Social Media Marketing

Table of contents

- Social Media Marketing: The Next Generation of Business Engagement (Page 5)
- Acknowledgments (Page 8)
- About the Author (Page 10)
- Contents (Page 11)
- Foreword (Page 17)
- Introduction (Page 19)
- Part I: Social Business Fundamentals (Page 23)
- Chapter 1: Social Media and Customer Engagement (Page 25)
- The Social Feedback Cycle (Page 26)
- The Social Web and Engagement (Page 33)
- The Operations and Marketing Connection (Page 43)
- Review and Hands-On (Page 47)
- Chapter 2: The New Role of the Customer (Page 51)
- The New Role: Social Interactions (Page 52)
- Customer Relationships: CRM Gets Social (Page 58)
- Outreach and Influencer Relations (Page 67)
- Review and Hands-On (Page 71)
- Chapter 3: Build a Social Business (Page 75)
- What Is Social Business? (Page 76)
- Social Business and Measurement (Page 88)
- Employees as Change Agents (Page 93)
- Review and Hands-On (Page 99)
- Chapter 4: The Social Business Ecosystem (Page 103)
- Social Profiles (Page 104)
- Social Applications (Page 108)
- Using Brand Outposts and Communities (Page 118)
- The Social Ecosystem (Page 124)
- Review and Hands-On (Page 126)
- Part II: Run a Social Business (Page 129)
- Chapter 5: Social Technology and Business Decisions (Page 131)
- Create a Social Business (Page 132)
- Understand the Conversations That Matter (Page 135)
- Social CRM and Decision Support (Page 145)
- Review and Hands-On (Page 157)
- Chapter 6: Social Analytics, Metrics, and Measurement (Page 161)
- Social Analytics (Page 162)
- Know Your Influencers (Page 170)
- Web Analytics (Page 176)
- Business Analytics (Page 180)
- Review and Hands-On (Page 184)
- Chapter 7: Five Essential Tips (Page 187)
- Three Things to Do (and Why) (Page 188)
- What Not to Do (and What to Do Instead) (Page 206)
- Best Practices in Social Business (Page 213)
- Review and Hands-On (Page 220)
- Part III: Social Business Building Blocks (Page 223)
- Chapter 8: Engagement on the Social Web (Page 225)
- Engagement as a Customer Activity (Page 226)
- Engagement as a Business Activity (Page 234)
- Extend Engagement (Page 243)
- Review and Hands-On (Page 249)
- Chapter 9: Social CRM (Page 251)
- Social CRM and Business Design (Page 252)
- Build a Social CRM Program (Page 260)
- Enterprise 2.0 and Internal Collaboration (Page 270)
- Review and Hands-On (Page 275)
- Chapter 10: Social Objects (Page 277)
- What Is a Social Object? (Page 278)
- Build on Existing Social Objects (Page 283)
- Create New Social Objects (Page 294)
- Use Social Objects in Business (Page 303)
- Review and Hands-On (Page 306)
- Chapter 11: The Social Graph (Page 309)
- What Is a Social Graph? (Page 310)
- Social Graphs Spread Information (Page 315)
- Use the Social Graph in Business (Page 319)
- Measure the Social Graph (Page 333)
- Review and Hands-On (Page 336)
- Chapter 12: Social Applications (Page 339)
- What Is a Social Application? (Page 340)
- Social Applications Drive Engagement (Page 342)
- Get Started: Plan a Social Application (Page 363)
- Review and Hands-On (Page 368)
- Appendices (Page 371)
- Appendix A: Terms and Definitions (Page 373)
- Social Object (Page 374)
- Social Application (Page 374)
- Social Graph (Page 375)
- Social Network (Page 375)
- Social CRM (Page 375)
- Appendix B: Online References (Page 377)
- Thought Leaders and Best Practices (Page 378)
- Social Business Resources (Page 383)
- Appendix C: Hands-On Exercises (Page 389)
- Chapter 1: Social Media and Customer Engagement (Page 390)
- Chapter 2: The New Role of the Customer (Page 390)
- Chapter 3: Build a Social Business (Page 391)
- Chapter 4: The Social Business Ecosystem (Page 391)
- Chapter 5: Social Technology and Business Decisions (Page 392)
- Chapter 6: Social Analytics, Metrics, and Measurement (Page 393)
- Chapter 7: Five Essential Tips (Page 393)
- Chapter 8: Engagement on the Social Web (Page 394)
- Chapter 9: Social CRM (Page 395)
- Chapter 10: Social Objects (Page 395)
- Chapter 11: The Social Graph (Page 396)
- Chapter 12: Social Applications (Page 397)
- Index (Page 399)