ISBN:
9781398612983
,
1398612987
Language:
English
Pages:
1 Online-Ressource (xvii, 204 pages)
Parallel Title:
Erscheint auch als Fowler, Jenny Li Organic social media
DDC:
302.23/1
Keywords:
Social media
;
Internet marketing
;
Online social networks
;
Communication
;
Internet in publicity
;
Médias sociaux
;
Marketing sur Internet
;
Réseaux sociaux (Internet)
;
Information
;
Internet dans la publicité
;
social media
Abstract:
"Organizations and institutions focused on community building have a built-in group of ambassadors who embrace their message and vision. Social media managers have a unique opportunity to lean into this loyalty by creating a social presence informed by this digital engagement. In Organic Social Media, Jenny Li Fowler outlines the important steps that social media managers need to take to enhance an organization's broader growth objectives. Fowler breaks down the important questions to help readers determine the best platforms to invest in, how they can streamline the approval process and other essential strategic steps to create an organic following on social platforms. Organic Social Media explains how to elevate the key growth objectives of a brand by creating or recreating its online presence. Early chapters walk readers through the planning phase, the process of strategic goal setting, platform selection, resource management and content discovery. Later chapters focus on executing these established plans and offer a strategic way to build a content calendar and track the success of social. With this book, social media managers will future-proof the online presence of any organization"--
Description / Table of Contents:
Intro -- Praise for Organic Social Media -- Title Page -- Copyright Page -- Dedication -- Contents -- About the author -- Preface -- Acknowledgments -- 01 Strategy Versus Tactics -- Signal versus Noise -- Confusing Tactics for Strategy -- Tactics Alone Won't Do It -- Strategy Should be Dynamic -- My 6Ms of Social Media -- The Mysterious Algorithm -- Voice and Tone -- Authenticity -- Create Content With Your Audience in Mind -- Key Takeaways -- 02 Social Media Goal-Setting -- Setting the Goals and Making Them SMART -- Let Your Goals Guide You -- Solve for People Not Numbers
Description / Table of Contents:
Goal Setting is Hard -- Key Takeaways -- Notes -- 03 Who is Your Audience? -- Chances Are, Your Audience Does Not Include Everyone -- A Quantitative Approach to Determining Your Audience -- A Qualitative Approach to Identifying Your Audience -- Ask Your Audience -- Give Your Audience a Chance to Find You -- Internal Versus External Audiences -- Your Social Media Following is Not Your Community -- Duplicate the Characteristics of Communities -- As You Build Your Audience, the Trolls Will Come -- Listening is a Form of Engagement -- Monitoring Social Media During a Crisis
Description / Table of Contents:
The Dangers of Catering to an Audience of One -- Key Takeaways -- Notes -- 04 Choosing the Right Platforms -- Be an Active Observer First -- Social Media Should Not Fall Under "Other Duties as Assigned" -- Not All Platforms Make It -- New Platforms Pain Point -- Find Your Audiences First -- International Platforms -- Understand How the Different Platforms Are Used -- The Newest Option is Not Always the Best Option -- How To Do a Content Audit -- Quality Over Quantity -- Record Your Progress -- It's Okay to Stop Using a Channel That is Not Working -- Social Media is Not Always the Answer
Description / Table of Contents:
Key Takeaways -- Notes -- 05 Content -- My Three Scrolls Rule -- Cross-Posting -- How Do I Know What's Working? -- Reuse and Recycle -- User-Generated Content -- Doing a Competitor Analysis -- Four Types of Organic Content That Drive Engagement -- Posting Pain Point -- The Process Doesn't End When You Hit "Publish" -- Key Takeaways -- Notes -- 06 The Posting Process -- Find Your Rhythm -- Building Bridges to Build Your Team -- Tag Your Content -- Be Ready for the Unpredictable -- Key Takeaways -- Notes -- 07 The Content Calendar -- What is a Content Calendar?
Description / Table of Contents:
Don't Sabotage Yourself With Perfectionism -- Cross-Department Collaboration -- Historic Knowledge -- Avoid Scheduling Too Far in Advance -- Key Takeaways -- Notes -- 08 What Metrics Should You be Tracking on Social Media? -- Organic Social Media Metrics -- Paying for Metrics -- Take Time to Discover What the Platforms Provide -- It's an Individual Quest -- Rinse and Repeat -- Connecting the Metrics to the Goals -- Find the Anecdotes -- Being in the Room Where the Decisions are Made -- Reporting -- Design Your Own Reports -- Key Takeaways -- 09 The Backup Plan -- Social Media Managers are Human
Note:
Includes bibliographical references and index
