Table of Contents
Foreword by Valerie Jones
Acknowledgments
Introduction
Part I: An Overview of Social Media
Chapter 1: The Scale and Scope of Social Media
The Rise of Social Media
The Size of Social Influence
Theoretically Speaking: Interactivity and Two-Way Communication
Social Plan Part 1: Discover and Explore
Questions for Discussion
Additional Exercises
Chapter 2: Shifting Influences and the Decline of Push Marketing
When Push Comes to Shove
Mass Media to Consumer Communication
Theoretically Speaking: Social Presence and Media Richness
Social Plan Part 2: Adding to the Noise
Questions for Discussion
Additional Exercises
Chapter 3: A Marketer’s Point of View: Moving from Control to Engagement
The Advertising Age Is Over
From Interruption to Engagement
Theoretically Speaking: The Four Ps to the Four Cs
Social Plan Part 3: Quantifying Engagement
Questions for Discussion
Additional Exercises
Part II: No Hype: A Strategic Framework That Works
Chapter 4: Lay a Foundation, Frame the Conversation
Goals, Analysis, and Targets
Listen with a Social Media Audit
Theoretically Speaking: Market Segmentation
Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit
Questions for Discussion
Additional Exercises
Chapter 5: Make Repairs and Jumpstart the Conversation
Fix Operations, Product, and Service Issues
Big Ideas and Being Interesting
Theoretically Speaking: Ethnographic Observational Research
Social Plan Part 5: Repair Plan and Big Idea
Questions for Discussion
Additional Exercises
Chapter 6: The Magic Number 3: Integrating Social, Marketing, and PR
The Real Convergence
Think Like an Expert in All Fields
Theoretically Speaking: Corporate and Marketing Communication, PR, and Advertising
Social Plan Part 6: Integrate Traditional Marketing with Social Strategy
Questions for Discussion
Additional Exercises
Part III: Choose Social Options for Target, Message, and Idea
Chapter 7: Social Networks, Blogs, and Forums
Choosing Social Options
Social Networks
Blogs and Forums
Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums
Questions for Discussion
Additional Exercises
Chapter 8: Microblogging and Media Sharing
Microblogging
Media Sharing
Social Plan Part 8: Choose Most Strategic Content Sharing
Questions for Discussion
Additional Exercises
Chapter 9: Geo-location, Ratings, and Reviews
Geo-location
Ratings and Reviews
Social Plan Part 9: Strategic Use of Location, Ratings, and Reviews
Questions for Discussion
Additional Exercises
Chapter 10: Social Bookmarking and Social Knowledge
Social Bookmarking
Social Knowledge
Podcasts
Feeling Overwhelmed Is Natural
Social Plan Part 10: Buzz Building and Knowledge Sharing
Questions for Discussion
Additional Exercises
Part IV: Integrating Social Media across Organizations
Chapter 11: Crowdsourcing Social Media Research
Real-Time Intelligence
Leveraging the Wisdom of the Crowd
Theoretically Speaking: Local Search Constrains R&D
Social Plan Part 11: Adding Crowdsourcing into a Campaign
Questions for Discussion
Additional Exercises
Chapter 12: Branded Content and Customer Evangelism
Creating a New Level of Engagement
Supercharge Word-of-Mouth
Theoretically Speaking: Consumer-Brand Relationships
Social Plan Part 12: Creating Branded Content and Motivating Brand Evangelists
Questions for Discussion
Additional Exercises
Chapter 13: Customer Service: The Art of Turning Complaints into Compliments
The Customer Is Always Right
Social Care Is No Longer a Choice
Theoretically Speaking: Word-of-Mouth in a Service Context
Social Plan Part 13: Creating Cross-Functional Social Care
Questions for Discussion
Additional Exercises
Part V: Pulling It All Together
Chapter 14: Write Your Plan, Plan Your Sell
Slow and Steady Wins the Race
Content Creation Takes Time and Focus
Theoretically Speaking: Uses and Gratification
Leap of Faith?
Social Plan Part 14: Compile the Parts and Sell the Story
Questions for Discussion
Additional Exercises
Appendixes
A: The Complete Social Plan (Parts 1–14)
B: Quick Five-Step Social Plan
C: Social Media Tools and Resources
Index