Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization

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Pearson Education, 22 de fev. de 2011 - 320 páginas

Use Social and Viral Technologies to Supercharge Your Customer Service!

Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media.

You’ll learn how to:

  • Align social communications with broader business goals and functions
  • Plan for effective performance measurement
  • Establish clarity of vision, purpose, and execution
  • Implement guidelines and operations for effectively managing social media
  • Get started by “listening before talking”
  • Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives
  • Use social media to deliver real-time, optimized customer support
  • Leverage mobility and the “on-the-fly” social media culture
  • Measure FRY (Frequency, Reach, and Yield)

Includes a foreword by Brian Solis.

 

Conteúdo

SOCIAL MEDIA PROGRAM DEVELOPMENT
Planning for Performance Measurement
Establishing Clarity of Vision Purpose and Execution
SOCIAL MEDIA PROGRAM INTEGRATION
Media
SOCIAL MEDIA PROGRAM MANAGEMENT
SOCIAL MEDIA PROGRAM MEASUREMENT
Direitos autorais

Outras edições - Ver todos

Social Media ROI: Managing and Measuring Social Media Efforts in Your ...
Olivier Blanchard
Prévia não disponível - 2011
Social Media ROI
Olivier Blanchard
Prévia não disponível - 1900

Termos e frases comuns

basic blog bloggers brand communications business functions business intelligence business objectives campaign collaboration community management company’s connections consumer conversations corporate communications cost create crisis management customer support digital brand management discussion employees example Figure focus focused frequency impact increase interactions investment key performance indicators keywords leverage LinkedIn look marketing media program manager metrics micro-blogging monitoring nonfinancial online mentions online reputation management org chart organization organization’s outcomes outsourced positive professionals program’s question reach red tires reporting response share simple skunkworks social media activity social media channels social media director social media management social media policy social media program social media roles social media space social media usage social networks social web someone specific Starbucks strategy tactical talk targets transacting customers Twitter update yield YouTube

Sobre o autor (2011)

Olivier Blanchard is a brand strategist with 15 years of B-to-B and B-to-C marketing management experience ranging from manufacturing and distribution to new media and consumer goods. He manages BrandBuilder Marketing, a brand consulting and marketing management firm that helps companies combine traditional and new/social media, and the Red Chair Group, which delivers executive social media training worldwide.When he isn’t writing, speaking, or consulting, he can be found on his blog at www.thebrandbuilder.wordpress.com or on Twitter at www.twitter.com/thebrandbuilder. An avid triathlete, photographer, and travel junkie, Olivier lives in South Carolina with his wife, two children, and their roving pack of wild Chihuahuas.

Informações bibliográficas

TítuloSocial Media ROI: Managing and Measuring Social Media Efforts in Your Organization
Que Biz-Tech
AutorOlivier Blanchard
EditoraPearson Education, 2011
ISBN0132678020, 9780132678025
Num. págs.320 páginas
  
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