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What Customers Want Providing Answers Getting Your Content Ready Chapter 20: Utilizing Messaging Apps Looking at Messenger Setting Up Messenger Understanding Chatbots Deploying WhatsApp from Facebook

      7  Part 5: Old Marketing Is New Again with SMM Chapter 21: Practicing SMM on Your Website Focusing on the SMM-Integrated Website Making the Campaign and the Website Work Together Rethinking Your Website Tips and Tricks for Website SMM Chapter 22: Becoming an Authentic and Engaged Advertiser Social Advertising: An Online Advertising Game Changer Native Advertising and How It Can Work for You Making Paid and Earned Media Work Together Making SMM Work with TV Chapter 23: Building an SMM Mobile Campaign Looking at Consumer Trends in Mobile Understanding the Many Paths within the Mobile Channel Keeping in Mind Mobile Phone Capabilities Fitting Mobile into Your Social Media Practices Building Your Own Mobile-Enabled Communities Adding Social Media Elements to Mobile Harnessing Mobile to Support Social Media Deciding When to Build a Mobile App Chapter 24: Encouraging Employees to Advocate for Your Brand on Social Media Embracing the Idea of Employee Collaboration Picking Social Software for Social Influence Rethinking the Intranet Chapter 25: Changing Tactics and Metrics Correlating Data with Business Objectives Focusing on the Tactics That Count Rethinking the Customer Experience Integrating Marketing Technology with Analytics Systems Deploying AI Tools Chapter 26: Understanding Social Media Governance Recognizing How SMM Impacts Other Company Functions Introducing Social Media Governance Models Dealing with a Social Media Crisis Chapter 27: Using Real-Time Marketing Introducing Real-Time Marketing Organizing for Real-Time Marketing Taking TV into Real-Time Marketing Chapter 28: Data and Privacy Knowing What Data You Have to Play With Harnessing Data & Privacy Best Practices Understanding New Data and Privacy Laws So What Does This All Mean for Your Marketing Effort?

      8  Part 6: The Part of Tens Chapter 29: Ten SMM-Related Must-Read Blogs Brian Solis Content Marketing Institute Convince and Convert Copyblogger Marketing Profs Neil Patel’s Blog Razor Social Seth Godin Shiv Singh Social Media Examiner Chapter 30: Ten Top SMM Tools Buffer BuzzSumo Facebook Insights Followerwonk Hootsuite Later Mention SproutSocial Tailwind Tweepi Chapter 31: Ten Tips to Navigate Fakeness Create Shared, Mutual Goals Use

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