Table of Contents

Chapter 1: Introduction to Social Media Marketing

Section 1: The Evolution of Social Media

Section 2: Social Media as a Marketing Disrupter

Section 3: Advantages and Disadvantages of Social Media

Section 4: Social Media Metrics

Section 5: Introduction to Social Media Marketing

Section 6: Paid, Owned, and Earned Media

Section 7: How AI and AR are Revolutionizing Social Media Marketing

Section 8: The Social Media Skills Gap

Section 9: Careers in Social Media Marketing

Chapter 2: Developing Your Personal Brand

Section 1: Developing Your Personal Brand

Section 2: Audit Your Personal Brand Online

Section 3: Building Your Personal Brand Online

Section 4: Social Media Etiquette

Chapter 3: Social Media Marketing Strategy

Section 1: Social Media Marketing Strategy

Section 2: Step 1: Identify a Target Market and Create Personas

Section 3: Step 2: Conduct a Social Media Audit

Section 4: Step 3: Establish Goals, Objectives, and Metrics

Section 5: Step 4: Determine Resources, Roles, and Responsibilities

Section 6: Step 5: Establish a Tone of Voice

Section 7: Step 6: Select a Platform

Section 8: Step 7: Create and Optimize Social Media Networks

Section 9: Step 8: Create a Distribution and Content Strategy

Section 10: Step 9: Create a Social Media Content Calendar and Schedule Posts

Section 11: Step 10: Track, Analyze and Tune

Section 12: Introduction to Social Media Advertising

Section 13: Social Media Advertising Strategy

Section 14: Best Practices for Social Media Advertising

Chapter 4: Marketing with Facebook

Section 1: Introduction to Facebook

Section 2: Facebook by the Numbers

Section 3: Setting up a Facebook Page

Section 4: Meta Business Suite

Section 5: Building an Audience

Section 6: Components of a Facebook Post

Section 7: Facebook Content Strategy

Section 8: Utilize Facebook Advertising

Section 9: Facebook Zero, Eroding Trust, and COVID-19

Section 10: Looking Ahead

Chapter 5: Marketing with Instagram

Section 1: Introduction to Instagram

Section 2: Instagram by the Numbers

Section 3: Marketing with Instagram

Section 4: Instagram Business Profile

Section 5: Components of an Instagram Post

Section 6: Instagram Shopping, Stories, Live Video, Reels, Direct, and Creators

Section 7: Instagram Algorithm

Section 8: Instagram Content Strategy

Section 9: Instagram Advertising

Section 10: Instagram's Response to COVID-19

Section 11: Looking Ahead

Chapter 6: Marketing with X

Section 1: Introduction to X & Threads

Section 2: X by the Numbers

Section 3: Marketing with X

Section 4: Twitter Professional Accounts and Profile Components

Section 5: Components of a Post

Section 6: X Algorithm

Section 7: X Shopping

Section 8: X Content Strategy

Section 9: X Advertising

Section 10: Twitter/X Success Stories

Section 11: Twitter's Response to COVID-19

Section 12: Looking Ahead

Chapter 7: Marketing with Snapchat

Section 1: Introduction to Snapchat

Section 2: Snapchat's Founding and Growth

Section 3: Snapchat by the Numbers

Section 4: Marketing with Snapchat

Section 5: Getting Started With Snapchat

Section 6: Snapchat Features and Ways to Share Content

Section 7: Elements of a Snap

Section 8: Other Snapchat Features

Section 9: Snapchat Algorithm

Section 10: Snapchat Content Strategy

Section 11: Snapchat Advertising

Section 12: Snapchat Success Stories

Section 13: Snapchat Responds to COVID-19

Section 14: Looking Ahead

Chapter 8: Marketing with Pinterest

Section 1: Introduction to Pinterest

Section 2: Pinterest by the Numbers

Section 3: Pinterest by the Numbers

Section 4: Pinterest Components

Section 5: Pinterest Rich Pins for Business

Section 6: Pinterest Shopping

Section 7: Getting Started with a Pinterest Business Account

Section 8: Pinterest Algorithm

Section 9: Pinterest Content Strategy

Section 10: Pinterest Advertising

Section 11: Pinterest Success Stories

Section 12: Pinterest Responds to COVID-19

Section 13: Looking Ahead

Chapter 9: Marketing with LinkedIn

Section 1: Introduction to LinkedIn

Section 2: LinkedIn by the Numbers

Section 3: Marketing with LinkedIn

Section 4: LinkedIn Pages

Section 5: Components of a LinkedIn Company Update

Section 6: LinkedIn Algorithm

Section 7: LinkedIn Content Strategy

Section 8: LinkedIn Advertising

Section 9: LinkedIn Responds to COVID-19

Section 10: LinkedIn Success Stories

Section 11: Looking Ahead

Chapter 10: Marketing with YouTube

Section 1: Introduction to YouTube

Section 2: YouTube by the Numbers

Section 3: Marketing with Videos

Section 4: Creating a YouTube Channel

Section 5: YouTube Algorithm

Section 6: Optimizing YouTube Videos

Section 7: YouTube Content Strategy

Section 8: YouTube Advertising

Section 9: YouTube Responds to COVID-19

Section 10: Looking Ahead

Chapter 11: Marketing with TikTok

Section 1: Introduction to TikTok

Section 2: TikTok by the Numbers

Section 3: Marketing with TikTok

Section 4: TikTok Business Account

Section 5: Elements of a TikTok Video

Section 6: TikTok Algorithm

Section 7: TikTok Content Strategy

Section 8: TikTok Advertising

Section 9: TikTok Responds to COVID-19

Section 10: Looking Ahead

Chapter 12: Blogs, Vlogs, Podcasts, And Webinars

Section 1: Introduction to Blogs

Section 2: Marketing with Blogs

Section 3: Getting Started with Blogging

Section 4: Writing and Optimizing Blog Posts

Section 5: Vlogs

Section 6: Podcasts

Section 7: Webinars

Section 8: Promoting Blogs, Vlogs, Podcasts, and Webinars

Section 9: The Future of Blogs, Vlogs, Podcasts, and Webinars

Chapter 13: Social Media Marketing Campaigns

Section 1: Social Media Marketing Campaigns

Section 2: AIDA Model: Social Media Campaigns

Section 3: Launching a Social Media Marketing Campaign

Section 4: Social Media Campaign Success Stories

Section 5: Conclusion

Chapter 14: Influencer Marketing with Social Media

Section 1: Influencer Marketing

Section 2: Social Media Influencers

Section 3: What Makes a Good Influencer

Section 4: Benefits of Influencer Marketing with Social Media

Section 5: Creating a Social Media Influencer Marketing Strategy

Section 6: Influencer Marketing Success Stories

Section 7: Conclusion

Chapter 15: Employee Advocacy

Section 1: Employee Advocacy

Section 2: Business Benefits of Employee Advocacy

Section 3: Business Drivers for Employee Advocacy Programs

Section 4: Employee Benefits of Being an Advocate

Section 5: Employee Drivers for Employee Advocacy Programs

Section 6: Profile of an Employee Advocate

Section 7: Creating an Employee Advocacy Program

Section 8: How to Succeed with Employee Advocacy

Section 9: Brands Leveraging Employee Advocacy

Chapter 16: Social Media Policies and Crisis Response Plan

Section 1: Social Media Policies

Section 2: Benefits of a Social Media Policy

Section 3: What a Social Media Policy Should Include

Section 4: Company Social Media Policy Examples

Section 5: Social Media Policies during COVID-19

Section 6: Social Media Crisis and Response

Section 7: Identifying a Potential Social Media Crisis

Section 8: Responding Effectively to a Social Media Crisis

Section 9: Responding to a Social Media Crisis: American Red Cross, FedEx, and Domino’s

Section 10: The Aftermath

Section 11: Conclusion

Chapter 17: Social Selling

Section 1: Introduction to Social Selling

Section 2: Benefits of Social Selling

Section 3: Getting Started with Social Selling

Section 4: Implementing Social Selling Within an Organization

Section 5: Social Selling Case Studies

Section 6: Summary

Chapter 18: Social Media Analytics and Measuring Roi

Section 1: Introduction to Social Media ROI

Section 2: Social Media ROI Defined

Section 3: Measuring Social Media ROI

Section 4: Measuring Total Investment

Section 5: Social Media ROI Resources and Tools

Section 6: Measuring Social Media ROI with Google Analytics

Section 7: Summary