBN-13: 9780470633106 / Angielski / Twarda / 2010 / 368 str.

Michelle Golden;¬Abar;¬Abar

Opis

Expert advice on growing your professional service firm or individual practice through social media Showing professionals and their marketers how to accomplish familiar marketing tactics in newer, ways, Social Media for Professionals and Their Firms takes you step by step in putting social media to work for your professional practice. Whether you want to build your own on-line reputation, or are ready to explore new media for corporate marketing and communications, this book is the definitive guide for your strategic approach.

• Explores why the fastest and most leveragable way to expand relationships today is through the Internet
• Provides step-by-step approaches to successful professional blogging
• Discusses high-level strategies for effectively using Twitter, LinkedIn, Facebook, and bookmarking sites
• Includes pitfalls and success stories featuring notable social media trailblazers

Timely and practical, this book shows you why new media is rapidly becoming the core way for professionals to reach their audiences. Whether your firm provides legal, accounting, financial planning, architecture, consultancy, or other services, Social Media Strategies for Professionals and Their Firms will show you ways to better reach and communicate with your customers.

Spis treści

Foreword.

Introduction.

How to Use this Book.

Acknowledgments.

PART I WHAT.

What Firms Need to Know about Social Media.

CHAPTER 1 Defi ning and Understanding Social Media .

CHAPTER 2 Social Media Policies and Guidelines: Rules of Engagement.

CHAPTER 3 Comparing Today s Most Popular Social Media.

PART II WHY.

The Why behind Using Social Media.

CHAPTER 4 Finding Business Purpose in Social Media.

CHAPTER 5 Strategy Begins with Who .

CHAPTER 6 Integrated Marketing Tactics.

CHAPTER 7 Case Studies and Examples.

PART III HOW.

How to Set up and Use the Tools.

CHAPTER 8 LinkedIn.

CHAPTER 9 Twitter.

CHAPTER 10 Facebook.

CHAPTER 11 Self–Publishing with Blogs.

PART IV TIPS.

Tips to Being Effective Online.

CHAPTER 12 Writing for the Web.

CHAPTER 13 Social Media Etiquette.

CHAPTER 14 Best Practices.

Notes.

Glossary.

About the Author.

Index.

O autorze

Michelle Golden is the recognized leader and influencer in social media use and strategy in the CPA space. Accounting Today named her one of the ten most powerful women in accounting, specifically citing Golden as "a thought leader on social media." Golden has been the catalyst behind blogging in the accounting profession. Of the first twenty CPA blogs, she built and/or trained the CPAs for twelve. Of the current 113 CPA blogs, she has built or directly influenced at least one third of them.

Blurb

Praise for Social Media Strategies for Professionals and Their Firms

"Golden provides a terrific guide to the world of social media, providing concrete specifics and market–tested advice."
David Maister, author of True Professionalism and coauthor ofThe Trusted Advisor

"Many professionals think social media is only for marketing consumer products. Nonsense. When marketing an intangible idea, tools like blogs and Twitter are essential for success. I′ve been following Michelle Golden for years. This book, a collection of her best ideas, is a gift that will help you grow your business in today′s always–on world."
David Meerman Scott, bestselling author of The New Rules of Marketing and PR

"I wish there was a book like this when I started in social media. When your product is your knowledge and you actively share bits of it and your point of view online, people who engage in this material want to learn more, eagerly share it, and ultimately hire you. Fifteen years ago, this kind of ′content marketing′ wouldn′t be possible. Michelle shows you exactly how to craft your unique message, use the tools, and integrate social media with your current marketing."
Joe Pulizzi, coauthor of Get Content Get Customers and founder, Content Marketing Institute

"You don′t need social media ′gurus′ today as much as you need social media navigators. Michelle Golden′s book provides turn–by–turn GPS navigation for creating and maintaining your social media presence. Chock–full of practical instructions, experienced big–picture perspectives, and wise and welcome common sense, this book is the companion you want at your side as you sail the rapidly changing seas of social media."
Dennis Kennedy, lawyer, ABA Journal technology columnist, and bloggingpioneer, www.denniskennedy.com/blog

"Today′s professionals constantly hear that they ′have to be′ part of the bewildering and always–changing social media landscape, but rarely does anyone tell them how or why. Michelle′s book answers these two critical questions. This comprehensive, one–stop resource clears away the clutter and gives readers practical, principled, reliable guidance towards a mastery of social media and the benefits it can provide."
Jordan Furlong, Partner, Edge International and Publisher, law21.ca

"A firm without this social media toolkit is like a motorist without a spare or AAA."
Bill Carlino, Editor in Chief, Accounting Today