• The Social Book German – Amazon (Print)

Important social media tips you should know

There are many questions about social media marketing. As a rule, this is not even about the really complex subject areas, but often only about very central questions such as:

• What are social networks and what makes them?
• What is the purpose of social media in everyday life?
• What is User Generated Content?
• Why do companies use Social Media Marketing?
• How does Social Media Marketing actually work?
• How to measure the success of your social media marketing?
• For which companies is Social Media Marketing?
• What skills and knowledge does a Social Media Marketing Manager need?
• What are the goals of Social Media Marketing?

Who does the Social Book help?

For all social media managers, whether beginners or advanced, for young entrepreneurs and startups, but also for self-employed, such as designers, hairdressers, online shops, “The Social Book is the perfect foundation to understand the world around social media marketing. “The Social Book” is less a concrete recommendation for action than an intellectual guideline. It is a guide that will help you understand social media. More than two billion people are registered in the social networks, an excellent source for new customers, but also prospective customers for projects and campaigns. Those who know how to manage the leap between the different social networks and use the individual advantages of the social networks around Facebook, Instagram, YouTube and TikTok can achieve great success.

In addition to social media marketing, it is also about the basics, social connections and, of course, the emergence of social networks. Because in order to plan the actions in today’s social networks, it is worth taking a look at the history behind it. Although the chapter is only very short, it gives a good insight into the current expansion, but also into future developments. In addition, it deals with social connections and group dynamics.

However, the book not only provides a detailed basis on the subject of social media management, community management and social media marketing, a large chapter also deals with the subject of social advertising in the best-practice example, Facebook. Facebook also includes Instagram and WhatsApp, two of the largest networks we use on a daily basis. That’s exactly why it’s worth taking a look at the Facebook Advertisement Manager, because here you can learn a lot and later put the theory into practice for your own company.

Help the book also in your studies?

The answer is definitely yes! The book can also be used for your bachelor’s or master’s degree. This is because there are absolutely practical tips here, most of which are only derived from expert interviews. Those who adhere to the existing guidelines will definitely be convinced in the paper, the term paper, the Bachelor or Master Thesis.

• The Social Book German – Amazon (Print)

Recommended book value

More books? Here you can find all publications (Stephan M. Czaja): Books.

The Business Book

Becoming an entrepreneur is not difficult, but being an entrepreneur is very difficult. Already knew 9 of 10 startups failed in the first 5 years. When I am on the road during my lectures, this is often the first step to make it clear to the young entrepreneurs that every person around them has to fail if they want to survive as entrepreneurs themselves. The reality check for entrepreneurs is pretty brutal. Nobody remembers the pyramids that fell. Everything talks about those who are still standing. It’s the same with entrepreneurs. Failure knocks on the door faster than you’d expect. This book is the result of my experience as an entrepreneur, the lectures and the reflection of the audience. More about: The Business Book.

The Content Book

Writing good SEO texts needs to be learned. Therefore there is now the new book from my SEO Collection, The Content Book. Search engine optimization has changed many marketing processes. Today, people can be reached globally within a few seconds and with just a few tricks. Knowing the right tips and tricks, especially from everyday agency life, is worth its weight in gold for young companies as well as for online shops of all shapes and sizes. The Content Book shows how it works: practical and direct. More about: The Content Book.

The Model Book

You want to be a model? THE MODEL BOOK gives you a comprehensive overview of what you as a model need to know about the industry and your model agency. In order to prepare models perfectly for the job, good agencies coach their models very intensively. In points such as cooperation with the agency and with customers, your own public image, your personality, but also with practical posing and catwalk training. What do you need to watch out for? What do you need to prepare for? What’s coming your way? How do you write modeling agencies? How do you get good shoots with photographers? How does the agency work behind the scenes? How are castings decided? In the book you will learn everything + insider tips! More about: The Model Book.

Content: The Social Book

1. Development of social media in Germany
2. Web 2.0
3. Affect
4. Revolution
5. Differentiation
6. SMM: Communication and Interaction
7. Transmitter-receiver model
8. “Broadcast Yourself”
9. Always Online
10. Success factors
11. SMM in companies: Analysis
12. Worldwide relevance
13. Modern Information Society
14. User Generated Content and Company
15. Trend conscious. Fashion companies are pioneers
16. Best Practice Asos
17. Trends and social groups
18. Social Media Stars
19. Advertising psychology
20. Adapting principles of the Social Web
21. Media usage
22. Use of media in transition
23. Development of online use
24. Age groups
25. Use
26. Mobile activities in Germany
27. E-Commerce
28. Purchases by commodity group
29. A products and priority
30. Channel structure
31. Brand, identity and first fans
32. What social network?
33. Social Media Mix recommendation
34. Content with added value
35. Times: Studies and Live
36. Guiding rules in SMM
37. Create inspiring content
38. Ease sharing your content
39. Reward users
40. Share contents active
41. Encourage you to embed your content
42. Opportunities and Risks
43. Long Term Optimization
44. Measurement, goals, target group and reach
45. Societing – improvement through customer feedback
46. Metering – Results and analysis
47. Multipliers and brand ambassadors
48. Multi-Channel-Management
49. Synergie: Online / Offline
50. Conclusion: Core elements
51. Regular content and added value
52. Interaction and Communication
53. Network expansion
54. Optimization
55. Social Advertising
56. Facebook
57. Success through fanpage, design and ads
58. Fanpage
59. B2B Marketing
60. Create page
61. What does the perfect posting look like?
62. Posting times
63. 1K Generate Facebook Fans
64. Increase organic reach
65. Create Attractive Lead Magnets
66. Youtube
67. Youtube SEO
68. Instagram
69. Product Placement
70. Alternatives
71. TikTok
72. Twitter
73. Google Plus
74. Pinterest
75. Vimeo
76. Tumblr
77. LinkedIn
78. Xing
79. Influencer Marketing
80. How do you benefit from the hype?
81. Lifestyle Meets Media
82. Effect on buyer
83. Social Advertising: Facebook
84. Targeting
85. Age
86. Residence
87. Interests
88. Retargeting
89. Audience Insights
90. Select target group
91. Interaction rate as a success indicator
92. Retargeting Pixel
93. Create Advertisements
94. Display and display groups
95. Leads
96. A/B Test
97. CPC: Cost per click
98. Costs
99. Youtube Advertising
100. Further development
101. Localization
102. Social Commerce
103. Swarm intelligence
104. Social networks have a great future

Now in the Sat1 library: Ryanair Tattoo

You can find the complete article in the Sat1 media library of “Endlich Feierabend” and Sat1 “Frühstücksfernsehen” now: Marketing with Tattoos (German) All you need to know: property in Germany.

Calculation of advertising costs (digital)

For our example, we are looking at a classic advertising campaign on Instagram.

1. For each impression (view by user) we pay a few cents and for each click (for example in the Insta Story to the online shop) maybe 40 or 50 cents.
2. For 1000 impressions we pay maybe 15 €.
3. For a brand tattoo you can take between 5.000 Euro and 6.000 Euro, for the neck area already 10.000 to 15.000 €.

As a company, we can now simply offset.

• More on the topic and Calculation of profitability – external

…

After the new interface I have some more tips for you, among others about the international orientation of the Search Console.

What is Google Webmaster Tools and new Search Console?

Anyone who operates a website or wants to promote an online shop and this in the search engine, through better search engine positioning, must analyze and optimize his own page or the online shop. As one stands in the search engine there, that is with Google, shows a Google even in the internal software Google Search Console.

Impressions in the search engine

Here you can see e.g. how many impressions your own site has reached. Impressions, that is the number of views within search results. So if we are looking for “Immobilienmakler Berlin” and our site is in 8th place, the user first has to scroll down to this place to get an impression.

Clicks in the search engine

More important are the clicks. Every click that is made after an impression is registered and saved by Google. In the Google Search Console I can then view all the results and the resulting services.

From this I can draw conclusions in which pages I invest my time. Of course, a large project has hundreds, thousands or even tens of thousands of subpages. But often only “a few” are important, you have to put all your energy into them. Among other things, an ABC analysis helps here. Which page brings us the most impressions and which offers the most potential, e.g. because it is just before page 1 or just before place 1 in the search results.

Set up Google Search Console

Here you can find my detailed description how to set up Google Webmaster Tools respectively new Search Console.

Now we come to the new design or to the new interface of the Google Search Console.

User Interface 2018: New beta for webmasters

Chic, modern and less overloaded, so 2018! White turned into a discreet, dark grey. The new design of the Google user interface has adapted to the new important features, mobile first! While the Webmastertools were so far only perfectly callable from the Desktop, the new Search Console is clean and beautifuly callable also from mobile terminals.

Overview – Performance, Index Coverage and Improvement

First: The overview. The most important results are shown in 3 clearly arranged diagrams, graded by priority. First the performance overview, with impressions and clicks. Directly behind it the index coverage with faulty pages and suggestions for improvement for the mobile view.

Service overview – search queries evaluation with clicks and impressions

What clicks and impressions are exactly, I had already explained in the introduction to the article. Each impression is a view in the search results and each click, thus a “click on this impression”. Collecting clicks is the high good for any website and any online store. Because every click is a potential visitor and thus a buyer or prospective customer. Everything you need to know: property purchase guide.

Many online shops spend huge sums on advertising agencies that improve search engine optimization. For many, however, one foundation stone is enough; it does not always have to be the expensive work of an advertising agency.

Below you can see the individual results, which can of course also be filtered.

The standard view is 3 months. You can also change the settings to e.g. 28 days (the last 4 weeks).

Index Coverage – Incorrect Pages

In the index coverage one of Google’s faulty pages are displayed. Here you can look at its individual pages and make improvements. The fewer errors are displayed, the better.

There are many very good tutorials on the Internet for correcting the errors in the index coverage. For example, these are recommended for beginners and beginners.

Index sitemap – page structure and update

A sitemap is important for websites and online shops. The sitemap contains all pages that we consider “relevant”. Each time we update a page or republish a page, it appears as an update or republication in the sitemap. This will actively alert Google, but also other search engines (if linked), that something has changed on our site. Through the permanent and regular updating of our site we can improve the search engine positioning. There are also many practical and simple solutions for the sitemap, e.g. for WordPress. For example, many use SEO Yoast (free) for sitemap.

Usability on mobile devices

Google has meanwhile switched the ad in the search results to “mobile first”. As the site owner, you should therefore always remember to always think of the mobile view first. In the meantime, the user and search behavior has changed to such an extent that most people have mobile access to information. Even online shopping is made mobile today.

Google recognized this trend a long time ago and has informed all webmasters and site operators about it. Since September 2018, all search engine results have also been tailored to mobile pages. That’s why Google Search Console places so much emphasis on this point as well. Therefore, when creating websites for your company, always remember to put the mobile view in the foreground. The tablet and desktop version can only be adjusted afterwards. If you work with your WordPress system directly in the desktop version, always try to imagine a simple mobile view. This helps with web design!

Links – internal linking and external backlinks

Backlinks are extremely important, but the internal link structure should also be taken into account. Here is a brief explanation of how internal and external links work.

Internal links and best practice: SPIEGEL ONLINE

The internal link structure helps users to stay longer on their own page (dwell time) by clicking on further information. The internal structure also helps search engines to recognize linked articles. As a good best practice example for the internal link setting you can e.g. take a page like SPIEGEL ONLINE (German). Here, different, more detailed information is linked on each new article. Users who are informed about a current message can thus quickly access further information. Themes are created for this and you can build up relevance for certain areas.

External links: Backlink Structure

It would be even better if your website or online shop received a backlink from SPIEGEL ONLINE. The more renowned the linking portal operator is, as here e.g. the renowned magazine SPIEGEL, the better the link. Firstly because the portal itself has many visitors who will click this link to find further information on your page, and secondly because the search engines also pay attention to which pages are linked by the renowned pages.

Compare the situation in the search engine with a large bar. Suddenly a prominent person comes into the room and this prominent person goes to an acquaintance. She talks to her and suddenly everyone wants to know who this other person is and why you don’t know her even though she is here every day. Suddenly more and more people are interested in the “acquaintance”, through the reputation of the prominent person. Likewise it is more search engine, the more people read this platform, the more renowned the platform is, the higher quality the link is. The more high quality links you collect, the better the rankings in the search engine.

Important is, the more high-quality links a project collects, the better the rankings in the search engine. It is important to pay attention to quality, not quantity. Links should always come from high-quality sites, many links from unimportant sites, do not help your site at all! Concentrate only on links from high-quality portfolios or renowned portals.

DSVGO: Data protection requires clear indication (EU)

The new data protection law of the European Union, DSVGO for short, has changed a lot for website operators and online shops operating in the European market. Therefore, you must also point out to users in the privacy pages that you use services from Google or Google Search Console. The clue must, as you may already know, be wrapped in a cookie bar. This cookie bar must be displayed to all users, whether desktop, tablet, smartphone or 4K TV. The user must be actively informed about the use of cookies and programs, he or she must have access to the data protection pages and must be able to confirm or reject them. Practical tools are available online for free, like the EU Cookie Bar for WordPress.

International alignment with Google Search Console

Who wants to orientate his website or his online shop internationally, should ideally fall back on different domains or on a more extensive analysis tool. If you are not mainly concerned with search engine optimization, the easiest way is to use different country domains. For the USA (.com), Great Britain (.co.uk), Italy (.it), Spain (.es), China (.cn) or France (.fr). The different URLs are registered individually in Google Webmastertools and thus one has separated the individual languages cleanly in individual accounts.

However, if you want to make your search engine optimization even more precise, you need tools that are subject to a fee. Free online tools for search engine analysis are no longer sufficient here. That’s why you need annoying programs with more extensive data packages to analyze and optimize your own website.

Those were the most important innovations of the Google Search Console and the most important Tipps for beginners and a risers in the search machine optimization for Internet sides and Onlineshops. Everyone can teach themselves the skills, e.g. through good YouTube tutorials like this one!

What is Search Engine Optimization (SEO)? Explained in 3 minutes

What is Search Engine Optimization (SEO)? Explained in 60 minutes

Links and information about the Search Console

More background and background information about Google Search Console can be found on Wikipedia:

• Google Search Console Wiki