Includes index

Introduction 1 Part I: The Basics of Social Media Engagement 7 Chapter 1: Explaining the Why, Who, and How of Social Media Engagement 9 Chapter 2: Assessing the Impact of Social Media Engagement 25 Chapter 3: Discovering Social Media Engagement Tools 43 Part II: Exploring the Elements of Social Media Engagement 65 Chapter 4: Building Trust and Credibility 67 Chapter 5: Demonstrating Your Online Presence to Maximize Engagement 85 Chapter 6: Creating Connections 105 Chapter 7: Driving Interaction 121 Part III: Examining the Basic Engagement Tools 137 Chapter 8: E-mail, Forums, Blogs, and Websites 139 Chapter 9: Facebook 157 Chapter 10: Twitter 183 Part IV: Engaging Through Additional Social Channels 209 Chapter 11: Pinterest 211 Chapter 12: LinkedIn 241 Chapter 13: Google+ 263 Chapter 14: Location-Based Services 281 Part V: Leveraging Audio and Video for Engagement 301 Chapter 15: Audio and Videocasting 303 Chapter 16: YouTube 317 Part VI: The Part of Tens 335 Chapter 17: Ten Social Media Engagement Mistakes to Avoid 337 Chapter 18: Ten Businesses That Excel at Social Media Engagement 343 Index 353

Put "engage" front and center in your social media marketing engagement strategies! When you focus on the engagement side of a social media marketing strategy, you'll build and grow relationships with followers and customers, craft content just for them, analyze how they're responding, and refocus and refresh your campaigns accordingly.