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Book Description

?Return on investment in social media is like the weather: Everybody talks about it, but nobody is doing anything about it. With this book, Jamie Turner and Reshma Shah set you up for success with some key fundamentals, and then give you some very specific and illustrative examples on how to calculate the ROI of your social media efforts.?

?Scott Monty, Global Digital Communications, Ford Motor Company

?If you simply slap a few tools like Twitter and Facebook onto your existing marketing, you are not engaging. Social media are more than tools. But if you change your mindset, you can make money. This book is packed with information to show you how.?

?David Meerman Scott, bestselling author, The New Rules of Marketing, and coauthor, Marketing Lessons from the Grateful Dead

Want to earn big profits from social media?

Now, there?s an authoritative, up-to-the-minute resource you can trust?and use.

This in-the-trenches guide is written by experts who?ve developed money-making marketing campaigns for many of the world?s largest companies. Jamie Turner and Reshma Shah, Ph.D., combine practical strategies and proven execution techniques to show how to avoid crucial pitfalls that other companies have encountered, how to make the most of limited resources, and how to strengthen your brand instead of placing it at risk.

Turner and Shah present realistic guidance for setting objectives, assessing competitors, crafting strategies, selecting platforms, integrating social media into broader marketing programs, and effectively measuring results. Whether you?re a marketer, executive, or entrepreneur, this book will help you drive maximum business value from social media?starting left now.

Big ideas and immediate action steps:

How to set up a social media campaign for success

?and how to get a positive return on your investment

How to profit from YouTube, LinkedIn, Facebook, and Twitter

?and go way beyond them

Why your first social media campaign failed

?and what to do differently next time

What to measure, how to measure it

?and how to act on what you learn

About the Author

Jamie Turner is Chief Content Officer for The 60 Second Marketer, an online magazine that provides tools, tips, and tutorials for marketers around the globe. For more than 20 years, he has helped firms like AT&T, Cartoon Network, CNN, Motorola, and The Coca-Cola Company grow sales and revenue through high-impact marketing. He is a regular guest on TV and radio on the subject of marketing and is an in-demand keynote speaker for global corporations, events, and trade shows.

Reshma Shah, Ph.D., is an Assistant Professor of Marketing at Goizueta Business School of Emory University. She is also a founder and partner at Inflexion Point Marketing Group. Shah?s marketing insights and strategies have helped companies like Ciba Vision, GE, IBM, Turner, The Coca-Cola Company, and UPS, among many others, improve their marketing ROI. Her articles have appeared in several academic journals in the areas of marketing alliances and brand extensions. Shah is also the recipient of the Distinguished Educator Award at Emory University.

Book Details

* Hardcover: 304 pages

* Publisher: FT Press; 1 edition (September, 2010)

* Language: English

* ISBN-10: 0132100568

* ISBN-13: 978-0132100564

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