Smith, Nick, 1962-
The social media management handbook : everything you need to know to get social media working in your business / Nick Smith and Robert Wollan ; with Catherine Zhou. - Hoboken, N.J. : Wiley, c2011. - xv, 328 p. : ill. ; 24 cm.
Includes bibliographical references and index.
The power and business risks of social media / How to develop a social media strategy / Social media ROI: new metrics for customer health / Selling 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 and find new services to sell / Social community 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 media technology platform / Social CRM on the move: mobility implications for social media programs / New rules for tools: IT infrastructure implications and options for supporting enterprise social media / Culture traits, employee incentives, and training / New roles and responsibilities / Social media policies / Social media, collaboration, and 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 André Trochymiuk -- Stephanie Sadowski -- Todd R. Wagner -- Chris 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. Marketing 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. Empowering employees for social media success -- and
"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: Empower employees and teams to utilize social media effectively throughout the organization Measure the ROI of social media investments and ensure appropriate business value is achieved over time Make smarter decisions, make them more quickly, and make them stick Get the most out of your social media investment and fully leverage its benefits at your company with The Social Media Management Handbook"--
9780470651247 (hbk.)
2010037011
Internet marketing.
Social media--Marketing.
HF5415.1265 / .S65 2011
658.872 / SMI 2011
The social media management handbook : everything you need to know to get social media working in your business / Nick Smith and Robert Wollan ; with Catherine Zhou. - Hoboken, N.J. : Wiley, c2011. - xv, 328 p. : ill. ; 24 cm.
Includes bibliographical references and index.
The power and business risks of social media / How to develop a social media strategy / Social media ROI: new metrics for customer health / Selling 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 and find new services to sell / Social community 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 media technology platform / Social CRM on the move: mobility implications for social media programs / New rules for tools: IT infrastructure implications and options for supporting enterprise social media / Culture traits, employee incentives, and training / New roles and responsibilities / Social media policies / Social media, collaboration, and 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 André Trochymiuk -- Stephanie Sadowski -- Todd R. Wagner -- Chris 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. Marketing 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. Empowering employees for social media success -- and
"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: Empower employees and teams to utilize social media effectively throughout the organization Measure the ROI of social media investments and ensure appropriate business value is achieved over time Make smarter decisions, make them more quickly, and make them stick Get the most out of your social media investment and fully leverage its benefits at your company with The Social Media Management Handbook"--
9780470651247 (hbk.)
2010037011
Internet marketing.
Social media--Marketing.
HF5415.1265 / .S65 2011
658.872 / SMI 2011