Donated by: Varsha Jain

Contents:

I SOCIAL MEDIA PROGRAM DEVELOPMENT
1 Creating the Social Company
2 Aligning Social Media to Business Goals
3 Planning for Performance Measurement
4 Establishing Clarity of Vision, Purpose, and Execution
II SOCIAL MEDIA PROGRAM INTEGRATION
5 Understanding How Social Media Plugs into the Organization
6 The People Principle
7 Establishing Social Media Guidelines for the Organization
8 Laying the Operational Groundwork for Effective Social Media
Management
9 The New Rules of Brand Communications in the Age of Social Media
III SOCIAL MEDIA PROGRAM MANAGEMENT
10 Listening Before Talking
11 Social Media and Digital Brand Management
12 Real-Time Digital Support: Fixing Customer Service Once and for All
13 Social Media Program Management—Putting It All Together
IV SOCIAL MEDIA PROGRAM MEASUREMENT
14 Creating a Measurement Practice for Social Media Programs
15 ROI and Other Social Media Outcomes
16 F.R.Y. (Frequency, Reach, and Yield) and Social Media
17 Social Media Program Analysis and Reporting