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A Survival Guide to Social Media and Web 2.0 Optimization

by Deltina Hay

Product Details:
  • Pub. Date: April 2009
  • Publisher: Dalton Publishing
  • Format: Paperback
  • Pages: 400
  • ISBN-13: 9780981744384
  • ISBN: 0981744389

  • Digital



There's more to social media than Twitter and savvy businesses want to take advantage of every social media tool they can, but they want to be smart about it and they want tools that work on that most important of levels—the bottom line. Deltina Hay knows those tools and she knows how to use them and when and, better, she knows how to navigate in the ever-changing world of the Web 2.0 and beyond.

It is no secret that the future of the Internet is the Social Web, and that the future is this very instant. Millions of people and businesses are interacting, sharing, and collaborating on social networking sites, media communities, social bookmarking sites, blogs, and more. They are doing it right now, 24/7, and you and your business want to be a part of this powerful movement with as professional and efficient a presence as possible while keeping your expenses minimal.

This book will show you how to use the tools of Web 2.0 to build a successful Web presence. From Squidoo to YouTube, Facebook to WordPress, wikis to widgets, blogs to RSS feeds,  business owners, authors, publishers, students, PR and marketing professionals can learn to apply and integrate these tools by themselves. Gone are the days of relying on Web developers! This book arms you with the nuts and bolts of the new, open-source Internet through hands-on, real-world examples. And, the companion CD is packed with links to other resources, directories of Social Websites, and fillable forms and worksheets to help you map your strategy You will be pleasantly surprised at how easy it is!

Editorial Review

The Librarian’s Review of Books

Easy-to-read, but not a beginner’s guide, this expertly-presented, comprehensive, extensive publication will best serve readers who have some background knowledge of the social web and its tools. A significant, worthwhile resource, it belongs in many large public library collections. Highly recommended.

―C. A. Lajos, The Librarian’s Review of Books


As I started reading the Survival Guide to Social Media, I grabbed a notebook and started taking notes. Yes, it is that interesting and informative. The author helped me plan how the social media can be beneficial to me and then walked me through every step with photographs and written explanations. A Survival Guide to Social Media and Web 2.0 Optimization is written textbook style - only better - because it never gets boring!!!

―Linda Brandau, Bookvisions

Social Media Therapy

I am both shocked and impressed at how much valuable information is contained within its almost 400 pages…This book will not only help you survive, it will help you thrive in the Web 2.o world. If you are new to social media, this survival guide will undoubtedly save you time and anguish. And if you are an advanced Web 2.0 user, it will help you flesh out a solid strategy to harness your own social media power.”

―Sue Rostvold, Social Media Therapy

Five-Star Amazon/ Reviews

-I loved it. What a book. It is well organized and well written…Building a meaningful and productive online presence is all about (1) interactivity, (2) sharing, & (3) collaboration. This book will tell you what you need to know to get involved online, build your presence, and interact, share and collaborate. 5 stars!

-The author covers the nuts-and-bolts technologies of the new, open-source Internet, but she also goes well beyond the basics. Setting forth proven strategies and tactics, future technologies, measurement tools, and more, Hay provides more in depth guidance from a business perspective. A significant, worthwhile resource, it belongs in many large public library collections. Highly recommended.

-If you’re trying to understand the difference between a widget and an RSS, or a blog and a micro blog, or any other terminology, this is the one book you need to read. It covers all aspects of social media with step-by-step, easy-to-understand instructions.

-Author Deltina Hay has put together an outstanding, well-organized book with chapters dedicated to mapping out strategies, creating key words or tags, starting blogs, building social media newsrooms, and much more. Everything on the Web is changing so quickly, it’s essential for artists and authors to do everything they can to keep up. Hay’s book is a critical tool that will aid creative people on their internet journey.

-This is a fantastic resource, a real business-oriented how-to that takes you step-by-step through the whole process. The forms and templates on the CD are really handy. This is an invaluable roadmap through this big, expanding territory.

Meet the Writer


Name: Deltina Hay

Official Website:


Deltina Hay, author of the critically acclaimed book, A Survival Guide to Social Media and Web 2.0 Optimization, is a veteran Web developer, publisher and a pioneer of social media and Web 2.0, especially as it applies to small business and the publishing industry.  She is an avid writer, presenter, educator, and blogger.

Hay’s deep working knowledge of social media concepts as well as how to apply them in the real world make her writings and presentations some of the most exciting and accessible in the industry today. Currently, she educates businesses on the strategies, technologies, and tools for creating a sustainable and optimized presence in the Social Web.

Her trainings are based upon her newly released book which has gained recognition in social media circles as well as in the academic world. The book is currently ranked as one of the “Top 100 Best Social Media Books, Ever” by Mellow Billow.  Although only recently published, several universities, including Buffalo University, St. Cloud University, Minnesota State University, Texas Lutheran University, St. Edward’s University, UC Berkeley, have already adopted her book as a text in their curriculum. Hay also teaches the online version of Drury University's Social Media Certificate program which is a 40-hour, for-credit, graduate level course (

As a publisher and small business owner, Hay knows firsthand the amount of traffic that social media optimization and marketing can drive to a Website, as well as the millions of potential customers and readers it can reach and influence. Her writings are filled with practical training in social media due to her in-depth knowledge of the tools. She intuitively knows how to apply social media technologies because she can actually develop and adapt those applications for business purposes. 

Hay is the author of two books on social media and Web 2.0, is a regular contributor of  Web 2.0 articles to a wide-range of well-respected sites and has given numerous presentations on the subject. She is the founder of Social Media Power, Dalton Publishing, a literary press based in Austin, Texas, and the innovative social media Website service,

A long-time advocate of open source technologies, Hay has been  programming and doing Web development in one form or another for over 25 years. Her graduate education includes computer science, applied mathematics, numerical analysis, fluid dynamics, nonlinear dynamics, and psychology.



Readers can browse or download an entire chapter and corresponding resource CD section complete with PDF forms from this URL:

Table of Contents

Introduction 15

About This Book

A Brief Primer Before You Continue

Who Should Read This Book

How To Use This Book

1 Creating Your Social Media Strategy 23

Important First Decisions Regarding Websites, Blogs, and RSS Feeds

Mapping Your Strategy

Sample Strategies

2 Preparation 41

Key Terms or "Tags"

Important First Decisions Regarding Your Profiles

Optimizing File Names

Preparing Your Multimedia Items

Gathering Content For Blog Posts

3 RSS Feeds & Blogs 47

RSS Feeds

The Feed Reader

The Feed

Options for Creating an RSS Feed

Planning Your Feed


Options for Starting Your Blog

Main Elements of a WordPress Blog Post

Planning Your Blog

Optimizing and Promoting Your Blog and RSS Feed

Your Feed or Blog Content

Search Engine Optimization (SEO)


RSS Feed and Blog Directories

An Optimization Plan for Your Blog or RSS Feed

4 Building a WordPress Powered Website 91

Using WordPress As A CMS

Diversity Of WordPress Sites

The Anatomy Of A WordPress Site

Installing WordPress As A CMS

A Brief Look At The WordPress Dashboard

Important Initial Settings

Planning Your Site



Setting Up Your Sidebars

Building Your Pages

Posting Blog Entries

5 Podcasting, Vidcasting, & Webcasting 121

What Will Your Podcast Be About?

Publishing Options For Your Podcast

Creating And Uploading Podcast Episodes

Publishing Your Podcast

Optimizing Your Podcast


6 Social Networking & Micro-Blogging 137


The Facebook Home Page

The Facebook Profile

Facebook Pages

Other Social Networking Sites




Niche Social Networking Sites

Creating Your Own SocialNetwork

Promoting Your Social Networking Presence

A Social Networking Strategy

7 Social Bookmarking & Crowd-Sourcing 177

Social Bookmarking

Social Bookmarking in Action

Using Social Bookmarking Sites

A Social Bookmarking Strategy

Purpose-Built Delicious Pages


Crowd-Sourcing in Action

Using Crowd-Sourced News Sites

A Crowd-Sourcing Strategy

Preparation And Tracking Your Progress

A Note On Making Your Content Sharable

8 Media Communities 195

Image Sharing Sites

Image Sharing in Action

Using Image Sharing Sites

Image Sharing Strategy

Video Sharing Sites

Using Video Sharing Sites

Video Sharing Strategy

Searching And Search Engine Placement

Connecting With Others

9 Widgets & Badges 221

Highlighting Your Social Web Presence

Sharing And Syndicating Your Content

Making Your Site More Interactive

Promoting Products And Making Money

Using Widgets In WordPress

Placing Widgets In Other Websites

Widget Communities And Directories

Creating Your Own Widgets

Working Widgets Into Your Strategy

10 Social Media Newsrooms 259

What is a Social Media Newsroom?

Do You Need A Social Media Newsroom?

Building Your Social Media Newsroom

Populating The Newsroom

Social Media News Releases

Social Media Newsroom Examples

11 More Social Tools 283

Social Calendars

Social Pages


Social Search Portals

Virtual Worlds

12 Pulling It All Together 291

Optimizing Your Website

A Website Optimization Plan

Streamlining Your Social Web Presence

An Integration Plan

13 Looking to the Future 301

Lifestreaming: The Future of Blogging

Distributed Social Networking

Social Ranking, Relevancy, and "Defriending"

Web 3.0 or "The Semantic Web"

Mobile Technology

Keeping Your Eye On The Social Media Pie

14 Measuring Your Success 317

Know Your Goals

A Qualitative Framework

A Quanitative Framework

Tools to Help You Measure

Come To Your Own Conclusions

15 Conclusion 329

Appendix A Installing WordPress 333

Appendix B Creating Your Own RSS Feed 345

Appendix C Building Your Own Widget 361

Appendix D WordPress 2.7 389

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