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The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business [Englisch] [Gebundene Ausgabe]

Robert Wollan , Nick Smith

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25. Januar 2011
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.

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The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business + Social Business by Design: Transformative Social Media Strategies for the Connected Company
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'Well worth a read if you are thinking of going down the social media road.' (HR Magazine, June 2011).


How do organizations manage social media effectively?
While 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?
The Social Media Management Handbook 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.
The Social Media Management Handbook 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:
* Make the business case for social media investments by demonstrating ROI and other key supporting data
* Develop a clear social media strategy and integrate it with your overall strategy
* Understand the IT implications of social media use
* Take small, initial successes and scale them to create significant results for the entire enterprise
* Create consistent customer experiences and interactions
* Employ an effective social media management framework
* Adopt effective social media governance policies to ensure legal compliance
* And much more

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In diesem Buch (Mehr dazu)
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Die hilfreichsten Kundenrezensionen auf (beta) 4.5 von 5 Sternen  4 Rezensionen
8 von 10 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Many things to consider before jumping in to corporate socmed 4. Februar 2011
Von Paul A. Baker - Veröffentlicht auf
Format:Gebundene Ausgabe
In 18 chapters this book places the rise of social media in several contexts: generational, technological, and economic. Chapters address how adopting social media affects a company's marketing and sales, customer service and support, platforms and IT infrastructure, employee responsibilities, recruiting practices, and the duties of the chief information officer and chief marketing officer. The 21 contributing authors explain why social media policies must cross departmental boundaries and isolated practices. They discuss how marketers and business analysts need to adopt new measurement methods to account for the streams of brand-related information consumers constantly post to the web. A company can define its ROI in social media from many angles, including an consumer attitudinal perspective, a behavioral perspective, and an organizational standpoint, as well as from a transactional or conversion standpoint. The book recommends that companies adopt an emerging online communication discipline called Social Community Marketing. From this perspective, brand-building efforts evolve from a mass-marketing model (which aims to acquire as many customers as possible) to a more targeted, tailored approach that initiates and maintains genuine conversations with customers.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A real handbook for Social Media, not an IT focused polemic on the subject 27. April 2013
Von Russ Emrick - Veröffentlicht auf
Format:Gebundene Ausgabe|Von Amazon bestätigter Kauf
Too many books on social media are really long adverts on the subject - long on advocacy and short on how to. "Social Media Management Handbook" lives up on its promise of both being a management resource and a handbook for implementing social media in an organization. This not a technology book. This is a book on getting results from the inevitable impact social media will or is having on your business.

This book covers a wide range of topics, from the strategy needed to the sales impact, getting the voice of the customer, and employee engagement. The book answers how can social media create value for both the company and their customers? How can organizations improve both products and the company using social media engagement? Real answers from a large and diverse group of authors. Highly readable, well illustrated, and jam packed full of useful information. Owners, marketers and sales leaders should read this book.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Simple, straightforward social media management tome 24. Juli 2012
Von Rob - Veröffentlicht auf
Format:Gebundene Ausgabe
The book gives a concise and insightful approach to managing social media within a typical enterprise. Having worked with one of the authors on a recent social media initiative at my company, I can attest to how well the framework outlined in the book matches the reality of the business environment experienced by most social media professionals.

My only suggestion for this, and other books like it, is to not focus exclusively on e-commerce as the backdrop for all social media framework applications. There is a paucity of books on the market that deal with the point of view of, for example, PR professionals, non-profits, and other types of organizations that don't "sell" anything, per se, but that are focused on brand-building, improving communications and public perception, and personalizing a brand.
0 von 1 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Good content, but lacks clear structure 30. Oktober 2013
Von Abdurrahman Al-Qahtani - Veröffentlicht auf
Format:Kindle Edition|Von Amazon bestätigter Kauf
I liked how this book gave consultants voice for social media. However, the structure and connection of topics with each other needs more work and clarity. For example, the steps of developing social media strategy is way mixing strategics steps, such as identifying your business goals, with those tactics such as conducting a worksop or a survey.
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