{"product_id":"the-social-media-management-handbook-isbn-9780470651247","title":"The Social Media Management Handbook","description":"How do organizations manage social media effectively?\u003cbr\u003e \u003cbr\u003e   \u003cp\u003eEvery organization wants to implement social media, but it is difficult to create processes and mange employees to make this happen. Most social media books focus on strategies for communicating with customers, but they fail to address the internal process that takes place within a business before those strategies can be implemented. This book is geared toward helping you manage every step of the process required to use social media for business.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Social Media Management Handbook\u003c\/i\u003e provides a complete toolbox for defining and practicing a coherent social media strategy. It is a comprehensive resource for bringing together such disparate areas as IT, customer service, sales, communications, and more to meet social media goals. Wollan and Smith and their Accenture team explain policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. You will learn how to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eEmpower employees and teams to utilize social media effectively throughout the organization\u003c\/li\u003e \u003cli\u003eMeasure the ROI of social media investments and ensure appropriate business value is achieved over time\u003c\/li\u003e \u003cli\u003eMake smarter decisions, make them more quickly, and make them stick\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eGet the most out of your social media investment and fully leverage its benefits at your company with \u003ci\u003eThe Social Media Management Handbook.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIntroduction: What is Social Media? ix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI Social Media Strategy for Organizations 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 The Power and Business Risks of Social Media 3\u003cbr\u003e\u003ci\u003eNick Smith and Robert Wollan\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e2 How to Develop a Social Media Strategy 16\u003cbr\u003e\u003ci\u003eChris Boudreaux\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3 Social Media ROI: New Metrics for Customer Health 36\u003cbr\u003e\u003ci\u003eKevin Quiring\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e4 Selling Social Media within the Organization 54\u003cbr\u003e\u003ci\u003eRobert Wollan\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eII Marketing and Sales in Social Media 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5 Social Media and the Voice of the Customer 67\u003cbr\u003e\u003ci\u003eChris Zinner and Catherine Zhou\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6 Integrating Social CRM Insights into the Customer Analytics Function 91\u003cbr\u003e\u003ci\u003eRayid Ghani and Sarah Bentley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7 Using Social Media to Drive Product Development and Find New Services to Sell 104\u003cbr\u003e\u003ci\u003eAdi Alon and A.J. Gupta\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e8 Social Community Marketing and Selling 120\u003cbr\u003e\u003ci\u003eRobert Wollan and Andr_e Trochymiuk\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIII Customer Service and Support with Social Media 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e9 Using Social Media in Customer Service and Support 141\u003cbr\u003e\u003ci\u003eStephanie Sadowski\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10 Social Media: Responding to Customer Complaints 160\u003cbr\u003e\u003ci\u003eTodd R. Wagner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e11 Staying Out of Trouble: Complying with FTC Disclosures 175\u003cbr\u003e\u003ci\u003eChris Boudreaux\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIV Beyond the ‘‘Pilot’’ Phase: The Core Components of the Agile Digital Enterprise 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e12 Creating and Implementing a Social Media Technology Platform 189\u003cbr\u003e\u003ci\u003eAnatoly Roytman and Joseph Hughes\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e13 Social CRM on the Move: Mobility Implications for Social Media Programs 209\u003cbr\u003e\u003ci\u003eGreg Jenko, Lars Kamp, and Saj Usman\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e14 New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media 220\u003cbr\u003e\u003ci\u003eRobert Wollan and Kelly Dempski\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eV Empowering Employees for Social Media Success 231\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e15 Culture Traits, Employee Incentives, and Training 233\u003cbr\u003e\u003ci\u003eChristine Eberle\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e16 New Roles and Responsibilities 250\u003cbr\u003e\u003ci\u003eChris Zinner and Vanessa Godshalk\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e17 Social Media Policies 274\u003cbr\u003e\u003ci\u003eChris Boudreaux\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e18 Social Media, Collaboration, and Value Creation in Organizations 286\u003cbr\u003e\u003ci\u003eRobert J. Thomas\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAppendix 1 299\u003c\/p\u003e \u003cp\u003eAppendix 2 301\u003c\/p\u003e \u003cp\u003eNotes 307\u003c\/p\u003e \u003cp\u003eIndex 315\u003c\/p\u003e  \u003cp\u003e\"Well worth a read if you are thinking of going down the social media road.\" (\u003cem\u003eHR Magazine,\u003c\/em\u003e June 2011) \u003c\/p\u003e\u003cp\u003e\"... provides a complete toolbox for defining and practicing a coherent social-media strategy.\" (\u003cem\u003eEFMA Journal,\u003c\/em\u003e June 2011) \u003c\/p\u003e\u003cp\u003e\"A breezy read, the compelling discussion by the authors makes a solid case for corporations to revamp their views and policies on social media.\" (\u003cem\u003eHuman Resources\u003c\/em\u003e)   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eNICK SMITH\u003c\/b\u003e is GlobalManaging Director of MarketingTransformation in the Accenture Customer Relationship Management service line. He has over twenty years of experience in advertising, marketing, and customer relationship management, with a track record of value creation through effective operational sales and marketing initiatives. \u003cb\u003etwitter.com\/NickXSmith\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eROBERT WOLLAN\u003c\/b\u003e is Global Managing Director of the Accenture Customer Relationship Management service line, including customer analytics and the marketing, sales, and service transformation groups. With over twenty years of experience, he leads a global team of experts in customer-centric marketing, sales, service, and customer operations, as well as driving major growth areas in advanced segmentation, digital transformation\/social CRM, multichannel customer contact, and enterprise service delivery across the nineteen industries Accenture serves globally. \u003cb\u003etwitter.com\/RobertWollan\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eCATHERINE ZHOU\u003c\/b\u003e is Managing Director of Customer Analytics in the Accenture Customer Relationship Management service line. She has over fifteen years of experience in multichannel customer experience strategy and execution, segmentation and implementation, digital media analytics, marketing and business intelligence, and customer targeting capabilities. She serves clients in multiple industries including communications, high tech, retail, financial services, and energy. \u003cb\u003etwitter.com\/catherinezhou\u003c\/b\u003e   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eHow do organizations manage social media effectively?\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eWhile marketing and PR departments are usually early adopters, social media's potential extends far beyond these functions. More direct interaction with customers, greater organizational agility and coordination, better market data and business intelligence, and more efficient internal processes are just some potential benefits. But realizing these goals is no cakewalk, and the new opportunities also bring new pitfalls. So what's the smart way to bring social media initiatives to your company? \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Social Media Management Handbook\u003c\/i\u003e is the first guide to explain, clearly and concretely, how to implement key social media strategies throughout the organization. Use this practical, step-by-step road map to ensure your Facebook, Twitter, and other Web 2.0 initiatives achieve business goals and drive your overall enterprise strategy. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Social Media Management Handbook\u003c\/i\u003e helps you work across such disparate areas as IT, customer service, sales, communications, and more. It explains policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. When you use the comprehensive strategies described in this book, you'll be able to: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eMake the business case for social media investments by demonstrating ROI and other key supporting data\u003c\/li\u003e \u003cli\u003eDevelop a clear social media strategy and integrate it with your overall strategy\u003c\/li\u003e \u003cli\u003eUnderstand the IT implications of social media use\u003c\/li\u003e \u003cli\u003eTake small, initial successes and scale them to create significant results for the entire enterprise\u003c\/li\u003e \u003cli\u003eCreate consistent customer experiences and interactions\u003c\/li\u003e \u003cli\u003eEmploy an effective social media management framework\u003c\/li\u003e \u003cli\u003eAdopt effective social media governance policies to ensure legal compliance\u003c\/li\u003e \u003cli\u003eAnd much more\u003c\/li\u003e \u003c\/ul\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990342385893,"sku":"NP9780470651247","price":27.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470651247.jpg?v=1761787431","url":"https:\/\/k12savings.com\/es\/products\/the-social-media-management-handbook-isbn-9780470651247","provider":"K12savings","version":"1.0","type":"link"}