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| Social Media Program Development | |
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| Creating the Social Company | |
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| Evolution, Human Nature, and the Inevitable Socialization of Business | |
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| Moving Beyond Channels: Social Media vs. Social Communications | |
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| Why Social Media Matters to Business | |
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| Influence and Media: Lateral vs. Vertical Forces | |
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| Aligning Social Media to Business Goals | |
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| Social Media's Value to the Organization | |
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| Differentiating Between Strategy and Tactics | |
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| Differentiating Between Goals and Targets | |
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| Tying a Social Media Program to Business Objectives | |
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| How to Create a Roadmap by Turning Goals into Targets | |
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| The Top Five Business Functions That Can Be Easily Enhanced by a Social Media Program | |
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| Sales | |
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| Customer Support | |
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| Human Resources | |
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| Public Relations | |
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| Business Intelligence | |
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| Social Media for Nonprofits | |
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| Outcomes | |
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| Member Support | |
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| Human Resources | |
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| Public Relations | |
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| Member Loyalty | |
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| Planning for Performance Measurement | |
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| Tools, Methodologies, and Purpose | |
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| Selecting Adequate Social Media Measurement Software for Your Program | |
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| Key Performance Indicator (KPI) | |
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| Social Media and Sales Measurement: F.R.Y. | |
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| Establishing Clarity of Vision, Purpose, and Execution | |
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| Getting Top-Down and Bottom-Up Buy-In Throughout the Organization | |
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| Change Management, Social Media Style | |
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| Social Media Is a Waste of Time | |
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| Social Media Is Complicated | |
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| Anyone Can Do That Job | |
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| Social Media Is the Shiny New Thing. Two Years from Now, That Bubble Will Burst | |
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| I Am Going to Have to Change the Way I Work | |
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| Laying the Groundwork for Integrationand Management | |
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| Social Media Program Integration | |
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| Understanding How Social Media Plugs into the Organization | |
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| Creating Structure: Your First Social Media Process Mapping Draft | |
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| Understanding the Four Phases of Social Media Adoption | |
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| Test Adoption | |
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| Focused Adoption | |
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| Operational Adoption | |
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| Operational Integration | |
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| Genesis vs. Pirate Ships: Social Media Integration Models | |
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| From Skunkworks to Full Deployment of a Social Media Structure | |
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| Centralized vs. Decentralized Social Media Management Models | |
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| The People Principle | |
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| Hiring, Training, and Certifying for Social Media Activity | |
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| Hiring a Social Media Director (Strategic Role) | |
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| Hiring for Tactical Social Media Roles | |
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| HR and Social Media: The Need for Social Media Policies, Guidelines, and Training | |
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| The Value of Internal Certifications | |
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| Establishing Social Media Guidelines for the Organization | |
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| Guidelines, Policies, and Purpose | |
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| The Employee Social Media Bill of Rights | |
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| Internal Social Media Usage Guidelines | |
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| External Social Media Usage Guidelines | |
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| Employment Disclosure Guidelines | |
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| Anti-Defamation Guidelines | |
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| Social Media Confidentiality and Nondisclosure (NDA) Guidelines | |
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| Official vs. Personal Communications Guidelines | |
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| The Employee Digital Citizenship Contract | |
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| Training Resources | |
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| Social Media Guidelines for Agency Partners, Contractors, and External Representatives | |
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| Laying the Operational Groundwork for Effective Social Media Management | |
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| Establishing a Social Media Program's Organizational Structure: Leadership and Reporting | |
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| Establishing a Social Media Program's Organizational Structure: Cross-Functional Collaboration | |
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| Basic Technical Requirements | |
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| The New Rules of Brand Communications in the Age of Social Media | |
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| Social Media's General Impact on Brand Communications | |
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| Transparency, Opacity, Confidentiality, and Disclosure | |
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| Confidentiality and Data Protection in the Age of Social Media | |
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| Social Media Program Management | |
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| Listening Before Talking | |
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| Business Intelligence and Search | |
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| The Power of Real-Time Situational Awareness | |
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| New Avenues of Market Research: From �I Don't Know� to �Let's Find Out� | |
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| Social Media and Digital Brand Management | |
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| Introduction to the New Paradigm in Digital Brand Management | |
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| Community Management | |
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| Marketing | |
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| Advertising | |
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| Product Management | |
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| Digital | |
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| Corporate Communications and PR | |
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| Online Reputation Management | |
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| Crisis Management | |
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| Putting It All Together | |
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| Real-Time Digital Support: Fixing Customer Service Once and for All | |
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| The Superhero Principle | |
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| The Basic Social Media Customer Service Model | |
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| The New Digital Concierge Service and Customer Service 3.0 | |
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| Digital Conflict Resolution | |
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| From Risk to Opportunity: Turning Anger on Its Head and Other Considerations | |
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| Social Media Program Management-Putting It All Together | |
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| Social Media Management: In-House, Outsourced, or Somewhere in Between? | |
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| Monitoring and Measurement | |
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| Campaign Management | |
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| Eleven Key Best Practices for Social Media Program Management | |
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| Staying Focused on Business Objectives: How Marketing Campaigns Should Fit into Your Social Media Program | |
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| Final Thoughts on Social Media Program Management | |
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| Social Media Program Measurement | |
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| Creating a Measurement Practice for Social Media Programs | |
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| Before the How, the Why: Keeping an Eye on Objectives and Targets | |
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| A Word of Caution Regarding Measurement in the Social Media Space | |
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| The Cornerstones of Your Measurement Practice: Monitoring, Measurement, Analysis, and Reporting | |
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| Monitoring | |
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| Measurement | |
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| Analysis | |
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| Reporting | |
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| Best Practices for Performance Measurement | |
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| Maintain a List of Everything You Can Measure | |
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| Maintain a List of Everything You Must Measure | |
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| Stay Current on the Best Measurement Tools | |
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| Ensure the Neutrality of the Employee(s) Tasked with the Measurement of Your Social Media Program | |
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| Tie Everything You Measure to Business Objectives | |
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| Test, Measure, Learn, Adapt, Repeat | |
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| Building Velocity and Specificity into Your Social Media Measurement Practice | |
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| ROI and Other Social Media Outcomes | |
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| ROI and Business Justification | |
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| Financial Outcomes vs. Nonfinancial Outcomes and a Word About Conversions | |
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| What ROI Is and Isn't | |
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| Tying Social Media to the P&L | |
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| Tying Nonfinancial Outcomes to Social Media Performance | |
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| Establish a Baseline | |
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| Create Activity Timelines | |
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| Monitor the Volume of Mentions | |
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| Measure Transactional Precursors | |
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| Look at Transactional Data | |
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| Overlay All Your Data (Steps 1-5) onto a Single Timeline | |
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| Look for Patterns | |
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| Prove and Disprove Relationships | |
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| F.R.Y. (Frequency, Reach, and Yield) and Social Media | |
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| The Importance of Finding the Right Words in the Language of Business | |
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| Financial vs. Nonfinancial Aspects of Frequency | |
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| Financial vs. Nonfinancial Aspects of Reach | |
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| The Financial Value of Yield | |
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| Social Media Program Analysis and Reporting | |
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| Shattering the Vacuum: The Need for Collaborative Analysis | |
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| Best Practices in Data Reporting for Social Media | |
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| Lateral Reporting | |
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| Vertical Reporting | |
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| Program Validation by the Numbers | |
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| Looking at Performance Data as Actionable Intelligence | |
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| Afterword | |
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| Index | |