The Social Media Bible

The Social Media Bible is comprehensive 700-plus page social media resource that will teach corporate, small business, and non-profit marketers strategies for using social media to reach their desired audiences with power messages and efficiency. This newly revised 3rd edition addresses technology updates to the iPad, apps, Foursquare, and other geotargeted networks. New case studies and company profiles provide practical examples of how businesses have successfully implemented these strategies, using the newest social media marketing tools.

• Updates and changes to Google's search engine algorithms
• More information on plug-ins, widgets, apps, and integration
• Updates on Twitter and Yammer and new information on Google+
• The latest in mobile marketing

Master the latest social media tools and deliver powerful messaging in the most effective way possible with The Social Media Bible.

Acknowledgments vii

Introduction xi

Part I Tactics and Tools

Chapter 1 What Is Social Media? 3

Chapter 2 Say Hello to Social Networking 25

Chapter 3 It’s Not Your Father’s E-Mail 61

Chapter 4 The World of Web Pages 85

Chapter 5 The Internet Forum 117

Chapter 6 The Ubiquitous Blog 141

Chapter 7 The Wisdom of the Wiki 167

Chapter 8 A Picture Is Worth a Thousand Words (Photo Sharing) 187

Chapter 9 Talking about the Podcast (Audio Create) 207

Chapter 10 Got Audio? (Audio Sharing) 233

Chapter 11 Watch Out for Vlogs (Video Create) 253

Chapter 12 Got Video? (Video Sharing) 273

Chapter 13 Thumbs Up for Microblogging 289

Chapter 14 Live from Anywhere—It’s Livecasting 317

Chapter 15 Virtual Worlds—Real Impact 339

Chapter 16 Gaming the System: Virtual Gaming 371

Chapter 17 RSS—Really Simple Syndication Made Simple 397

Chapter 18 Spotlight on Search (Search Engine Optimization) 411

Chapter 19 Marketing Yourself (Search Engine Marketing) 441

Chapter 20 The Formidable Fourth Screen (Mobile) 457

Chapter 21 Let the Conversation Begin (Interpersonal) 487

Part II Strategy: The Five Steps to Social Media Success

Chapter 22 Analyze Your Existing Media 539

Chapter 23 The Social Media Trinity 551

Chapter 24 Integrate Strategies 565

Chapter 25 Identify Resources 577

Chapter 26 Implement and Measurement 589

Index 601

LON SAFKO is a marketing consultant with more than twenty-five years of experience in speaking, marketing, sales, strategic partnering, and e-commerce. He has founded fourteen successful companies, including Paper Models, Inc., holds three U.S. patents for 3D Internet advertising, has eighteen inventions in the Smithsonian Institution, and privately coaches companies on harnessing social media, marketing, and innovative thinking to create higher productivity and profits.

Praise for The Social Media Bible

"The social media phenomenon is still ramping up, and this book provides useful and timely business advice."
—Vint Cerf, Father Of The Internet

"Social media and customer care are rapidly coming together. The Social Media Bible is a must-read for any professional who wants to stay on top of this rapidly changing topic. From the basics to long-term social media strategy, this is the only resource book to have on your desk."
—Scott Ross, Senior Vice President, Sales and Marketing, NCO Group, INC.

"Lon Safko and The Social Media Bible address the key questions—Why should I take part in social media? How should I take part? How do I reap the greatest benefits?—while also providing the push to take the next step."
—Jeff Hagen, Director, Consumer Services, General Mills

"Lon Safko is a serial technologist who really understands social media and is also blessed with the gift of being a great communicator. His book deftly takes you from 'Social Media 101' all the way to PhD status in a format that is easy to browse, informative, and powerful."
—Tom Asher, Director, Consumer Relations, North America, Levi Strauss & Co.

"Effectively harnessing the power of social media is a top priority in corporate America. The Social Media Bible, with its informative and tactical approach, provides an easy-to-follow road map for how to do social media right."
—Todd Simon, Senior Vice President, Omaha Steaks

The Social Media Bible, Third Edition delivers the most comprehensive single resource available for marketing in the social media universe. This newly revised Third Edition offers technology updates to the iPad, apps, Foursquare, and other geotargeted networks. New case studies demonstrate how businesses have successfully implemented these strategies, using the newest social media tools. This new edition delivers:

• Updates and changes to Google's search engine algorithms

• More information on plug-ins, widgets, apps, and integration

• Updates on Twitter and Yammer and new information on Google+

• The latest in mobile marketing