256 pages | 6 x 9 | Paperback
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The New Media Driver's License, 2nd Edition
Too much information? You may think so if you are trying to search out the best advice on how Facebook can help you sell your products or how LinkedIn can work to find your next job. Maybe you want to know how on-line PR can generate positive word-of-mouth to build support for you favorite charity, or how you can use Foursquare to fill the booths in your neighborhood diner.
The New Media Driver’s License Resource Guide will help you speed your way through the on-line traffic jam of useless opinion and straight to the land of real experts who make their best advice freely available.
The authors have combined the thoughtful summaries in this book with an easily accessible website that puts you one click away from more than 500 articles of the best advisors America, and the world of cyberspace, has to offer.
PART I SOCIAL MEDIA
Chapter 1 What Makes Social Media Social?
Social Media: The Phenomena Revisited
Strategies and Campaigns in Social Media
Social Media: The Emerging Tool for Business
New Tools, Tips, Tactics, and Tricks of the Trade
Social Media for Personal Brand Building
Monitoring, Evaluation, and Security in Social Media
Avoiding Mistakes in Social Media
Extra Point—Tracking the Trends
Part I—Making Your Practice Perfect
PART II SOCIAL NETWORKING
Chapter 2 The Ins and Outs and Ups and Downs of Blogging
Becoming a Better Blogger
Making Your Blog Hum
Blogging for Business
The Best of the Best Blogs
Extra Point—Blogging in 2020
Chapter 3 Everyone’s Friend—Facebook
About Facebook—The Big Kid on the Block
How Business Exploits Facebook’s Potential
Some Important Information about Facebook Users
New Facebook Tools
Enhancing Your Facebook Page
Extra Point—Facebook in the Future
Chapter 4 LinkedIn—“The New Resume”
Using LinkedIn for Business
Getting LinkedIn to Personal Growth
Extra Point—Growing by Leaps and Bounds
Chapter 5 Becoming a Master of Your Twitter Universe
Consumer Trends on Twitter
That Smell of Successful Twitter Business Strategies
Tools, Tips, Tactics, and Tricks of the Trade
Tweeting Your Personal Brand
Monitoring, Evaluation, and Twitter Security
Extra Point—Twitter Tied to World Changers
Chapter 6 Emerging Powerhouse Networks: Pinterest, Instagram, Foursquare, and YouTube
Pinterest: Holding Our Interest
Tools, Tips, Tactics, and Tricks of the Trade
How Pinterest Can Be Used to Develop Organizational-Public
Relationships (PR)
Extra Point—Pinterest and Personal Branding
Picture This: Instagram
Tools, Tips, Tactics, and Tricks of the Trade
How Instagram Can Be Used to Develop Organizational-Public Relationships (PR)
Extra Point—Instagram Trending Up
Location, Location, Location and Foursquare
Tools, Tips, Tactics, and Tricks of the Trade
Extra Point—Foursquare Evaluation and Security
You-Tubing in the Streams of Consciousness
Understanding the Basics of Video Hosting
Tools, Tips, Tactics, and Tricks of the Trade
Online Video Marketing and Advertising
Extra Point—Tubing Ahead of the Game
Part II—Making Your Practice Perfect
Part III SEARCH
Chapter 7 Google: Searching Out the Changes in Our World
Understanding Google
Google Business Uses, Tools, and Apps
Extra Point—Google+
Part III—Making Your Practice Perfect
Part IV ONLINE ORGANIZATIONAL-PUBLIC RELATIONSHIPS (PR)
Chapter 8 Building and Keeping Organizational-Public Relationships (PR): The Dialogue We’ve Wanted All Along
Organizational-PR’s Role in Social Media and Vice Versa
Going Social with Media Reporters and Editors
Don’t Forget the Blogger
The Importance of Content
Tools, Tips, Tactics, and Tricks of the Trade
Extra Point—Keeping up to Speed
Part IV— Making Your Practice Perfect
Part V INTERNET MARKETING
Chapter 9 Internet Marketing through Customer Conversations
Trends and Concepts in Internet Marketing
Including Internet Marketing in a Business Strategy
Tools, Tips, Tactics, and Tricks of the Trade
Extra Point—New Four P’s of Marketing
Chapter 10 Buying Your Position with Search Engine Marketing (SEM) and Pay-Per-Click (PPC) Advertising
Understanding the Basics
Creating a “Find-ability” Strategy
Starting and Running a Google Ad Campaign
SEM and PPC Mistakes and Miscalculations
Extra Point—Staying Ahead of the Game
Chapter 11 Earning Your Position with Search Engine Optimization
Understanding the Basics
Creating Your SEO “Find-ability” Strategy
Evaluating Your SEO Campaign and Avoiding Mistakes
Extra Point—Staying Ahead of the Game
Chapter 12 Social Bookmarking—What’s That and Who Cares?
Understanding the Basics
Tools, Tips, Tactics, and Tricks of the Trade
Extra Point—Social Bookmarking for Business
Part V—Making Your Practice Perfect
Dr. Richard (Rick) Cole
is professor of public relations at Michigan State University and former chair of the university’s Department of Advertising, Public Relations, and Retailing. He is a recognized expert in PR—“organizational-public relationships.” In addition to having owned his own PR company, he served as press secretary and chief of staff for Michigan Governor James J. Blanchard and was chief administrative officer of a nine hospital academic system in Detroit.
When chair of the MSU Advertising, PR, Retailing Department, Cole brought Derek Mehraban to the department to help him develop the New Media Driver’s License® course that provided the basis for much of this book.
Derek Mehraban is a graduate of Michigan State University and owner of Ingenex Digital Marketing, a full-service digital agency located in Ann Arbor, Michigan. Mehraban is co-creator of the New Media Drivers License Course, a teacher of the course since its inception at MSU in January 2009, and a Crain’s Detroit Business “40 under 40” award winner.
Don't wait to read this book. Devour it—now—and start using it.
Alan Weber
Principal, Data to Strategy Group
Past President, Kansas City DMA Adjunct
University of Missouri, Kansas City
. . . an extremely powerful tool to connect or, as the authors put it, jumpstart the journey into the exciting world of new and social media.
Michal Lorenc
Head, Client Services
Google, Canada
This book immerses you in “doing social media” at your speed, your skill level, using the tools which are most important for you. . . . Get your certification for the interactive highway here and now.
Don E. Schultz
Principal, Agora, Inc.
Emeritus, Medill School of Journalism and Integrated Marketing Communications
Northwestern University
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