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Chargement... Social Media ROI: Managing and Measuring Social Media Efforts in Your Organizationpar Olivier Blanchard
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Discover exactly how to manage and measure your social media efforts, understand your true ROI - and maximize it The first book about social media written by a business executive for executives Connects the dots between program development, integration, management, and business impact Clearly explains how to effectively integrate Social Media into long-term business programs, short-term campaigns, and brand initiatives Foreword by Chris Brogan, afterword by Guy Kawasaki Social Media ROI shows exactly how to make social media work for business, measure the results, and optimize them. Globally renowned brand strategist and marketing executive Olivier Blanchard shows how to connect the dots between social media strategy, program development, integration with other short- and long-term initiatives, execution, and business impact - both financial and non-financial. Both a practical social media training tutorial and an A-Z desk reference, this book is organized to provide fast answers to specific questions -- ranging from defining metrics and organizational guidelines to earning followers and managing crises. Coverage includes: " Getting started: "listening before talking" " Aligning social communications to business goals " Planning for performance measurement " Managing F.R.Y. (Frequency, Reach and Yield) " Laying the operational groundwork for effective social media management " Integrating Social Media into long-term programs, short-term marketing campaigns, and any brand initiative " Using social media to deliver real-time customer support " Leveraging mobility and the "on-the-fly" social media culture Blanchard presents proven solutions and techniques for everyone with social media responsibilities in companies of all kinds, from startups and small businesses to the Fortune® 500. Aucune description trouvée dans une bibliothèque |
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Google Books — Chargement... GenresClassification décimale de Melvil (CDD)658.872Technology Management and auxiliary services Management Of MarketingClassification de la Bibliothèque du CongrèsÉvaluationMoyenne:
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You leave out the fluff. You skip the technology. You focus on the core. You spend your time establishing the foundations. Because when it's all said and done, if you focus on Twitter or Hootsuite or Bufferapp or (insert name of favorite social media tool) then your book, and its lessons, could be obsolete before it hits the press.
This book does that and more.
Blanchard says what most social media professionals are afraid to admit, that it doesn't really matter how many Twitter followers or Facebook fans have if they don't convert. It doesn't matter if they convert unless you can measure it. It doesn't matter if you can measure it if it doesn't make sense or fit into the overall business strategy and goals.
This book should probably be read by every social media strategist/manager/specialist and their bosses.
There are no secrets here. It's about hard work. Setting realistic expectations. Measuring. Digging deep. Getting rid of excuses and fluff.
You're a marketing professional? Great, now go get this book! ( )