Book sale: Save up to 25% on print and eBooks. No promo code needed.
Book sale: Save up to 25% on print and eBooks.
Social Media Audits
Achieving Deep Impact Without Sacrificing the Bottom Line
1st Edition - October 31, 2013
Author: Urs E Gattiker
Paperback ISBN:9781843347453
9 7 8 - 1 - 8 4 3 3 4 - 7 4 5 - 3
eBook ISBN:9781780634265
9 7 8 - 1 - 7 8 0 6 3 - 4 2 6 - 5
Social media is quickly becoming important to most businesses, but many managers, professionals, and marketing experts are unsure about the practicalities of social media… Read more
Purchase Options
LIMITED OFFER
Save 50% on book bundles
Immediately download your ebook while waiting for your print delivery. No promo code is needed.
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.
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
Social media managers, marketing professionals
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 workable social media strategy?
4.4 If necessary, shift strategy
4.5 Where are we now?
4.6 E-marketing – paid versus earned media
4.7 Customers are not always the end-users
4.8 Know the conversation – and own it
4.9 The strategy: Saving the client time and/or money
4.10 Decide which platforms to use
4.11 Set a budget and give your team the right tools
4.12 Failure to listen
4.13 Conclusion
References
Appendix 4a Client focus: Seven fallacies
5. Drive: Move beyond impressions
Abstract:
5.1 What is the purpose of data collection?
5.2 Using a framework: Business analytics
5.3 Statistics and type of analysis
5.4 Variables needed for measurement
5.5 Finding metrics that suit our data crunching needs
5.6 Is a picture worth a thousand words?
5.7 Conclusion
References
Appendix 5a Measurement: When less is more
6. Quick tune-up
Abstract:
6.1 Manage and monitor the process cycle
6.2 Monitor process quality
6.3 Assess resource adequacy
6.4 The magic of good service
6.5 Assess and review performance
6.6 Improving processes and performance
6.7 Do the numbers really add up?
6.8 Conclusion
References
Appendix 6a Preparing for the Dakar Rally: The monitoring and analytics journey
Part 3: With traction and insight, everything is obvious
Introduction
7. Case Study – Bakery
Abstract:
7.1 Purpose of social media use
7.2 Define your target audience
7.3 Sometimes, rules are meant to be broken
7.4 Accelerating the learning curve
7.5 Strategy and key drivers
7.6 Assess and review: You cannot beat free
7.7 Actionable metrics
7.8 Quality management and improvement
7.9 Conclusion
References
Appendix 7a Learn to walk before you sprint
Appendix 7b On successful social media use
8. Case study – Hospital
Abstract:
8.1 Social media audit: Inventory
8.2 Reviewing customer experience and performance
8.3 Improving process and performance
8.4 Honing relevance for better social sharing and engagement
8.5 Improving impact
8.6 Improving the process: Many quick steps make a difference
8.7 Conclusion
References
Appendix 8a Making sense of data and improving social media use
9. Conclusion
Abstract:
9.1 The ropes to skip
9.2 Talking the talk without walking the walk
9.3 Doing homework improves performance
9.4 How to avoid being the next social media screw-up
9.5 Social media brings increasingly demanding customers
9.6 Conclusion
References
Appendix 9a Context matters
Appendix 9b Social media crisis management: A no-nonsense guide
Index
No. of pages: 310
Language: English
Published: October 31, 2013
Imprint: Chandos Publishing
Paperback ISBN: 9781843347453
eBook ISBN: 9781780634265
UG
Urs E Gattiker
Urs E. Gattiker is Chief Technology Officer at My.ComMetrics.com, a web-based benchmarking software for corporate blogs. Urs draws on a wealth of experience as an analyst, managing and executing social media projects for clients, helping them enhance their online presence using data.