Descripciones mejoradas de Syndetics:

How do organizations manage social media effectively?

Every 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.

The Social Media Management Handbook 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:

Empower employees and teams to utilize social media effectively throughout the organization Measure the ROI of social media investments and ensure appropriate business value is achieved over time Make smarter decisions, make them more quickly, and make them stick

Get the most out of your social media investment and fully leverage its benefits at your company with The Social Media Management Handbook.

Tabla de contenidos provista por Syndetics

• Introduction: What is Social Media?(p. ix)
• I Social Media Strategy for Organizations(p. 1)
• 1 The Power and Business Risks of Social Media(p. 3)
• 2 How to Develop a Social Media Strategy(p. 16)
• 3 Social Media ROI: New Metrics for Customer Health(p. 36)
• 4 Selling Social Media within the Organization(p. 54)
• II Marketing and Sales in Social Media(p. 65)
• 5 Social Media and the Voice of the Customer(p. 67)
• 6 Integrating Social CRM Insights into the Customer Analytics Function(p. 91)
• 7 Using Social Media to Drive Product Development and Find New Services to Sell(p. 104)
• 8 Social Community Marketing and Selling(p. 120)
• III Customer Service and Support with Social Media(p. 139)
• 9 Using Social Media in Customer Service and Support(p. 141)
• 10 Social Media: Responding to Customer Complaints(p. 160)
• 11 Staying Out of Trouble: Complying with FTC Disclosures(p. 175)
• IV Beyond the "Pilot" Phase: The Core Components of the Agile Digital Enterprise(p. 187)
• 12 Creating and Implementing a Social Media Technology Platform(p. 189)
• 13 Social CRM on the Move: Mobility Implications for Social Media Programs(p. 209)
• 14 New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media(p. 220)
• V Empowering Employees for Social Media Success(p. 231)
• 15 Culture Traits, Employee Incentives, and Training(p. 233)
• 16 New Roles and Responsibilities(p. 250)
• 17 Social Media Policies(p. 274)
• 18 Social Media, Collaboration, and Value Creation in Organizations(p. 286)
• Appendix 1 (p. 299)
• Appendix 2 (p. 301)
• Notes(p. 307)
• Index(p. 315)

Notas de autor provistas por Syndetics

NICK SMITH 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. twitter.com/NickXSmith

ROBERT WOLLAN 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. twitter.com/RobertWollan

CATHERINE ZHOU 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. twitter.com/catherinezhou