Every organization wants to implement social media, but it is difficult to create processes and mange employees to make this happen. Most social media books focus on strategies for communicating with customers, but they fail to address the internal process that takes place within a business before those strategies can be implemented. This book is geared toward helping you manage every step of the process required to use social media for business.

The Social Media Management Handbook provides a complete toolbox for defining and practicing a coherent social media strategy. It is a comprehensive resource for bringing together such disparate areas as IT, customer service, sales, communications, and more to meet social media goals. Wollan and Smith and their Accenture team explain policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. You will learn how to:

Get the most out of your social media investment and fully leverage its benefits at your company withThe Social Media Management Handbook.

NICK SMITH is GlobalManaging Director of MarketingTransformation in the Accenture Customer Relationship Management service line. He has over twenty years of experience in advertising, marketing, and customer relationship management, with a track record of value creation through effective operational sales and marketing initiatives.twitter.com/NickXSmith

ROBERT WOLLAN is Global Managing Director of the Accenture Customer Relationship Management service line, including customer analytics and the marketing, sales, and service transformation groups. With over twenty years of experience, he leads a global team of experts in customer-centric marketing, sales, service, and customer operations, as well as driving major growth areas in advanced segmentation, digital transformation/social CRM, multichannel customer contact, and enterprise service delivery across the nineteen industries Accenture serves globally.twitter.com/RobertWollan

CATHERINE ZHOU is Managing Director of Customer Analytics in the Accenture Customer Relationship Management service line. She has over fifteen years of experience in multichannel customer experience strategy and execution, segmentation and implementation, digital media analytics, marketing and business intelligence, and customer targeting capabilities. She serves clients in multiple industries including communications, high tech, retail, financial services, and energy.twitter.com/catherinezhou

Introduction: What is Social Media? ix

I Social Media Strategy for Organizations 1

1 The Power and Business Risks of Social Media 3
Nick Smith and Robert Wollan

2 How to Develop a Social Media Strategy 16
Chris Boudreaux

3 Social Media ROI: New Metrics for Customer Health 36
Kevin Quiring

4 Selling Social Media within the Organization 54
Robert Wollan

II Marketing and Sales in Social Media 65

5 Social Media and the Voice of the Customer 67
Chris Zinner and Catherine Zhou

6 Integrating Social CRM Insights into the Customer Analytics Function 91
Rayid Ghani and Sarah Bentley

7 Using Social Media to Drive Product Development and Find New Services to Sell 104
Adi Alon and A.J. Gupta

8 Social Community Marketing and Selling 120
Robert Wollan and Andr_e Trochymiuk

III Customer Service and Support with Social Media 139

9 Using Social Media in Customer Service and Support 141
Stephanie Sadowski

10 Social Media: Responding to Customer Complaints 160
Todd R. Wagner

11 Staying Out of Trouble: Complying with FTC Disclosures 175
Chris Boudreaux

IV Beyond the Pilot Phase: The Core Components of the Agile Digital Enterprise 187

12 Creating and Implementing a Social Media Technology Platform 189
Anatoly Roytman and Joseph Hughes

13 Social CRM on the Move: Mobility Implications for Social Media Programs 209
Greg Jenko, Lars Kamp, and Saj Usman

14 New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media 220
Robert Wollan and Kelly Dempski

V Empowering Employees for Social Media Success 231

15 Culture Traits, Employee Incentives, and Training 233
Christine Eberle

16 New Roles and Responsibilities 250
Chris Zinner and Vanessa Godshalk

17 Social Media Policies 274
Chris Boudreaux

18 Social Media, Collaboration, and Value Creation in Organizations 286
Robert J. Thomas

Appendix 1 299

Appendix 2 301

Notes 307

Index 315