Social Media Audits : Achieving Deep Impact Without Sacrificing the Bottom Line.

Format:

Book

Author/Creator:

Gattiker, Urs E.

Series:

Chandos Publishing Social Media Series

Language:

English

Subjects (All):

Internet marketing--Auditing.

Internet marketing -- Auditing.

Physical Description:

1 online resource (311 pages)

Edition:

1st ed.

Place of Publication:

San Diego : Elsevier Science & Technology, 2014.

Contents:

Cover

Social Media Audits: Achieving deep impact without sacrificing the bottom line

Copyright

Contents

List of figures and tables

About the author

Preface

Introduction

I.1 Business context matters

I.2 Where are we going?

Part 1 - Setting the stage, or what it's all about

Setting the stage

1 Looking under the hood

1.1 Social media: A workable definition

1.2 Why context matters

1.3 Strengths, weaknesses, opportunities and threats (SWOT)

1.4 Your social media purpose

1.5 Where we stand

1.6 Conclusion

References

Appendix 1a Ropes to skip

2 Who is driving?

2.1 Social capital

2.2 Social sharing

2.3 Brand and reputation

2.4 Do we blast or engage?

2.5 Why social media can fail us

2.6 Taking inventory: Skill-sets matter

2.7 Conclusion

Appendix 2a Avoiding the epic fail: Manage your social media engagement

3 Plan your trip

3.1 Target audience

3.2 Improving the customer experience

3.3 Walk the walk

3.4 What kinds of interaction help clients most?

3.5 Shortened URLs have no shelf life

3.6 The importance of positioning in the purchase cycle

Conclusion

Appendix 3a Starting off on the right foot

Part 2 - Driving with better benchmarks: The data game

4 Start your engine

4.1 Customers can work magic on your staff

4.2 Strategy

4.3 What is a workable social media strategy?

4.4 If necessary, shift strategy

4.5 Where are we now?

4.6 E-marketing - paid versus earned media

4.7 Customers are not always the end-users

4.8 Know the conversation - and own it

4.9 The strategy: Saving the client time and/or money

4.10 Decide which platforms to use

4.11 Set a budget and give your team the right tools

4.12 Failure to listen

4.13 Conclusion

References.

Appendix 4a Client focus: Seven fallacies

5 Drive: Move beyond impressions

5.1 What is the purpose of data collection?

5.2 Using a framework: Business analytics

5.3 Statistics and type of analysis

5.4 Variables needed for measurement

5.5 Finding metrics that suit our data crunching needs

5.6 Is a picture worth a thousand words?

5.7 Conclusion

Appendix 5a Measurement: When less is more

6 Quick tune-up

6.1 Manage and monitor the process cycle

6.2 Monitor process quality

6.3 Assess resource adequacy

6.4 The magic of good service

6.5 Assess and review performance

6.6 Improving processes and performance

6.7 Do the numbers really add up?

6.8 Conclusion

Appendix 6a Preparing for the Dakar Rally: The monitoring and analytics journey

Part 3 - With traction and insight, everything is obvious

7 Case Study - Bakery

7.1 Purpose of social media use

7.2 Define your target audience

7.3 Sometimes, rules are meant to be broken

7.4 Accelerating the learning curve

7.5 Strategy and key drivers

7.6 Assess and review: You cannot beat free

7.7 Actionable metrics

7.8 Quality management and improvement

7.9 Conclusion

Appendix 7a Learn to walk before you sprint

Appendix 7b On successful social media use

Case study - Hospital

8.1 Social media audit: Inventory

8.2 Reviewing customer experience and performance

8.3 Improving process and performance

8.4 Honing relevance for better social sharing and engagement

8.5 Improving impact

8.6 Improving the process: Many quick steps make a difference

8.7 Conclusion

Appendix 8a Making sense of data and improving social media use

9.1 The ropes to skip

9.2 Talking the talk without walking the walk

9.3 Doing homework improves performance.

9.4 How to avoid being the next social media screw-up

9.5 Social media brings increasingly demanding customers

9.6 Conclusion

Appendix 9a Context matters

Appendix 9b Social media crisis management: A no-nonsense guide

Index.

Notes:

Description based on publisher supplied metadata and other sources.

Other Format:

Print version: Gattiker, Urs E. Social Media Audits

ISBN:

9781780634265

OCLC:

890019654