Table of Contents
Foreword xiii
Preface xv
Acknowledgments xvii
Introduction 1
Country Village or Gleaming City? 2
Beyond Disruptive 4
Step Aside, Fred Taylor . . . 6
Social Media or What? 6
Why Now? 7
So, What’s the Best Way to Skin a Mastodon? 8
Questions You Should Be Prepared to Answer 10
Critical Areas for Success 12
Part I The Grand Scheme of Things 15
Chapter 1 Speed, Scope, Complexity, Power, and Potential 17
They Laughed at the Wright Brothers 19
A World of New Challenges and Opportunities 21
Getting a Firm Grasp on a Viral Phenomenon 21
What’s the Hurry? 22
Too Newfangled for You? 22
A Very Cool Scenario 23
Step Up and Meet the Millennial Generation 26
Just What You Needed: Another “Convergence” 27
Chapter 2 The New Mode of Production 29
Social Media, Teamwork, and Collaboration 29
Mapping Social Media to Results 33
Accelerating Product Development 35
Driving Knowledge into and across the Organization 37
Crowd Sourcing 38
We’re All Hackers Now 41
Chapter 3 The Social Enterprise 43
Forget Murphy’s Law 43
More Important Than Money? 44
The Social Workforce 46
Collaboration is the New Efficiency 47
Social HR 48
First Impressions Count 49
The Train is Leaving the Station 51
The New Social Dimension 52
Social CRM 53
Social Leadership 55
Making It Stick 57
Legal Niceties 62
High Speeds Need Seat Belts 63
Take the Time to Write It Down 65
Part II Building a Structure for Success 67
Chapter 4 Get Everybody Together in the Same Room 69
Invite the Practitioners, Not Just the Rulemakers 70
Figure Out What’s Important 71
What are Your Existing Goals? 72
What Makes Sense in Your Industry? 73
What Makes Sense in Your Company? 73
How Can You Figure Out What Will Work for You? 74
Chapter 5 Creating Social Media Guidelines 75
Be Clear and Concise 76
Guiding Principles for Social Media at SAS 76
Include Dos as Well as Don’ts 77
Include Examples 78
Communicate as Often as Possible, in Every Channel You Have 79
Spotlight Successes 80
Lead by Example 81
Chapter 6 Staffing and Structuring 83
Where Does It Live? 85
Hire or Designate? 86
How Do You Structure for Social Media? 87
How One Organization Pulls It Together 89
Outsourcing the Roles 90
Chapter 7 Listening, Measurement, Analytics, and ROI 93
A Simple Listening Framework 94
First, a Word from the Measurement Queen 95
“Listen, Yes. But Think Bigger.” 96
The Five Kinds of Listening 98
What is Social Media Analytics? 101
CareOne’s Measurement Model 104
Not a Simple Formula, but a Formula Nonetheless 106
Chapter 8 The Keys to Success in Social Media 113
It’s Difficult in Its Simplicity 113
Finding the Time to Do It 115
A Simple Model 116
Using All Your Channels 117
Nine Easy Ways to Write a Blog Post 118
Part III Putting Your Social Media Strategy to Work 121
Chapter 9 Marketing 123
From Strollers to Sharpies 125
From the Nursery to the Kitchen 128
Sharpie, Meet Lamborghini 129
Bert’s Advice 130
Chapter 10 Social Media for B2B 133
B2B and Phonebooth-to-B 135
Taking an Integrated Approach at Cisco 137
Chapter 11 Public Relations 141
The Old Model of PR 142
The New Model of PR 143
Social Media PR at Mayo Clinic 144
Social Media in a Crisis 146
Greenpeace versus Nestlé 147
The Power of Parody 148
Chapter 12 Sales 153
Turning Twitter Connections into Sales Leads 158
A Debt of Gratitude 159
Chapter 13 The Voice of the Customer 163
Customer Service 163
Comcast Cares 164
Nothing is Certain but Twitter and Taxes 165
Product Development 168
The Phone is Ringing 170
Chapter 14 Internal Communications 173
The “Virtual Water Cooler” 175
Social Media and Internal Communications at SAS 176
Appendix: Intuit Social Communications Policy 179
Additional Resources 187
Recommended Reading 191
About the Authors 193
Index 195
