Part I of the book lays the foundation for social media marketing with a quick survey of the current landscape. Part II helps readers prepare their own social media marketing strategy and includes information on touchpoint analysis and influencer tools that marketers can use to help focus social media marketing strategies. Part III shows how to leverage the tools and techniques that are available today, examining everything from blogs and RSS feeds to podcasts and video to social networks and user-generated-content sharing sites like YouTube. The part concludes with a chapter on measuring campaign effectiveness that includes how to integrate those metrics with traditional media measurements.   

Full of interesting case studies, step-by-step guides, and hands-on tutorials and written in the popular Hour a Day format, in which intimidating topics are broken down into easily approachable tasks, this book is sure to help marketers and advertisers at all levels develop, implement, and measure successful social media marketing campaigns.