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The Social Media Management Handbook

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Table of Contents

Introduction: What Is Social Media? I Social Media Strategy for Organizations. 1 The Power and Business Risks of Social Media (Nick Smith and Robert Wollan). 2 How to Develop a Social Media Strategy (Chris Boudreaux). 3 Social Media ROI: New Metrics for Customer Health (Kevin Quiring). 4 Selling Social Media within the Organization (Robert Wollan). II Marketing and Sales in Social Media. 5 Social Media and the Voice of the Customer (Chris Zinner and Catherine Zhou). 6 Integrating Social CRM Insights into the Customer Analytics Function (Rayid Ghani and Sarah Bentley). 7 Using Social Media to Drive Product Development and Find New Services to Sell (Adi Alon and A.J. Gupta). 8 Social Community Marketing and Selling (Robert Wollan and Andre Trochymiuk). III Customer Service and Support with Social Media. 9 Using Social Media in Customer Service and Support (Stephanie Sadowski). 10 Social Media: Responding to Customer Complaints (Todd R. Wagner). 11 Staying Out of Trouble: Complying with FTC Disclosures (Chris Boudreaux). IV Beyond the "Pilot" Phase: The Core Components of the Agile Digital Enterprise. 12 Creating and Implementing a Social Media Technology Platform (Anatoly Roytman and Joseph Hughes). 13 Social CRM on the Move: Mobility Implications for Social Media Programs (Greg Jenko, Lars Kamp, and Saj Usman). 14 New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media (Robert Wollan and Kelly Dempski). V Empowering Employees for Social Media Success. 15 Culture Traits, Employee Incentives, and Training (Christine Eberle). 16 New Roles and Responsibilities (Chris Zinner and Vanessa Godshalk). 17 Social Media Policies (Chris Bourdreaux). 18 Social Media, Collaboration, and Value Creation in Organizations (Robert J. Thomas). Appendix 1. Appendix 2. Notes. Index.

About the Author

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. 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. 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


'Well worth a read if you are thinking of going down the social media road .' (HR Magazine, June 2011). '...provides a complete toolbox for defining and practicing a coherent social-media strategy.' (EFMA Journal, June 2011). 'A breezy read, the compelling discussion by the authors makes a solid case for corporations to revamp their views and policies on social media' Human Resources

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