Social Media ROI : Managing and Measuring Social Media Efforts in Your Organization

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2011-02-22
  • Publisher: Que Publishing

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Discover exactly how to manage and measure your social media efforts, understand your true ROI - and maximize it The first book about social media written by a business executive for executives Connects the dots between program development, integration, management, and business impact Clearly explains how to effectively integrate Social Media into long-term business programs, short-term campaigns, and brand initiatives Foreword by Chris Brogan, afterword by Guy Kawasaki Social Media ROIshows exactly how to make social media work for business, measure the results, and optimize them. Globally renowned brand strategist and marketing executive Olivier Blanchard shows how to connect the dots between social media strategy, program development, integration with other short- and long-term initiatives, execution, and business impact - both financial and non-financial. Both a practical social media training tutorial and an A-Z desk reference, this book is organized to provide fast answers to specific questions -- ranging from defining metrics and organizational guidelines to earning followers and managing crises. Coverage includes: " Getting started: "listening before talking" " Aligning social communications to business goals " Planning for performance measurement " Managing F.R.Y. (Frequency, Reach and Yield) " Laying the operational groundwork for effective social media management " Integrating Social Media into long-term programs, short-term marketing campaigns, and any brand initiative " Using social media to deliver real-time customer support " Leveraging mobility and the "on-the-fly" social media culture Blanchard presents proven solutions and techniques for everyone with social media responsibilities in companies of all kinds, from startups and small businesses to the Fortunereg; 500.

Author Biography

Olivier Blanchard is a brand strategist with 15 years of B-to-B and B-to-C marketing management experience ranging from manufacturing and distribution to new media and consumer goods. He manages BrandBuilder Marketing, a brand consulting and marketing management firm that helps companies combine traditional and new/ social media; and the Red Chair Group, which delivers executive social media training worldwide. He is well known for his popular BrandBuilder blog.

Table of Contents

Social Media Program Developmentp. 1
Creating the Social Companyp. 3
Evolution, Human Nature, and the Inevitable Socialization of Businessp. 4
Moving Beyond Channels: Social Media vs. Social Communicationsp. 7
Why Social Media Matters to Businessp. 7
Influence and Media: Lateral vs. Vertical Forcesp. 9
Aligning Social Media to Business Goalsp. 13
Social Media's Value to the Organizationp. 14
Differentiating Between Strategy and Tacticsp. 15
Differentiating Between Goals and Targetsp. 15
Tying a Social Media Program to Business Objectivesp. 16
How to Create a Roadmap by Turning Goals into Targetsp. 17
The Top Five Business Functions That Can Be Easily Enhanced by a Social Media Programp. 18
Salesp. 18
Customer Supportp. 20
Human Resourcesp. 22
Public Relationsp. 23
Business Intelligencep. 24
Social Media for Nonprofitsp. 24
Outcomesp. 24
Member Supportp. 25
Human Resourcesp. 25
Public Relationsp. 26
Member Loyaltyp. 26
Planning for Performance Measurementp. 29
Tools, Methodologies, and Purposep. 30
Selecting Adequate Social Media Measurement Software for Your Programp. 30
Key Performance Indicator (KPI)p. 32
Social Media and Sales Measurement: F.R.Y.p. 35
Establishing Clarity of Vision, Purpose, and Executionp. 41
Getting Top-Down and Bottom-Up Buy-In Throughout the Organizationp. 42
Change Management, Social Media Stylep. 48
Social Media Is a Waste of Timep. 49
Social Media Is Complicatedp. 49
Anyone Can Do That Jobp. 50
Social Media Is the Shiny New Thing. Two Years from Now, That Bubble Will Burstp. 50
I Am Going to Have to Change the Way I Workp. 51
Laying the Groundwork for Integrationand Managementp. 52
Social Media Program Integrationp. 55
Understanding How Social Media Plugs into the Organizationp. 57
Creating Structure: Your First Social Media Process Mapping Draftp. 58
Understanding the Four Phases of Social Media Adoptionp. 59
Test Adoptionp. 59
Focused Adoptionp. 60
Operational Adoptionp. 60
Operational Integrationp. 61
Genesis vs. Pirate Ships: Social Media Integration Modelsp. 62
From Skunkworks to Full Deployment of a Social Media Structurep. 64
Centralized vs. Decentralized Social Media Management Modelsp. 67
The People Principlep. 71
Hiring, Training, and Certifying for Social Media Activityp. 72
Hiring a Social Media Director (Strategic Role)p. 72
Hiring for Tactical Social Media Rolesp. 76
HR and Social Media: The Need for Social Media Policies, Guidelines, and Trainingp. 78
The Value of Internal Certificationsp. 81
Establishing Social Media Guidelines for the Organizationp. 83
Guidelines, Policies, and Purposep. 84
The Employee Social Media Bill of Rightsp. 85
Internal Social Media Usage Guidelinesp. 86
External Social Media Usage Guidelinesp. 87
Employment Disclosure Guidelinesp. 89
Anti-Defamation Guidelinesp. 90
Social Media Confidentiality and Nondisclosure (NDA) Guidelinesp. 91
Official vs. Personal Communications Guidelinesp. 91
The Employee Digital Citizenship Contractp. 92
Training Resourcesp. 93
Social Media Guidelines for Agency Partners, Contractors, and External Representativesp. 94
Laying the Operational Groundwork for Effective Social Media Managementp. 95
Establishing a Social Media Program's Organizational Structure: Leadership and Reportingp. 96
Establishing a Social Media Program's Organizational Structure: Cross-Functional Collaborationp. 100
Basic Technical Requirementsp. 103
The New Rules of Brand Communications in the Age of Social Mediap. 113
Social Media's General Impact on Brand Communicationsp. 114
Transparency, Opacity, Confidentiality, and Disclosurep. 119
Confidentiality and Data Protection in the Age of Social Mediap. 122
Social Media Program Managementp. 125
Listening Before Talkingp. 127
Business Intelligence and Searchp. 128
The Power of Real-Time Situational Awarenessp. 130
New Avenues of Market Research: From ˘I Don't Know÷ to ˘Let's Find Out÷p. 133
Social Media and Digital Brand Managementp. 135
Introduction to the New Paradigm in Digital Brand Managementp. 136
Community Managementp. 137
Marketingp. 140
Advertisingp. 143
Product Managementp. 144
Digitalp. 145
Corporate Communications and PRp. 146
Online Reputation Managementp. 151
Crisis Managementp. 152
Putting It All Togetherp. 156
Real-Time Digital Support: Fixing Customer Service Once and for Allp. 157
The Superhero Principlep. 160
The Basic Social Media Customer Service Modelp. 162
The New Digital Concierge Service and Customer Service 3.0p. 166
Digital Conflict Resolutionp. 168
From Risk to Opportunity: Turning Anger on Its Head and Other Considerationsp. 171
Social Media Program Management-Putting It All Togetherp. 173
Social Media Management: In-House, Outsourced, or Somewhere in Between?p. 174
Monitoring and Measurementp. 176
Campaign Managementp. 176
Eleven Key Best Practices for Social Media Program Managementp. 179
Staying Focused on Business Objectives: How Marketing Campaigns Should Fit into Your Social Media Programp. 183
Final Thoughts on Social Media Program Managementp. 188
Social Media Program Measurementp. 191
Creating a Measurement Practice for Social Media Programsp. 193
Before the How, the Why: Keeping an Eye on Objectives and Targetsp. 194
A Word of Caution Regarding Measurement in the Social Media Spacep. 195
The Cornerstones of Your Measurement Practice: Monitoring, Measurement, Analysis, and Reportingp. 195
Monitoringp. 196
Measurementp. 196
Analysisp. 196
Reportingp. 197
Best Practices for Performance Measurementp. 197
Maintain a List of Everything You Can Measurep. 198
Maintain a List of Everything You Must Measurep. 200
Stay Current on the Best Measurement Toolsp. 202
Ensure the Neutrality of the Employee(s) Tasked with the Measurement of Your Social Media Programp. 203
Tie Everything You Measure to Business Objectivesp. 203
Test, Measure, Learn, Adapt, Repeatp. 203
Building Velocity and Specificity into Your Social Media Measurement Practicep. 204
ROI and Other Social Media Outcomesp. 207
ROI and Business Justificationp. 208
Financial Outcomes vs. Nonfinancial Outcomes and a Word About Conversionsp. 210
What ROI Is and Isn'tp. 215
Tying Social Media to the P&Lp. 220
Tying Nonfinancial Outcomes to Social Media Performancep. 223
Establish a Baselinep. 227
Create Activity Timelinesp. 227
Monitor the Volume of Mentionsp. 228
Measure Transactional Precursorsp. 230
Look at Transactional Datap. 231
Overlay All Your Data (Steps 1-5) onto a Single Timelinep. 233
Look for Patternsp. 233
Prove and Disprove Relationshipsp. 235
F.R.Y. (Frequency, Reach, and Yield) and Social Mediap. 239
The Importance of Finding the Right Words in the Language of Businessp. 240
Financial vs. Nonfinancial Aspects of Frequencyp. 243
Financial vs. Nonfinancial Aspects of Reachp. 248
The Financial Value of Yieldp. 253
Social Media Program Analysis and Reportingp. 257
Shattering the Vacuum: The Need for Collaborative Analysisp. 258
Best Practices in Data Reporting for Social Mediap. 260
Lateral Reportingp. 260
Vertical Reportingp. 262
Program Validation by the Numbersp. 268
Looking at Performance Data as Actionable Intelligencep. 271
Afterwordp. 277
Indexp. 281
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