Social Media Marketing: The Next Generation of Business Engagement

How to implement social technology in business, spur collaborative innovation and drive winning programs to improve products, services, and long-term profits and growth.

The road to social media marketing is now well paved: A July 2009 Anderson Analytics study found 60% of the Internet population uses social networks and social media sites such as Facebook, MySpace, and Twitter. Collaboration and innovation, driven by social technology, are “what’s next.”

Written by the author of the bestselling Social Media Marketing: An Hour a Day in collaboration with Jake McKee,  Social Media Marketing: The Next Generation of Business Engagement takes marketers, product managers, small business owners, senior executives and organizational leaders on to the next step in social technology and its application in business. In particular, this book explains how to successfully implement a variety tools, how to ensure higher levels of customer engagement, and how to build on the lessons learned and information gleaned from first-generation social media marketing efforts and to carry this across your organization.

This book:

• Details how to develop, implement, monitor and measure successful social media activities, and how to successfully act on feedback from the social web
• Discusses conversation-monitoring tools and platforms to accelerate the business innovation cycle along with the metrics required to prove the success of social technology adoption
• Connects the social dots more deeply across the entire organization, moving beyond marketing and into product development, customer service and customer-driven innovation, and the benefits of encouraging employee collaboration.

Social media has become a central component of marketing: Collaborative, social technology is now moving across the organization, into business functions ranging from HR and legal to product management and the supply chain. Social Media Marketing: The Next Generation of Business Engagement is the perfect book for marketers, business unit managers and owners, HR professionals and anyone else looking to better understand how to use social technologies and platforms to build loyalty in customers, employees, partners and suppliers to drive long term growth and profits.

Table of Contents

Part I: Social Business Fundamentals
Chapter 1: Social Media and Customer Engagement
Chapter 2: The New Role of the Customer
Chapter 3: Build a Social Business
Chapter 4: The Social Business Ecosystem

Part II: Run a Social Business
Chapter 5: Social Technology and Business Decisions
Chapter 6: Social Analytics, Metrics, and Measurement
Chapter 7: Five Essential Tips

Part III: Social Business Building Blocks
Chapter 8: Engagement on the Social Web
Chapter 9: Social CRM
Chapter 10: Social Objects
Chapter 11: The Social Graph
Chapter 12: Social Applications

Appendix A: Terms and Definitions
Appendix B: Online References
Appendix C: Hands-On Exercises