The Social Media Management Handbook

Introduction: What Is Social Media?
I Social Media Strategy for Organizations.
1 The Power and Business Risks of Social Media (Nick Smithand Robert Wollan).
2 How to Develop a Social Media Strategy (ChrisBoudreaux).
3 Social Media ROI: New Metrics for Customer Health (KevinQuiring).
4 Selling Social Media within the Organization (RobertWollan).
II Marketing and Sales in Social Media.
5 Social Media and the Voice of the Customer (Chris Zinnerand Catherine Zhou).
6 Integrating Social CRM Insights into the Customer AnalyticsFunction (Rayid Ghani and Sarah Bentley).
7 Using Social Media to Drive Product Development and Find NewServices to Sell (Adi Alon and A.J. Gupta).
8 Social Community Marketing and Selling (Robert Wollan andAndre 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 AgileDigital Enterprise.
12 Creating and Implementing a Social Media Technology Platform(Anatoly Roytman and Joseph Hughes).
13 Social CRM on the Move: Mobility Implications for SocialMedia Programs (Greg Jenko, Lars Kamp, and Saj Usman).
14 New Rules for Tools: IT Infrastructure Implications andOptions for Supporting Enterprise Social Media (Robert Wollanand 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 VanessaGodshalk).
17 Social Media Policies (Chris Bourdreaux).
18 Social Media, Collaboration, and Value Creation inOrganizations (Robert J. Thomas).
Appendix 1.
Appendix 2.
Notes.
Index.