© 2013

Advanced Social Media Marketing

How to Lead, Launch, and Manage a Successful Social Media Program

  • Authors

Table of contents

  1. Front Matter
    Pages i-ix
  2. Tom Funk
    Pages 1-13
  3. Tom Funk
    Pages 15-31
  4. Tom Funk
    Pages 33-63
  5. Tom Funk
    Pages 65-74
  6. Tom Funk
    Pages 75-101
  7. Tom Funk
    Pages 125-146
  8. Tom Funk
    Pages 147-171
  9. Tom Funk
    Pages 173-206
  10. Tom Funk
    Pages 207-220
  11. Tom Funk
    Pages 221-223
  12. Tom Funk
    Pages 225-233
  13. Tom Funk
    Pages 235-237
  14. Back Matter
    Pages 239-246

About this book


Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn’t whether to take your business onto social media platforms—but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success. 

Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program.  

Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business. In it, we simplify tasks that might otherwise be complicated—like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up.   

The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author’s own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it’s ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz.  

About the authors

Tom Funk has been involved in ecommerce and online marketing since the?emergence of the commercial internet in the mid 1990s. A senior marketing manager?at Green Mountain Coffee Roasters,?he?has a wealth of experience in social media, online advertising, website usability, and more, Tom is a frequent speaker at industry conferences and events.?His previous books include Web 2.0 and Social Media Playbook for Business.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
IT & Software
Consumer Packaged Goods