Social Media ROI

Focused Adoption 60 Phase Three: Operational Adoption .60 Phase Four: Operational Integration 61 Genesis vs. Pirate Ships: Social Media Integration Models 62 From Skunkworks to Full Deployment of a Social Media Structure 64 Centralized vs. Decentralized Social Media Management Models .67 Chapter 6: The People Principle 71 Hiring, Training, and Certifying for Social Media Activity 72 Hiring a Social Media Director (Strategic Role) 72 Hiring for Tactical Social Media Roles 76 HR and Social Media: The Need for Social Media Policies, Guidelines, and Training 78 The Value of Internal Certifications 81 Chapter 7: Establishing Social Media Guidelines for the Organization 83 Guidelines, Policies, and Purpose 84 1. The Employee Social Media Bill of Rights 85 2. Internal Social Media Usage Guidelines 86 3. External Social Media Usage Guidelines 87 4. Employment Disclosure Guidelines 89 5. Anti-Defamation Guidelines 90 6. Social Media Confidentiality and Nondisclosure (NDA) Guidelines 91 7. Official vs. Personal Communications Guidelines 91 8. The Employee Digital Citizenship Contract 92 9. Training Resources 93 10. Social Media Guidelines for Agency Partners, Contractors, and External Representatives 94 Chapter 8: Laying the Operational Groundwork for Effective Social Media Management 95 Establishing a Social Media Program's Organizational Structure: Leadership and Reporting 96 Establishing a Social Media Program's Organizational Structure: Cross-Functional Collaboration 100 Basic Technical Requirements 103 Chapter 9: The New Rules of Brand Communications in the Age of Social Media 113 Social Media's General Impact on Brand Communications 114 Transparency, Opacity, Confidentiality, and Disclosure 119 Confidentiality and Data Protection in the Age of Social Media 122 Part III: SOCIAL MEDIA PROGRAM MANAGEMENT 125 Chapter 10: Listening Before Talking 127 Business Intelligence and Search 128 The Power of Real-Time Situational Awareness 130 New Avenues of Market Research: From "I Don't Know" to "Let's Find Out" 133 Chapter 11: Social Media and Digital Brand Management 135 Introduction to the New Paradigm in Digital Brand Management 136 Community Management 137 Marketing 140 Advertising 143 Product Management 144 Digital 145 Corporate Communications and PR 146 Online Reputation Management 151 Crisis Management 152 Putting It All Together 156 Chapter 12: Real-Time Digital Support: Fixing Customer Service Once and for All 157 The Superhero Principle 160 The Basic Social Media Customer Service Model 162 The New Digital Concierge Service and Customer Service 3.0 166 Digital Conflict Resolution 168 From Risk to Opportunity: Turning Anger on Its Head and Other Considerations 171 Chapter 13: Social Media Program Management--Putting It All Together 173 Social Media Management: In-House, Outsourced, or Somewhere in Between? 174 Monitoring and Measurement 176 Campaign Management 176 Eleven Key Best Practices for Social Media Program Management 179 Staying Focused on Business Objectives: How Marketing Campaigns Should Fit into Your Social Media Program 183 Final Thoughts on Social Media Program Management 188 IV SOCIAL MEDIA PROGRAM MEASUREMENT 191 Chapter 14: Creating a Measurement Practice for Social Media Programs 193 Before the How, the Why: Keeping an Eye on Objectives and Targets 194 A Word of Caution Regarding Measurement in the Social Media Space 195 The Cornerstones of Your Measurement Practice: Monitoring, Measurement, Analysis, and Reporting 195 Monitoring 196 Measurement 196 Analysis 196 Reporting 197 Best Practices for Performance Measurement 197 Maintain a List of Everything You Can Measure 198 Maintain a List of Everything You Must Measure 200 Stay Current on the Best Measurement Tools 202 Ensure the Neutrality of the Employee(s) Tasked with the Measurement of Your Social Media Program 203 Tie Everything You Measure to Business Objectives 203 Test, Measure, Learn, Adapt, Repeat 203 Building Velocity and Specificity into Your Social Media Measurement Practice 204 Chapter 15: ROI and Other Social Media Outcomes 207 ROI and Business Justification 208 Financial Outcomes vs. Nonfinancial Outcomes and a Word About Conversions 210 What ROI Is and Isn't 215 Tying Social Media to the P&L 220 Tying Nonfinancial Outcomes to Social Media Performance 223 Step 1: Establish a Baseline 227 Step 2: Create Activity Timelines 227 Step 3: Monitor the Volume of Mentions 228 Step 4: Measure Transactional Precursors 230 Step 5: Look at Transactional Data 231 Step 6: Overlay All Your Data (Steps 1-5) onto a Single Timeline 233 Step 7: Look for Patterns 233 Step 8: Prove and Disprove Relationships 235 Chapter 16: F.R.Y. (Frequency, Reach, and Yield) and Social Media 239 The Importance of Finding the Right Words in the Language of Business 240 Financial vs. Nonfinancial Aspects of Frequency 243 Financial vs. Nonfinancial Aspects of Reach 248 The Financial Value of Yield 253 Chapter 17: Social Media Program Analysis and Reporting 257 Shattering the Vacuum: The Need for Collaborative Analysis 258 Best Practices in Data Reporting for Social Media 260 Lateral Reporting 260 Vertical Reporting 262 Program Validation by the Numbers 268 Looking at Performance Data as Actionable Intelligence 271 Afterword 277 Index 281