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Table of Contents

Introduction 1 Chapter 1 Reality Check: The Permeating Trends of Social Media and Social Business 5 Chapter 2 A Social Media Strategy: The Framework for the Ever-Changing World of Social Media 13 Chapter 3 Determining Objectives and Background for Your Social Media Program 19 Chapter 4 Auditing Your Social Media Program 27 Chapter 5 Core Elements and Concepts in Your Social Media Strategy 35 Chapter 6 Blogging as an Essential Part of Every Social Media Strategy 53 Chapter 7 Maximizing Your Facebook Presence 59 Chapter 8 Maximizing Your Twitter Presence 71 Chapter 9 Maximizing Your LinkedIn Presence 83 Chapter 10 Maximizing Your Google+ Presence 91 Chapter 11 Maximizing Visual Social Networks 103 Chapter 12 Determining Staffing Roles and Responsibilities 119 Chapter 13 Onboarding Your Social Media Strategy 131 Chapter 14 Managing the Risks 145 Chapter 15 Creating Your PDCA Workflow 157 Chapter 16 Integrating Your Social Media Strategy 167 Chapter 17 The ROI of Your Social Media Strategy 177 Chapter 18 Conclusion: The Future Evolution of Social Media and Your Social Media Strategy 185 Notes 191 Acknowledgments 203 About the Author 207 Index 209

About the Author

NEAL SCHAFFER , named a Forbes Top 50 Social Media Power Influencer two years in a row, is the creator of Advertising Age's Top 100 Global Marketing Blog, Windmill Networking (recently rebranded as Maximize Social Business), and a global speaker on social media who also teaches as part of Rutgers University's Mini-MBA(t) in Social Media Marketing Program. As a leading social media strategist, Neal has created social media strategies, coached implementation, and helped train dozens of companies, from startups and small businesses to Fortune 500 enterprises and even a Grammy Award--winning musician. Neal has previously written two award-winning books on LinkedIn. His work has been recognized by the media, appearing in the Wall Street Journal, Bloomberg Businessweek, Forbes , Yahoo!, and the American Express OPEN Forum.

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