The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business Review

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The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business ReviewIn 18 chapters this book places the rise of social media in several contexts: generational, technological, and economic. Chapters address how adopting social media affects a company's marketing and sales, customer service and support, platforms and IT infrastructure, employee responsibilities, recruiting practices, and the duties of the chief information officer and chief marketing officer. The 21 contributing authors explain why social media policies must cross departmental boundaries and isolated practices. They discuss how marketers and business analysts need to adopt new measurement methods to account for the streams of brand-related information consumers constantly post to the web. A company can define its ROI in social media from many angles, including an consumer attitudinal perspective, a behavioral perspective, and an organizational standpoint, as well as from a transactional or conversion standpoint. The book recommends that companies adopt an emerging online communication discipline called Social Community Marketing. From this perspective, brand-building efforts evolve from a mass-marketing model (which aims to acquire as many customers as possible) to a more targeted, tailored approach that initiates and maintains genuine conversations with customers.The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business Overview

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