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

ISBN-10: 0470886021
ISBN-13: 9780470886021
Edition: 2011
List price: $36.99 Buy it from $4.24
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Description: 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  More...

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Book details

List price: $36.99
Copyright year: 2011
Publisher: John Wiley & Sons, Limited
Publication date: 3/1/2011
Binding: Hardcover
Pages: 204
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 0.880

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.

Mike Barlow is an award-winning journalist, author and communications strategy consultant. Since launching his own firm, Cumulus Partners, he has represented major organizations in numerous industries. Mike is coauthor of The Executive's Guide to Enterprise Social Media Strategy (Wiley, 2011) and Partnering with the CIO: The Future of IT Sales Seen Through the Eyes of Key Decision Makers (Wiley, 2007). He is also the writer of many articles, reports, and white papers on marketing strategy, marketing automation, customer intelligence, business performance management, collaborative social networking, cloud computing, and big data analytics. Over the course of a long career, Mike was a reporter and editor at several respected suburban daily newspapers, including The Journal News and the Stamford Advocate. His feature stories and columns appeared regularly in The Los Angeles Times, Chicago Tribune, Miami Herald, Newsday and other major U.S. dailies.

Foreword
Preface
Acknowledgments
Introduction
Country Village or Gleaming City?
Beyond Disruptive
Step Aside, Fred Taylor...
Social Media or What?
Why Now?
So, What's the Best Way to Skin a Mastodon?
Questions You Should Be Prepared to Answer
Critical Areas for Success
The Grand Scheme of Things
Speed, Scope, Complexity, Power, and Potential
They Laughed at the Wright Brothers
A World of New Challenges and Opportunities
Getting a Firm Grasp on a Viral Phenomenon
What's the Hurry?
Too Newfangled for You?
A Very Cool Scenario
Step Up and Meet the Millennial Generation
Just What You Needed: Another "Convergence"
The New Mode of Production
Social Media, Teamwork, and Collaboration
Mapping Social Media to Results
Accelerating Product Development
Driving Knowledge into and across the Organization
Crowd Sourcing...
We're All Hackers Now
The Social Enterprise
Forget Murphy's Law
More Important Than Money!
The Social Workforce
Collaboration is the New Efficiency
Social HR
First Impressions Count
The Train Is Leaving the Station
The New Social Dimension
Social CRM
Social Leadership
Making It Stick
Legal Niceties
High Speeds Need Seat Belts
Take the Time to Write It Down
Building a Structure for Success
Get Everybody Together in the same Room
Invite the Practitioners, Not Just the Rulemakers
Figure Out What's Important
What Are Your Existing Goals?
What Makes Sense in Your Industry?
What Makes Sense in Your Company?
How Can You Figure Out What Will Work for You?
Creating Social Media Guidelines
Be Clear and Concise
Guiding Principles for Social Media at SAS
Include Dos as Well as Don'ts
Include Examples
Communicate as Often as Possible, in Every Channel You Have
Spotlight Successes
Lead by Example
Staffing and Structuring
Where Does it Live?
Hire or Designate?
How Do You Structure for Social Media?
How One Organization Pulls It Together
Outsourcing the Roles
Listening, Measurement, Analytics, and ROI
A Simple Listening Framework
First, a Word from the Measurement Queen
"Listen, Yes. But Think Bigger."
The Five Kinds of Listening
What Is Social Media Analytics?
CareOne's Measurement Model
Not a Simple Formula, but a Formula Nonetheless
The Keys to Success in Social Media
It's Difficult in Its Simplicity
Finding the Time to Do it
A Simple Model
Using All Your Channels
Nine Easy Ways to Write a Blog Post
Putting Your Social Media Strategy to Work
Marketing
From Strollers to Sharpies
From the Nursery to the Kitchen
Sharpie, Meet Lamborghini
Bert's Advice
Social Media for B2B
B2B and Phonebooth-to-B
Taking an Integrated Approach at Cisco
Public Relations
The Old Model of PR
The New Model of PR
Social Media PR at Mayo Clinic
Social Media in a Crisis
Greenpeace versus Nestl�
The Power of Parody
Sales
Turning Twitter Connections into Sales Leads
A Debt of Gratitude
The Voice of the Customer
Customer Service
Comcast Cares
Nothing Is Certain but Twitter and Taxes
Product Development
The Phone Is Ringing
Internal Communications
The "Virtual Water Cooler"
Social Media and Internal Communications at SAS
Appendix: Intuit Social Communications Policy
Additional Resources
Recommended Reading
About the Authors
Index

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