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xii NO B.S. Guide to Direct Response Social Media Marketing CONTENTS by Kim Walsh Phillips . . . . . . . . . . . . . . . 187Increase Your Free Reach, 187What to Post About, 195#NoBSsm Social Takeaways, 209CHAPTER 12Why Micro-Commitments Matter by Kim Walsh Phillips . . . . . . . . . . . . . . . 211The Year of the Blog, 212Set Goals, 215Creating an Effective Blog, 216How to Run a Micro-Commitment Campaign, 221#NoBSsm Social Takeaways, 223CHAPTER 13The Biggest Secret in Social Media Is Offline? . . . . . . . . . . . . . . . . . . 225The Cost of Not Following Up by Dan Kennedy, 225Nurturing Prospects into Sales and Retaining Customers Through Newsletters by Shaun Buck, 230#NoBSsm Social Takeaways, 242CHAPTER 14Creating the Slam Dunk . . . . . . . . . . . 243Effective Calls to Action by Dan Kennedy, 243Making the Sale, by Kim Walsh Phillips, 247Monetizing the Message: Ways to Drive in Cash by Kim Walsh Phillips, 259From Sales Funnels to Income %u201cAt Will%u201d by Dan Kennedy, 286#NoBSsm Social Takeaways, 290CHAPTER 15Transformation through Optimization