Where you can buy a combined edition of the Social Media Marketing Primer, by author Todd Kelsey.
CASA: Social Media Marketing
Having Fun, Finding Work, Leaving Intimidation in the Dust
Chapter 1 - Overview: general high-level introduction, including real world discussion of return on investment, social monitoring, various social channels, and related tools.
Chapter 2 - Skillbox: In this chapter, we’ll be taking a look at content related to social media, including tools you can use to “do it yourself”. You can think of it as a toolbox of skills, or a skillbox. We’ll take a tour of some of the things I’m suggesting that you’ll want to try when working with social media.
In some cases, if you’re working for a company, or providing services, they will already have systems, and content, and any number of sources of material for posting to social media. Still, there might be the occasional need to develop more, outside the regular systems. And in a learning phase, it can be helpful to know how to do it yourself, so you can get the feel of it – or start straight out making “real” content as you’re learning.
The goal is to introduce you to some concepts and tools that I think are worth trying, including for having material to work with when we take a closer look at social media channels later in the book.
Chapter 3 - Facebook Pages: The scope of this chapter is to introduce the concept of Facebook pages, and walk through the process of creating one. The chapter starts off with a discussion of what a Facebook page is, as well as pros and cons of using them, and then there’s a tour of creating one. If you’ve never created one before, I recommend giving it a shot, even if you don’t have an “official” project yet. As with many free tools these days, you can come back and delete it.
Chapter 4 - Facebook Ads: This chapter is an introduction to Facebook ads, which are a common tool in social media marketing; there’s some discussion of the type of ads and the traditional value of using them, as well as some things that have changed in Facebook as new types of ads have been introduced. There’s also an opportunity to try creating a Facebook ad. This would be an opportunity to advertise a blog or site you may have created after reading chapter 2 – you can also use Facebook ads to advertise a Facebook page that you may have created in chapter 3. So my recommendation would be to either make or find a website that you might like to advertise a bit, make an ad, and try running it for a week or so. Towards the end of this chapter, we’ll look at “monitoring” facebook ads, to look at their performance.
Chapter 5 - Twitter: We’ll take a look at Twitter as a social media marketing channel, discuss the pros and cons, and walk through creating an account.
Chapter 6 - Linkedin: We’ll take a brief look at LinkedIn, and talk about how it can be incorporated into a social media marketing strategy, including looking at LinkedIn Pages, which can be created for a company or organization. We’ll also touch on LinkedIn Groups, and LinkedIn’s increasing options for advertising.
Chapter 7 - Hootsuite: In this chapter, we’re going to look at Hootsuite, a tool that helps you to manage social media, through providing assistance on developing and posting content to multiple social networks. So it’s part of the “skill toolbox” that I’d recommend exploring. If you haven’t created a blog, Facebook page, Twitter account and LinkedIn Page yet, I’d recommend reviewing the first chapters in this book, and making those accounts. You can get something out of this chapter simply by reviewing it, but I’d recommend setting up those accounts and then “connecting” them to Hootsuite. The LinkedIn page is strictly necessary – but I’d just recommend setting the goal of having 2-3 social media accounts to post “to”.
Chapter 8 - Social Media Monitoring and Analytics: In this chapter we’ll take a look at the practice of social media monitoring, which is also known as social listening – an important part of social media marketing. We’ll also take a look at “social analytics”, which can help you see how your social media efforts are going. We’ll explore several related tools and try things out.
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