Increase Online Sales Through Viral Social Networking: How to Building Your Web Site Traffic and Online Sales Using Facebook, Twitter, and LinkedIn In Just 15 Steps

Increase Online Sales Through Viral Social Networking

How to Build Your Website Traffic and Online Sales Using Facebook, Twitter, and LinkedIn — In Just 15 Steps

By Stephen Woessner

Increase Online Sales Through Viral Social Networking: How to Build Your Website Traffic and Online Sales Using Facebook, Twitter, and LinkedIn — In Just 15 Steps

Copyright © 2011 Stephen Woessner

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Woessner, Stephen, 1972-

Increase online sales through viral social networking : how to build your web site traffic and online sales using Facebook, Twitter, and Linkedin--in just 15 steps / by Stephen Woessner.

p. cm.

Includes bibliographical references and index.

ISBN-13: 978-1-60138-316-7 (alk. paper)

ISBN-10: 1-60138-316-9 (alk. paper)

1. Internet marketing. 2. Online social networks--Economic aspects. 3. Social media--Economics aspects. 4. Selling. I. Title.

HF5415.1265.W63 2011

658.8'72--dc22

2011002157

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Trademarks

Google is a trademark of Google Inc.

AdSense is a trademark of Google Inc.

AdWords is a trademark of Google Inc.

Google Analytics is a trademark of Google Inc.

Twitter is a trademark of Twitter, Inc.

Tweet is a trademark of Twitter, Inc.

Facebook is a trademark of Facebook, Inc.

Like is a trademark of Facebook, Inc.

Wall is a trademark of Facebook, Inc.

LinkedIn is a trademark of LinkedIn Corporation.

InMail is a trademark of LinkedIn Corporation.

Constant Contact is a trademark of Constant Contact, Inc.

NutshellMail is a trademark of Nutshell Mail, Inc.

Bing is a trademark of Microsoft Corporation.

Yahoo! is a trademark of Yahoo! Inc.

Quantcast is a trademark of Quantcast Corporation.

Internet Explorer is a trademark of Microsoft Corporation.

Mozilla Firefox is a trademark of Mozilla Foundation.

Google Crome is a trademark of Google Inc.

Gmail is a trademark of Google Inc.

TinyURL.com is a trademark of Kevin Gilbertson.

Bit.Ly is a trademark of Bitly, Inc.

Retweet is a trademark of Twitter, Inc.

Baidu is a trademark of Baidu.com, Inc.

Amazon.com is a trademark of Amazon.com, Inc.

Bad Axe Tool Works is a trademark of Bad Axe Tool Works.

ProfNet is a trademark of the Research Foundation of the State University of New York.

YouTube is a trademark of Google Inc.

HootSuite is a trademark of Hootsuite Media Inc.

TweetDeck is a trademark of TweetDeck, Inc.

Outlook is a trademark of Microsoft Corporation.

A few years back we lost our beloved pet dog Bear, who was not only our best and dearest friend but also the Vice President of Sunshine here at Atlantic Publishing. He did not receive a salary but worked tirelessly 24 hours a day to please his parents.

Bear was a rescue dog who turned around and showered myself, my wife, Sherri, his grandparents Jean, Bob, and Nancy, and every person and animal he met (well, maybe not rabbits) with friendship and love. He made a lot of people smile every day.

We wanted you to know a portion of the profits of this book will be donated in Bear’s memory to local animal shelters, parks, conservation organizations, and other individuals and nonprofit organizations in need of assistance.

– Douglas and Sherri Brown

PS: We have since adopted two more rescue dogs: first Scout, and the following year, Ginger. They were both mixed golden retrievers who needed a home.

Want to help animals and the world? Here are a dozen easy suggestions you and your family can implement today:

•  Adopt and rescue a pet from a local shelter.

•  Support local and no-kill animal shelters.

•  Plant a tree to honor someone you love.

•  Be a developer — put up some birdhouses.

•  Buy live, potted Christmas trees and replant them.

•  Make sure you spend time with your animals each day.

•  Save natural resources by recycling and buying recycled products.

•  Drink tap water, or filter your own water at home.

•  Whenever possible, limit your use of or do not use pesticides.

•  If you eat seafood, make sustainable choices.

•  Support your local farmers market.

•  Get outside. Visit a park, volunteer, walk your dog, or ride your bike.

Five years ago, Atlantic Publishing signed the Green Press Initiative. These guidelines promote environmentally friendly practices, such as using recycled stock and vegetable-based inks, avoiding waste, choosing energy-efficient resources, and promoting a no-pulping policy. We now use 100-percent recycled stock on all our books. The results: in one year, switching to post-consumer recycled stock saved 24 mature trees, 5,000 gallons of water, the equivalent of the total energy used for one home in a year, and the equivalent of the greenhouse gases from one car driven for a year.

Dedication

I dedicated my first book to my wife, daughter, mother, and some of my closest friends who have shared their love and encouragement with me. It was their support that made me believe that I could actually write a book. This still feels like a dream I began living in March 2009. But, if this is a dream, I do not ever want to wake up!

So, I am taking this opportunity to thank some additional members of my tremendous family. Without their support, love, and guidance, these books would not have been possible because I would likely not be here to write them.

To my Aunt Elaine and Uncle Bill: I ate more meals at your house than at my own, and you always treated me like a son. Aunt Elaine, I love how to this day, you still call me Stevie Boy. My heart melts every time. Uncle Bill, I still remember how I spent weekends at your house with all my cousins. I remember all of the Cleveland Indians baseball games you took me to, as well as banging pots and pans on New Year’s Eve while standing on your front porch. You and Aunt Elaine included me in everything, and I love you so much for that. Thank you!

My life growing up was truly like the movie My Big Fat Greek Wedding. My family is so important to me, and we spent tons of time together. And because of that, my cousins are like my brothers and sisters. Thanks Dean, Stephanie, Peter, Maria, and Anthony. I miss you all so much!

To my Aunt Chris and Uncle Bill (yes, I have two Uncle Bills): I will never forget all of the summer pool parties in your backyard and the hospitality you showed everyone. Uncle Bill, thanks for instilling in me a strong work ethic that I still practice to this day. You are my godfather, you are my friend, and you taught me many life lessons. Not to mention, you make the best gyros and rice pudding ever! When are you and Aunt Chris going to start delivering to Wisconsin? Aunt Chris, you are my godmother and the quiet glue that binds our family together. Your loving nature is a special gift that you generously share with all of those around you. You are a role model for all of us to follow.

To my Uncle Mark and Aunt Cindy: I appreciate all of the time we spent together at grandma and grandpa’s house cooking out and reminiscing about old stories. Uncle Mark, thanks for teaching me how to develop confidence, be strong, and be relentless while starring into the face of adversity. I appreciate all of the time we spent together on the golf course, especially the round we played several days before I left for Air Force basic training. Aunt Cindy, you have always been the caring spirit in our family. You maintained the calm through good times and through challenging times. You, Uncle Mark, Hilary, and Erika always made me feel special, valued, and important. I will never forget that!

I remember everything about growing up in North Canton, Ohio. I love going home, and I treasure all of the special memories. I look forward to making more. You all had a hand in shaping who I am today. From the bottom of my heart, thank you for everything. I love you all very much!

I would also like to thank Douglas Brown for giving me the opportunity to write a second book for Atlantic Publishing. I was a first-time author when I wrote The Small Business Owner’s Handbook to Search Engine Optimization. Doug, you took a risk on my first book, and I appreciate it very much. Thank you for believing in me and becoming a trusted mentor.

Table of Contents

Table of Contents

Preface

Introduction

Chapter 1: Your Social Networking Business Briefing

Chapter 2:Facebook Fundamentals

Chapter 3: Twitter Fundamentals

Chapter 4: LinkedIn Fundamentals

Chapter 5: Building Your Online Community

Chapter 6: Give Your Community Members What They Want — Great Content

Chapter 7: Share Your Content to Your Community

Chapter 8: Boost Your Social Networking Efficiency and Effectiveness

Chapter 9: Measuring Your Results

Chapter 10: Pulling it All Together

Conclusion

Appendix A: Resources and Suggested Reading

Glossary

Bibliography

Author Stephen Woessner

Preface

I love seeking out challenges that push me to be better and to reach new levels I did not think I could reach. I literally thought I had met my match on a crisp, early morning in April 2000 when I successfully climbed Mt. Hood. It was on that day that I learned the keys to total happiness. I learned that my ability to focus and relentlessly pursue what I loved and wanted most in this world were the keys to making me happy. On that April morning, there were times I definitely felt like quitting and giving up the pursuit, but I did not give in — and I am so glad that I pushed forward because total happiness found me that morning on the side of Mt. Hood.

I had arrived in Portland, Oregon, several days earlier to continue the due diligence process regarding a company called Global Health & Fitness (GHF). Chad and Jody Tackett owned the company, and it represented a very strategic acquisition for the company I had recently founded called FortifiedNutrition.com (FN). From the moment I landed, Chad Tackett and I worked well together and got along great. Our personalities and goals were completely in sync. A friendship that lasts to this day had been born.

The idea for climbing Mt. Hood came up after Chad and I had finished playing basketball with some of his friends and eating too much pizza one night. While we stood around the kitchen, one of Chad’s friends asked him what we planned to do the next day, and at that point, there was nothing on the agenda. So, when Chad suggested we climb Mt. Hood, it sounded like a once in a lifetime opportunity. I had no idea what I had just agreed to do, but I would quickly find out.

I woke up early the next morning with a nervous and anxious feeling in the pit of my stomach. Was I seriously going to attempt the climb? How had I let Chad talk me into it this? I was starting to reconsider the wisdom of my decision for several important reasons.

First, Mt. Hood is the highest mountain in Oregon and the fourth highest in the Cascades. It is approximately 11,200 feet high and home to 12 glaciers. Mt. Hood is also considered to be the most likely volcano in Oregon to erupt — super.

Second, Chad was in significantly better cardiovascular condition than I was. Consequently, I was afraid of being left in the snow only to be found in late May by some unsuspecting skiers. My body had been trained for lifting heavy objects and moving them from point A to point B — not snowshoeing up the side of a mountain — so my endurance would likely be a problem.

Third, I had never been snowshoeing, and physical coordination is not one of my strengths. In fact, our family doctor laughs at me each time I get a physical because I have zero reflexes. And lastly, as if there needed to be any additional reasons to cancel, I lacked the experience of doing anything physical in high altitude, which meant that my energy level would be a real and present issue.

There I sat in the hotel lobby waiting for Chad to pick me up. I tried to choke down a protein bar while my stomach continued to churn, and then it was time. Chad drove up, and we were off to get our gear at the nearby outfitter. Trying on the snowshoes was almost laughable because I wear a size 12 shoe so the snowshoes I received were enormous. The footprint the shoes left in the snow made it look like Sasquatch was out on the mountain that day. Plus, the ridiculous size of the snowshoes decreased the mediocre amount of dexterity that I possess.

Then, we packed up all of our gear, which consisted of snowshoes, boots, and some ski poles. I thought to myself, Hey, how about some food and water? I did not realize that this was just going to be an extended cardio session for Chad, but it would physically push me to the edge. As we pulled up to the base of the West Leg Trail, I could see a collection of skiers who had just finished their decent from Mt. Hood. The West Leg Trail is one of Mt. Hood’s most popular ski trails that curves and twists its way from Timberline Lodge down the southern flank to the base of the mountain. All totaled, the trail is 5.5 miles long. Our plan was to climb up the trail until we reached the lodge, which is located just below Palmer Glacier. In addition to the somewhat daunting length of the trail, Chad and I would be climbing a significant incline and covering about 5,000 feet in elevation. Our goal was to complete the climb in approximately three hours so we could have lunch at the lodge. It all sounded like a good plan, but I was naïve.

We got out of the truck and organized our gear. I snapped on my snowshoes and grabbed the ski poles. I put on my sunglasses, took a deep breath, and exhaled. You can do this, I chanted to myself. I hoped that the sweatshirt, T-shirt, and jeans I was wearing would be sufficient for the climb. I had no idea what I should be wearing. Chad looked at me and smiled. He could see from the anxious expression on my face that I was nervous and had no idea what to expect. Chad said something to me that I suspect was supposed to instill some level of confidence and encouragement, but all I heard was mumbling. I had tuned everything out and was trying to focus.

And then we were off. I looked ahead as far as I could follow the trail. It ascended and then headed into a tree line. The sun’s glare reflecting off the snow was nearly blinding. It was one of the most impressive and beautiful scenes I have ever witnessed. Just being in the presence of all that grandeur was incredibly awe-inspiring.

That captivated feeling quickly faded during the first ten minutes of the climb because I thought my heart was going to leap out of my chest. Granted, I already had assumed that my lack of conditioning would be an issue, but I never imagined that I would begin feeling the effects in such a short time. I thought I might have a heart attack and die right there at the base of Mt. Hood — and it was only going to get worse.

Chad saw that I was struggling so he coached me on how to develop a rhythm with the snowshoes and poles. And do not forget to breathe, Chad said to me. Gee, thanks for the pearl of wisdom, I thought sarcastically to myself. "And how can we be inclining already? Doesn’t this mountain come with some sort of test trail or something