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| ISBN | 9780470563366(0470563362) |
|---|---|
| 쪽수 | 268쪽 |
| 언어 | English |
| 크기 | 140 * 216 * 0 (mm) |
| 판 | 2/E 2. Auflage. |
| 제본형태 | Paperback |
| 삽화유무 | 삽화있음 |
| 총권수 | 1권 |
| Textual Format | Computer Applications |
| 리딩지수 Level | Professional |
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이 책이 속한 분야
The best guide to using Twitter to market to consumers-revised and better than ever
Since 2006, forward-thinking companies like Apple, JetBlue, Whole Food, and GM have discovered the instant benefits of leveraging social media site Twitter to reach consumers directly, build their brand, and increase their sales. Some companies have whole teams of specialists whose only job is to respond to the tweets of consumers.
In this revised and updated edition of Twitter Power, online marketing guru Joel Comm explores the latest trends in how businesses and marketers can integrate Twitter into their existing marketing strategies to build a loyal following among Twitter members, expand awareness of their product or service, and even handle negative publicity due to angry or disappointed customers.
Updated with thirty percent new material, including all the latest business applications for Twitter
Includes new, recent case studies of companies at the forefront of the Twitter movement
Helps you develop your own social networking strategy to meet your specific business needs
Twitter Power is a must-have resource for any business leader who wants to keep up with the social media movement.
Since 2006, forward-thinking companies like Apple, JetBlue, Whole Food, and GM have discovered the instant benefits of leveraging social media site Twitter to reach consumers directly, build their brand, and increase their sales. Some companies have whole teams of specialists whose only job is to respond to the tweets of consumers.
In this revised and updated edition of Twitter Power, online marketing guru Joel Comm explores the latest trends in how businesses and marketers can integrate Twitter into their existing marketing strategies to build a loyal following among Twitter members, expand awareness of their product or service, and even handle negative publicity due to angry or disappointed customers.
Updated with thirty percent new material, including all the latest business applications for Twitter
Includes new, recent case studies of companies at the forefront of the Twitter movement
Helps you develop your own social networking strategy to meet your specific business needs
Twitter Power is a must-have resource for any business leader who wants to keep up with the social media movement.
| * 해당 상품의 상세구성정보를 준비중입니다. |
목차
Foreword ix
Preface xi
Introduction: What Can Twitter Do for You? xv
Chapter 1 An Introduction to the Social Media Landscape 1
So What Exactly Is Social Media? 2
Social Media, So What? Why Social Media Really Is a Big Deal 5
The Different Types of Social Media Sites-Content to Suit Every Market 9
A Closer Look at Microblogging 15
Introducing ... Twitter! 20
Chapter 2 What Is Twitter and Why Is It So Powerful? 24
Twitter and Its Successes 24
The Power of Twitter's Immediate Feedback 27
Instant Access to Smart People 24/7 29
Chapter 3 Getting Started the Right Way on Twitter 31
Signing Up-Does Twitter Have the Web's Most Friendly Registration Page? 31
Who's on Twitter? Your First Followers! 35
Create an Inviting Twitter Profile 37
Choosing Your Twitter Picture 52
Designing Your Twitter Profile 55
Designing a Commercial Background Image for Twitter 63
Choosing the Right Colors 66
Notices to Notice 68
Tweeting with Your Mobile Phone 70
Sending Your Very First Tweet 72
Becoming a Follower 73
A Word about Security 73
Chapter 4 Building a Following on Twitter 76
Quantity or Quality: Choosing the Type of Following You Want 78
Quality: How to Be Intentional about Creating Your Own Network of Experts 81
Quantity: Seven Killer Strategies to Reaching Critical Mass on Twitter 87
Twitterank and Page Rank 101
Chapter 5 The Art of the Tweet 104
Tweet Etiquette 105
The Benefits of Following before Twittering 112
How to Join a Conversation 113
How to Be Interesting on Twitter 116
How to Drive Behavior 134
Chapter 6 The Magic of Connecting with Customers on Twitter 137
Identifying Problems and Soliciting Feedback 138
Discovering Your Top Fans, Promoters, and Evangelists 140
Your Micro Help Desk 146
Chapter 7 Leveraging Twitter for Team Communication 151
Twitter for Virtual Team Leaders 152
Creating a Twitter Account for a Virtual Team 154
Building a Team with Twitter 155
Chapter 8 Using Twitter to Help Build Your Brand 159
Create a Story 161
Portraying Your Brand with Your Profile 163
Tweet Style-What to Say When You're Building a Brand to Create Value and How to Say It 165
Reinforce the Core Message 175
Repetition, Repetition, Repetition 178
Writing the Tweets 178
Win Retweets 179
Create Hashtags and Run Hashtag Chats 180
Chapter 9 Leveraging the Power of Twitter to Drive Behavior in Your Followers 183
Driving Followers to a Web Site 184
Promoting a Blog on Twitter 184
Twitter as a Resource for Post Ideas 189
Driving Followers to the Mall 191
Can You Put Affiliate Links on Twitter? 194
Driving Followers to Register 195
Tracking Results and Testing Strategies 197
Tracking Multiple Tweets 201
Making the Most of Twitter's Trends 204
Chapter 10 Quick Ways to Make Money on Twitter 208
Earn with Advertising on Twitter 209
Offer Specialized Services 213
Barter, Buy, and Sell Your Way to Profit 215
Chapter 11 Beyond Twitter.com: Third-Party Tools You Will Want to Know About 218
SocialOomph 218
Twitterrific 220
Twhirl 221
Twitterfeed 222
Trendistic 222
Twellow 223
TweetBeep 224
TwitterCounter 225
TweetDeck 226
TwitThis 227
TweetAways 228
HootSuite 228
TwitPic 228
Chapter 12 Building Powerful Solutions on Top of the Twitter Platform 231
So What Is an API Anyway? 232
What Can You Do With Twitter's API? Automating Your Twitter Experience 233
Creating Your Twitter App 234
Chapter 13 Putting It All Together 236
A 30-Day Plan for Dominating Twitter 237
Chapter 14 Power Twitterers 246
Conclusion 253
Directory Of Twitterers 255
Other Books Joel Comm 259
Index 261
Preface xi
Introduction: What Can Twitter Do for You? xv
Chapter 1 An Introduction to the Social Media Landscape 1
So What Exactly Is Social Media? 2
Social Media, So What? Why Social Media Really Is a Big Deal 5
The Different Types of Social Media Sites-Content to Suit Every Market 9
A Closer Look at Microblogging 15
Introducing ... Twitter! 20
Chapter 2 What Is Twitter and Why Is It So Powerful? 24
Twitter and Its Successes 24
The Power of Twitter's Immediate Feedback 27
Instant Access to Smart People 24/7 29
Chapter 3 Getting Started the Right Way on Twitter 31
Signing Up-Does Twitter Have the Web's Most Friendly Registration Page? 31
Who's on Twitter? Your First Followers! 35
Create an Inviting Twitter Profile 37
Choosing Your Twitter Picture 52
Designing Your Twitter Profile 55
Designing a Commercial Background Image for Twitter 63
Choosing the Right Colors 66
Notices to Notice 68
Tweeting with Your Mobile Phone 70
Sending Your Very First Tweet 72
Becoming a Follower 73
A Word about Security 73
Chapter 4 Building a Following on Twitter 76
Quantity or Quality: Choosing the Type of Following You Want 78
Quality: How to Be Intentional about Creating Your Own Network of Experts 81
Quantity: Seven Killer Strategies to Reaching Critical Mass on Twitter 87
Twitterank and Page Rank 101
Chapter 5 The Art of the Tweet 104
Tweet Etiquette 105
The Benefits of Following before Twittering 112
How to Join a Conversation 113
How to Be Interesting on Twitter 116
How to Drive Behavior 134
Chapter 6 The Magic of Connecting with Customers on Twitter 137
Identifying Problems and Soliciting Feedback 138
Discovering Your Top Fans, Promoters, and Evangelists 140
Your Micro Help Desk 146
Chapter 7 Leveraging Twitter for Team Communication 151
Twitter for Virtual Team Leaders 152
Creating a Twitter Account for a Virtual Team 154
Building a Team with Twitter 155
Chapter 8 Using Twitter to Help Build Your Brand 159
Create a Story 161
Portraying Your Brand with Your Profile 163
Tweet Style-What to Say When You're Building a Brand to Create Value and How to Say It 165
Reinforce the Core Message 175
Repetition, Repetition, Repetition 178
Writing the Tweets 178
Win Retweets 179
Create Hashtags and Run Hashtag Chats 180
Chapter 9 Leveraging the Power of Twitter to Drive Behavior in Your Followers 183
Driving Followers to a Web Site 184
Promoting a Blog on Twitter 184
Twitter as a Resource for Post Ideas 189
Driving Followers to the Mall 191
Can You Put Affiliate Links on Twitter? 194
Driving Followers to Register 195
Tracking Results and Testing Strategies 197
Tracking Multiple Tweets 201
Making the Most of Twitter's Trends 204
Chapter 10 Quick Ways to Make Money on Twitter 208
Earn with Advertising on Twitter 209
Offer Specialized Services 213
Barter, Buy, and Sell Your Way to Profit 215
Chapter 11 Beyond Twitter.com: Third-Party Tools You Will Want to Know About 218
SocialOomph 218
Twitterrific 220
Twhirl 221
Twitterfeed 222
Trendistic 222
Twellow 223
TweetBeep 224
TwitterCounter 225
TweetDeck 226
TwitThis 227
TweetAways 228
HootSuite 228
TwitPic 228
Chapter 12 Building Powerful Solutions on Top of the Twitter Platform 231
So What Is an API Anyway? 232
What Can You Do With Twitter's API? Automating Your Twitter Experience 233
Creating Your Twitter App 234
Chapter 13 Putting It All Together 236
A 30-Day Plan for Dominating Twitter 237
Chapter 14 Power Twitterers 246
Conclusion 253
Directory Of Twitterers 255
Other Books Joel Comm 259
Index 261
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