{"appState":{"pageLoadApiCallsStatus":true},"articleState":{"article":{"headers":{"creationTime":"2016-03-26T08:04:45+00:00","modifiedTime":"2017-03-24T03:31:15+00:00","timestamp":"2022-09-14T18:17:56+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Online Resources for Social Media Marketing","strippedTitle":"online resources for social media marketing","slug":"online-resources-for-social-media-marketing","canonicalUrl":"","seo":{"metaDescription":"The first phase in writing your social media marketing plan is research. Use the websites in this table to put together the best possible social media marketing","noIndex":0,"noFollow":0},"content":"The first phase in writing your social media marketing plan is research. Use the websites in this table to put together the best possible social media marketing plan for your company.\r\n<table width=\"744\">\r\n<tbody>\r\n<tr>\r\n<td width=\"317\"><strong>Website</strong></td>\r\n<td width=\"427\"><strong>Description</strong></td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://addictomatic.com/\">Addict-o-matic</a></td>\r\n<td width=\"427\">The current buzz and trends on any topic</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://alltop.com/\">Alltop</a></td>\r\n<td width=\"427\">Directory of blogs, broken down by niche</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://www.bigmarketingsmallbusiness.com/\">BIG Marketing for Small Business</a></td>\r\n<td width=\"427\">Social media, online, and offline marketing tips</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"https://www.dragonsearch.com/digital-marketing-resources/tools/social-networking-media-roi-calculator/\">Dragonsearch Social Networking Media ROI Calculator</a></td>\r\n<td width=\"427\">Online ROI calculator for social networking campaigns</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://blog.hubspot.com/\">HubSpot Blogs</a></td>\r\n<td width=\"427\">Inbound Internet marketing blog</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"https://www.linkedin.com/groups/66325/profile\">LinkedIn Social Media Marketing Group</a></td>\r\n<td width=\"427\">Professional discussion group; approval required to join</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://www.marketingprofs.com/marketing/library/100/social-media\">MarketingProfs Marketing Resources</a></td>\r\n<td width=\"427\">Social media marketing tips, including B2B</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://www.marketingsherpa.com/\">MarketingSherpa</a></td>\r\n<td width=\"427\">Social networking research with B2B focus</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://mashable.com/\">Mashable</a></td>\r\n<td width=\"427\">Premier site for online news with social media focus</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://www.toprankblog.com/\">TopRank Online Marketing Blog</a></td>\r\n<td width=\"427\">Blog about online and social marketing</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://www.quantcast.com/\">Quantcast</a></td>\r\n<td width=\"427\">Demographic research on most sites</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://socialmention.com/\">Social Mention</a></td>\r\n<td width=\"427\">Tracks post about topics on 100+ social media services</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://social-networking-business.blogspot.com/\">Social Networking for Business Development</a></td>\r\n<td width=\"427\">Social networking blog for business development</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://socialnetworkingwatch.com/category/social-networking/\">Social Networking Watch</a></td>\r\n<td width=\"427\">Aggregates news and statistics for social networks</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://technorati.com/\">Technorati</a></td>\r\n<td width=\"427\">Real-time blog search engine and curation</td>\r\n</tr>\r\n</tbody>\r\n</table>\r\n<p class=\"article-tips tip\">Bookmark any sites you find useful so that you can continue accessing them after you have your social media marketing plan in place.</p>","description":"The first phase in writing your social media marketing plan is research. Use the websites in this table to put together the best possible social media marketing plan for your company.\r\n<table width=\"744\">\r\n<tbody>\r\n<tr>\r\n<td width=\"317\"><strong>Website</strong></td>\r\n<td width=\"427\"><strong>Description</strong></td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://addictomatic.com/\">Addict-o-matic</a></td>\r\n<td width=\"427\">The current buzz and trends on any topic</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://alltop.com/\">Alltop</a></td>\r\n<td width=\"427\">Directory of blogs, broken down by niche</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://www.bigmarketingsmallbusiness.com/\">BIG Marketing for Small Business</a></td>\r\n<td width=\"427\">Social media, online, and offline marketing tips</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"https://www.dragonsearch.com/digital-marketing-resources/tools/social-networking-media-roi-calculator/\">Dragonsearch Social Networking Media ROI Calculator</a></td>\r\n<td width=\"427\">Online ROI calculator for social networking campaigns</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://blog.hubspot.com/\">HubSpot Blogs</a></td>\r\n<td width=\"427\">Inbound Internet marketing blog</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"https://www.linkedin.com/groups/66325/profile\">LinkedIn Social Media Marketing Group</a></td>\r\n<td width=\"427\">Professional discussion group; approval required to join</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://www.marketingprofs.com/marketing/library/100/social-media\">MarketingProfs Marketing Resources</a></td>\r\n<td width=\"427\">Social media marketing tips, including B2B</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://www.marketingsherpa.com/\">MarketingSherpa</a></td>\r\n<td width=\"427\">Social networking research with B2B focus</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://mashable.com/\">Mashable</a></td>\r\n<td width=\"427\">Premier site for online news with social media focus</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://www.toprankblog.com/\">TopRank Online Marketing Blog</a></td>\r\n<td width=\"427\">Blog about online and social marketing</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://www.quantcast.com/\">Quantcast</a></td>\r\n<td width=\"427\">Demographic research on most sites</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://socialmention.com/\">Social Mention</a></td>\r\n<td width=\"427\">Tracks post about topics on 100+ social media services</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://social-networking-business.blogspot.com/\">Social Networking for Business Development</a></td>\r\n<td width=\"427\">Social networking blog for business development</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://socialnetworkingwatch.com/category/social-networking/\">Social Networking Watch</a></td>\r\n<td width=\"427\">Aggregates news and statistics for social networks</td>\r\n</tr>\r\n<tr>\r\n<td width=\"317\"><a href=\"http://technorati.com/\">Technorati</a></td>\r\n<td width=\"427\">Real-time blog search engine and curation</td>\r\n</tr>\r\n</tbody>\r\n</table>\r\n<p class=\"article-tips tip\">Bookmark any sites you find useful so that you can continue accessing them after you have your social media marketing plan in place.</p>","blurb":"","authors":[{"authorId":9176,"name":"Jan Zimmerman","slug":"jan-zimmerman","description":" <p><b>Ric Shreves</b> has been building websites since 1995 and creating digital marketing campaigns for almost as long. He is a former columnist for <i>ComputerWorld</i> magazine and has built websites for some of the world's largest brands, including BASF, Colgate-Palmolive, and Tesco. <b>Michelle Krasniak</b> is a freelance copywriter and marketing consultant who specializes in content marketing. She has been writing professionally for over 15 years and has a passion for helping businesses of all sizes develop content to maximize their social media presence. ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/9176"}},{"authorId":9177,"name":"Deborah Ng","slug":"deborah-ng","description":" <p><b>Ric Shreves</b> has been building websites since 1995 and creating digital marketing campaigns for almost as long. He is a former columnist for <i>ComputerWorld</i> magazine and has built websites for some of the world's largest brands, including BASF, Colgate-Palmolive, and Tesco. <b>Michelle Krasniak</b> is a freelance copywriter and marketing consultant who specializes in content marketing. She has been writing professionally for over 15 years and has a passion for helping businesses of all sizes develop content to maximize their social media presence. 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Use the websites in this table to put together the best possible social media marketing plan for your company.\r\n\r\n\r\n\r\nWebsite\r\nDescription\r\n\r\n\r\nAddict-o-matic\r\nThe current buzz and trends on any topic\r\n\r\n\r\nAlltop\r\nDirectory of blogs, broken down by niche\r\n\r\n\r\nBIG Marketing for Small Business\r\nSocial media, online, and offline marketing tips\r\n\r\n\r\nDragonsearch Social Networking Media ROI Calculator\r\nOnline ROI calculator for social networking campaigns\r\n\r\n\r\nHubSpot Blogs\r\nInbound Internet marketing blog\r\n\r\n\r\nLinkedIn Social Media Marketing Group\r\nProfessional discussion group; approval required to join\r\n\r\n\r\nMarketingProfs Marketing Resources\r\nSocial media marketing tips, including B2B\r\n\r\n\r\nMarketingSherpa\r\nSocial networking research with B2B focus\r\n\r\n\r\nMashable\r\nPremier site for online news with social media focus\r\n\r\n\r\nTopRank Online Marketing Blog\r\nBlog about online and social marketing\r\n\r\n\r\nQuantcast\r\nDemographic research on most sites\r\n\r\n\r\nSocial Mention\r\nTracks post about topics on 100+ social media services\r\n\r\n\r\nSocial Networking for Business Development\r\nSocial networking blog for business development\r\n\r\n\r\nSocial Networking Watch\r\nAggregates news and statistics for social networks\r\n\r\n\r\nTechnorati\r\nReal-time blog search engine and curation\r\n\r\n\r\n\r\nBookmark any sites you find useful so that you can continue accessing them after you have your social media marketing plan in place.","item_vector":null},"titleHighlight":null,"descriptionHighlights":null,"headers":null,"categoryList":["business-careers-money","business","marketing"],"title":"Online Resources for Social Media Marketing","slug":"online-resources-for-social-media-marketing","articleId":144759},{"objectType":"article","id":225847,"data":{"title":"A Strategic Social Media Marketing Plan","slug":"strategic-social-media-marketing-plan","update_time":"2016-09-21T15:23:28+00:00","object_type":"article","image":null,"breadcrumbs":[{"name":"Business, Careers, & Money","slug":"business-careers-money","categoryId":34224},{"name":"Business","slug":"business","categoryId":34225},{"name":"Small Business","slug":"small-business","categoryId":34251},{"name":"General Small Business","slug":"general-small-business","categoryId":34253}],"description":"You may have written an overall marketing plan when you last updated your business plan and an online marketing plan when you first created your website. If not, it's never too late. For business planning resources, see this Starting a Business page.\r\n\r\nYou can further refine a marketing plan for social media marketing purposes. As with any other marketing plan, you start with strategy. A Social Media Marketing Goals statement would incorporate sections on strategic goals, objectives, target markets, methods, costs, and return on investment (ROI).\r\n\r\n[caption id=\"attachment_225860\" align=\"aligncenter\" width=\"535\"] Establish your social marketing goals on the first page of this form.[/caption]\r\n\r\n[caption id=\"attachment_225863\" align=\"aligncenter\" width=\"535\"] Establish your social marketing objectives on the second page of this form.[/caption]\r\n\r\n[caption id=\"attachment_225867\" align=\"aligncenter\" width=\"535\"] Reproduced with permission of Watermelon Mountain Web Marketing. Target your social marketing market definition on this form.[/caption]\r\n\r\nHere are some points to keep in mind when putting together your strategic marketing overview:\r\n\r\n\tThe most important function of the form isn't for you to follow it slavishly, but rather to force you to consider the various facets of social media marketing before you invest too much effort or money.\r\n\tThe form also helps you communicate decisions to your board of advisors or your boss, in case you need to make the business case for getting involved in social media.\r\n\tThe form provides a coherent framework for explaining to everyone involved in your social media effort — employees, volunteers, or contractors — the task you're trying to accomplish and why.\r\n\r\nA Social Media Marketing Plan helps you develop a detailed tactical approach — including timelines — for specific social media services, sites, and tools.\r\n\r\nThe following paragraphs talk about the information you should include on this form.\r\nEstablishing goals\r\nThe Goals section prioritizes the overall reasons you're implementing a social media campaign. Most businesses have multiple goals, which you can specify on the form.\r\n\r\nConsult the following table to see how various social media services rank in terms of helping you reach some of your goals.\r\nMatching Social Media Services to Goals\r\n\r\n\r\n\r\n\r\nService\r\nCustomer Communication\r\nBrand Exposure\r\nTraffic to Your Site\r\nSEO\r\n\r\n\r\n\r\n\r\nFace-book\r\nGood\r\nOkay\r\nGood\r\nGood\r\n\r\n\r\nGoogle+\r\nGood\r\nGood\r\nOkay\r\nOkay\r\n\r\n\r\nInsta-gram\r\nPoor\r\nGood\r\nGood\r\nPoor\r\n\r\n\r\nLinkedIn\r\nOkay\r\nGood\r\nGood\r\nOkay\r\n\r\n\r\nPinterest\r\nGood\r\nGood\r\nOkay\r\nGood\r\n\r\n\r\nSlide-Share\r\nOkay\r\nGood\r\nPoor\r\nPoor\r\n\r\n\r\nTwitter\r\nGood\r\nGood\r\nGood\r\nGood\r\n\r\n\r\nYouTube\r\nOkay\r\nOkay\r\nGood\r\nOkay\r\n\r\n\r\n\r\nAdapted from data sources at www.cmo.com/articles/2014/3/13/_2014_social_intro.html.\r\nSetting quantifiable objectives\r\nFor each goal, set at least one quantifiable, measurable objective. \"More customers\" isn't a quantifiable objective. A quantifiable objective is \"Increase number of visits to website by 10 percent,\" \"add 30 new customers within three months,\" or \"obtain 100 new followers for Twitter account within one month of launch.\" Enter this information on the form.\r\nIdentifying your target markets\r\nSpecify one or more target markets on the form, not by what they consume, but rather by who they are. \"Everyone who eats dinner out\" isn't a submarket you can identify online. However, you can find \"high-income couples within 20 miles of your destination who visit wine and classical music sites.\"\r\n\r\nYou may want to reach more than one target market by way of social media or other methods. Specify each of them. Then, as you read about different methods in this book, write down next to each one which social media services or sites appear best suited to reach that market. Prioritize the order in which you plan to reach them.\r\nThink niche! Carefully define your audiences for various forms of social media, and target your messages appropriately for each audience.\r\n\r\nEstimating costs\r\nEstimating costs from the bottom up is tricky, and this approach rarely includes a cap. Consequently, costs often wildly exceed your budget. Instead, establish first how much money you're willing to invest in the overall effort, including in-house labor, outside contractors, and miscellaneous hard costs such as purchasing software or equipment. Enter those amounts in the Cost section.\r\n\r\nThen prioritize your social marketing efforts based on what you can afford, allocating or reallocating funds within your budget as needed. This approach not only keeps your total social marketing costs under control but also lets you assess the results against expenses.\r\nTo make cost-tracking easier, ask your bookkeeper or CPA to set up an activity or a job within your accounting system for social media marketing. Then you can easily track and report all related costs and labor.\r\n\r\nValuing social media ROI\r\nReturn on investment (ROI) is your single most important measure of success for social media marketing. In simple terms, ROI is the ratio of revenue divided by costs for your business or, in this case, for your social media marketing effort.\r\n\r\nYou also need to set a realistic term in which you will recover your investment. Are you willing to wait ten weeks? Ten months? Ten years? Some forms of social media are unlikely to produce a fast fix for drooping sales, so consider what you're trying to accomplish.\r\n\r\nThis figure presents a brief glimpse of how HubSpot clients assessed their average cost of lead generation (identifying prospective customers) in 2013, comparing social marketing to other forms of marketing. It's just a guide. Keep in mind that the only ROI or cost of acquisition that truly matters is your own.\r\n\r\n[caption id=\"attachment_225859\" align=\"aligncenter\" width=\"416\"] Reproduced by permission of HubSpot, Inc. Social media and email show a lower cost per lead (CPL) generated compared to other forms of marketing.[/caption]\r\n\r\nCosts usually turn out to be simpler to track than revenues that are traceable explicitly to social media.\r\nWhatever you plan for online marketing, it will cost twice as much and take twice as long as anticipated.\r\nA social media service is likely to produce results only when your customers or prospects are already using it or are willing to try. Pushing people toward a service they don't want is quite difficult. If in doubt, first expand other online and offline efforts to drive traffic toward your hubsite.","item_vector":null},"titleHighlight":null,"descriptionHighlights":null,"headers":null,"categoryList":["business-careers-money","business","small-business","general-small-business"],"title":"A Strategic Social Media Marketing Plan","slug":"strategic-social-media-marketing-plan","articleId":225847},{"objectType":"article","id":225844,"data":{"title":"Planning a Measurement Strategy for Social Media Marketing","slug":"planning-measurement-strategy-social-media-marketing","update_time":"2016-09-21T15:01:25+00:00","object_type":"article","image":null,"breadcrumbs":[{"name":"Business, Careers, & Money","slug":"business-careers-money","categoryId":34224},{"name":"Business","slug":"business","categoryId":34225},{"name":"Small Business","slug":"small-business","categoryId":34251},{"name":"General Small Business","slug":"general-small-business","categoryId":34253}],"description":"You need to strategize and include measurement to your Social Media Marketing Plan. The basic principle \"You can't manage what you don't measure\" applies doubly to the online universe.\r\n\r\nDo you know whether Facebook or LinkedIn drives more traffic to your site? Whether more people buy after reading a blog post about pets than after reading a blog post about plants? If not, you're simply guessing at how to expend your precious marketing dollars and time.\r\n\r\nTo make the most of your effort, return to the goals and objectives you established on your Social Media Marketing Goals statement. Ask yourself what you need to measure to determine your accomplishments. Would interim measurements help you decide whether a particular aspect of a social media campaign is working?\r\n\r\nFor instance, if one of your goals is to substitute social media marketing for paid advertising, compare performance between the two. If you initiated social media activities to improve a ranking on Search Engine Results Pages (SERP), you must measure your standing by keywords at different times. In either case, of course, you might want to track visitors to the site who arrive from either a social media referral or from natural search to see whether they continue to a purchase.\r\n\r\nFortunately, computers do one thing extremely well: count. Chances are good that if you have a question, you can find an answer.\r\nBecause computers count just about everything, you can quickly drown in so much data that you find it impossible to gather meaningful information, let alone make a decision. The last thing you need is a dozen reports that you don't have time to read.\r\nUnless you have a large site, monitoring statistics monthly or quarterly is usually sufficient. You may check more often when you first initiate a specific social media campaign or another online marketing activity, if you invest significant amounts of money or effort into a new campaign, or if you support your site by way of advertising.\r\nOn your Social Media Marketing Plan, add your choice of measurement parameters and analytical tools, as well as the names of the people who will be responsible for creating reports. Schedule the frequency of analytical review on your Social Media Activity Calendar.","item_vector":null},"titleHighlight":null,"descriptionHighlights":null,"headers":null,"categoryList":["business-careers-money","business","small-business","general-small-business"],"title":"Planning a Measurement Strategy for Social Media Marketing","slug":"planning-measurement-strategy-social-media-marketing","articleId":225844},{"objectType":"article","id":144758,"data":{"title":"4 Secrets for Social Media Marketing Success","slug":"4-secrets-for-social-media-marketing-success","update_time":"2017-03-24T03:26:58+00:00","object_type":"article","image":null,"breadcrumbs":[{"name":"Business, Careers, & Money","slug":"business-careers-money","categoryId":34224},{"name":"Business","slug":"business","categoryId":34225},{"name":"Marketing","slug":"marketing","categoryId":34243}],"description":"What you already know about online marketing will stand you in good stead. Start with these marketing basics and work from there to create a social media plan:\r\n\r\n\t\r\nCreate a hub website or blog with a domain name that you own. Social media lets you cast a wider net for your products or services. Ultimately, you still need to drive traffic to a core website or blog for additional information or purchasing.\r\n\r\n\t\r\nDevelop a standard set of eight keywords or phrases and a page description for search engine optimization. Just like you optimize your website, optimize your social marketing content and profiles. Use the same description and terms over and over to improve your ranking on search engines and to appear higher on internal search results for each social media outlet.\r\n\r\n\t\r\nPlan your marketing and work your plan. Like with all other forms of marketing, your target audience drives your decisions. Market on the media outlets they use. Before you do anything, define your market, establish your goals, and decide how you will measure success.\r\n\r\n\t\r\nKeep it simple! Unless you have many people on your marketing team, you need to keep your social media efforts under control — or they will control you. Generally, you get better results by posting more often on a few sites than posting occasionally on many sites. Create a simple monthly schedule of activities that includes posting somewhere at least weekly.\r\n\r\n","item_vector":null},"titleHighlight":null,"descriptionHighlights":null,"headers":null,"categoryList":["business-careers-money","business","marketing"],"title":"4 Secrets for Social Media Marketing Success","slug":"4-secrets-for-social-media-marketing-success","articleId":144758},{"objectType":"article","id":240500,"data":{"title":"Choosing the Right Search Terms for Your Social Media Marketing Strategy","slug":"choosing-right-search-terms-social-media-marketing-strategy","update_time":"2017-06-15T12:37:11+00:00","object_type":"article","image":null,"breadcrumbs":[{"name":"Business, Careers, & Money","slug":"business-careers-money","categoryId":34224},{"name":"Business","slug":"business","categoryId":34225},{"name":"Marketing","slug":"marketing","categoryId":34243}],"description":"Try to come up with a list of at least 30 search terms for your social media marketing strategy that can be distributed among different pages of your website (more if you have a large site). You must juggle the terms people are likely to use to find your product or service with the likelihood that you can show up on the first page of search results. Here are some tips for building a list of potential keywords:\r\n\r\n\tBrainstorm all possible terms that you think your target audience might use. Ask your customers, friends, and employees for ideas.\r\n\tBe sure your list includes the names of all your products and service packages and your company name. Someone who has heard of you must absolutely be able to find you online.\r\n\tIncorporate all industry-specific search terms and jargon you can think of.\r\n\tIf you sell to a local or regional territory, incorporate location into your terms: for example, Lancaster bakery or Columbus OH chiropractor. It’s very difficult to appear on the first page of results for a single word, such as bakery or chiropractor.\r\n\tFor additional ideas, go to Google, enter a search term, and click the Search button. Then select the Related Searches option in the left margin. You may be surprised by the other search phrases that users try.\r\n\tIf you already have a website, look at your analytics results to see which search phrases people are using to find your site.\r\n\tUse one or more of the free search tools listed in the table to get ideas for other keywords, how often they’re used, and how many competing sites use the same term.\r\n\tYou can also try the Google AdWords Keyword Planner Tool. Intended to help buyers of Google AdWords, this tool is also useful when you’re brainstorming search terms. However, to access this tool, you need to sign into an existing AdWords account or create one by clicking the links on the Keyword Planner page.\r\n\r\nYou'll get more accurate, detailed numbers if you also sign up for Google Search Console (formerly Webmaster Tools). You or your programmer should do this anyway.\r\n\r\n\r\n\tCheck your competitors’ search terms for ideas. Visit your competitors’ sites and right-click to view the page source, or look in the browser toolbar for something like View → Source. The keywords are usually listed near the top of the source code for a page. If you don’t see them, use the Find command (Ctrl+F) to search for keyword.\r\n\r\nNot sure who your competitors are? Enter one of your search terms to identify similar companies appearing on the first page of search results. Then you can go look at their other keywords, too.\r\n\r\n\r\n\tLook at the tag clouds for topics on social news services or blog search engines such as Ice Rocket to assess the relative popularity of different search terms. Tag clouds visualize how often keywords appear in specific content or how often they’re used by searchers, with the most popular terms usually appearing in larger type.\r\n\tAvoid using single words except in technical fields where the word is a term specific to a particular industry, such as seismometer or angiogram, with only hundreds of thousands, instead of millions, of competing pages. Not only will you have too much competition on generalized single words, but results for single words also produce too wide a range of options. People simply give up.\r\n\r\nKeyword Selection Resources\r\n\r\n\r\nName\r\nDescription\r\n\r\n\r\n\r\n\r\nGoogle AdWords Keyword Planner\r\nFree keyword generator and statistics available to holders of Google and AdWords accounts; better results for paid accounts\r\n\r\n\r\nGoogle Trends\r\nResearch on trending search terms\r\n\r\n\r\nKGen\r\nShareware add-on for the Firefox and Chrome toolbars showing which keywords are strong on visited web pages\r\n\r\n\r\nSEMrush\r\nResearch keywords used by competitors for Google and Bing organic searches\r\n\r\n\r\nUbersuggest\r\nFree keyword suggestion tool\r\n\r\n\r\nWordStream\r\nBasic keyword tools; 30 free searches\r\n\r\n\r\nWordtracker\r\nKeyword suggestion tool; free 7-day trial\r\n\r\n\r\n\r\nCrafting a page, blog post, or social media profile for more than four or five search terms is difficult. Break up your list of terms into sets that you think you can work into a single paragraph of text while still making sense.\r\nOptimizing for search terms that real people rarely use doesn’t make sense. Sure, you can be number one because you have no competition, but why bother? You will show up on these words anyway. The exceptions are your company and product names and terms highly specific to your business.\r\nAlways test your selected search terms to be sure that sites like yours show up in the results for that term. For instance, entering artificial trees as a search term yields inexpensive artificial Christmas trees, especially at the holiday season, and perhaps some silk palm trees. 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Online Resources for Social Media Marketing

By: Jan Zimmerman and Deborah Ng and

Updated: 03-24-2017

From The Book: Social Media Marketing All-in-One For Dummies, 4th Edition

Social Media Marketing All-in-One For Dummies, 4th Edition

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The first phase in writing your social media marketing plan is research. Use the websites in this table to put together the best possible social media marketing plan for your company.

Website	Description
Addict-o-matic	The current buzz and trends on any topic
Alltop	Directory of blogs, broken down by niche
BIG Marketing for Small Business	Social media, online, and offline marketing tips
Dragonsearch Social Networking Media ROI Calculator	Online ROI calculator for social networking campaigns
HubSpot Blogs	Inbound Internet marketing blog
LinkedIn Social Media Marketing Group	Professional discussion group; approval required to join
MarketingProfs Marketing Resources	Social media marketing tips, including B2B
MarketingSherpa	Social networking research with B2B focus
Mashable	Premier site for online news with social media focus
TopRank Online Marketing Blog	Blog about online and social marketing
Quantcast	Demographic research on most sites
Social Mention	Tracks post about topics on 100+ social media services
Social Networking for Business Development	Social networking blog for business development
Social Networking Watch	Aggregates news and statistics for social networks
Technorati	Real-time blog search engine and curation

Bookmark any sites you find useful so that you can continue accessing them after you have your social media marketing plan in place.

About This Article

This article is from the book:

Social Media Marketing All-in-One For Dummies, 4th Edition ,

About the book authors:

Jan Zimmerman owns Sandia Consulting Group and Watermelon Mountain Web Marketing, where she both practices and provides support for social media marketing techniques. Deborah Ng is a freelance writer from central New Jersey. She blogs about books at BooksAndChardonnay.com and shares tips and job leads for telecommuters at Telecommunity.net.

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Marketing ,