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The Social Media Management Handbook
Everything You Need To Know To Get Social Media Working In Your Business
Robert Wollan (Author), Nick Smith (Author), Catherine Zhou (Author)
9780470651247, Wiley
Hardback, published 25 January 2011
352 pages, Screen captures: 45 B&W, 0 Color
23.6 x 16 x 3.1 cm, 0.558 kg
"Well worth a read if you are thinking of going down the social media road." (HR Magazine, June 2011) "... provides a complete toolbox for defining and practicing a coherent social-media strategy." (EFMA Journal, June 2011) "A breezy read, the compelling discussion by the authors makes a solid case for corporations to revamp their views and policies on social media." (Human Resources)
How do organizations manage social media effectively? Every organization wants to implement social media, but it is difficult to create processes and mange employees to make this happen. Most social media books focus on strategies for communicating with customers, but they fail to address the internal process that takes place within a business before those strategies can be implemented. This book is geared toward helping you manage every step of the process required to use social media for business. The Social Media Management Handbook provides a complete toolbox for defining and practicing a coherent social media strategy. It is a comprehensive resource for bringing together such disparate areas as IT, customer service, sales, communications, and more to meet social media goals. Wollan and Smith and their Accenture team explain policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. You will learn how to: Get the most out of your social media investment and fully leverage its benefits at your company with The Social Media Management Handbook.
Introduction: What is Social Media? ix I Social Media Strategy for Organizations 1 1 The Power and Business Risks of Social Media 3 2 How to Develop a Social Media Strategy 16 3 Social Media ROI: New Metrics for Customer Health 36 4 Selling Social Media within the Organization 54 II Marketing and Sales in Social Media 65 5 Social Media and the Voice of the Customer 67 6 Integrating Social CRM Insights into the Customer Analytics Function 91 7 Using Social Media to Drive Product Development and Find New Services to Sell 104 8 Social Community Marketing and Selling 120 III Customer Service and Support with Social Media 139 9 Using Social Media in Customer Service and Support 141 10 Social Media: Responding to Customer Complaints 160 11 Staying Out of Trouble: Complying with FTC Disclosures 175 IV Beyond the ‘‘Pilot’’ Phase: The Core Components of the Agile Digital Enterprise 187 12 Creating and Implementing a Social Media Technology Platform 189 13 Social CRM on the Move: Mobility Implications for Social Media Programs 209 14 New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media 220 V Empowering Employees for Social Media Success 231 15 Culture Traits, Employee Incentives, and Training 233 16 New Roles and Responsibilities 250 17 Social Media Policies 274 18 Social Media, Collaboration, and Value Creation in Organizations 286 Appendix 1 299 Appendix 2 301 Notes 307 Index 315
Nick Smith and Robert Wollan
Chris Boudreaux
Kevin Quiring
Robert Wollan
Chris Zinner and Catherine Zhou
Rayid Ghani and Sarah Bentley
Adi Alon and A.J. Gupta
Robert Wollan and Andr_e Trochymiuk
Stephanie Sadowski
Todd R. Wagner
Chris Boudreaux
Anatoly Roytman and Joseph Hughes
Greg Jenko, Lars Kamp, and Saj Usman
Robert Wollan and Kelly Dempski
Christine Eberle
Chris Zinner and Vanessa Godshalk
Chris Boudreaux
Robert J. Thomas
Subject Areas: Business & management [KJ]
