A comprehensive guide to managing social media efforts internally within organizations. Social media is extremely difficult to implement and manage on an organization-wide basis because it s so new and organizations lack the expertise, and tools to evolve it.

Introduction: What is Social Media? ix I Social Media Strategy for Organizations 1 1 The Power and Business Risks of Social Media 3Nick Smith and Robert Wollan 2 How to Develop a Social Media Strategy 16Chris Boudreaux 3 Social Media ROI: New Metrics for Customer Health 36Kevin Quiring 4 Selling Social Media within the Organization 54Robert Wollan II Marketing and Sales in Social Media 65 5 Social Media and the Voice of the Customer 67Chris Zinner and Catherine Zhou 6 Integrating Social CRM Insights into the Customer Analytics Function 91Rayid Ghani and Sarah Bentley 7 Using Social Media to Drive Product Development and Find New Services to Sell 104Adi Alon and A.J. Gupta 8 Social Community Marketing and Selling 120Robert Wollan and Andr_e Trochymiuk III Customer Service and Support with Social Media 139 9 Using Social Media in Customer Service and Support 141Stephanie Sadowski 10 Social Media: Responding to Customer Complaints 160Todd R. Wagner 11 Staying Out of Trouble: Complying with FTC Disclosures 175Chris Boudreaux IV Beyond the ‘‘Pilot’’ Phase: The Core Components of the Agile Digital Enterprise 187 12 Creating and Implementing a Social Media Technology Platform 189Anatoly Roytman and Joseph Hughes 13 Social CRM on the Move: Mobility Implications for Social Media Programs 209Greg Jenko, Lars Kamp, and Saj Usman 14 New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media 220Robert Wollan and Kelly Dempski V Empowering Employees for Social Media Success 231 15 Culture Traits, Employee Incentives, and Training 233Christine Eberle 16 New Roles and Responsibilities 250Chris Zinner and Vanessa Godshalk 17 Social Media Policies 274Chris Boudreaux 18 Social Media, Collaboration, and Value Creation in Organizations 286Robert J. Thomas Appendix 1 299 Appendix 2 301 Notes 307 Index 315

How do organizations manage social media effectively? While marketing and PR departments are usually early adopters, social media's potential extends far beyond these functions. More direct interaction with customers, greater organizational agility and coordination, better market data and business intelligence, and more efficient internal processes are just some potential benefits. But realizing these goals is no cakewalk, and the new opportunities also bring new pitfalls. So what's the smart way to bring social media initiatives to your company? The Social Media Management Handbook is the first guide to explain, clearly and concretely, how to implement key social media strategies throughout the organization. Use this practical, step-by-step road map to ensure your Facebook, Twitter, and other Web 2.0 initiatives achieve business goals and drive your overall enterprise strategy. The Social Media Management Handbook helps you work across such disparate areas as IT, customer service, sales, communications, and more. It explains policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. When you use the comprehensive strategies described in this book, you'll be able to: Make the business case for social media investments by demonstrating ROI and other key supporting dataDevelop a clear social media strategy and integrate it with your overall strategyUnderstand the IT implications of social media useTake small, initial successes and scale them to create significant results for the entire enterpriseCreate consistent customer experiences and interactionsEmploy an effective social media management frameworkAdopt effective social media governance policies to ensure legal complianceAnd much more