Shiv Singh - Social Media Marketing for Dummies

Social Media Marketing For Dummies 4th Edition

Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com

Copyright 2020 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions .

Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and may not be used without written permission. Apple Watch is a registered trademark of Apple, Inc. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.

LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ.

For general information on our other products and services, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. For technical support, please visit https://hub.wiley.com/community/support/dummies .

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com . For more information about Wiley products, visit www.wiley.com .

Library of Congress Control Number: 2019957434

ISBN: 978-1-119-61700-6

ISBN: 978-1-119-61701-3 (ePDF); ISBN: 978-1-119-61702-0 (ePub)

1. Chapter 3
2. Chapter 5

1. Chapter 1
2. Chapter 2
3. Chapter 3
4. Chapter 4
5. Chapter 5
6. Chapter 7
7. Chapter 8
8. Chapter 9
9. Chapter 10
10. Chapter 11
11. Chapter 12
12. Chapter 13
13. Chapter 14
14. Chapter 15
15. Chapter 16
16. Chapter 17
17. Chapter 18
18. Chapter 19
19. Chapter 20
20. Chapter 21
21. Chapter 22
22. Chapter 23
23. Chapter 24
24. Chapter 25

Social media has transformed the Internet and society as a whole. It has impacted global revolutions, elections, and the way we communicate on a daily basis. Social media also presents unique marketing opportunities that force marketers to revisit the core guiding principles of marketing while providing new ways to reach social influencers, thereby encouraging people to influence each other and do the marketing for the brand. Social media marketing (SMM) forces companies to rethink how they market online, whom they market to, and how to structure their own organizations to support these new marketing opportunities. For anyone involved with social media marketing and Internet marketing, more broadly this is indeed an exciting time.

Social Media Marketing For Dummies, 4th Edition, is written to help you make sense of the madness. Because its such a hot topic, the press and the experts alike are quick to frighten marketers like you and introduce new terminology that confuses rather than enlightens. This book cuts through all that noise and simply explains what social media marketing is and how you can harness it to achieve your objectives as a marketer. It also aims to help you prioritize whats important and what isnt.

The social media marketing space changes rapidly, so by the very definition of social media marketing, this book cant be completely comprehensive. It does, however, aim to distill the core concepts, trends, tips, and recommendations down to bite-sized, easy-to-digest nuggets. As social media marketing touches all parts of marketing and all parts of the Internet, too (from traditional websites to social platforms to the mobile web), based on your own experiences, youll find some sections more valuable than others.

As you read this book, keep in mind that the way people influence each other online and impact purchasing and brand affinity decisions is similar to the way theyve done for thousands of years in the real world. The technology is finally catching up, and social media marketing is fundamentally about allowing and encouraging that behavior to happen in a brand-positive manner online, too.

This book helps you understand why social media matters to marketers and how you can harness it to directly impact your own marketing efforts in meaningful ways. Targeted at both marketers in large organizations and those of you who work in small businesses or run small businesses, it includes advice for every business scenario.

In writing this book, we imagined someone pulling a copy off a bookshelf in a Barnes and Noble and scanning it to see whether its a valuable guide. And we wondered what that person would need to know to find this book interesting. Here are some of the assumptions we came up with about you:

• You have a computer and/or mobile device with Internet access.
• Youre using social media sites such as Facebook or Twitter.
• Youre working in marketing or want to join the marketing field.
• You have customers or prospective customers who use the web frequently.
• You sell a product or service that you can market online.