영문목차

List of figures and tables=xi

About the author=xiii

Preface=xv

Introduction=1

I.1. Business context matters=2

I.2. Where are we going?=3

Part 1. Setting the stage, or what it's all about=13

1. Looking under the hood=15

1.1. Social media : A workable definition=16

1.1.1. What is digital media?=16

1.1.2. What is social media?=17

1.2. Why context matters=19

1.2.1. Consumer versus capital goods=20

1.2.2. Industry=21

1.2.3. Business size=21

1.3. Strengths, weaknesses, opportunities and threats (SWOT)=24

1.3.1. Looking under the hood=26

1.3.2. SWOT analysis done : Now what?=28

1.4. Your social media purpose=29

1.4.1. Why?=30

1.4.2. What?=30

1.4.3. How?=32

1.4.4. Where?=32

1.5. Where we stand=33

1.6. Conclusion=34

References=35

Appendix 1a. Ropes to skip=36

2. Who is driving?=39

2.1. Social capital=40

2.1.1. Geographical proximity and friendship=41

2.1.2. How the strength of ties matters in social networking=42

2.2. Social sharing=45

2.2.1. Why social sharing could fail you=46

2.2.2. Is anybody listening?=47

2.3. Brand and reputation=48

2.4. Do we blast or engage?=50

2.4.1. Engagement is not scalable=51

2.5. Why social media can fail us=53

2.6. Taking inventory : Skill-sets matter=57

2.6.1. What now : Does our team cut it?=58

2.7. Conclusion=59

References=60

Appendix 2a. Avoiding the epic fail : Manage your social media engagement=62

3. Plan your trip=65

3.1. Target audience=66

3.1.1. Why targeting content matters=67

3.2. Improving the customer experience=69

3.2.1. Where can we offer better value?=71

3.2.2. What does the customer value, and why?=72

3.3. Walk the walk=74

3.3.1. What is engagement?=75

3.3.2. Thriving engagement requires a conversation=76

3.3.3. Usability is king―not engagement=77

3.4. What kinds of interactions help clients most?=78

3.4.1. Give me choices=80

3.5. Shortened URLs have no shelf-life=80

3.6. The importance of positioning in the purchase cycle=85

3.7. Conclusion=87

References=88

Appendix 3a. Starting off on the right foot=90

Part 2. Driving with better benchmarks : The data game=93

4. Start your engine=97

4.1. Customers can work magic on your staff=98

4.2. Strategy=100

4.3. What is a workable social media strategy?=102

4.3.1. Skills management and training=103

4.4. If necessary, shift strategy=103

4.5. Where are we now?=105

4.6. E-marketing―paid versus earned media=107

4.7. Customers are not always the end-users=110

4.8. Know the conversation―and own it=110

4.9. The strategy : Saving the client time and/or money=111

4.9.1. Static is bad=112

4.9.2. Fulfil a need=113

4.9.3. Going viral=113

4.9.4. Spam=115

4.10. Decide which platforms to use=115

4.11. Set a budget and give your team the right tools=117

4.12. Failure to listen=119

4.13. Conclusion=121

References=123

Appendix 4a. Client focus : Seven fallacies=124

5. Drive : Move beyond impressions=127

5.1. What is the purpose of data collection?=128

5.1.1. Purpose drives data collection and analysis=129

5.2. Using a framework : Business analytics=131

5.3. Statistics and type of analysis=134

5.4. Variables needed for measurement=137

5.4.1. How do macro and micro conversions fit in?=138

5.4.2. Developing actionable metrics=142

5.5. Finding metrics that suit our data crunching needs=144

5.6. Is a picture worth a thousand words?=147

5.6.1. Something does not add up : Reporting to management=149

5.6.2. Simplicity is the key to comprehension=149

5.6.3. What if data does not add up because of audience innumeracy?=150

5.7. Conclusion=151

References=152

Appendix 5a. Measurement : When less is more=154

6. Quick tune-up=161

6.1. Manage and monitor the process cycle=162

6.2. Monitor process quality=164

6.3. Assess resource adequacy=165

6.4. The magic of good service=166

6.4.1. Quality exit survey=168

6.4.2. Follow up=168

6.4.3. Useful content matters=169

6.5. Assess and review performance=170

6.5.1. Methods of evaluation―putting data in context=171

6.5.2. What is the data source?=172

6.5.3. Customer focus=174

6.6. Improving processes and performance=176

6.6.1. Analysing data before making changes=176

6.6.2. Key drivers : Beauty is in the eye of the beholder=177

6.6.3. Implementing and managing the change process=179

6.7. Do the numbers really add up?=180

6.7.1. Managing mistakes, non-conformities, and record-keeping for compliance=180

6.7.2. Benchmarks, accountability, and outlook=181

6.8. Conclusion=182

References=184

Appendix 6a. Preparing for the Dakar Rally : The monitoring and analytics journey=186

Part 3. With traction and insight, everything is obvious=189

7. Case study―Bakery=195

7.1. Purpose of social media use=196

7.2. Define your target audience=197

7.2.1. Social media inventory=197

7.3. Sometimes, rules are meant to be broken=199

7.4. Accelerating the learning curve=200

7.4.1. Launching Twitter=200

7.5. Strategy and key drivers=201

7.5.1. Get a test group=202

7.5.2. Learn, adjust, and roll out fully=202

7.6. Assess and review : You cannot beat free=205

7.6.1. Rewarding regulars while attracting new clients=205

7.6.2. Free to try, pay to play=206

7.6.3. Twitter banter to increase engagement and improve service=206

7.7. Actionable metrics=207

7.7.1. Presenting findings to management=210

7.8. Quality management and improvement=211

7.8.1. Visuals=211

7.9. Conclusion=212

References=215

Appendix 7a. Learn to walk before you sprint=216

Appendix 7b. On successful social media use=219

8. Case study―Hospital=221

8.1. Social media audit : Inventory=222

8.1.1. Business context=222

8.1.2. Inventory : Communication=224

8.1.3. Beginning to create and share content=225

8.2. Reviewing customer experience and performance=227

8.3. Improving process and performance=228

8.3.1. Learning from best practice=228

8.3.2. Improving findability=229

8.4. Honing relevance for better social sharing and engagement=230

8.5. Improving impact=231

8.5.1. Give me the numbers : Actionable metrics, anyone?=232

8.5.2. Why are social media and social sharing so slow?=233

8.5.3. Is Facebook working for us?=234

8.6. Improving the process : Many quick steps make a difference=238

8.6.1. Social sharing=240

8.7. Conclusion=242

References=245

Appendix 8a. Making sense of data and improving social media use=246

9. Conclusion=249

9.1. The ropes to skip=250

9.2. Talking the talk without walking the walk=255

9.3. Doing homework improves performance=257

9.4. How to avoid being the next social media screw-up=260

9.5. Social media brings increasingly demanding customers=264

9.6. Conclusion=266

References=269

Appendix 9a. Context matters=270

Appendix 9b. Social media crisis management : A no-nonsense guide=273

Index=281

I.1. Making sense : Some answers and definitions=5

3.1. Content's social impact : Word of mouth & viral sharing=83

3.2. Purchasing cycle : Preparing content to fulfil customer needs properly=86

4.1. Client focus : Signs of missing the mark=118

5.1. Business analytics : Gaining insights=132

5.2. Gaining insights with business analytics : Examples=133

5.3. Business analytics : Gaining insights with the right statistics=135

5.4. Business analytics : Descriptive, univariate and multivariate statistics=136

5.5. Business analytics : Different data results in different data types=138

5.6. Developing workable and actionable metrics for social media activities=140

5.7. Eight principal steps for developing workable and actionable metrics=141

5.8. Business analytics : Using the best statistics for each variable and data type=145

5.9. Business analytics : Data crunching with variables that matter=146

5.10. Spreading content for impact : Going viral through Social Sharing=148

P.3. Engagement and social media : Business cases=191

7.1. Key parameters and drivers=202

7.2. Fine-tuning data collection=208

7.3. Fine-tuning the social media program=214

8.1. Key parameters and drivers=223

8.2. Three well-established channels=225

8.3. Blog(s) and micro-blog(s)=229

8.4. Social Sharing on social networks=231

8.5. Developing workable and actionable metrics for social media=233

8.6. Calculating the ripple score : SSimpact and WOMimpact (Social Sharing impact and Word of Mouth impact)=241

9.1. The path to success : Seventeen tips that make a difference=251

9.2. Social media officer (SMO) : You talk the talk, but do you walk the walk?=256

9.3. Doing your homework helps improve grades : Monitor, Acknowledge, Summarise, Ask, Reply (MASAR)=259

9.4. Reputation management : Managing a social media crisis=263