Social Media ROI (eBook)

This is the eBook version of the printed book.
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
Foreword by Chris Brogan, afterword by Guy Kawasaki
Social Media ROI shows exactly how to make social media work for business, measure the results, and optimize them. Globally renowned brand strategist and marketing executive Olivier Blanchard shows how to connect the dots between social media strategy, program development, integration with other short- and long-term initiatives, execution, and business impact - both financial and non-financial. Both a practical social media training tutorial and an A-Z desk reference, this book is organized to provide fast answers to specific questions - ranging from defining metrics and organizational guidelines to earning followers and managing crises. Coverage includes: ' Getting started: 'listening before talking' ' Aligning social communications to business goals ' Planning for performance measurement ' Managing F.R.Y. (Frequency, Reach and Yield) ' Laying the operational groundwork for effective social media management ' Integrating Social Media into long-term programs, short-term marketing campaigns, and any brand initiative ' Using social media to deliver real-time customer support ' Leveraging mobility and the 'on-the-fly' social media culture Blanchard presents proven solutions and techniques for everyone with social media responsibilities in companies of all kinds, from startups and small businesses to the Fortune 500.

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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 "e;listening before talking"e; 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 "e;on-the-fly"e; social media culture Measure FRY (Frequency, Reach, and Yield) Includes a foreword by Brian Solis.