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Thursday, August 25, 2011

Twitter Marketing an Hour a Day






Contents
Foreword xix
Introduction xxi
Part I Get to Know Twitter 1
Chapter 1 Understand Twitter 3
Twitter History and Definitions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Twitter’s Technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Twitter’s Rapid Ascent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Twitter’s Financial Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
What Makes Tweeps Tick? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Twitter’s Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Chapter 2 Who’s Using Twitter for What? 39
Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Individual Users . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Bots, Games, and Memes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
Small and Home-Based Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Not-for-Profits: Charities, Causes, the Arts, Houses of
Worship, and Associations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
Academia and Higher Education . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Government . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
Marketing, Advertising, Public Relations, and
Communications Professionals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
Media Outlets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
Sports and Entertainment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
Corporations and Brands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85
Chapter 3 Twitter, the Multipurpose Platform 87
What Twitter Can Accomplish . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
Key Questions to Consider for Branding . . . . . . . . . . . . . . . . . . . . . . 119
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
Part II Month 1: Master Twitter Fundamentals 127
Chapter 4 Week 1: Get on Twitter 129
Monday: Create an Account . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
Tuesday: Find People to Follow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147
Wednesday: Learn Twitter Lingo . . . . . . . . . . . . . . . . . . . . . . . . . . . 153
Thursday: Access Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161
Friday: From Lurking to Leaping . . . . . . . . . . . . . . . . . . . . . . . . . . . 163
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167
Chapter 5 Week 2: Find and Attract Followers 169
Followers and Following . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170
Monday: Use Basic Search to Find Followers . . . . . . . . . . . . . . . . . . 173
Tuesday: Add New Friends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179
Wednesday: Attract Followers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 185
Thursday: Syndicate Your Tweet Content . . . . . . . . . . . . . . . . . . . . . 195
Friday: Tools to Help Build and Manage Followers . . . . . . . . . . . . . . 197
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 203
Chapter 6 Week 3: Use Twitter Search and Other Tools to Improve Your Experience 205
Search and Other Tools for Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . 206
Monday: Master Twitter Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . 206
Tuesday: Use Tools to Enrich Your Tweets . . . . . . . . . . . . . . . . . . . . 215
Wednesday: Analyze Your Twitter Activity . . . . . . . . . . . . . . . . . . . . 227
Thursday: Experiment with Other Useful Twitter Tools . . . . . . . . . . 236
Friday: Fun with Twitter Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 246
Chapter 7 Week 4: Track and Monitor What Twitter Generates for You 247
Twitter Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248
Monday: Understand What to Track and How to Review It . . . . . . . 248
Tuesday: Alerts—Simple Tracking Tools . . . . . . . . . . . . . . . . . . . . . . 255
Wednesday: Advanced Tracking Tools . . . . . . . . . . . . . . . . . . . . . . . 260
Thursday: Compile Tracking Data . . . . . . . . . . . . . . . . . . . . . . . . . . 267
Friday: Review, Analyze, and Respond to Tracking Data . . . . . . . . . 270
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 275
Part III Month 2: Develop and Launch Your Strategic Plan 277
Chapter 8 Week 5: Develop a Successful Twitter Strategy 279
Monday: Study Brands Succeeding with Twitter . . . . . . . . . . . . . . . . 280
Tuesday: Different Approaches to Develop Your Strategy . . . . . . . . . 292
Wednesday: Study Strategies for Market Verticals . . . . . . . . . . . . . . 296
Thursday: Twitter’s Role in Your Overall Marketing Strategy . . . . . 302
Friday: Avoid Pitfalls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 303
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 307
Chapter 9 Week 6: Establish Goals and Get Corporate Buy-In 309
Monday: Establish Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 310
Tuesday: Measure and Report Upon Your Objectives . . . . . . . . . . . . 314
Wednesday: Determine Tweet Topics . . . . . . . . . . . . . . . . . . . . . . . . 317
Thursday: Assign Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 322
Friday: Get Company Buy-In . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 325
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 328
Chapter 10 Week 7: Get Your Brand Started on Twitter 329
Monday: Claim Your Brand’s Twitter Name . . . . . . . . . . . . . . . . . . . 330
Tuesday: Set Up Your Brand’s Profile . . . . . . . . . . . . . . . . . . . . . . . . 335
Wednesday: Your First Brand Tweets . . . . . . . . . . . . . . . . . . . . . . . . 342
Thursday: Engage Your Brand’s Followers . . . . . . . . . . . . . . . . . . . . 347
Friday: Summarize Best Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . 352
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 355
Chapter 11 Week 8: Monitor, Measure, and Valuate 357
Monday: Review Your Twitter Stats . . . . . . . . . . . . . . . . . . . . . . . . . 358
Tuesday: Analyze Your Website Traffic . . . . . . . . . . . . . . . . . . . . . . . 362
Wednesday: Analyze Actions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 366
Thursday: Valuate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 370
Friday: Review Case Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 372
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 378
Part IV Month 3: Maintain Your Twitter Presence 379
Chapter 12 Week 9: Institutionalize Maintenance 381
Monday: Hold Weekly Meetings . . . . . . . . . . . . . . . . . . . . . . . . . . . . 382
Tuesday: Implement Weekly Action Plan . . . . . . . . . . . . . . . . . . . . . . 386
Wednesday: Oversee Production Requirements . . . . . . . . . . . . . . . . . 388
Thursday: Prepare Documentation . . . . . . . . . . . . . . . . . . . . . . . . . . 390
Friday: Deliver Results to Management . . . . . . . . . . . . . . . . . . . . . . . 391
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 393
Chapter 13 Week 10: Prepare for Crisis Management 395
The Reality of Twitter Crises . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 396
Monday: List Potential Crises . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 401
Tuesday: Create a Fire Drill . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 403
Wednesday: Write a Twitter Crisis Management Action Plan . . . . . . 406
Thursday: Know How to Really Say “I’m Sorry” . . . . . . . . . . . . . . . 408
Friday: Distribute Your Crisis Action Plan . . . . . . . . . . . . . . . . . . . . 410
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 412
Chapter 14 Week 11: Develop a Direct Response Promotion for Twitter 413
Monday: Define the Need . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 414
Tuesday: Define Campaign Components . . . . . . . . . . . . . . . . . . . . . . 421
Wednesday: Move to Production . . . . . . . . . . . . . . . . . . . . . . . . . . . . 425
Thursday: Work Your Announcement Strategy . . . . . . . . . . . . . . . . . 426
Friday: Launch Your Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . 427
The Main Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 429
Appendix A Twitter-Related Glossary 431
Appendix B Twitter-Related Tools and Resources 439
Appendix C Tips from Tweeps 447
Appendix D Social Media Guidelines 453
Index 457

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