{"product_id":"the-executives-guide-to-enterprise-social-media-strategy-how-social-networks-are-radically-transforming-your-business-hardback-9780470886021","title":"The Executive's Guide to Enterprise Social Media Strategy; How Social Networks Are Radically Transforming Your Business (Hardback) 9780470886021","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Executive's Guide to Enterprise Social Media Strategy\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eHow Social Networks Are Radically Transforming Your Business\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eMike Barlow (Author), David B. Thomas (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470886021, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 1 March 2011\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e224 pages, Screen captures: 13 B\u0026amp;W, 0 Color\u003cbr\u003e23.6 x 16.3 x 2.2 cm, 0.408 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eSocial media has already transformed society. Now it is poised to revolutionize communications and collaborative business processes. This book provides you with an actionable framework for developing and executing successful enterprise social networking strategies. Using straightforward language, accompanied by exhibits and fleshed out with real-world stories and revealing anecdotes, you will learn how to develop your own internal corporate social media strategy. Through the use of in-depth interviews with leading companies using these strategies, you will also discover best practices that will propel your business to new heights.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword xiii\u003c\/p\u003e \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCountry Village or Gleaming City? 2\u003c\/p\u003e \u003cp\u003eBeyond Disruptive 4\u003c\/p\u003e \u003cp\u003eStep Aside, Fred Taylor . . . 6\u003c\/p\u003e \u003cp\u003eSocial Media or What? 6\u003c\/p\u003e \u003cp\u003eWhy Now? 7\u003c\/p\u003e \u003cp\u003eSo, What’s the Best Way to Skin a Mastodon? 8\u003c\/p\u003e \u003cp\u003eQuestions You Should Be Prepared to Answer 10\u003c\/p\u003e \u003cp\u003eCritical Areas for Success 12\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I The Grand Scheme of Things 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Speed, Scope, Complexity, Power, and Potential 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThey Laughed at the Wright Brothers 19\u003c\/p\u003e \u003cp\u003eA World of New Challenges and Opportunities 21\u003c\/p\u003e \u003cp\u003eGetting a Firm Grasp on a Viral Phenomenon 21\u003c\/p\u003e \u003cp\u003eWhat’s the Hurry? 22\u003c\/p\u003e \u003cp\u003eToo Newfangled for You? 22\u003c\/p\u003e \u003cp\u003eA Very Cool Scenario 23\u003c\/p\u003e \u003cp\u003eStep Up and Meet the Millennial Generation 26\u003c\/p\u003e \u003cp\u003eJust What You Needed: Another “Convergence” 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 The New Mode of Production 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Media, Teamwork, and Collaboration 29\u003c\/p\u003e \u003cp\u003eMapping Social Media to Results 33\u003c\/p\u003e \u003cp\u003eAccelerating Product Development 35\u003c\/p\u003e \u003cp\u003eDriving Knowledge into and across the Organization 37\u003c\/p\u003e \u003cp\u003eCrowd Sourcing 38\u003c\/p\u003e \u003cp\u003eWe’re All Hackers Now 41\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Social Enterprise 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eForget Murphy’s Law 43\u003c\/p\u003e \u003cp\u003eMore Important Than \u003ci\u003eMoney\u003c\/i\u003e? 44\u003c\/p\u003e \u003cp\u003eThe Social Workforce 46\u003c\/p\u003e \u003cp\u003eCollaboration is the New Efficiency 47\u003c\/p\u003e \u003cp\u003eSocial HR 48\u003c\/p\u003e \u003cp\u003eFirst Impressions Count 49\u003c\/p\u003e \u003cp\u003eThe Train is Leaving the Station 51\u003c\/p\u003e \u003cp\u003eThe New Social Dimension 52\u003c\/p\u003e \u003cp\u003eSocial CRM 53\u003c\/p\u003e \u003cp\u003eSocial Leadership 55\u003c\/p\u003e \u003cp\u003eMaking It Stick 57\u003c\/p\u003e \u003cp\u003eLegal Niceties 62\u003c\/p\u003e \u003cp\u003eHigh Speeds Need Seat Belts 63\u003c\/p\u003e \u003cp\u003eTake the Time to Write It Down 65\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Building a Structure for Success 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Get Everybody Together in the Same Room 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInvite the Practitioners, Not Just the Rulemakers 70\u003c\/p\u003e \u003cp\u003eFigure Out What’s Important 71\u003c\/p\u003e \u003cp\u003eWhat are Your Existing Goals? 72\u003c\/p\u003e \u003cp\u003eWhat Makes Sense in Your Industry? 73\u003c\/p\u003e \u003cp\u003eWhat Makes Sense in Your Company? 73\u003c\/p\u003e \u003cp\u003eHow Can You Figure Out What Will Work for You? 74\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Creating Social Media Guidelines 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBe Clear and Concise 76\u003c\/p\u003e \u003cp\u003eGuiding Principles for Social Media at SAS 76\u003c\/p\u003e \u003cp\u003eInclude Dos as Well as Don’ts 77\u003c\/p\u003e \u003cp\u003eInclude Examples 78\u003c\/p\u003e \u003cp\u003eCommunicate as Often as Possible, in Every Channel You Have 79\u003c\/p\u003e \u003cp\u003eSpotlight Successes 80\u003c\/p\u003e \u003cp\u003eLead by Example 81\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Staffing and Structuring 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhere Does It Live? 85\u003c\/p\u003e \u003cp\u003eHire or Designate? 86\u003c\/p\u003e \u003cp\u003eHow Do You Structure for Social Media? 87\u003c\/p\u003e \u003cp\u003eHow One Organization Pulls It Together 89\u003c\/p\u003e \u003cp\u003eOutsourcing the Roles 90\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Listening, Measurement, Analytics, and ROI 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Simple Listening Framework 94\u003c\/p\u003e \u003cp\u003eFirst, a Word from the Measurement Queen 95\u003c\/p\u003e \u003cp\u003e“Listen, Yes. But Think Bigger.” 96\u003c\/p\u003e \u003cp\u003eThe Five Kinds of Listening 98\u003c\/p\u003e \u003cp\u003eWhat is Social Media Analytics? 101\u003c\/p\u003e \u003cp\u003eCareOne’s Measurement Model 104\u003c\/p\u003e \u003cp\u003eNot a Simple Formula, but a Formula Nonetheless 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 The Keys to Success in Social Media 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIt’s Difficult in Its Simplicity 113\u003c\/p\u003e \u003cp\u003eFinding the Time to Do It 115\u003c\/p\u003e \u003cp\u003eA Simple Model 116\u003c\/p\u003e \u003cp\u003eUsing All Your Channels 117\u003c\/p\u003e \u003cp\u003eNine Easy Ways to Write a Blog Post 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Putting Your Social Media Strategy to Work 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Marketing 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrom Strollers to Sharpies 125\u003c\/p\u003e \u003cp\u003eFrom the Nursery to the Kitchen 128\u003c\/p\u003e \u003cp\u003eSharpie, Meet Lamborghini 129\u003c\/p\u003e \u003cp\u003eBert’s Advice 130\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Social Media for B2B 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eB2B and Phonebooth-to-B 135\u003c\/p\u003e \u003cp\u003eTaking an Integrated Approach at Cisco 137\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Public Relations 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Old Model of PR 142\u003c\/p\u003e \u003cp\u003eThe New Model of PR 143\u003c\/p\u003e \u003cp\u003eSocial Media PR at Mayo Clinic 144\u003c\/p\u003e \u003cp\u003eSocial Media in a Crisis 146\u003c\/p\u003e \u003cp\u003eGreenpeace versus Nestlé 147\u003c\/p\u003e \u003cp\u003eThe Power of Parody 148\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Sales 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTurning Twitter Connections into Sales Leads 158\u003c\/p\u003e \u003cp\u003eA Debt of Gratitude 159\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 The Voice of the Customer 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustomer Service 163\u003c\/p\u003e \u003cp\u003eComcast Cares 164\u003c\/p\u003e \u003cp\u003eNothing is Certain but Twitter and Taxes 165\u003c\/p\u003e \u003cp\u003eProduct Development 168\u003c\/p\u003e \u003cp\u003eThe Phone is Ringing 170\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Internal Communications 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe “Virtual Water Cooler” 175\u003c\/p\u003e \u003cp\u003eSocial Media and Internal Communications at SAS 176\u003c\/p\u003e \u003cp\u003eAppendix: Intuit Social Communications Policy 179\u003c\/p\u003e \u003cp\u003eAdditional Resources 187\u003c\/p\u003e \u003cp\u003eRecommended Reading 191\u003c\/p\u003e \u003cp\u003eAbout the Authors 193\u003c\/p\u003e \u003cp\u003eIndex 195\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52278087483672,"sku":"9780470886021","price":21.59,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470886021_170588.jpg?v=1781458093","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-executives-guide-to-enterprise-social-media-strategy-how-social-networks-are-radically-transforming-your-business-hardback-9780470886021","provider":"Freshly Printed Books","version":"1.0","type":"link"}