Social Media Management Handbook

The Social Media Management Handbook (Cover Image)

I. Social Media Strategy:
How organizations can address the high-level, strategic aspects of social media.

  • Chapter 1: Managing both the power and business risks of social media
  • Chapter 2: Developing a social media strategy
  • Chapter 3: Measuring social media ROI
  • Chapter 4: Selling social media within the organization


II. Marketing and Sales in Social Media:
Making social media a vital part of the marketing and sales process.

  • Chapter 5: Using social media to listen to the voice of the customer
  • Chapter 6: Integrating social CRM insights into the customer analytics function
  • Chapter 7: Leveraging social media to drive product development
  • Chapter 8: Marketing and selling to social communities


III. Customer Service and Support with Social Media:
Leading practices for leveraging the power of social media to provide stellar service to customers.

  • Chapter 9: Integrating social media into the traditional customer service organization
  • Chapter 10: Dealing with complaints and negative sentiments
  • Chapter 11: Dealing with U.S. Federal Trade Commission regulations


IV. The Core Components of the Agile Digital Enterprise:

  • Chapter 12: Creating and implementing a social media technology platform
  • Chapter 13: Determining the role of mobile devices in an organization’s social media activities
  • Chapter 14: Revamping the IT organization to develop and maintain social media applications

V. Empowering Employees for Social Media Success:
The people- and organization-related impacts of engaging with social channels.

  • Chapter 15: Culture traits, employee incentives and training
  • Chapter 16: New roles and responsibilities
  • Chapter 17: Social media policies
  • Chapter 18: Collaboration and value creation

Chapter 2: Developing a Social Media Strategy

published in January 2011

Getting started in social media can be an inexpensive proposition—at least at the outset. But companies that have been successful in using it have learned quickly that it requires a substantial commitment in time, people and money.

To avoid at best stumbling and at worst being completely consumed by social media, a company must develop a comprehensive strategy. A social media management framework can help organizations create or improve a social media strategy by delivering a prioritized road map for instituting the process, technological, organizational and cultural changes required to achieve the strategy.

View Chapter 2 on Google Books


Chapter 11: Complying With FTC Disclosure Requirements

published in January 2011

The Federal Trade Commission (FTC), which is charged with ensuring truth in advertising, for years has published a set of guidelines to help advertisers and marketers comply with existing laws. Recently, the organization announced revisions to the guidelines that address the growing presence of endorsements and testimonials in social media.

Companies using or planning to use social media as a marketing or advertising channel should read these revisions carefully and, where appropriate, seek legal advice on how to interpret and implement them.

View Chapter 11 on Google Books


Charts from Chapter 2: Developing a Social Media Strategy

Chart: Social Media Management Framework

Chart: Increasing Complexity of Social Media in Business

Chart: Business Value From Social Media Throughout the Enterprise Organization

Chart: Increasing Complexity of Social Media in Business.png

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