Description

Social media is quickly becoming important to most businesses, but many managers, professionals, and marketing experts are unsure about the practicalities of social media marketing and how to measure success. Social Media Audits gives people dealing with social business in their working life a guide to social media marketing, measurement, and how to evaluate and improve the use of social media in an organizational context. This book consists of three parts, the first of which introduces the reader to concepts and ideas emerging in social media. The second part considers the need to shift from traditional ‘shout marketing’ to a more conversational, social approach to customers. The third part moves the discussion towards a systematic approach to evaluating social media activities.

Key Features

  • Offers guidance on the use of social media and measuring the success of social media in a business environment
  • Provides practical information on what social media can do for business and how it can be used
  • Aimed at those who use social media in their workplace

Readership

Social media managers, marketing professionals

Table of Contents

  • List of figures and tables
    • Figures
    • Tables
  • About the author
  • Preface
  • Introduction
    • I.1 Business context matters
    • I.2 Where are we going?
  • Part 1: Setting the stage, or what it’s all about
    • Introduction
      • Setting the stage
    • 1. Looking under the hood
      • Abstract:
      • 1.1 Social media: A workable definition
      • 1.2 Why context matters
      • 1.3 Strengths, weaknesses, opportunities and threats (SWOT)
      • 1.4 Your social media purpose
      • 1.5 Where we stand
      • 1.6 Conclusion
      • References
      • Appendix 1a Ropes to skip
      • 7 Managing risks – every word comes with its own metadata.
      • 8 Do not treat social media marketing as a separate activity.
      • 9 Do not think LinkedIn, Xing, Viadeo, et al. are sales tools.
    • 2. Who is driving?
      • Abstract:
      • 2.1 Social capital
      • 2.2 Social sharing
      • 2.3 Brand and reputation
      • 2.4 Do we blast or engage?
      • 2.5 Why social media can fail us
      • 2.6 Taking inventory: Skill-sets matter
      • 2.7 Conclusion
      • References
      • Appendix 2a Avoiding the epic fail: Manage your social media engagement
    • 3. Plan your trip
      • Abstract:
      • 3.1 Target audience
      • 3.2 Improving the customer experience
      • 3.3 Walk the walk
      • 3.4 What kinds of interaction help clients most?
      • 3.5 Shortened URLs have no shelf life
      • 3.6 The importance of positioning in the purchase cycle
      • Conclusion
      • References
      • Appendix 3a Starting off on the right foot
  • Part 2: Driving with better benchmarks: The data game
    • Introduction
    • 4. Start your engine
      • Abstract:
      • 4.1 Customers can work magic on your staff
      • 4.2 Strategy
      • 4.3 What is a worka

Details

No. of pages:
310
Language:
English
Copyright:
© 2014
Published:
Imprint:
Chandos Publishing
Electronic ISBN:
9781780634265
Print ISBN:
9781843347453

About the author