Smart Business, Social Business A Playbook for Social Media in Your Organization

ISBN-10: 0789747995

ISBN-13: 9780789747990

Edition: 2012

Authors: Michael Brito, Aaron Lewis

List price: $24.99
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How to become an authentic, effective "social business" - and stay that way! Proven solutions for the real people, process, and technology obstacles businesses face in using social media How to have the successful internal conversations that lead to successful external conversations Strategies for improving organizational dynamics, collaboration, governance, training, engagement, policies, technology integration, workflows, CRM, and metrics Many organizations have already evolved into social brands. They may be active on Twitter and Facebook; they may have corporate blogs and communities. However, behind the firewall, chaos, anarchy, and conflict reign. In Smart Business, Social Business, two leading enterprise consultants show how to build an internal framework for success with social media: one that will make external engagement more effective, meaningful, and sustainable. Michael Brito and Aaron Lewis systematically identify the internal people, process and technology obstacles to long-term success with social media, and offer best practice solutions. They cover a wide spectrum of issues, offering actionable intelligence and helping decision-makers build real, workable plans. Topics addressed include organizational dynamics, internal communications, collaboration, governance, metrics, training, employee activation, policies, technology integration, workflows, CRM, and much more. Drawing on their own experience, Brito and Lewis present dozens of examples and case studies. Using this book, companies can go beyond "social branding" to become true "social businesses": smarter, more open and transparent, more effective at acquiring and using new technologies, more capable of engaging great talent and putting it to work.
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Book details

List price: $24.99
Copyright year: 2012
Publisher: Pearson Education
Publication date: 7/14/2011
Binding: Hardcover
Pages: 272
Size: 6.50" wide x 10.00" long x 1.00" tall
Weight: 1.100
Language: English

Chapters at a Glance
Based on Actual Events
Human Capital, Evolved
Driving Cultural Change in the Social Business
Tearing Down the Silos for Organizational Growth
Communicating Successful Failures
Qantas Airlines: No Crash, Despite Lots of Rumors
Domino's Pizza YouTube Crisis
Motrin: Does Anyone Listen to Baby-Wearing Moms?
Gaining Executive Sponsorship to Facilitate Change
Activating Employees to Engage in Social Media
Fundamentals of Community Management
Establishing Continuity in the Global Landscape
Standard Organizational Models for the Social Business
Who Really Owns Social Media?
Taking the Next Steps
Surveying the Technology Supermarket
Choosing the Right Social Software
Microsoft SharePoint
Cisco WebEx Meeting Center
Social Listening Software Commoditized
Lithium Social Media Monitoring (Formerly ScoutLabs)
Meltwater Buzz
Social Relationship Management Applications
The Syncapse Platform
Hearsay Social
Real-Time Analytics and Publishing Efficiencies
The Future of External Social Technologies
The Entire Internet Will Be Facebook
Network Consolidation
Taking the Next Steps
Social Technologies
Build a Listening Station: Listen and Act
Establishing a Governance Model
Crafting Social Media Policies and Procedures
Transparency and Disclosure
Training and Organizational Intelligence
Noncompetitive Collaboration
Social Media Executive Councils
Taking the Next Step
Embracing the Social Customer
The Value of a Social Media Practitioner
Hiring Social Media Practitioners
Corporate Profiles Versus Personal Profiles
Integrating Customer Support into Social Media
Best Buy Twelpforce
Using Social Media to Solicit Product Feedback and Innovation
Dell IdeaStorm
Intel's Ajay Bhatt T-Shirts
Taking the Next Step
In Response to the Social Customer: Social CRM
Various Definitions of Social CRM
The Social CRM Response Process and Workflow
Applications of Social CRM
The Venting Customer
The Passive Customer
The "Used-to-Be" Customer
The Collaborative Customer
The Customer Advocate
The Future Customer
Social CRM Roles and Responsibilities
A Look at Social CRM Vendors
Pivotal Social CRM 6.0
Taking the Next Steps
Establishing a Measurement Philosophy
Choosing a Measurement Strategy That Works
Defining and Understanding ROI
Purchase Funnel Metrics
Consideration and Preference
Paid, Earned, and Owned Media Value
Community Health Metrics
Share of Voice and Conversational Sentiment
Measuring the Influence of Social Channels
The Value of a Facebook Fan
The Challenges of Measurement
Taking the Next Steps
How to Choose the Right Vendors, Agencies, and Technology Partners
Choosing the Right Technology Partner
Understand the Organization, Culture, and Leadership
Understand the Internal Technology Suite
Technology Feature Sets
Support Models
Maintenance Considerations
Choosing the Right Social Media/Digital Agency
Research the Agency
Listen to What They Are Saying
Act Personally
Evaluate and Make a Decision
A Company Point of View to Agency Selection
An Agency Point of View to Agency Selection
A Cisco Case Study on Vendor Selection
Taking the Next Step
Marketing Investments on the Rise for Social Business Initiatives
Demonstrating the Business Value of Social Media to Acquire Budget
How Organizations Are Prioritizing Social Media Budgets
How to Determine Budgets for Social Media
Taking the Next Steps
Creating a Comprehensive Social Media Strategic Plan
Defining the Mission, Goals, Objectives, Strategy, and Tactics for a Social Media Plan
The Mission of Social Media
The Social Goals and Objectives
The Social Strategy
Social Media Tactical Plans
Understanding Audience Segmentation
Global Considerations of Social Media
Snapshot of Social Media Usage in Europe
Snapshot of Social Media Usage in Latin America
Snapshot of Social Media Usage in Asia-Pacific Countries (APAC)
Integrating Social Media with Owned and Paid Media
Taking the Next Steps
The Rise of Customer Advocacy
The Difference Between Influencers and Advocates
Advocates Love the Brand and Tell Others About It
Measuring the Reach of Influencers and Advocates
The "Advocate" Purchase Funnel
The Various Segments of Customer Advocacy
How to Create a Customer Advocacy Program
Organizational Readiness
Finding the Right Advocates
Choosing the Right Advocate Platform
Eloqua Case Study on Brand Advocacy
Taking the Next Steps
Ethical Bribe: Relevant Content Matters
Relevant Content Creates Business Value
Relevant Content Adds Value to the Conversation
Relevant Content Happens as a Result of Listening
Relevant Content Positions the Brand as a Trusted Advisor
Relevant Content Is Authentic and Believable
Relevant Content Builds Trust with the Community
Relevant Content Increases the Reach of Branded Messages
Relevant Content Increases the "Organic" Search Results
Taking the Next Steps
Social Businesses in the Real World: EMC and Intel
EMC's Social Business Evolution
The Early Days of Social Media
EMC Experiences Strong Internal Community Growth
EMC's Decision to Start Internally First
EMC Opens Up the Corporate Firewall
EMC's Social Footprint
EMC's Organizational Model and Governance
Intel's Social Business Evolution
The Early Days of Social Media at Intel
The Establishment of the Social Media Center of Excellence
Intel Social Media Footprint Focuses on Employees
Social Media Ownership of Intel
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