The Complete Social Media Community Managers Guide: Essential Tools and Tactics for Business Success

Masterfully Manage All of Your Social Media Communities Community managers are the linchpins of today's social media marketing campaigns, and The Complete Social Media Community Manager's Guide is your ultimate guide on how to do the job effectively, efficiently, and profitably. This detailed, step-by-step road map shows you how to cultivate, convert, and manage all of your social media communities and gives you a running start with downloadable, ready-to-use tools and templates. The book covers it all—proven social media best practices, crafting a strategy, setting realistic goals and metrics, and little-known paid-organic tactics for leveraging community-generated content to amplify your messaging. Packed with proven techniques, insightful case studies, and sensible advice, it's a must-read for everyone who wants to succeed with social media. Understand the diverse roles and responsibilities of today's community manager Follow proven steps for building an awesome social media marketing plan Sell your boss, colleagues, and company stakeholders on your social strategy Discover how to seed quality conversations and promote engagement within your community Explore paid-organic amplification through social ads across Facebook®, Twitter®, YouTube®, and other channels Learn crucial rules for swift and effective crisis management Measure and document your success with an arsenal of tools and reports This timely guide will lend a sense of structure, purpose, and measurement to the social media community manager's role." —Andrew Goodman, Cofounder, HomeStars When it comes to thinking about and executing a successful, holistic, and structured social media program that delivers real results for your company, this book covers everything you should know, and more." —Imelda Khoo, Global e-Marketing Manager, Tektroniks Complete with job expectations framework, sample templates, PR safety harnesses, and community thrill tips, this book is a must-have resource." —Angie Schottmuller, Chief of Conversion Marketing, Unbounce.com

Introduction xxi Chapter 1 The Social Media Community Manager′s Role 1 Chapter 2 Timeless Tenets of Non–Gratuitous Social Behavior 35 Chapter 3 Hit the Ground Running! 77 Chapter 4 Content, Reputation, and Hardcore Listening Hacks 141 Chapter 5 Finding Themed Conversations: The Superior CM′s Edge 175 Chapter 6 Dominate with Paid Organic Amplifi cation 207 Chapter 7 Community Crisis Management 231 Chapter 8 Measuring Success! State–of–the–Art Social Metrics 255 Appendix A Social Media Community Manager Job Description 281 Appendix B The Big List of Community Management Tools and Analytics 289 Appendix C 72 Must–Follow Online Marketing Geniuses 297 Index 301

Marty Weintraub is CEO of aimClear®, an Inc. 500–honored search and social marketing agency whose community management training credits include Intel, Siemens, Tektronix, United Health Group, and others. Marty is also the author of Killer Facebook Ads and regularly speaks at SES, SMX, Pubcon, and other conferences. Lauren Litwinka is an Online Marketing Account Manager and Publications Manager at aimClear, with expertise in community management, online journalism, holistic social befriending, and content syndication. She writes a monthly column for Search Engine Land , and both authors contribute to the aimClear blog, which was named one of Technorati′s Top 10 Small Business Blogs and one of PRWeb′s 25 Essential PR Bloggers You Should Be Reading.