Page 441 - Social Media Marketing for Dummies

peer influencers. See positional influencers positional influencers, 14, 16, 268, 275–278
pen icon (Pinterest), 218 posts, Tumblr dashboard, 235–237
Pepsi, 148, 152, 390 PR manager as SMM voice owner for
Pepsi Refresh Project, 27 organizations, 105–106
Pepto-Bismol, 81 practicing socially responsible marketing, 114–116
personalizing customer experience (CX), 368–370 preference, as a stage in marketing funnel, 52,
59–60
personas, identifying, 38–39 premium, Reddit, 249
persuasion, marketers and, 10 premium short-messaging services (PSMS), 344
pets, personas and, 39 preparing data, 373–374
photos prescriptive real-time insights, 386
in LinkedIn profile, 179 press releases (PR), social media marketing and,
personas and, 39 278–279
sharing on Instagram, 193–195 primary blog type (Tumblr), 229
as Tumblr media, 234 privacy
Twitter, 149 about, 395
pinning, as a social activity on Pinterest, 214 best practices, 397–398
Pinterest marketing and, 400
about, 211–212 Millennials and respect for, 261–262
becoming business pinners, 215–220 new laws protecting, 398–399
boards, 220–225 voice assistants, 283
images, 220–225 Procter & Gamble, 26, 167
Millennials and, 263 product benefits, articulating your, 276
strategy for, 214–215 product launches, Twitter for promoting, 152
user statistics, 16 product sales, websites and, 304
users, 212–214 professional/occupational influencers, 268
website, 37, 100 profiles
Pinterest for Business (website), 215 creating on LinkedIn, 176–182
placement option, YouTube and, 163 Medium, 245–246
platforms. See also specific platforms setting up on Pinterest, 216–218
about, 10, 121–122 Project Runway Challenge, 327–328
choosing, 122–126 Promoted Accounts (Twitter), 153–154
evaluating resources, 127–129 Promoted Pins (Pinterest), 220, 224
evaluating social network offerings, 129–133 Promoted Trends (Twitter), 157–158
linking websites to, 306–307 Promoted Tweets (Twitter), 154–156
preparing employees for social media promoting
networking, 126–127
real-time distribution through, 389–390 campaigns on website home pages, 307–308
sharing YouTube video clips on other, 164 compared with social media marketing, 22–23
used by competitors, 40 on YouTube, 164–168
using as audience research tools, 130–132 proximity spectrum, 337
Podcasting For Dummies (Morris), 60 public relations, 19–20, 376
podcasts, 59–60, 77, 310–311 Pulizzi, Joe (CMI founder), 404
policies, social media, 380–381 pulse, of the intranet, 361–362

Index 425