Social Media for Business: 101 Ways to Grow Your Business Without Wasting Your Time

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  • Social Media for Business

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  • Social Media for Business

    101 Ways to Grow Your Business without Wasting Your Time

    Susan Sweeney Randall Craig

    MAXIMUM PRESS605 Silverthorn RoadGulf Breeze, FL 32561(850) 934-0819maxpress.com

  • Publisher:JimHoskins

    ProductionManager:GinaCooke

    CoverDesigner:LaurenSmith

    Copyeditor:EllenFalk

    Proofreader:JacquieWallace

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    Thispublicationisdesignedtoprovideaccurateandauthoritativeinformationinregardtothesubjectmattercovered.Itissoldwiththeunderstandingthatthepublisherisnotengagedinrenderingprofes-sionalservices.Iflegal,accounting,medical,psychological,oranyotherexpertassistanceisrequired,theservicesofacompetentprofessionalpersonshouldbesought.ADAPTEDFROMADECLARA-TIONOFPRINCIPLESOFAJOINTCOMMITTEEOFTHEAMERICANBARASSOCIATIONANDPUBLISHERS.

    Copyright2011byMaximumPress.

    Allrightsreserved.PublishedsimultaneouslyinCanada.

    ReproductionortranslationofanypartofthisworkbeyondthatpermittedbySection107or108ofthe1976UnitedStatesCopyrightActwithoutthepermissionofthecopyrightownerisunlawful.RequestsforpermissionorfurtherinformationshouldbeaddressedtothePermissionsDepartment,MaximumPress.

    Recognizingtheimportanceofpreservingwhathasbeenwritten,itisapolicyofMaximumPresstohavebooksofenduringvaluepublishedintheUnitedStatesprintedonacid-freepaper,andweexertourbesteffortstothatend.

    Library of Congress CataloginginPublication Data

    Sweeney,Susan,1956-

    Socialmediaforbusiness:101waystogrowyourbusinesswithoutwastingyourtime/SusanSweeneyandRandallCraig.

    p.cm.

    ISBN978-1-931644-91-4

    1.Internetmarketing.2.Socialmedia--Economicaspects.3.Onlinesocialnetworks--Economicaspects.4.Websites--Marketing.I.Craig,Randall.II.Title.

    HF5415.1265.S942011

    658.8'72--dc22

    2010017555

  • Acknowledgments

    Toourmanyclientsovertheyearswhohaveaskedforouradvice.Toourcol-leagueswhohaveprovidedgreatcounselandfeedback.Andtoourfamilies,whohaveprovideduswithsupportandencouragement.

    Disclaimer

    Thepurchaseof computer softwareorhardware isan importantandcostlybusiness decision.While the authors andpublisher of this bookhavemadereasonable efforts to ensure the accuracy and timeliness of the informationcontainedherein,theauthorsandpublisherassumenoliabilitywithrespecttolossordamagecausedorallegedtobecausedbyrelianceonanyinformationcontainedhereinanddisclaimanyandallwarranties,expressedorimplied,astotheaccuracyorreliabilityofsaidinformation. Thisbookisnotintendedtoreplacethemanufacturersproductorservicedocumentationorpersonnelindeterminingthespecificationsandcapabilitiesoftheproductsorservicesmentionedinthisbook.Themanufacturersproductorservicedocumentationshouldalwaysbeconsulted,asthespecificationsandcapabilitiesofcomputerhardwareandsoftwareproductsaresubjecttofrequentmodification.Thereaderissolelyresponsibleforthechoiceofcomputerhard-wareandsoftware.Allconfigurationsandapplicationsofcomputerhardwareandsoftwareshouldbereviewedwiththemanufacturersrepresentativespriortochoosingorusinganycomputerhardwareandsoftware.

    Trademarks

    Thewordscontainedinthistextwhicharebelievedtobetrademarked,ser-vicemarked,orotherwisetoholdproprietaryrightshavebeendesignatedassuchbyuseofinitialcapitalization.Noattempthasbeenmadetodesignateastrademarkedorservicemarkedanypersonalcomputerwordsortermsinwhichproprietaryrightsmightexist.Inclusion,exclusion,ordefinitionofawordortermisnotintendedtoaffect,ortoexpressjudgmentupon,thevalid-ityorlegalstatusofanyproprietaryrightwhichmaybeclaimedforaspecificwordorterm.

  • Your Members Only Web site

    Theonlineworldchangeseveryday.ThatswhythereisacompanionWebsiteassociatedwiththisbook.Onthissiteyouwillfindthelatestnews,expandedinformation,andotherresourcesofinterest. TogetintotheWebsite,goto socialmedia.maxpress.com.Youwillbeaskedforapassword.Typein:

    gosocial

    andyouwillthenbegrantedaccess. Visitthesiteoftenandenjoytheupdatesandresourceswithourcompli-mentsandthanksagainforbuyingthebook.WeaskthatyounotsharetheuserIDandpasswordforthissitewithanyoneelse.

    Other Books by the Authors

    Susan Sweeney, CA, CSP, HoF

    101 Ways to Promote Your Web Site

    101 Internet Businesses You Can Start from Home

    101 Ways to Promote Your Tourism Business Web Site

    101 Ways to Promote Your Real Estate Web Site

    The eBusiness Formula for Success

    Internet Marketing for Your Tourism Business

    3G Marketing on the Internet

    Going for Gold

  • Randall Craig, CFA, MBA, CMC

    Online PR and Social Media for Experts, Authors, Consultants, and Speakers

    Online PR and Social Media for Associations and NotforProfits

    Leaving the Mother Ship

    Personal Balance Sheet

    Additional Resources from Susan Sweeney and Randall Craig

    Susan Sweeney, CA, CSP, HoFWeb sites: www.susansweeney.com, www.verbinteractive.comNewsletter archive: www.susansweeney.comOnline learning portal:www.eLearningU.com LinkedIn: www.LinkedIn.com/in/SusanSweeneycspTwitter: twitter.com/susansweeneyBookmarks: www.diigo.com/user/susansweeneyFacebook: www.facebook.com/susan.sweeney01YouTube: www.youtube.com/SusanSweeneyInternet

    Randall Craig, CFA, MBA, CMCConsulting:www.ptadvisors.comSpeaking: www.randallcraig.com Blog:randallcraig.com/blogNewsletter:randallcraig.com/newsWebTV show:ProfessionallySpeakingTV.comLinkedIn:www.LinkedIn.com/in/RandallCraigTwitter:twitter.com/randallcraigBookmarks: www.diigo.com/user/randallcraig

  • viii

    Table of Contents

    Chapter 1: Should Social Media Be Part of Your Marketing Mix? 1

    RealityCheck.................................................................................... 3Risks.................................................................................................. 4

    Chapter 2: Deciding How (and Why) You Will Use Social Media 9

    StrategicHierarchy............................................................................ 9BuildingRelationships...................................................................... 10BeaSocialMediaLeader................................................................. 10BuildingaFollowing........................................................................ 12MinimalistLow-HangingFruit...................................................... 12StaywiththePackKeepUpwithCompetitors............................... 13UseitSelectivelyRecruitmentOnlyAsanExample....................... 13DevelopmentofYourPersonalProfile.............................................. 14HowtoDecide................................................................................. 14AdditionalResources........................................................................ 15

    Books ....................................................................................... 15NotaTack-on..................................................................................SocialMediaIntegration......................................................................QuickSummary...................................................................................

    Chapter 3: Integration of Social Media 16

    NotaTack-on.............................................................................. 16SocialMediaIntegration.................................................................. 17QuickSummary............................................................................... 18

    Chapter 4: Your CoreWeb Sites and/or Blogs 20

    TheFuture:IsYourWebSiteaBlog,orIsYourBlogaWebSite?.... 22

  • Contents ix

    ContentRepurposing...................................................................... 23AdditionalResources........................................................................ 25

    Software and Tools ................................................................... 26

    Chapter 5: SEO and Social Media 27

    SEOBasics....................................................................................... 27RSS.................................................................................................. 28SocialMediaIntegration................................................................. 30SocialMediaSEO............................................................................ 31AdditionalResources........................................................................ 31

    Articles ..................................................................................... 31

    Chapter 6: LinkedIn 32

    Overview.......................................................................................... 32Profile............................................................................................... 33Recommendations............................................................................ 34Groups............................................................................................. 34Applications..................................................................................... 35Microblogging.................................................................................. 36JobPostings..................................................................................... 37Answers........................................................................................... 37CompanyPage................................................................................. 38LinkedInPriorityList:Personal........................................................ 39LinkedInPriorityList:Company..................................................... 41OngoingMaintenance...................................................................... 42AdditionalResources........................................................................ 43

    Software/Tools .......................................................................... 43Education ................................................................................. 43Books ....................................................................................... 44

    Chapter 7: Facebook 45

    Overview.......................................................................................... 45Profile............................................................................................... 46Pages................................................................................................ 47Groups............................................................................................. 50

  • x Contents

    Advertising....................................................................................... 51Applications..................................................................................... 54FacebookFuture.............................................................................. 55AdditionalResources........................................................................ 57

    Software/Tools .......................................................................... 57Education ................................................................................. 58Articles ..................................................................................... 58Books ....................................................................................... 59

    Chapter 8: Twitter 60

    WhatTwitterIs...andIsnt........................................................... 60TwitterStrategies.............................................................................. 63

    Negative Strategies ................................................................... 63Positive Strategies ..................................................................... 63

    TwitterLists..................................................................................... 65TwitterSearch/TwitterTrends.......................................................... 65TwitterManagementTools............................................................... 66URLShorteners............................................................................... 68AttractingFollowers......................................................................... 73GettingStartedwithTwitter............................................................. 75FirstSteps......................................................................................... 76AdditionalResources........................................................................ 76

    Software/Tools .......................................................................... 77Education ................................................................................. 78Articles ..................................................................................... 79Books ....................................................................................... 79

    Chapter 9: YouTube and Other Video-Sharing Sites 80

    Overview.......................................................................................... 80CreatingVideoIsEasy..................................................................... 81SharingIsEasy................................................................................. 83MakeYourVideoEasytoFind......................................................... 83GettingontheYouTubeHomePage................................................ 84CreateandCustomizeYourOwnChannel....................................... 84ChannelCustomization.................................................................... 85PromoteYourChannelandYourVideos.......................................... 86JoinorCreateYouTubeGroups....................................................... 87

  • Contents xi

    AdvertiseonYouTube...................................................................... 87OtherOpportunitiesandOptionswithYouTube............................. 87VideoSyndication............................................................................ 88AdditionalResources........................................................................ 90

    Software/Tools .......................................................................... 90Education ................................................................................. 91Books ....................................................................................... 91

    Chapter 10: MySpace 92

    ProfilePage...................................................................................... 92ProfilePageCustomization............................................................... 93Groups............................................................................................. 94Forums............................................................................................. 95Events.............................................................................................. 95Applications..................................................................................... 96Blogs................................................................................................ 96EmailandInstantMessaging................................