Introduction 1
Book 1: The Social Media Mix 5
Chapter 1: Making the Business Case for Social Media 7
Chapter 2: Tallying the Bottom Line 29
Chapter 3: Plotting Your Social Media Marketing Strategy 49
Chapter 4: Managing Your Cybersocial Campaign 71
Book 2: Cybersocial Tools 93
Chapter 1: Discovering Helpful Tech Tools 95
Chapter 2: Leveraging SEO for Improved Visibility 117
Chapter 3: Optimizing Social Media for Internal and External Searches 149
Chapter 4: Using Social Bookmarks, News, and Share Buttons 171
Book 3: Content Marketing 193
Chapter 1: Growing Your Brand with Content 195
Chapter 2: Exploring Content-Marketing Platforms 207
Chapter 3: Developing a Content-Marketing Strategy 233
Chapter 4: Getting Your Content to the Masses 245
Book 4: X 259
Chapter 1: Using X as a Marketing Tool 261
Chapter 2: Using X as a Networking Tool 275
Chapter 3: Making X Yours 291
Chapter 4: Social Listening with X 303
Book 5: Facebook 309
Chapter 1: Using Facebook as a Marketing Tool 311
Chapter 2: Creating and Sharing Content on Facebook 333
Chapter 3: Advertising and Selling on Facebook 351
Chapter 4: Streaming Live Video on Facebook 367
Book 6: LinkedIn 379
Chapter 1: Promoting Yourself with LinkedIn 381
Chapter 2: Promoting Your Business with LinkedIn. 401
Chapter 3: Using LinkedIn as a Content Platform 423
Book 7: Getting Visual 435
Chapter 1: Pinning Down Pinterest 437
Chapter 2: Snapchatting It Up! 457
Chapter 3: Getting Started with Instagram 475
Chapter 4: TikTok(ing) Around the Clock 495
Chapter 5: Watching and Listening: Videos, Podcasts, and Your Brand 507
Book 8: Other Social Media Marketing Sites 515
Chapter 1: Weighing the Business Benefits of Minor Social Sites 517
Chapter 2: Maximizing Stratified Social Communities 525
Chapter 3: Profiting from Mid-Size Social Media Channels 549
Chapter 4: Integrating Social Media 557
Chapter 5: Advertising on Social Media 573
Book 9: Measuring Results and Building on Success 599
Chapter 1: Delving into Datas 601
Chapter 2: Analyzing Content-Sharing Metrics 615
Chapter 3: Analyzing X Metrics 629
Chapter 4: Analyzing Meta Metrics 637
Chapter 5: Measuring LinkedIn Performance 645
Chapter 6: Comparing Metrics from Different Marketing Techniques 653
Chapter 7: Making Decisions by the Numbers 667
Index 681