The Social Media Manifesto
a Guide to Using Social Technology to Build a Successful Business
Scaling social technologyConclusion; 11 Human resources; Internal communications; Recruitment; IT; Conclusion; 12 Customer service; Recruitment and training; Monitoring; Regulation; Channels; Escalation process; Internal integration; Scalability and cost savings; Amplification of resolutions; Social customer relationship management; 13 Leadership (redux); 14 Conclusion; The revolutions continue; No one cares about your brand; Embrace complexity in your organization; Digital natives are your future market; Breaking down the corporate walls; Data-driven, human business
Creating an integrated approach to corporate social responsibilityCrisis communications; Conclusion; 9 Sales; Reactive sales; Proactive sales; Mobilizing the sales team; Testing, training and recruitment; Finding leads; Scale; Customer experience; Tracking; Channel strategy; Reading the social situation; After-sales care and ongoing relationships; Providing real value; Group-buying and deals; Social sales principles; Conclusion; 10 Research and development; Research; Identifying common product/service flaws; Testing and trials; Crediting the community; Open source your products
Act like a shark, never stop moving forwardComplacency kills companies; Never stop; 7 Marketing and advertising; Campaigns versus always on; Integrated marketing; Awareness; Engagement; Conversion; The emotional versus the rational; Planning; Creative; Media buying; The website; Search engine optimization; In-store marketing; Mobile; Experiential; Conclusion; 8 Public relations; Modern media relations; Blogger relations; Understanding news flow online; Investor relations; Making information public; Spin, transparency and Wikipedia; Reputation management; Corporate social responsibility
Cover; Contents; List of Figures; Foreword; Introduction; 1 The death of ""brand""; The single brand; 2 Embracing convergence; The social graph; The interest graph; 3 Embracing complexity; Chaotic networks; Data; The concept of ""open business"" and loss of control; 4 The role of data; So what should your business measure?; Real-time measurement; Complexity and analysis; Context; Internal social data; Social media information from employees; Search data; The chief data officer; Conclusion; 5 An introduction to social business; 6 Leadership; It's the market data
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