1 Why do we want a social media strategy?
2 The new way of communicating
3 Your social media success plan
4 The tools of the new web
6 The online brand
7 Brand impact and brand success
8 Connections and reputation
10 Scaling networks
11 Relationships and engagement
12 Amplifying your message
13 Where is it all going?
Eileen Brown began her career in the Merchant Navy and was Shell Tankers' first female Deck Officer. She then took charge of a container shipping line before managing Microsoft's IT Professional Evangelist team. She is now CEO of Amastra Ltd, where she works on companies' social media strategy and online branding.
"Want a grounded business book that spells out in practical terms both the strategy and the tactics for using social media from a tech industry veteran? Want strategic social media insights applicable both in Europe AND the US? And want it all told in a warm, personable style that combines the right amount of strategic case studies with the right amount of nuanced tactics? If so, Eileen Brown's Working the Crowd: Social Media Marketing for Business is for you. From the early advent of blogging to the use of social games for business aims, Brown takes the reader step by step through this complex subject. Whether promoting your own personal brand (remember to put your networks on your business card!) or being the spokesperson for a billion-dollar business (and having to contain PR backlash), business readers will find useful nuggets throughout. Often social media books are written outside the corporate walls, from the pie-in-sky viewpoint of the visiting consultant, or solely with one corporate viewpoint or experience. Brown's varied experience and analysis of both the small and large businesses' need for social media makes her advice stand out from the crowded field - and told in the lively voice those hearing her via social media channels have come to know and love. As a business person, you already know how to work a crowded room - learn here how to extend your company and your brand across the Internet!" -- Betsy Aoki * Senior Program Manager, Social Media, Microsoft *
Eileen remains on the cutting edge of social media strategy that when implemented returns a measurable ROI. I would highly recommend her book to any business who wants to deepen their customer interactions through powerful word of mouth marketing strategies. Sr. Director, Digital & Consumer Related Marketing, Hard Rock International -- Kim Matlock, Sr. Director, Digital & Consumer Related Marketing
For those still stumbling around in the dark, this excellent book helps shed light on the game-changing nature of social media, its tremendous opportunities and the many dangers that await those who insist nothing has changed and it is just another route to market. Despite being a little technical in places it is overwhelmingly well written and easy to understand, providing a comprehensive and accessible guide to the ill-informed and experienced alike. -- John Ling