9781435459861

The Social Media Business Equation

by
  • ISBN13:

    9781435459861

  • ISBN10:

    1435459865

  • Format: Paperback
  • Copyright: 2011-04-01
  • Publisher: Cengage Learning PTR

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Summary

Facebook, Twitter, LinkedIn, and YouTube#xE2;#x1E;#xA2; have changed the way consumers communicate today and businesses today must be a part of this social phenomenon or risk losing significant marketing opportunities. THE SOCIAL MEDIA BUSINESS EQUATION: USING ONLINE CONNECTIONS TO GROW YOUR BOTTOM LINE clearly demonstrates how you and your organization can use social media to unlock exponential growth and immediate opportunities, no matter what your business size or industry. Author Eve Mayer Orsburn, CEO of one of the largest social media optimization companies in the world, introduces a proven, step-by-step methodology -- The Social Media Equation#xE2;#x1E;#xA2; -- in this quick, practical read. Fourteen case studies highlight social media at work in companies large and small, including the Mayo Clinic and General Motors. This book focuses on results-oriented strategies as the author dispels the myths and reveals the true secrets of using social media for amazing business growth.

Author Biography

Eve Mayer Orsburn is the author. She is the CEO of Social Media Delivered and is one of the most sought-after social media speakers and strategists worldwide.

Table of Contents

Introduction: Everything You Ever Wanted to Know About Social Media But Were Too Embarrassed to Askp. ix
Why You Need Social Mediap. 1
What Is Social Media?p. 3
Why Is Social Media Growing So Rapidly?p. 4
How Strong Is Social Media?p. 5
Are All Traditional Forms of Media Going to Wither and Die Because of Social Media?p. 6
Is Social Media Going to Change the World So Humans Don't Know How to Communicate in Person Anymore?p. 7
What Social Media Deliversp. 8
Why You Can't Live Without Social Mediap. 10
Shut Up and Listen!p. 11
Listen to What People Are Saying About Your Industryp. 13
Listen to What People Are Saying About Your Organizationp. 14
Listen to What People Are Saying About Your Products (or Services)p. 15
Why Go to All This Trouble?p. 16
The Risk of Not Being at the Partyp. 17
Case Studiesp. 18
Mayo Clinicp. 18
James Wood Motorsp. 23
Anheuser-Buschp. 27
Bodycologyp. 31
Eve Mayer Orsburn and Social Media Deliveredp. 35
Lane Bryantp. 40
Opposites Attractp. 45
Pick the Right Room!p. 47
Why Opposites Attractp. 48
Case Studiesp. 50
21st Century Dentalp. 50
Cable & Wireless Worldwidep. 54
Beauty Cakes Cupcakesp. 57
Starwood Hotels and Resorts Worldwide, Incp. 61
The Women's Museump. 67
In The Knowp. 71
You Need More Than One Ball to Jugglep. 77
Leveraging Social Media for Customer Servicep. 79
Using Social Media for Marketingp. 80
Harnessing Social Media for Company Goal Fulfillmentp. 81
Case Studiesp. 84
The Adolphus Hotelp. 84
Stand Up To Cancer (SU2C) and Virgin Americap. 88
General Motorsp. 93
The Fresh Dietp. 99
Pink Elephantp. 104
Sears Blue Blogger Groupp. 108
The Social Media Business Equationp. 115
The Social Media Business Equation: 100-Percent Effectivep. 117
Informing: 20 Percentp. 119
Entertaining: 20 Percentp. 121
Interacting: 40 Percentp. 123
Converting to Business: 20 Percentp. 128
The ROI of Social Mediap. 131
The Two Keys for Measuring ROI in Social Mediap. 133
Measuring ROI: An Examplep. 134
Less Really Is Morep. 136
Parting Words About the ROI of Social Mediap. 137
Conclusionp. 138
Acknowledgmentsp. 139
Indexp. 189
Table of Contents provided by Ingram. All Rights Reserved.

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