1. Essentials of Social Media Marketing

2. Essentials of Social Media Marketing
Chapter 1 – Introduction to Social Media Marketing
Chapter 2 – Developing Your Personal Brand
Chapter 3 – Social Media Marketing Strategy
Chapter 4 – Marketing with Facebook
Chapter 5 – Marketing with Instagram
Chapter 6 – Marketing with Twitter
Chapter 7 – Marketing with Snapchat
Chapter 8 – Marketing with Pinterest
Chapter 9 – Marketing with LinkedIn
Chapter 10 – Marketing with YouTube
Chapter 11 – Blogs, Vlogs, Podcasts and Webinars
Chapter 12 – Social Media Marketing Campaigns
Chapter 13 – Influencer Marketing with Social Media
Chapter 14 – Employee Advocacy
Chapter 15 – Social Media Policies and Crisis Response Plan
Chapter 16 – Social Media Advertising
Chapter 17 – Social Selling
Chapter 18 – Social Media Analytics & Proving ROI

3. About the Author
Adjunct faculty member at Bryant University (Digital Marketing)
Senior Marketing Manager for a Fortune 500 company
Social Media Experience: Fortune 500 executives, Fortune 500 companies, small to medium businesses. Large corporate campaigns & events: Paris Marathon, Solar Decathlon.
Previous: Content Marketing Manager, Online Education Program Manager
Graduated magna cum laude from Bryant University with a degree in Marketing, and received a Master of Business Administration degree from Texas A&M University.

4. Why I chose to write the book
Being an active consumer of social media does not make you a social media expert!
Students today are not equipped with the skills needed to run social media for a real business.
Many textbooks teach general theories of social media marketing.
What was missing: Real life applications

5. Book Resources Sample Syllabus
Chapter Lecture Slides: Student & Instructor Versions
Chapter Quizzes
Professor Lesson Plans
Projects
Templates & Resources

6. The chapters feature: Images Infographics Embedded YouTube videos
Statistics & research findings
Real business examples
Success stories

7. Chapter 1 – Introduction to Social Media Marketing
How social media has evolved over time.
The different types of social media platforms.
How social media has disrupted traditional marketing.
The advantages and disadvantages of social media.
The most commonly used social media metrics.
Why social media marketing is important.
The benefits of social media marketing.
Paid, Owned and Earned media in the context of social media.
The social media skills gap and careers in social media marketing.

8. Chapter 2: Developing your Personal Brand
Students will define his or her personal brand
Conduct an audit of his or her personal brand online.
Develop his or her personal brand online using LinkedIn and Twitter.
Best practices and how to become an active participant on LinkedIn and Twitter
The do’s and don’ts of social media etiquette.

9. Chapter 3: Social Media Marketing Strategy
The components of a social media marketing strategy:
Identifying a target market and creating personas
Conducting a social media audit
Establishing goals, objectives and metrics
Determining resources, roles and responsibilities
Establishing a tone of voice
Creating and optimizing social media networks
Creating a content and distribution strategy
Creating a social media content calendar and scheduling posts
Analyzing, tracking and tuning

10. Chapters 4-10: Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn & YouTube
The business value of using each social media platform for marketing
How to create and optimize business profiles on each platform
The components a post on each platform
How the algorithms work on each platform
Implement a social media content strategy on each platform.
Real business examples with images for each.
Utilize analytics for reporting

11. Chapter 11: Blogs, Vlogs, Podcasts and Webinars
What blogs, vlogs, podcasts and webinars are
The steps needed to get started with blogging
How to write, format and optimize blog posts
The benefits of and how to market with blogs, vlogs, podcasts and webinars

12. Chapter 12 – Social Media Marketing Campaigns
The campaign concept
The importance of integrated marketing communications
What a social media marketing campaign is
What steps to take before, during and after
How organizations have succeeded with social media marketing campaigns

13. Chapter 13: Influencer Marketing with Social Media
Identify and define the types influencers.
What a social media influencer is, and the power of influencer marketing.
What makes a good influencer.
The benefits of influencer marketing with social media.
Create a social media influencer marketing strategy.
Contiki influencer marketing best practice

14. Chapter 14: Employee Advocacy
What employee advocacy is
The business benefits and drivers of employee advocacy.
The employee benefits and drivers of being a brand advocate.
How to create an employee advocacy program.
How to succeed with employee advocacy.
How leading brands are using employee advocacy

15. Chapter 15: Social Media Policies and Crisis Response Plans
What a social media policy is and why its important.
The benefits of a social media policy.
What a social media policy should include.
Examples of company social media policies
The components and strategies of a crisis response plan.
How to identify and respond when a crisis occurs.

16. Chapter 16: Social Media Advertising
What social media advertising is
The benefits of social media advertising
How to create a social media advertising strategy for a real business
The targeting options, ad objectives, types of ads, how bidding works, and how to measure ads on each of the social media platforms
Best practices for social media advertising

17. Chapter 17: Social Selling
What social selling is and how the industry has shifted to social selling over the past decade.
The benefits of social selling
How to implement a social selling strategy within an organization.
Social selling tools
Social selling case study

18. Chapter 18: Social Media Analytics & Measuring ROI
Only 15% of CMOs have been able to quantify the impact of social media
What social media return on investment (ROI) is and why it’s important
How to measure the ROI of social media
How to measure the total investment of social media.
Tools and resources to measure social ROI
How to use Google Analytics to measure ROI

19. Questions?