How do organizations manage social media effectively?
Every organization wants to implement social media, but it is difficult to create processes and mange employees to make this happen. Most social media books focus on strategies for communicating with customers, but they fail to address the internal process that takes place within a business before those strategies can be implemented. This book is geared toward helping you manage every step of the process required to use social media for business.
The Social Media Management Handbook provides a complete toolbox for defining and practicing a coherent social media strategy. It is a comprehensive resource for bringing together such disparate areas as IT, customer service, sales, communications, and more to meet social media goals. Wollan and Smith and their Accenture team explain policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. You will learn how to:
- Empower employees and teams to utilize social media effectively throughout the organization
- Measure the ROI of social media investments and ensure appropriate business value is achieved over time
- Make smarter decisions, make them more quickly, and make them stick
Get the most out of your social media investment and fully leverage its benefits at your company with The Social Media Management Handbook.
Books in Brief Summary from HR Magazine
"Social media are unavoidable, and businesses that once said, “We’re no Amazon, we don’t need social media,” now are wondering how to harness social media for business success.
How can companies use social media for marketing? For customer support and customer feedback? To drive product development? Three managing directors from Accenture help companies devise strategies for using social media and integrating them in all parts of the organization, including customer service, sales and HR.
The Social Media Management Handbook first examines why some bosses balk at social media: They worry, rightly, about the media’s ubiquity, its lack of regulation, its shift of power to consumers, and the way its speed accelerates decision-making.
Organizations should start with a framework for managing social media—processes for setting them up, policies setting boundaries for employees who use them, and metrics for measuring how well social media achieve business goals and how much they cost, for example.
The book then delves into:
- How to set business goals for use of social media (with examples) and determine metrics to measure success of social media use
- How to look at the return on investment (ROI) of social media, especially a new ROI measure called “customer health”—the value of a customer to the organization.
- How to “sell social media within the organization,” appealing to top brass and getting them behind social media initiatives.
- How to use social media to get better customer feedback that’s mostly free and comes in a digital form that’s easily mined for data.
- How to handle the difficulties of high-volume, digitized customer feedback, such as the anonymity of comments and the difficulty of deciding which media to use for soliciting feedback.
- How to prepare employees to use social media as a workplace tool and how to adjust current roles to reflect new responsibilities related to social media (such as “social media marketing campaign manager” or “social customer service strategist”).
HR roles will change, too, and new HR positions might include social media recruiter or employee community manager."
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