Blanchard Olivier. Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization

Pearson Education, 2011. — 350 p. — ISBN: 9780789747419Social Media ROI shows exactly how to make social media work for business, measure the results, and optimize them. Globally renowned brand strategist and marketing executive Olivier Blanchard shows how to connect the dots between social media strategy, program development, integration with other short- and long-term initiatives, execution, and business impact - both financial and non-financial. Both a practical social media training tutorial and an A-Z desk reference, this book is organized to provide fast answers to specific questions -- ranging from defining metrics and organizational guidelines to earning followers and managing crises. Coverage includes: " Getting started: "listening before talking" " Aligning social communications to business goals " Planning for performance measurement " Managing F.R.Y. (Frequency, Reach and Yield) " Laying the operational groundwork for effective social media management " Integrating Social Media into long-term programs, short-term marketing campaigns, and any brand initiative " Using social media to deliver real-time customer support " Leveraging mobility and the "on-the-fly" social media culture Blanchard presents proven solutions and techniques for everyone with social media responsibilities in companies of all kinds, from startups and small businesses to the Fortune 500.