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

ISBN-10: 0789747413

ISBN-13: 9780789747419

Edition: 2011

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With most companies now investing time and money in social media, it's imperative that business people learn how to measure their investiment. This book shows them how.
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Book details

List price: $24.99
Copyright year: 2011
Publisher: Pearson Education
Publication date: 2/22/2011
Binding: Paperback
Pages: 350
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 1.188
Language: English

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