Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization
Social Media ROI will help you bring true business discipline to your social media program and align it with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, optimization, and more. Blanchard shows how to define the financial and nonfinancial business impacts you’re aiming for--and then achieve them. Learn how to align social communications with broader business goals and marketing functions...plan for effective measurement...implement effective management guidelines and operations...use social media to improve customer support...measure FRY (Frequency, Reach and Yield)...avoid costly mistakes...get more value from every dime you invest in social media!
Table of Content
Part I: SOCIAL MEDIA PROGRAM DEVELOPMENT
- Creating the Social Company
- Aligning Social Media to Business Goals
- Planning for Performance Measurement
- Establishing Clarity of Vision, Purpose, and Execution
Part II: SOCIAL MEDIA PROGRAM INTEGRATION
- Understanding How Social Media Plugs into the Organization
- The People Principle
- Establishing Social Media Guidelines for the Organization
- Laying the Operational Groundwork for Effective Social Media Management
- The New Rules of Brand Communications in the Age of Social Media
Part III: SOCIAL MEDIA PROGRAM MANAGEMENT
- Listening Before Talking
- Social Media and Digital Brand Management
- Real-Time Digital Support: Fixing Customer Service Once and for All
- Social Media Program Management--Putting It All Together
IV SOCIAL MEDIA PROGRAM MEASUREMENT
- Creating a Measurement Practice for Social Media Programs
- ROI and Other Social Media Outcomes
- F.R.Y. (Frequency, Reach, and Yield) and Social Media
- Social Media Program Analysis and Reporting
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Salient Features
Discover exactly how to manage and measure your social media efforts, understand your true ROI - and maximize it - The first book about social media written by a business executive for executives
- Connects the dots between program development, integration, management, and business impact
- Clearly explains how to effectively integrate Social Media into long-term business programs, short-term campaigns, and brand initiatives
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