The Executive's Guide to Enterprise Social Media Strategy / SAS Institute Inc (ePub)

Foreword. Preface. Acknowledgments. Introduction. Country Village or Gleaming City? Beyond Disruptive. Step Aside, Fred Taylor? Social Media or What? Why Now? So, What's the Best Way to Skin a Mastodon? Questions You Should Be Prepared to Answer. Critical Areas for Success. Part I: The Grand Scheme of Things. Chapter 1: Speed, Scope, Complexity, Power, and Potential. They Laughed at the Wright Brothers. A World of New Challenges and Opportunities. Getting a Firm Grasp on a Viral Phenomenon. What's the Hurry? Too New-Fangled for You? A Very Cool Scenario. Step Up and Meet the Millennial Generation. Just What You Needed: Another ?Perfect Storm?. Chapter 2: The New Mode of Production. Social Media, Teamwork, and Collaboration. Mapping Social Media to Results. Accelerating Product Development. Driving Knowledge into and across the Organization. Crowd Sourcing? We're All Hackers Now. Chapter 3: The Social Enterprise. Forget Murphy's Law. More Important Than Money? The Social Workforce. Collaboration is the New Efficiency. Social HR. First Impressions Count. The Train Is Leaving the Station? The New Social Dimension. Social CRM. Social Leadership. Making It Stick. Legal Niceties. High Speeds Need Seat Belts. Take the Time to Write It Down. Part II: Building a Structure for Success. Chapter 4: Get Everybody Together in the Same Room. Invite the Practitioners, Not Just the Rulemakers. Figure Out What's Important. What Are Your Existing Goals? What Makes Sense in Your Industry? What Makes Sense in Your Company? How Can You Figure Out What Will Work for You? Chapter 5: Creating Social Media Guidelines. Be Clear and Concise. Guiding Principles for Social Media at SAS. Include Do's as Well as Don?ts. Include Examples. Communicate as Often as Possible, in Every Channel you Have. Spotlight Successes. Lead by Example. Chapter 6: Staffing and Structuring. Where Does It Live? Hire or Designate? How Do You Structure for Social? How One Organization Pulls It Together. Outsourcing the

DAVID B. THOMAS is Executive Director at New Marketing Labs, a new media marketing agency. Before joining NML, he was social media manager at SAS, where he led the company's global social media strategy. A marketer and communicator with more than twenty years' experience, Dave blogs at dbthomas.com.

MIKE BARLOW is an award-winning journalist and author. He is Managing Partner at Cumulus Partners (cumuluspartners.com), a marketing communications strategy consulting firm specializing in original content development and content-based marketing.

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