Foreword by Brian Solis
Part I: SOCIAL MEDIA PROGRAM DEVELOPMENT 1
Chapter 1: Creating the Social Company 3
Evolution, Human Nature, and the Inevitable Socialization of Business 4
Moving Beyond Channels: Social Media vs. Social Communications 7
Why Social Media Matters to Business 7
Influence and Media: Lateral vs.Vertical Forces 9
Chapter 2: Aligning Social Media to Business Goals 13
Social Media''s Value to the Organization 14
Differentiating Between Strategy and Tactics 15
Differentiating Between Goals and Targets 15
Tying a Social Media Program to Business Objectives 16
How to Create a Roadmap by Turning Goals into Targets 17
The Top Five Business Functions That Can Be Easily Enhanced by a Social Media Program 18
Sales 18
Customer Support 20
Human Resources 22
Public Relations 23
Business Intelligence 24
Social Media for Nonprofits 24
Outcomes 24
Member Support 25
Human Resources 25
Public Relations 26
Member Loyalty 26
Chapter 3: Planning for Performance Measurement 29
Tools, Methodologies, and Purpose 30
Selecting Adequate Social Media Measurement Software for Your Program 30
Key Performance Indicator (KPI) 32
Social Media and Sales Measurement: F.R.Y. 35
Chapter 4: Establishing Clarity of Vision, Purpose, and Execution 41
Getting Top-Down and Bottom-Up Buy-In Throughout the Organization 42
Change Management, Social Media Style 48
Myth Number 1: Social Media Is a Waste of Time 49
Myth Number 2: Social Media Is Complicated 49
Myth Number 3: Anyone Can Do That Job 50
Myth Number 4: Social Media Is the Shiny New Thing. Two Years from Now, That Bubble Will Burst 50
Myth Number 5: I Am Going to Have to Change the Way I Work 51
Laying the Groundwork for Integrationand Management 52
Part II: SOCIAL MEDIA PROGRAM INTEGRATION 55
Chapter 5: Understanding How Social Media Plugs into the Organization 57
Creating Structure: Your First Social Media Process Mapping Draft 58
Understanding the Four Phases of Social Media Adoption 59
Phase One: Test Adoption 59
Phase Two: Focused Adoption 60
Phase Three: Operational Adoption .60
Phase Four: Operational Integration 61
Genesis vs. Pirate Ships: Social Media Integration Models 62
From Skunkworks to Full Deployment of a Social Media Structure 64
Centralized vs. Decentralized Social Media Management Models .67
Chapter 6: The People Principle 71
Hiring, Training, and Certifying for Social Media Activity 72
Hiring a Social Media Director (Strategic Role) 72
Hiring for Tactical Social Media Roles 76
HR and Social Media: The Need for Social Media Policies, Guidelines, and Training 78
The Value of Internal Certifications 81
Chapter 7: Establishing Social Media Guidelines for the Organization 83
Guidelines, Policies, and Purpose 84
1. The Employee Social Media Bill of Rights 85
2. Internal Social Media Usage Guidelines 86
3. External Social Media Usage Guidelines 87
4. Employment Disclosure Guidelines 89
5. Anti-Defamation Guidelines 90
6. Social Media Confidentiality and Nondisclosure (NDA) Guidelines 91
7. Official vs. Personal Communications Guidelines 91
8. The Employee Digital Citizenship Contract 92
9. Training Resources 93
10. Social Media Guidelines for Agency Partners, Contractors, and External Representatives 94
Chapter 8: Laying the Operational Groundwork for Effective Social Media Management 95
Establishing a Social Media Program''s Organizational Structure: Leadership and Reporting 96
Establishing a Social Media Program''s Organizational Structure: Cross-Functional Collaboration 100
Basic Technical Requirements 103
Chapter 9: The New Rules of Brand Communications in the Age of Social Media 113
Social Media''s General Impact on Brand Communications 114
Transparency, Opacity, Confidentiality, and Disclosure 119
Confidentiality and Data Protection in the Age of Social Media 122
Part III: SOCIAL MEDIA PROGRAM MANAGEMENT 125
Chapter 10: Listening Before Talking 127
Business Intelligence and Search 128
The Power of Real-Time Situational Awareness 130
New Avenues of Market Research: From "I Don''t Know" to "Let''s Find Out" 133
Chapter 11: Social Media and Digital Brand Management 135
Introduction to the New Paradigm in Digital Brand Management 136
Community Management 137
Marketing 140
Advertising 143
Product Management 144
Digital 145
Corporate Communications and PR 146
Online Reputation Management 151
Crisis Management 152
Putting It All Together 156
Chapter 12: Real-Time Digital Support: Fixing Customer Service Once and for All 157
The Superhero Principle 160
The Basic Social Media Customer Service Model 162
The New Digital Concierge Service and Customer Service 3.0 166
Digital Conflict Resolution 168
From Risk to Opportunity: Turning Anger on Its Head and Other Considerations 171
Chapter 13: Social Media Program Management--Putting It All Together 173
Social Media Management: In-House, Outsourced, or Somewhere in Between? 174
Monitoring and Measurement 176
Campaign Management 176
Eleven Key Best Practices for Social Media Program Management 179
Staying Focused on Business Objectives: How Marketing Campaigns Should Fit into Your Social Media Program 183
Final Thoughts on Social Media Program Management 188
IV SOCIAL MEDIA PROGRAM MEASUREMENT 191
Chapter 14: Creating a Measurement Practice for Social Media Programs 193
Before the How, the Why: Keeping an Eye on Objectives and Targets 194
A Word of Caution Regarding Measurement in the Social Media Space 195
The Cornerstones of Your Measurement Practice: Monitoring, Measurement, Analysis, and Reporting 195
Monitoring 196
Measurement 196
Analysis 196
Reporting 197
Best Practices for Performance Measurement 197
Maintain a List of Everything You Can Measure 198
Maintain a List of Everything You Must Measure 200
Stay Current on the Best Measurement Tools 202
Ensure the Neutrality of the Employee(s) Tasked with the Measurement of Your Social Media Program 203
Tie Everything You Measure to Business Objectives 203
Test, Measure, Learn, Adapt, Repeat 203
Building Velocity and Specificity into Your Social Media Measurement Practice 204
Chapter 15: ROI and Other Social Media Outcomes 207
ROI and Business Justification 208
Financial Outcomes vs. Nonfinancial Outcomes and a Word About Conversions 210
What ROI Is and Isn''t 215
Tying Social Media to the P&L 220
Tying Nonfinancial Outcomes to Social Media Performance 223
Step 1: Establish a Baseline 227
Step 2: Create Activity Timelines 227
Step 3: Monitor the Volume of Mentions 228
Step 4: Measure Transactional Precursors 230
Step 5: Look at Transactional Data 231
Step 6: Overlay All Your Data (Steps 1-5) onto a Single Timeline 233
Step 7: Look for Patterns 233
Step 8: Prove and Disprove Relationships 235
Chapter 16: F.R.Y. (Frequency, Reach, and Yield) and Social Media 239
The Importance of Finding the Right Words in the Language of Business 240
Financial vs. Nonfinancial Aspects of Frequency 243
Financial vs. Nonfinancial Aspects of Reach 248
The Financial Value of Yield 253
Chapter 17: Social Media Program Analysis and Reporting 257
Shattering the Vacuum: The Need for Collaborative Analysis 258
Best Practices in Data Reporting for Social Media 260
Lateral Reporting 260
Vertical Reporting 262
Program Validation by the Numbers 268
Looking at Performance Data as Actionable Intelligence 271
Afterword 277
Index 281
