Page 437 - Social Media Marketing for Dummies

Google Trends, 35–36 Home icon (Instagram), 193
Google webmaster tools, 40 Home option (Tumblr menu), 233
governance home pages, promoting campaigns on website,
about, 375 307–308
centralized, 378–379 home-page ads (YouTube), 171
customer support, 377 honesty, as an ethical value, 114
distributed, 379 Hootsuite, 408–409
extreme distributed, 379–380 How Online Reviews Influence Sales study, 311
hub-and-spoke, 379 HP Blogging Code of Conduct, 110
impact of SMM on company functions, 375–378 Hsieh, Tony (CEO), 102
legal, 378 hub-and-spoke governance, 379
models for, 378–382 hubs, treating websites as, 305–306
public relations, 376 Huffman, Steve (Reddit founder), 248
sales, 377 humor, in YouTube videos, 168
tips and tricks for, 381–382
group boards, starting on Pinterest, 218–220 I
group decision making, in mobile marketing, 343 IBM, 109–110, 230, 373–374
groups Iconosquare, 201
Facebook, 140–141 icons, explained, 2–3
LinkedIn, 183–186 identification, influence and, 47
WhatsApp, 299 identifying personas, 38–39
in work environments, 356 image pins, 220
Guess, 252–253 image searches, 37–38, 220–225. See also photos
Guided Search (Pinterest), 223 Inbox option (Tumblr menu), 233
guidelines, social media, 380–381 incremental reach, 324
indirect marketing communication, 340
H indirect mobile marketing, 341–342

handle (Twitter), 149 industry, as an audience group, 123, 125–126
Handley, Ann (blogger), 404 industry filters (LinkedIn), 182
hashtags influence
in campaigns, 81–82 defined, 19
Instagram, 196–197, 199 executing campaigns for, 83
Twitter, 149 importance of, 269
Here Comes Everybody: The Power of Organizing industry, 125–126
without Organizations (Shirky), 24 winning, 324–325
Hiam, Alexander (author) influencer identification, 92
Marketing For Dummies, 45 influencer outreach program, 74–75
high-consideration purchases, 13 influencers. See also specific types
highlights (Medium), 246 about, 9–10, 267–268
historical record, value of, 361 connecting at meet-ups, 279–280
hobbies, personas and, 39 digital platforms and, 16–17
Home Depot, 153 offline, 278–280

Index 421