Category Archives: Summary

How to use Twitter (article summary)

The content of this post is now part of the marketing instruction book
“The Social Media Marketing Program in 5 hours”.
The book offers a 5 lesson instruction on

  • current social media categories and instruments
  • monitoring your and your competitors online presences
  • online marketing goals, strategy and calculation of ROI
  • developing the online marketing concept including seeding programs
  • measurement of online marketing and social media marketing

The book is a no-nonsense/no-bullshit instruction that gives you all the necessary tools to jump-start a social media marketing campaign without getting confused by myths and unnecessary theory discussions.

Please email to
or visit
to receive details and pricing.

Thank you for understanding that after publishing, the post had to be removed from this blog.


Social Media Categories and Tools (chapter summary)

There are so many different social media platforms available that marketers need some sort of categorization. This is important for picking the right set of platforms to be used in your marketing mix. In my book, you will find a list of 16 categories and the most popular examples of each category.

Social Media Handbook for CEOs, CMOs and General Managers

The Social Media Categories are:
Content Sharing, QandA, Blogs, Social Bookmarking, Microblogging, Social Shopping, Crowdsourcing, [Continue reading →]

Measuring Social Media Marketing Results (chapter summary)

Check traffic to your website/blog and how it converts to the desired interactions, to leads, sales or whatever your defined goal is. Measure:
– Traffic and Conversion
– Social Media Presence

You can find detailed instructions on how to measure these 2 categories of data in my”Social Media Handbook for CEOs, CMOs and General Managers”.

There is also a list ofSocial Media Handbook for CEOs, CMOs and General Managers

  • free online platforms you can use to measure social media presences of your brand and your competitor’s brand,
  • and the main features of paid measurement platforms.

The Social Media Marketing Concept in 7 steps

Visit the Sonncom Pin!

Goal setting – what is your goal with social media marketing? Click for a the list of most common goals. You can manage the 7 steps with sonncom’s online concept guide.

Budgeting and Capacity
Most marketing budgets have not kept pace with the recent changes in communication culture. Now they have to be adapted and a social media marketing mix has to be added. Click for budget allocation and capacity planning.

By the way: a social media marketing concept IS NOT:

  • your iPhone app, which at best reaches a certain smartphone elite,
  • a few lost tweets mentioning your brand promotion,
  • a facebook page, which has to reach its audience in a parallel universe of 700 million people,
  • uploading tv-spots to YouTube, „to tap into their viral potential…“,
  • offering a discount at Groupon,
  • the endless internal discussion necessary to “narrow down our options and to definitely find the right strategy”.

A professional concept includes a strategy, is tailored to the target group’s needs, ca be started fast, is simple and easy to manage, is flexible and it needs to correspond with the overal marketing concept.
It can be created in 7 systematic steps: [Continue reading →]

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