9780470886021

The Executive's Guide to Enterprise Social Media Strategy How Social Networks Are Radically Transforming Your Business

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  • ISBN13:

    9780470886021

  • ISBN10:

    0470886021

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2011-02-08
  • Publisher: Wiley
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Summary

An actionable framework for developing and executing successful social media strategies supporting collaboration, teamwork and communication in modern corporationsUsing straightforward language, this book offers real-world stories and revealing anecdotes to demonstrate how executives and business leaders develop successful corporate social media strategies. High level guidance to developing the practical business frameworks and policies necessary for implementing and managing successful corporate social media strategies Describes the actual processes, organizational structures, and technology platforms required to develop and execute a strategy of continuous engagement with customers, partners, and stakeholders Provides both how-to advice as well as best practices on creating an enterprise social networking strategy Other titles by Barlow: Partnering with the CIO: The Future of IT Sales Seen Though the Eyes of Decision MakersAn executive handbook and referencefor social media strategy planning and development, The Executive's Guide to Enterprise Social Media Strategy answers all the questions you have on this topic, including why every corporation needs a social media strategy and how it can be successfully leveraged to achieve business objectives.

Author Biography

DAVID B. THOMAS is Executive Director at New Marketing Labs, a new media marketing agency. Before joining NML, he was social media manager at SAS, where he led the company's global social media strategy. A marketer and communicator with more than twenty years' experience, Dave blogs at dbthomas.com.

MIKE BARLOW is an award-winning journalist and author. He is Managing Partner at Cumulus Partners (cumuluspartners.com), a marketing communications strategy consulting firm specializing in original content development and content-based marketing.

Table of Contents

Forewordp. xiii
Prefacep. xv
Acknowledgmentsp. xvii
Introductionp. 1
Country Village or Gleaming City?p. 2
Beyond Disruptivep. 4
Step Aside, Fred Taylor...p. 6
Social Media or What?p. 6
Why Now?p. 7
So, What's the Best Way to Skin a Mastodon?p. 8
Questions You Should Be Prepared to Answerp. 10
Critical Areas for Successp. 12
The Grand Scheme of Thingsp. 15
Speed, Scope, Complexity, Power, and Potentialp. 17
They Laughed at the Wright Brothersp. 19
A World of New Challenges and Opportunitiesp. 21
Getting a Firm Grasp on a Viral Phenomenonp. 21
What's the Hurry?p. 22
Too Newfangled for You?p. 22
A Very Cool Scenariop. 23
Step Up and Meet the Millennial Generationp. 26
Just What You Needed: Another "Convergence"p. 27
The New Mode of Productionp. 29
Social Media, Teamwork, and Collaborationp. 29
Mapping Social Media to Resultsp. 33
Accelerating Product Developmentp. 35
Driving Knowledge into and across the Organizationp. 37
Crowd Sourcing...p. 38
We're All Hackers Nowp. 41
The Social Enterprisep. 43
Forget Murphy's Lawp. 43
More Important Than Money!p. 44
The Social Workforcep. 46
Collaboration is the New Efficiencyp. 47
Social HRp. 48
First Impressions Countp. 49
The Train Is Leaving the Stationp. 51
The New Social Dimensionp. 52
Social CRMp. 53
Social Leadershipp. 55
Making It Stickp. 57
Legal Nicetiesp. 62
High Speeds Need Seat Beltsp. 63
Take the Time to Write It Downp. 65
Building a Structure for Successp. 67
Get Everybody Together in the same Roomp. 69
Invite the Practitioners, Not Just the Rulemakersp. 70
Figure Out What's Importantp. 71
What Are Your Existing Goals?p. 72
What Makes Sense in Your Industry?p. 73
What Makes Sense in Your Company?p. 73
How Can You Figure Out What Will Work for You?p. 74
Creating Social Media Guidelinesp. 75
Be Clear and Concisep. 76
Guiding Principles for Social Media at SASp. 76
Include Dos as Well as Don'tsp. 77
Include Examplesp. 78
Communicate as Often as Possible, in Every Channel You Havep. 79
Spotlight Successesp. 80
Lead by Examplep. 81
Staffing and Structuringp. 83
Where Does it Live?p. 85
Hire or Designate?p. 86
How Do You Structure for Social Media?p. 87
How One Organization Pulls It Togetherp. 89
Outsourcing the Rolesp. 90
Listening, Measurement, Analytics, and ROIp. 93
A Simple Listening Frameworkp. 94
First, a Word from the Measurement Queenp. 95
"Listen, Yes. But Think Bigger."p. 96
The Five Kinds of Listeningp. 98
What Is Social Media Analytics?p. 101
CareOne's Measurement Modelp. 104
Not a Simple Formula, but a Formula Nonethelessp. 106
The Keys to Success in Social Mediap. 113
It's Difficult in Its Simplicityp. 113
Finding the Time to Do itp. 115
A Simple Modelp. 116
Using All Your Channelsp. 117
Nine Easy Ways to Write a Blog Postp. 118
Putting Your Social Media Strategy to Workp. 121
Marketingp. 123
From Strollers to Sharpiesp. 125
From the Nursery to the Kitchenp. 128
Sharpie, Meet Lamborghinip. 129
Bert's Advicep. 130
Social Media for B2Bp. 133
B2B and Phonebooth-to-Bp. 135
Taking an Integrated Approach at Ciscop. 137
Public Relationsp. 141
The Old Model of PRp. 142
The New Model of PRp. 143
Social Media PR at Mayo Clinicp. 144
Social Media in a Crisisp. 146
Greenpeace versus Nestlép. 147
The Power of Parodyp. 148
Salesp. 153
Turning Twitter Connections into Sales Leadsp. 158
A Debt of Gratitudep. 159
The Voice of the Customerp. 163
Customer Servicep. 163
Comcast Caresp. 164
Nothing Is Certain but Twitter and Taxesp. 165
Product Developmentp. 168
The Phone Is Ringingp. 170
Internal Communicationsp. 173
The "Virtual Water Cooler"p. 175
Social Media and Internal Communications at SASp. 176
Appendix: Intuit Social Communications Policyp. 179
Additional Resourcesp. 187
Recommended Readingp. 191
About the Authorsp. 193
Indexp. 195
Table of Contents provided by Ingram. All Rights Reserved.

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