The Social Media Management Handbook

Successfully bring social media initiatives to your organizationEvery organization wants to implement social media, but creating processes and managing employees to make it happen are very difficult. 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 towards helping you to manage all processes and capabilities required to use social media for business, at every step of the process.Providing a complete toolbox for defining and practicing a coherent social media strategy, The Social Media Management Handbook is a comprehensive resource for bringing together such disparate areas as IT, customer service, sales, communications, and more to meet social media goals. It explains policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. 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 Chris Boudreaux is the point man for social media management services at Accenture Get the most out of your social media investment and fully leverage its benefits at your company with The Social Media Management Handbook.

Nick Smith is GlobalManaging Director of MarketingTransformation in the Accenture Customer Relationship Management service line. He has over twenty years of experience in advertising, marketing, and customer relationship management, with a track record of value creation through effective operational sales and marketing initiatives. twitter.com/NickXSmith

Robert Wollan is Global Managing Director of the Accenture Customer Relationship Management service line, including customer analytics and the marketing, sales, and service transformation groups. With over twenty years of experience, he leads a global team of experts in customer-centric marketing, sales, service, and customer operations, as well as driving major growth areas in advanced segmentation, digital transformation/social CRM, multichannel customer contact, and enterprise service delivery across the nineteen industries Accenture serves globally. twitter.com/RobertWollan

Catherine Zhou is Managing Director of Customer Analytics in the Accenture Customer Relationship Management service line. She has over fifteen years of experience in multichannel customer experience strategy and execution, segmentation and implementation, digital media analytics, marketing and business intelligence, and customer targeting capabilities. She serves clients in multiple industries including communications, high tech, retail, financial services, and energy.twitter.com/catherinezhou

Introduction: What is Social Media?	p. ix
Social Media Strategy for Organizations	p. 1
The Power and Business Risks of Social Media	p. 3
How to Develop a Social Media Strategy	p. 16
Social Media ROI: New Metrics for Customer Health	p. 36
Selling Social Media within the Organization	p. 54
Marketing and Sales in Social Media	p. 65
Social Media and the Voice of the Customer	p. 67
Integrating Social CRM Insights into the Customer Analytics Function	p. 91
Using Social Media to Drive Product Development and Find New Services to Sell	p. 104
Social Community Marketing and Selling	p. 120
Customer Service and Support with Social Media	p. 139
Using Social Media in Customer Service and Support	p. 141
Social Media: Responding to Customer Complaints	p. 160
Staying Out of Trouble: Complying with FTC Disclosures	p. 175
Beyond the "Pilot" Phase: The Core Components of the Agile Digital Enterprise	p. 187
Creating and Implementing a Social Media Technology Platform	p. 189
Social CRM on the Move: Mobility Implications for Social Media Programs	p. 209
New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media	p. 220
Empowering Employees for Social Media Success	p. 231
Culture Traits, Employee Incentives, and Training	p. 233
New Roles and Responsibilities	p. 250
Social Media Policies	p. 274
Social Media, Collaboration, and Value Creation in Organizations	p. 286
	p. 299
	p. 301
Notes	p. 307
Index	p. 315
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The Social Media Management Handbook Everything You Need To Know To Get Social Media Working In Your Business

Summary

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Table of Contents

Supplemental Materials