About the book
Social Media ROI 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)
Table of Contents
Part I: SOCIAL MEDIA PROGRAM DEVELOPMENT
- Chapter 1: Creating the Social Company
- Chapter 2: Aligning Social Media to Business Goals
- Chapter 3: Planning for Performance Measurement
- Chapter 4: Establishing Clarity of Vision, Purpose, and Execution
Part II: SOCIAL MEDIA PROGRAM INTEGRATION
- Chapter 5: Understanding How Social Media Plugs into the Organization
- Chapter 6: The People Principle
- Chapter 7: Establishing Social Media Guidelines for the Organization
- Chapter 8: Laying the Operational Groundwork for Effective Social Media Management
- Chapter 9: The New Rules of Brand Communications in the Age of Social Media
Part III: SOCIAL MEDIA PROGRAM MANAGEMENT
- Chapter 10: Listening Before Talking
- Chapter 11: Social Media and Digital Brand Management
- Chapter 12: Real-Time Digital Support: Fixing Customer Service Once and for All
- Chapter 13: Social Media Program Management--Putting It All Together
IV SOCIAL MEDIA PROGRAM MEASUREMENT
- Chapter 14: Creating a Measurement Practice for Social Media Programs
- Chapter 15: ROI and Other Social Media Outcomes
- Chapter 16: F.R.Y. (Frequency, Reach, and Yield) and Social Media
- Chapter 17: Social Media Program Analysis and Reporting