Part I The Foundation of Social Media.
Chapter 1 Backlash.
The Early Social Networks.
The Pushback Begins.
A Big Boost from an Unlikely Source.
Why Does This Matter?
The Backlash: Measured and Formalized.
Which Brings Us to Trust.
Chapter 1: The Main Points.
Chapter 2 The Marketer's Dilemma.
The Roots of Avoidance.
Early Online Word-of-Mouth.
The Social Web Blooms.
Nielsen Shows the Way.
Chapter 2: The Main Points.
Chapter 3 What Is Social Media?
Social Media Defined.
Is Social Media Accurate?
Social Media and Marketing.
Social Media as a Guidepost.
Social Media's Impact on the Purchase Funnel.
The Social Feedback Cycle.
The Elements of Social Media.
Chapter 3: The Main Points.
Part II Month 1: Prepare for Social Marketing.
Chapter 4 Week 1: Web 2.0: The Social Web.
Social Networks: The Power of the Collective.
Social Media Begins Here.
Week 1: Engaging with Social Media.
Monday: The Written Word.
Using Blogs and Wikis.
Finding Social Content.
Tuesday: The Web Comes Alive with Multimedia.
Tuesday's One-Hour Exercise.
Wednesday: Microblogs and Tagging.
Friday: Social Networks.
Friday's One-Hour Exercise.
Chapter 4: The Main Points.
Chapter 5 Week 2: The Social Feedback Cycle.
Social Media in Marketing.
Consideration and the Purchase Funnel.
Create Your Social Feedback Cycle.
The Social Feedback Cycle.
The Awareness Phase.
Let the Games Begin.
Your Social Feedback Cycle.
Chapter 5: The Main Points.
Chapter 6 Week 3: Touchpoint Analysis.
Touchpoints and the Social Web.
Gather Your Touchpoint Data.
Organize Your Data.
Evaluate and Rank Your Data.
Analyze Your Data.
Plan Your Next Steps.
Chapter 6: The Main Points.
Chapter 7 Week 4: Influence and Measurement.
Influence and the Social Web.
Quantifying the Conversation.
Influence and Metrics.
Applying Influence: Social Media.
Metrics: From Influence to ROI.
Chapter 7: The Main Points.
Part III Month 2: Social Media Channels.
Chapter 8 Week 1: Build a Social Media Campaign.
How Is Social Media Different?
Quantifying the Social Feedback Cycle.
Combining Touchpoints and Feedback.
Applying Social Media Metrics.
Social Media Channels.
Making Sense of the Channels.
Social Media and the Purchase Funnel.
The Point of Sale and Beyond.
Refining Your Plan.
Putting Your Framework Together.
Chapter 8: The Main Points.
Chapter 9 Week 2: Social Platforms.
Personal Social Networks.
Business Social Networks.
Participation Is Everything.
Support Forums, Message Boards, and Communities.
Working with Social Platforms.
Chapter 9: The Main Points.
Chapter 10 Week 3: Social Content: Multimedia.
Advertising and the Social Web.
The Multimedia Channels.
Photo and Video Sharing.
Audio and Video Podcasting.
Your Social Media Marketing Plan.
Pulling Things Together.
Chapter 10: The Main Points.
Chapter 11 Week 4: Social Content: Reviews, Ratings, and Recommendations.
Consensus and Marketing.
Putting It All Together.
Winning the Popularity Contest.
The Voting Process.
Getting There Faster.
Building Your Plan.
Chapter 11: The Main Points.
Chapter 12 Week 5: Social...