Twitter marketing: an hour a day
"Twitter has rocketed into the mainstream and is vastly changing how your customers view products and brands. Learn how to leverage Twitter for your business with this smart, practical guide from social media expert Hollis Thomases, who shows you how to design, implement, and measure a winning...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, N.J.
Wiley
2010
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "Twitter has rocketed into the mainstream and is vastly changing how your customers view products and brands. Learn how to leverage Twitter for your business with this smart, practical guide from social media expert Hollis Thomases, who shows you how to design, implement, and measure a winning Twitter strategy from start to finish. After walking you through Twitter basics, she explains how to craft strategies that can be scaled to any organization or market--including travel, retail, restaurants, healthcare, and service-oriented businesses. Learn how to create a winning, goal-based plan and then implement, maintain, and adjust your plan while avoiding common pitfalls" --Cover, p. 4. |
| Beschreibung: | XXIII, 478 S. Ill., graph. Darst. |
| ISBN: | 9780470562260 |
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Datensatz im Suchindex
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| adam_text | Titel: Twitter marketing
Autor: Thomases, Hollis
Jahr: 2010
Contents
Foreword xix
Introduction xxi
Parti GettoKnowTwitter 1
Chapter 1 Understand Twitter 3
Twitter History and Définitions..............................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 Mêmes..................................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 m
Chapter4 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 Week2:FindandAttrartFollowers 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 Expérience 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 Générâtes 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 Stratégie Plan 277
Chapter 8 Week S: Develop a Successf ul Twitter Strategy 279
Monday: Study Brands Succeeding with Twitter................280
Tuesday: Différent Approaches to Develop Your Strategy.........292
Wednesday: Study Stratégies for Market Verticals..............296
Thursday: Twitter s Rôle in Your Overall Marketing Strategy.....302
Friday: Avoid Pitfalls.....................................303
The Main Points........................................307
Chapter 9 Week 6: Establish Goals and Get Corporate Buy-ln 309
Monday: Establish Objectives..............................310
Tuesday: Measure and Report Upon Your Objectives............314
Wednesday: Détermine Tweet Topics........................317
Thursday: Assign Resources...............................322
Friday: Get Company Buy-ln...............................325
The Main Points........................................328
Chapter 10 Week 7: Get Your BrandStarted 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 Présence 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: Prépare Documentation..........................390
Friday: Deliver Results to Management.......................391
The Main Points........................................393
Chapter 13 Week 10: Prépare 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 Fm 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 TipsfromTweeps 447
Appendix D Social Media Guidelines 453
Index 457
|
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