TY  - BOOK
AU  - Garner,Rob
TI  - Search and social: the definitive guide to real-life content marketing 
SN  - 9781118264386 (pbk.) :
AV  - HF5415.1265 .G38 2013
PY  - 2013///
CY  - Hoboken, NJ
PB  - John Wiley & Sons
KW  - Internet marketing
KW  - Online social networks
N1  - Includes index;   Search & Social; Foreword; Introduction; Chapter 1: Real-Time Publishing and Marketing; Introduction to Real-Time Content Marketing; Setting the Stage for a Search- and Social-Enabled Real-Time Publishing Platform; Chapter 2: Understanding Search and Social; Defining Search and Social; The Value of Approaching Social with a Search Frame of Mind; List of Social and Search Signals and Synergies; Chapter 3: Ramping Up for a Real-Time Content Marketing Strategy; Answering the Question "Why?"; Basic Elements of Your Real-Time Content Marketing Strategy Formulating Your Real-Time Search and Social StrategyChapter 4: Market Research and Content Types; Keyword and Market Research; Types of Digital Assets; Chapter 5: Content Strategy: Auditing, Assessment, and Planning; How to Think About Strategy, Planning, and Assessment; Content Auditing, Strategy, and Assessment; Other Considerations for Content Strategy and Planning; Chapter 6: Creating Effective and Engaging Content; Engaging Content Idea Types; Five Quick Ideas for Topic Brainstorming; Ambient Truth: In Search and Social, the Headline Is the Message Quick-Start SEO Copywriting Guide for Social MarketersChapter 7: Social-Network Platforms; How to Think About "Search and Social" for the Major Networks; Why Top-Tier Networks Are Fundamental to Your Publishing Platform; The Basic Interdependencies between Social Engagement and Search Visibility; Increasing Velocity for Publishing in Networks; The Big-Four Social Networks; Chapter 8: Blogs, Google News, and Press Releases; Blogs; News; Press Releases; Chapter 9: Developing and Engaging in Real-Time Communities; Introduction to Real-Time Communities Search and Social Reciprocation in Real-Time CommunitiesForums; Answer Marketing; Wikis; Chapter 10: Technical Considerations and Implementation; Setting Up a Short-URL Service; Schema.org: Integrating Rich Snippets; Author Rank and the rel=author Attribute; Adding Social-Network Sharing Buttons to Digital-Content Assets; Setting Up RSS Feeds for SEO and Social Spaces; Google Webmaster Tools and Bing Webmaster Tools Account Setup; Chapter 11: Video and Images; Video and Image Strategy Development; Video Optimization for Search and Social Channels Image Optimization for Search and Social ChannelsChapter 12: More Considerations for Real-Time Content Marketing, Search, and Social; Social Link Signals for Search Benefits; More on How Social URL-Sharing Democratizes the Link Graph; Social Bookmarking; How to Set Up and Utilize Alerts; How to Make Your Website Come Alive; Using the Creative Commons License to Distribute Your Digital Assets; Email as a Real-Time Marketing Function; Chapter 13: Social Media Management; Considerations for Integrated Search, Social, and Real-Time Content Strategy; Integrating Your SEO and Social Teams
ER  -