Maximize Your Social: A One–Stop Guide to Building a Social Media Strategy for Marketing and Business Success

Praise for Maximize Your Social "Looking for a smart social media strategy? If so, look no further. Schaffer's Maximize Your Social provides a clear and effective road map that'll help your business thrive in an ever changing social world." —Michael Stelzner, founder, Social Media Examiner and host, Social Media Marketing podcast; author of Launch " Maximize Your Social provides an awesome framework for creating a powerful presence on LinkedIn, Facebook, Twitter, Pinterest, and really ALL social media sites. You will love the pragmatic, step-by-step tactics as well as the comprehensive and creative strategies. Get this book today, not tomorrow!" —John Haydon, author of Facebook Marketing For Dummies "Neal Schaffer is the real deal. He's proven that social media can work for real business, and in Maximize Your Social , he provides the playbook. It's a logical, realistic, clear-eyed recipe for doing social right." —Jay Baer, bestselling author of Youtility and The NOW Revolution " Maximize Your Social is straightforward, simple, and superb. Two 'Likeable' thumbs up!" —Dave Kerpen, New York Times bestselling author of Likeable Social Media and Likeable Business "I've been working in social media for seven years, and there's just about nobody in the business that I'd feel comfortable leaving alone with a client but Neal Schaffer. He gets the business case, the strategy, and the tactics—enjoy this primer of straight-up social media advice." —Adam Metz, The Social Concept and Firespotter Labs "Neal has been a social media leader for years. With this book, he takes all of us again to the bleeding edge of how to survive in today's world with a social strategy that actually works. This should sit on every CMO's bookshelf." —Leo Widrich, CMO/cofounder at Buffer

Introduction 1 Chapter 1 Reality Check: The Permeating Trends of Social Media and Social Business 5 Chapter 2 A Social Media Strategy: The Framework for the Ever–Changing World of Social Media 13 Chapter 3 Determining Objectives and Background for Your Social Media Program 19 Chapter 4 Auditing Your Social Media Program 27 Chapter 5 Core Elements and Concepts in Your Social Media Strategy 35 Chapter 6 Blogging as an Essential Part of Every Social Media Strategy 53 Chapter 7 Maximizing Your Facebook Presence 59 Chapter 8 Maximizing Your Twitter Presence 71 Chapter 9 Maximizing Your LinkedIn Presence 83 Chapter 10 Maximizing Your Google+ Presence 91 Chapter 11 Maximizing Visual Social Networks 103 Chapter 12 Determining Staffing Roles and Responsibilities 119 Chapter 13 Onboarding Your Social Media Strategy 131 Chapter 14 Managing the Risks 145 Chapter 15 Creating Your PDCA Workflow 157 Chapter 16 Integrating Your Social Media Strategy 167 Chapter 17 The ROI of Your Social Media Strategy 177 Chapter 18 Conclusion: The Future Evolution of Social Media and Your Social Media Strategy 185 Notes 191 Acknowledgments 203 About the Author 207 Index 209

NEAL SCHAFFER , named a Forbes Top 50 Social Media Power Influencer two years in a row, is the creator of Advertising Age's Top 100 Global Marketing Blog, Windmill Networking (recently rebranded as Maximize Social Business), and a global speaker on social media who also teaches as part of Rutgers University's Mini-MBA™ in Social Media Marketing Program. As a leading social media strategist, Neal has created social media strategies, coached implementation, and helped train dozens of companies, from startups and small businesses to Fortune 500 enterprises and even a Grammy Award–winning musician. Neal has previously written two award-winning books on LinkedIn. His work has been recognized by the media, appearing in the Wall Street Journal, Bloomberg Businessweek, Forbes , Yahoo!, and the American Express OPEN Forum.