The Social Media Business Equation

by Orsburn, Eve Mayer

• ISBN13: 9781435459861
• ISBN10: 1435459865
• Format: Paperback
• Copyright: 2011-04-01
• Publisher: Cengage Learning PTR

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 Ask	p. ix
Why You Need Social Media	p. 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 Delivers	p. 8
Why You Can't Live Without Social Media	p. 10
Shut Up and Listen!	p. 11
Listen to What People Are Saying About Your Industry	p. 13
Listen to What People Are Saying About Your Organization	p. 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 Party	p. 17
Case Studies	p. 18
Mayo Clinic	p. 18
James Wood Motors	p. 23
Anheuser-Busch	p. 27
Bodycology	p. 31
Eve Mayer Orsburn and Social Media Delivered	p. 35
Lane Bryant	p. 40
Opposites Attract	p. 45
Pick the Right Room!	p. 47
Why Opposites Attract	p. 48
Case Studies	p. 50
21st Century Dental	p. 50
Cable & Wireless Worldwide	p. 54
Beauty Cakes Cupcakes	p. 57
Starwood Hotels and Resorts Worldwide, Inc	p. 61
The Women's Museum	p. 67
In The Know	p. 71
You Need More Than One Ball to Juggle	p. 77
Leveraging Social Media for Customer Service	p. 79
Using Social Media for Marketing	p. 80
Harnessing Social Media for Company Goal Fulfillment	p. 81
Case Studies	p. 84
The Adolphus Hotel	p. 84
Stand Up To Cancer (SU2C) and Virgin America	p. 88
General Motors	p. 93
The Fresh Diet	p. 99
Pink Elephant	p. 104
Sears Blue Blogger Group	p. 108
The Social Media Business Equation	p. 115
The Social Media Business Equation: 100-Percent Effective	p. 117
Informing: 20 Percent	p. 119
Entertaining: 20 Percent	p. 121
Interacting: 40 Percent	p. 123
Converting to Business: 20 Percent	p. 128
The ROI of Social Media	p. 131
The Two Keys for Measuring ROI in Social Media	p. 133
Measuring ROI: An Example	p. 134
Less Really Is More	p. 136
Parting Words About the ROI of Social Media	p. 137
Conclusion	p. 138
Acknowledgments	p. 139
Index	p. 189
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