Includes bibliographical references and index.

I. Social media strategy for organizations -- The power and busin ess risks of social media / Nick Smith and Robert Wollan -- How t o develop a social media strategy / Chris Boudreaux -- Social med ia ROI: new metrics for customer health / Kevin Quiring -- Sellin g social media within the organization / Rober Wollan -- II. Mark eting and sales in social media -- Social media and the voice of the customer / Chris Zinner and Catherine Zhou -- Integrating social CRM insights into the customer analytics function / Rayid Ghani and Sarah Bentley -- Using social media to drive product development an d find new services to sell / Adi Alon and A.J. Gupta -- Social c ommunity marketing and selling / Robert Wollan and Andrâe Trochymiuk -- III. Customer service and support with social media -- Using social media in customer service and support / Stephanie Sadowski -- Social media: responding to customer complaints / Todd R. Wagner -- Staying out of trouble: complying with FTC disclosures / Chri s Boudreaux -- IV. Beyond the "pilot" phase: the core components of the agile digital enterprise -- Creating and implementing a social m edia technology platform / Anatoly Roytman and Joseph Hughes -- S ocial CRM on the move: mobility implications for social media programs / Greg Jenko, Lars Kamp, and Saj Usman -- New rules for tools: IT infrastructure implications and options for supporting enterp rise social media / Robert Wollan and Kelly Dempski -- V. Empower ing employees for social media success -- Culture traits, employee i ncentives, and training / Christine Eberle -- New roles and respo nsibilities / Chris Zinner and Vanessa Godshalk -- Social m edia policies / Chris Boudreaux -- Social media, collaboration, a nd value creation in organizations / Robert J. Thomas.

"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"-- Provided by p ublisher.