Barefoot Darren & Szabo Julie. Friends with Benefits. A Social Media Marketing Handbook

No Starch Press, 2010. — 316 p.Friends with Benefits - A Social Media Marketing Handbook by Darren Barefoot and Julie Szabo is still one of the best books out there on managing and planning for social media, in particular because it offers solid examples of successful and unsuccessful campaign (with numbers!). It's a really helpful place to start for companies (and students) trying to work social media into the marketing mix, and there are some great tips in there that I go back to even as a veteran to the socmeds. This book is required reading for many university students, and a gift provided to new clients because it really helps people understand the best tone and approach to take in regards to marketing online.The rules of marketing have changed. Savvy marketing professionals know that they must engage with individuals directly on the Web, and smart businesses know that customers can become friends—with benefits. Friends With Benefits shows you how to get into the online marketing game. A guide filled with tips, tricks, and real-world case studies, Friends With Benefits shows how you can increase your company's online visibility and Web traffic and win over online influencers.
Friends With Benefits explains how to:
• Connect with potential customers and join their conversations
• Tweak your website to support your social media marketing campaigns
• Promote your products or brand and manage the toughest negative online feedback
• Track marketing campaigns, monitor discussions, and measure successWith viral videos racking up millions of views and Twitter mavens influencing thousands of their friends, social media marketing is an essential new tool for every marketer's toolbox. The expert authors of Friend With Benefits guide you through the social media landscape, where authenticity and connections are more important than the size of your marketing budget, and real results can be just a few clicks away.ContentsForeword by Shel Israel
Acknowledgments
Introduction: A Window into the World of Social Media MarketingWhat Is Social Media?
Get Social Media Ready
Flagging a Ride: Finding the Right Bloggers and Communities
Netiquette: Miss Manners for the Web
Stick Out Your Thumb: Devising Your Pitch
Measuring Success: How to Monitor the Web
Is Social Media Marketing Risky Business?
Damage Control in the Digital Age
Does MySpace Still Matter?
Understanding Facebook
Video Marketing with YouTube and Other Video Sharing Sites
The Twitter Revolution
The Power of Crowds: Understanding and Participating in Online CommunitiesAfterwordRecommended Reading
Index