The social media management handbook : everything you need to know to get social media working in your business

著者

• Smith, Nick
• Wollan, Robert
• Zhou, Catherine

書誌事項

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

Wiley, c2011

• : hbk

注記

Includes bibliographical references and index

収録内容

• The power and business risks of social media / Nick Smith and Robert Wollan
• How to develop a social media strategy / Chris Boudreaux
• Social media ROI: new metrics for customer health / Kevin Quiring
• Selling social media within the organization / Robert Wollan
• 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 and find new services to sell / Adi Alon and A.J. Gupta
• Social community marketing and selling / Robert Wollan and André Trochymiuk
• 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 / Chris Boudreaux
• Creating and implementing a social media technology platform / Anatoly Roytman and Joseph Hughes
• Social 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 enterprise social media / Robert Wollan and Kelly Dempski
• Culture traits, employee incentives, and training / Christine Eberle
• New roles and responsibilities / Chris Zinner and Vanessa Godshalk
• Social media policies / Chris Boudreaux
• Social media, collaboration, and value creation in organizations / Robert J. Thomas

内容説明・目次

内容説明

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.

目次

Introduction: What is Social Media? ix I Social Media Strategy for Organizations 1 1 The Power and Business Risks of Social Media 3 Nick Smith and Robert Wollan 2 How to Develop a Social Media Strategy 16 Chris Boudreaux 3 Social Media ROI: New Metrics for Customer Health 36 Kevin Quiring 4 Selling Social Media within the Organization 54 Robert Wollan II Marketing and Sales in Social Media 65 5 Social Media and the Voice of the Customer 67 Chris Zinner and Catherine Zhou 6 Integrating Social CRM Insights into the Customer Analytics Function 91 Rayid Ghani and Sarah Bentley 7 Using Social Media to Drive Product Development and Find New Services to Sell 104 Adi Alon and A.J. Gupta 8 Social Community Marketing and Selling 120 Robert Wollan and Andr_e Trochymiuk III Customer Service and Support with Social Media 139 9 Using Social Media in Customer Service and Support 141 Stephanie Sadowski 10 Social Media: Responding to Customer Complaints 160 Todd R. Wagner 11 Staying Out of Trouble: Complying with FTC Disclosures 175 Chris Boudreaux IV Beyond the ''Pilot'' Phase: The Core Components of the Agile Digital Enterprise 187 12 Creating and Implementing a Social Media Technology Platform 189 Anatoly Roytman and Joseph Hughes 13 Social CRM on the Move: Mobility Implications for Social Media Programs 209 Greg Jenko, Lars Kamp, and Saj Usman 14 New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media 220 Robert Wollan and Kelly Dempski V Empowering Employees for Social Media Success 231 15 Culture Traits, Employee Incentives, and Training 233 Christine Eberle 16 New Roles and Responsibilities 250 Chris Zinner and Vanessa Godshalk 17 Social Media Policies 274 Chris Boudreaux 18 Social Media, Collaboration, and Value Creation in Organizations 286 Robert J. Thomas Appendix 1 299 Appendix 2 301 Notes 307 Index 315

「Nielsen BookData」 より

• NII書誌ID(NCID): BB06879350
• ISBN:
  • 9780470651247
• LCCN: 2010037011
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Hoboken, N.J.
• ページ数/冊数: xv, 328 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5415.1265
  • DC22 : 658.8/72
• 件名:
  • LCSH : Internet marketing
  • LCSH : Social media -- Marketing