Introduction: All the World's a Stage
Create a Compelling Product
Exceed Market Expectations
Don't Settle for Less than Great
Give Your Product a Memorable Name
Part Two: Prepare to Launch
Accept Personal Responsibility
Think Bigger ... No, Bigger!
Define Your Platform Goals
Set Up Your Branding Tools
Secure Raving Endorsements
Develop an Online Media Kit
Part Three: Build Your Home Base
Focus Your Efforts Online
Beware of Self-Proclaimed Social Media Experts
Start a Blog (or Restart One
Create the Content Yourself
Maintain a List of Post Ideas
Protect Your Intellectual Property
Avoid Common Blogging Mistakes
Create a Better About Page
Develop Your Landing Pages
Forget About Metrics (for Now)
Part Four: Expand Your Reach
Understand What's Not Important
Generate More Blog Traffic
Build Your Subscriber List
Understand Twitter Basics
Devote Thirty Minutes a Day
Get More Twitter Followers
Keep from Getting Unfollowed
Use Twitter to Promote Your Product
Set Up a Facebook Fan Page
Employ Consistent Branding
Be Prepared for Traditional Media
Part Five: Engage Your Tribe
Don't Respond to Every Comment
Keep the Conversations Civil
Develop a Comments Policy
Practice the 20-to-l Rule
Conclusion: Take the First Step
Appendix A: Comply with the FTC Guidelines
Appendix B: Post Ideas for Novelists.