How to Make Money with Social Media

Jamie Turner is an internationally recognized marketing expert and author who has helped The Coca-Cola Company, AT&T, CNN, and other global brands tackle complex business problems. He is the CEO of 60 Second Communications, a full-service marketing agency working with Samsung, The Coca-Cola Company, InterContinental Hotels Group, and others. He is also the founder of 60SecondMarketer.com, an online magazine that provides tips and techniques for marketers around the globe. He has been profiled in the world’s best-selling marketing textbook, is a regular guest on CNN and HLN, and is a keynote speaker at events, trade shows, and corporations around the globe.   Reshma Shah, Ph.D., is an Assistant Professor in the Practice of Marketing at Goizueta Business School of Emory University. She is also a founder and partner at Inflexion Point Marketing Group. Dr. Shah’s marketing insights and strategies have helped companies such as Ciba Vision, GE, IBM, Turner, The Coca-Cola Company, and UPS, among many others, improve their marketing return on investment. Her articles have appeared in several academic journals in the areas of marketing alliances and brand extensions. Dr. Shah was also the recipient of the Distinguished Educator Award at Emory University. Mr. Turner and Dr. Shah are also cofounders of ASchoolBellRings.org, a nonprofit that builds schools and educational programs for impoverished children around the globe.  

Introduction   xix
Chapter 1: In the Beginning   1
Chapter 2: The Evolution of Marketing   11
Chapter 3: How to Think Strategically about Social Media   21
Chapter 4: How to Speak Social Media   31
Chapter 5: Laying the Groundwork for Success   39
Chapter 6: Why Your First Social Media Campaign Didn’t Work   47
Chapter 7: Managing the Conversation   53
Chapter 8: Social Media Is More Than Just Facebook, LinkedIn, Google+, and Twitter   61
Chapter 9: Closing the Loop with E-mail and Marketing Automation   69
Chapter 10: How to Use Networking Platforms to Help You Grow Your Sales and Revenue   79
Chapter 11: How to Use Promoting Platforms to Help You Grow Your Sales and Revenue   87
Chapter 12: How to Use Sharing Platforms to Help You Grow Your Sales and Revenue   95
Chapter 13: It’s Not about Social or Mobile, It’s about Social and Mobile   103
Chapter 14: How to Integrate Social Media into Your Marketing Plan   115
Chapter 15: How to Conduct a Competitive Assessment   123
Chapter 16: Conducting an Internal Situation Analysis   131
Chapter 17: Understanding the Customer Thought Process   137
Chapter 18: Establishing Your Major Objectives and Key Strategies   145
Chapter 19: Aligning Your Social Media Strategy with Your Brand Essence   153
Chapter 20: How to Measure the Impact of Your Social Media Campaign   159
Chapter 21: Measuring the Quantitative Data   167
Chapter 22: Measuring the Qualitative Data   175
Chapter 23: All Roads in Social Media Should Lead to ROI   183
Chapter 24: How to Ensure Your Social Media Campaign Runs Smoothly   191
Chapter 25: A Step-by-Step Action Plan for Social Media Success   197
Index   205