The Complete Social Media Community Manager's Guide: Essential Tools and Tactics for Business Success

ch. 1 The Social Media Community Manager's Role Be There or Beware! Social Media: The "Always On" Channel The Art of Vigilant Monitoring and Engaging The New Marketing Mash-up Player Eyes, Ears and Brand Representation Attaining Social Prominence Impact on Search Engine Optimization Social Advertising Partner Public Relations Team Member Data-Driven Community Outreach: The Holy Grail The Demographic Research Ethic Making More of the Right Friends Modern Community Building Key Performance Indicators Determining Brand Voice: Who Are We? Why Are We Here? Determining Your "Person" Choosing an Appropriate Avatar Unified Brand Presence Multiple Brand Representatives Understanding Social ROI K.I.S.S. Social Media KPI Chart Social Media and Attribution Social as a Subscription Channel Setting Realistic Social Media Marketing Goals Building a Kick-Ass Social Media Marketing Plan Contents: ch. 2 Timeless Tenets of Non-Gratuitous Social Behavior The "Know Me, Love Me" Standard Importance of Unrestricted Outreach Participating in Facebook on Behalf of a Brand Know Me, Love Me Examples Conversation-Seeding Engagement Tactics "Thank You" and Other Magnanimous Gestures Asking Questions Sharing Third-Party Content with Value-Added Rebroadcast Vanity Baiting Synergistic Publishers Awards Tempered Shout-Outs and Righteous-Indignation Callouts Reviews Boots-on-the-Ground Personal Journalism Live Coverage Interviews Guest Posts Self-Promotion without Spamming Giving and the Art of Non-Salesy Sales Tactics Mashing Online CM with On/Offline Events 13 Utterly Annoying Behaviors to Avoid ch. 3 Hit the Ground Running! First-Step Essentials Selling Your Boss: A Sample CM SOW/Budget Request Attaining Interdepartmental Stakeholder Buy-In Installing Profile Management Tools Contents: TweetDeck Seesmic HootSuite SocialEngage Involver Sprout Social Buffer A Word about Automation The Galactic Guide to Social Media Channels ch. 4 Content, Reputation, and Hardcore Listening Hacks The Importance of Content Publishing Content on Websites You Own Importance of Owning Your Content Tactics to Own the Benefits of Buzz and Engagement Leveraging an Editorial Calendar Editorial Calendar Template Why Personal Dashboards Rule Outlook and Applying Business Rules to Feed Objects Building RSS Dashboards Powered by Business Rules Outlook Dashboard Building Tutorial Choosing Your First Feed Adding the Feed to Outlook Set Send/Receive Interval, Speed as a Variable Alert! First Business Rule: Filter and Forward OK, Now You're Listening Rule: Marking as Read Rule: Filing Objects Import/Export Sourcing Feeds Using Mozenda Data Extraction (Scraping) Tools Contents: Firehose and Filter vs. Prefiltering ch. 5 Finding Themed Conversations: The Superior CM's Edge Best-Content-on-the-Block Sharing Importance of Sharing Bucketing Content for Sharing Great Conversations and Desirable Users Defined Joining Mainstream Conversations Mapping Relevant Search Keywords to Conversations Psychographic Research Using Facebook Targeting Whole B2C and B2B Customers with Footprints Limitations of "In-Community" Search Tools Mining Deep "Site:" Operator Search Niche Topical Communities Groups, Directories, and Other Human Congregation Points The "WeFollow" Directory Model Google Search and Chrome: The CM's Secret Weapons International, Multilingual, and Translation Hacks Evaluating Buzz Detection (Listening) Tools Basic Features Advanced Features ch. 6 Dominate with Paid Organic Amplification Friend-of-Friend Visibility Social Ads vs. FoFv Ads Contents: DIY Facebook Ads and Sponsored Stories Facebook Ads Page Like Sponsored Story Page Post Like Sponsored Story Twitter Ads DIY: Promoted Tweets DIY: Promoted Accounts Promoted Trends Political Ads YouTube TrueView InStream TrueView InSlate TrueView InSearch TrueView InDisplay CTA Overlay Ad LinkedIn Ads Other Channels Put It All Together! Anatomy of a Multichannel Content Release Advanced Cross-Channel Paid and Retargeting Mashups Adding to Editorial Calendar ch. 7 Community Crisis Management Having a Crisis Plan in Advance Defining Social and Legal "Safety" and "Doomsday" Keywords Doomsday Keyword Master List Establishing a Code of Conduct Crafting a Crisis Protocol and Hierarchy of Contingent Responsibilities Distinguishing a Crisis from a Conflict Instability and Uncertainty New Issues Inciting Change in Opinion of the Masses Contents: Potential to Affect a Large Portion of Target Audience High-Level Assessment Questions Social Community Triage: Do's and Don'ts Discerning the Intent Removing Comments and Banning Fans Repeat After Me: Not All Negativity Is Bad When Is Removing Comments Okay? When Is Banning a Community Member Legit? The Community Manager's Conflict Playbook Sample Issue #1: Bad Online Experience Sample Issue #2: Bad Offline Experience Sample Issue #3: Promotion Gone Wrong Sample Issue #4: Talkin' Smack About Your Brand Sample Issue #5: Brand Product Kills Someone Damage Control: Turning Lemons into Lemonade Additional Strategies for Lowering Your Blood Pressure Be in Charge! It's Your Community Fight Fire with Water, Not Fire Take It Offline, ASAP! When in Doubt, Don't React ch. 8 Measuring Success! State-of-the-Art Social Metrics Mainstream Channel-Native Analytics Facebook LinkedIn Twitter Contents: Google Analytics Classic Google Analytics Google Analytics Real Time for Content Releases Google Analytics and Social Analytics Free (and Handy) Utilities Social Mention Klout Inexpensive Winners EdgeRank Checker Woopra Raven Tools Other Inexpensive Tools Enterprise Management Tools Evaluating Tools: A Checklist for Deciding What You Need Measuring Who's in Your Facebook Community Appendix A Social Media Community Manager Job Description Creating a CM Job Description Finding Qualified Candidates Social Ads to Recruit Social Employees College Advertising and PR Clubs Industry Communities Qualifying Social Media Experience Essential Duties and Responsibilities Salary-Setting Resources Appendix B The Big List of Community Management Tools and Analytics Ads Managers and Research Tools Blog Comment Management Tools Content Aggregation and Curation Contents: Content Publication Image Libraries and Editing Tools Monitoring and Reporting Pinterest Scraping and Streamlining Feeds Social Dashboards Scheduling and Holistic Automation Site Research and Brand Name Verification Social Follower Directories and Managers Social Influence Social Sharing Widgets Bonus! Online Marketing Publications Appendix C 72 Must-Follow Online Marketing Geniuses.