Social Media Playbook for Business: Reaching Your Online Community With Twitter, Facebook, Linkedin and More

Online networks like Facebook and Linkedln, as well as media platforms like Twitter, Flickr, and YouTube serve a stunning 80 percent of online Americans every month. Once the province of the young, social media is now growing fastest among older demographics. Every ambitious business or organization needs to understand, participate in, and reap the benefits of social media.

Social media can be an incredibly powerful marketing tool that brings a company or organization huge rewards. But for beginners in this new world, the potential risks are also high. Consumers are particularly passionate in the online world; the most active social networkers are poised to be your brand's gushing fans---or your most scathing critics. Both multimillion-dollar profits and self-inflicted PR fiascos are possible via social media.

This guidebook begins by defining "social media," "social networking," and other terms that may be ambiguous, then details what recent market research reveals about the scope and growth rate of the social media landscape. Real-world examples of both large and small organizations that have successfully implemented social media strategies are showcased, and the hype and failed promise of famous flash-in-the-pan social networks are examined. The author outlines a comprehensive strategy for success with social media, including practical information on watching metrics, establishing beachheads, determining your driver, building a checklist of driver "amplifications," and combating the "what now?" factor.

Tom Funk is vice president of marketing for Timberline Interactive, a web development and online marketing consultancy, and former web manager of Vermont Teddy Bear Company. Funk has been involved in e-commerce and web publishing since 1995. He is a frequent speaker in the United States and abroad, including at Internet Retailer, Online Retailer, Direct Marketing Association, and Shop.org conferences. His published works include Praeger's Web 2.0 and Beyond: Understanding the New Online Business Models, Trends, and Technologies.