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EU to launch counter-tariffs against US on Friday
The move comes after President Donald Trump imposed steep duties on steel and aluminium in May.


Daimler expects lower 2018 earnings due to new tariffs
The Germany carmaker says new Chinese tariffs on US vehicle imports would have a direct impact on its sales.


UK government borrowing falls more than expected
Public sector borrowing fell to £5bn in May, down £2bn from a year earlier, official figures show.


Australia's Toys R Us stores to close down
The Australian arm of the US chain has 44 stores across the country and employs about 700 people.


Dixons Carphone sees big profits fall
The retailer admits that it has "plenty of work to do" in revamping its business as annual profits slide.



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Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever

by Ric Dragon

Published by McGraw-Hill


Join the next phase of the social media marketing revolution!

Covering subjects ranging from the best-tasting breakfast cereal to the latest developments in cancer treatment, personal interactions are occurring with increased frequency on social media. And if you want to connect with customers, you have no choice but to join their conversations. This much has been established by the mountains of social media marketing literature produced in recent years.

What has not been established are the best practices for creating the most ideal social media strategy for your particular needs -- and that's where this book comes in.

In Social Marketology, cofounder Ric Dragon of the renowned search engine marketing firm DragonSearch, takes social media marketing to the next step -- showing how to choose the best tools for your needs and develop a strategy tailored to your goals.

Drawing from such process methodologies as LEAN and the Capability Maturity Model, Dragon helps you develop a social media process that is quantifiable, repeatable -- and improvable. His process is based on these basic steps:

  • Focus on desirable outcomes: Vision, Goals, Objectives, and Metrics
  • Pinpoint the very smallest segments of your customers
  • Determine the communities to which these microsegments belong
  • Identify the influencers of those communities
  • Create an action plan for your project
  • Measure and constantly improve your efforts

The beauty of Dragon's method is its core flexibility. New social media platforms are guaranteed to pop up in the near future. Any strategy based on the methods in this book can be adapted to take full advantage of them.

The age of blind trial and error for social media marketers is over. Social Marketology provides the means to implement an effective campaign that is testable, controllable, and fully integrated within broader campaigns and goals.


pub date: 2012-05-25 | Hardcover | 9780071790499