更新时间：2019-09-21 00:33:52
封面
版权信息
More Praise for Mastering the New Media Landscape
Barbara Cave Henricks
INTRODUCTION
1 WELCOME TO THE AGE OF MICROMEDIA
HOW CAN YOU SUCCEED IN THIS ENVIRONMENT?
THINK LIKE A MEDIA OUTLET
FILL YOUR AUDITORIUM
2 TECHNOLOGY GIVES RISE TO NEW RULES OF COMMUNICATION
COMMUNICATION IN THE VIRTUAL WORLD
3 UNDERSTANDING THE OPPORTUNITIES IN MICROMEDIA
THE OPPORTUNITY OF MICROMEDIA
A GOOD MICROMEDIA STRATEGY STARTS WITH CLEAR GOALS
SUCCESS IN MICROMEDIA ISN’T JUST ABOUT SOCIAL MEDIA
RELYING TOO MUCH ON ANY ONE FORM OF MEDIA
SUBSCRIBERS
4 EARNED RENTED AND OWNED—BETTER TOGETHER
MAKE YOUR MESSAGES AND INFORMATION MATCH
BE DISCOVERABLE
DEVELOP COMPELLING COPY
MAKE MOMENTUM HAPPEN
MOVE FROM BYLINES TO CONTRIBUTORSHIP
LEAD YOUR AUDIENCE HOME
STORIES FROM THE FRONT
5 DISCOVERABILITY AND THE FUTURE OF MARKETING
HOW TO INCREASE THE LIKELIHOOD MEDIA WILL DISCOVER YOU ONLINE
DISCOVERABILITY BEYOND THE MEDIA
6 ONLINE BRAND AUDIT GETTING YOUR OWNED MEDIA INFRASTRUCTURE IN SHAPE
BRANDING YOUR NAME VERSUS A BUSINESS/BOOK/BLOG NAME
SEARCH RESULTS
THE MOST IMPORTANT AUDIT: YOUR WEBSITE
7 BLOGS BYLINES AND KILLER CONTENT WHAT YOU CAN LEARN FROM TRADITIONAL MEDIA
SIX KEY LESSONS FROM JOURNALISTS
OUR SUGGESTED BLOG FORMULA
8 THE POWER OF RENTED MEDIA
THE UNLIKELY STORY OF CAROL SANFORD
WHICH CHANNEL(S) SHOULD I FOCUS ON?
HOW DO YOU KNOW WHERE YOUR AUDIENCE IS?
RELATIONSHIP BUILDER OR SUSTAINER?
WHERE DO YOUR SKILLS AND PASSIONS MATCH UP?
9 GETTING THE MOST OUT OF RENTED MEDIA
TWITTER: THE WORLD’S BIGGEST COCKTAIL PARTY
PERISCOPE
GAINING INFLUENCE ON LINKEDIN
THE FAMILY REUNION OF FACEBOOK
WHY WE HEART INSTAGRAM (AND WHY YOU SHOULD TOO)
RENTED MEDIA WILL CONTINUE TO GROW
10 WHY TRADITIONAL EARNED MEDIA STILL PACKS A PUNCH
CONSUMPTION HABITS
CREATE CREATE CREATE
CUSTOMIZE EVERYTHING
CONSIDER THE CONTEXT
BECOME A VALUABLE SOURCE
11 TAKE THE STAGE LAUNCH A SPEAKING CAREER
IDENTIFY YOUR AUDIENCE
PERFECT YOUR PERFORMANCE SKILLS
REPRESENT YOUR SKILLS
DON’T REFUSE UNPAID ENGAGEMENTS
AMPLIFY YOUR MESSAGE WITH SOCIAL MEDIA
SELL TO THE AUDIENCE—WITH TACT
JOIN AN ASSOCIATION
ENGAGE A BUREAU
SPEAK VIRTUALLY
12 FUTUREPROOF YOUR MEDIA STRATEGY
SIX WAYS TO FUTUREPROOF YOUR MEDIA PRESENCE
PARTING WORDS
ACKNOWLEDGMENTS
INDEX
ABOUT THE AUTHORS
Berrett-Koehler
BK
