Table of Contents
Introduction: What is Social Media? ix
I Social Media Strategy for Organizations 1
1 The Power and Business Risks of Social Media 3Nick Smith and Robert Wollan
2 How to Develop a Social Media Strategy 16Chris Boudreaux
3 Social Media ROI: New Metrics for Customer Health 36Kevin Quiring
4 Selling Social Media within the Organization 54Robert Wollan
II Marketing and Sales in Social Media 65
5 Social Media and the Voice of the Customer 67Chris Zinner and Catherine Zhou
6 Integrating Social CRM Insights into the Customer Analytics Function 91Rayid Ghani and Sarah Bentley
7 Using Social Media to Drive Product Development and Find New Services to Sell 104Adi Alon and A.J. Gupta
8 Social Community Marketing and Selling 120Robert Wollan and Andr_e Trochymiuk
III Customer Service and Support with Social Media 139
9 Using Social Media in Customer Service and Support 141Stephanie Sadowski
10 Social Media: Responding to Customer Complaints 160Todd R. Wagner
11 Staying Out of Trouble: Complying with FTC Disclosures 175Chris Boudreaux
IV Beyond the ‘‘Pilot’’ Phase: The Core Components of the Agile Digital Enterprise 187
12 Creating and Implementing a Social Media Technology Platform 189Anatoly Roytman and Joseph Hughes
13 Social CRM on the Move: Mobility Implications for Social Media Programs 209Greg Jenko, Lars Kamp, and Saj Usman
14 New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media 220Robert Wollan and Kelly Dempski
V Empowering Employees for Social Media Success 231
15 Culture Traits, Employee Incentives, and Training 233Christine Eberle
16 New Roles and Responsibilities 250Chris Zinner and Vanessa Godshalk
17 Social Media Policies 274Chris Boudreaux
18 Social Media, Collaboration, and Value Creation in Organizations 286Robert J. Thomas
Appendix 1 299
Appendix 2 301
Notes 307
Index 315