Introduction: What is Social Media? ix

I Social Media Strategy for Organizations 1

1 The Power and Business Risks of Social Media 3
Nick Smith and Robert Wollan

2 How to Develop a Social Media Strategy 16
Chris Boudreaux

3 Social Media ROI: New Metrics for Customer Health 36
Kevin Quiring

4 Selling Social Media within the Organization 54
Robert Wollan

II Marketing and Sales in Social Media 65

5 Social Media and the Voice of the Customer 67
Chris Zinner and Catherine Zhou

6 Integrating Social CRM Insights into the Customer Analytics Function 91
Rayid Ghani and Sarah Bentley

7 Using Social Media to Drive Product Development and Find New Services to Sell 104
Adi Alon and A.J. Gupta

8 Social Community Marketing and Selling 120
Robert Wollan and Andr_e Trochymiuk

III Customer Service and Support with Social Media 139

9 Using Social Media in Customer Service and Support 141
Stephanie Sadowski

10 Social Media: Responding to Customer Complaints 160
Todd R. Wagner

11 Staying Out of Trouble: Complying with FTC Disclosures 175
Chris Boudreaux

IV Beyond the ‘‘Pilot’’ Phase: The Core Components of the Agile Digital Enterprise 187

12 Creating and Implementing a Social Media Technology Platform 189
Anatoly Roytman and Joseph Hughes

13 Social CRM on the Move: Mobility Implications for Social Media Programs 209
Greg Jenko, Lars Kamp, and Saj Usman

14 New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media 220
Robert Wollan and Kelly Dempski

V Empowering Employees for Social Media Success 231

15 Culture Traits, Employee Incentives, and Training 233
Christine Eberle

16 New Roles and Responsibilities 250
Chris Zinner and Vanessa Godshalk

17 Social Media Policies 274
Chris Boudreaux

18 Social Media, Collaboration, and Value Creation in Organizations 286
Robert 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 data
• Develop a clear social media strategy and integrate it with your overall strategy
• Understand the IT implications of social media use
• Take small, initial successes and scale them to create significant results for the entire enterprise
• Create consistent customer experiences and interactions
• Employ an effective social media management framework
• Adopt effective social media governance policies to ensure legal compliance
• And much more