The social media management handbook : everything you need to kno w to get social media working in your business /
Smith, Nick, 1962-
The social media management handbook : everything you need to kno w to get social media working in your business / Nick Smith and Robe rt Wollan ; with Catherine Zhou. - Hoboken, N.J. : Wiley, c2011. - xv, 328 p. : ill. ; 24 cm.
Includes bibliographical references and index.
The power and busin ess risks of social media / How t o develop a social media strategy / Social med ia ROI: new metrics for customer health / Sellin g social media within the organization / Social media and the voice of the customer / Integrating social CRM insights into the customer analytics function / Using social media to drive product development an d find new services to sell / Social c ommunity marketing and selling / Using social media in customer service and support / Social media: responding to customer complaints / Staying out of trouble: complying with FTC disclosures / Creating and implementing a social m edia technology platform / S ocial CRM on the move: mobility implications for social media programs / New rules for tools: IT infrastructure implications and options for supporting enterp rise social media / Culture traits, employee i ncentives, and training / New roles and respo nsibilities / Social m edia policies / Social media, collaboration, a nd value creation in organizations / Nick Smith and Robert Wollan -- Chris Boudreaux -- Kevin Quiring -- Rober Wollan -- Chris Zinner and Catherine Zhou -- Rayid Ghani and Sarah Bentley -- Adi Alon and A.J. Gupta -- Robert Wollan and Andrâe Trochymiuk -- Stephanie Sadowski -- Todd R. Wagner -- Chri s Boudreaux -- Anatoly Roytman and Joseph Hughes -- Greg Jenko, Lars Kamp, Saj Usman -- Robert Wollan and Kelly Dempski -- Christine Eberle -- Chris Zinner Vanessa Godshalk -- Chris Boudreaux -- Robert J. Thomas. I. Social media strategy for organizations -- II. Mark eting and sales in social media -- III. Customer service and support with social media -- IV. Beyond the "pilot" phase: the core components of the agile digital enterprise -- and V. Empower ing employees for social media success -- and
"How do organizations manage social media effectively? Every orga nization wants to implement social media, but it is difficult to create processes and mange employees to make this happen. Most social media b ooks focus on strategies for communicating with customers, but they fai l to address the internal process that takes place within a business be fore those strategies can be implemented. This book is geared toward he lping you manage every step of the process required to use social media for business. The Social Media Management Handbook provides a compl ete toolbox for defining and practicing a coherent social media strateg y. 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 p olicies, procedures, roles and responsibilities, metrics, strategies, i ncentives, and legal issues that may arise. You will learn how to: Emp ower employees and teams to utilize social media effectively throughout the organization Measure the ROI of social media investments and ensu re appropriate business value is achieved over time Make smarter decis ions, make them more quickly, and make them stick Get the most out of your social media investment and fully leverage its benefits at you r company with The Social Media Management Handbook"--
9780470651247 (hardback) 0470651245 (hardback)
2010-037011
Internet marketing.
Social media-- Marketing.
658.8/72
The social media management handbook : everything you need to kno w to get social media working in your business / Nick Smith and Robe rt Wollan ; with Catherine Zhou. - Hoboken, N.J. : Wiley, c2011. - xv, 328 p. : ill. ; 24 cm.
Includes bibliographical references and index.
The power and busin ess risks of social media / How t o develop a social media strategy / Social med ia ROI: new metrics for customer health / Sellin g social media within the organization / Social media and the voice of the customer / Integrating social CRM insights into the customer analytics function / Using social media to drive product development an d find new services to sell / Social c ommunity marketing and selling / Using social media in customer service and support / Social media: responding to customer complaints / Staying out of trouble: complying with FTC disclosures / Creating and implementing a social m edia technology platform / S ocial CRM on the move: mobility implications for social media programs / New rules for tools: IT infrastructure implications and options for supporting enterp rise social media / Culture traits, employee i ncentives, and training / New roles and respo nsibilities / Social m edia policies / Social media, collaboration, a nd value creation in organizations / Nick Smith and Robert Wollan -- Chris Boudreaux -- Kevin Quiring -- Rober Wollan -- Chris Zinner and Catherine Zhou -- Rayid Ghani and Sarah Bentley -- Adi Alon and A.J. Gupta -- Robert Wollan and Andrâe Trochymiuk -- Stephanie Sadowski -- Todd R. Wagner -- Chri s Boudreaux -- Anatoly Roytman and Joseph Hughes -- Greg Jenko, Lars Kamp, Saj Usman -- Robert Wollan and Kelly Dempski -- Christine Eberle -- Chris Zinner Vanessa Godshalk -- Chris Boudreaux -- Robert J. Thomas. I. Social media strategy for organizations -- II. Mark eting and sales in social media -- III. Customer service and support with social media -- IV. Beyond the "pilot" phase: the core components of the agile digital enterprise -- and V. Empower ing employees for social media success -- and
"How do organizations manage social media effectively? Every orga nization wants to implement social media, but it is difficult to create processes and mange employees to make this happen. Most social media b ooks focus on strategies for communicating with customers, but they fai l to address the internal process that takes place within a business be fore those strategies can be implemented. This book is geared toward he lping you manage every step of the process required to use social media for business. The Social Media Management Handbook provides a compl ete toolbox for defining and practicing a coherent social media strateg y. 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 p olicies, procedures, roles and responsibilities, metrics, strategies, i ncentives, and legal issues that may arise. You will learn how to: Emp ower employees and teams to utilize social media effectively throughout the organization Measure the ROI of social media investments and ensu re appropriate business value is achieved over time Make smarter decis ions, make them more quickly, and make them stick Get the most out of your social media investment and fully leverage its benefits at you r company with The Social Media Management Handbook"--
9780470651247 (hardback) 0470651245 (hardback)
2010-037011
Internet marketing.
Social media-- Marketing.
658.8/72