Financial Times Guide to Social Media Strategy, The

1. Auflage 2024
ISBN: 978-1-292-23482-3
Verlag: FT Publishing International

Buch, Englisch, 288 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 442 g

Despite 80% of business leaders thinking it important to make the most of social media, 70% admitted that their efforts are currently ineffective -

This business book is great for leaders, middle managers and entrepreneurs interested in the following categories:

• SOCIAL MEDIA
• MARKETING
• LEADERSHIP
• BRANDING
• NETWORKING

will help you understand how social media works, how to use it to build your networks and deliver business growth.

'

Thomas Schultz-Jagow, Senior Director Campaigns and Communications, Amnesty International

Guy Lawrence, CEO, Mast-Jaegermeister UK

Tom Trainor, Chief Executive, Marketing Institute of Ireland

Jonathan Turner, Chairman, Oxford Strategic Marketing.

Social media is transforming customer service, market research, recruitment, campaigning and internal communications and encouraging the development of alternative business models and new corporate structures. There has never been a more important time for every business professional to understand its power, potential and pitfalls, but although you might recognise its growing importance, few business people have the knowledge, skills and confidence to make the most of the opportunity. Without a clear understanding of social media and a strategy for you and your business, you risk being exposed and ill-prepared.

provides a clear roadmap with practical guidance, inspirational case studies and proven methodologies.

You’ll understand how to use social media and gain competitive advantage by generating better results, making more sales, building stronger and more valuable networks and enhancing the potency of their personal digital brand.

You’ll also discover plans and processes to manager and mitigate against the risks of social media.

This book is broken down into three core sections, focusing initially on the core social media knowledge that every business professional needs, before moving on to the use of social media to develop a personal digital brand and finally an explanation of how to harness the power of social media to boost business performance.

Presented in a user-friendly language, with clear guidelines, informative case studies and practical advice, each chapter features a mix of case studies, practical advice, the latest research and intelligence from leading social media specialists and the outcome of interviews with business leaders, marketing and social media experts and industry commentators.

Happy Reading! Please do share your thoughts with us.

Autoren/Hrsg.

Thomas, Martin

Inhaltsverzeichnis

• PART 1 - PLAN: DEVELOPING A SUCCESSFUL SOCIAL MEDIA STRATEGY
• 1 Defining your objectives
• 2 Measuring success
• 3 Creating an operating system
• PART 2 - DO: HARNESSING THE POWER OF SOCIAL MEDIA TO BOOST YOUR BUSINESS
• 4 Delivering a core social media programme
• 5 Making the most of social intelligence
• 6 Using social media to enhance your sales and marketing
• 7 Embracing social customer service
• 8 Reinvigorating your internal communications
• 9 Transforming your corporate culture
• PART 3 - CHECK: MANAGING RISKS AND MEASURING PERFORMANCE
• 10 Avoiding problems and handling crises
• 11 Auditing your performance
• PART 4 - BE: DEVELOPING YOUR PERSONAL PROFILE AND LEADERSHIP SKILLS
• 12 Enhancing your social media literacy
• 13 Managing your personal brand
• 14 Using social media as a leadership tool

Über Autor(innen)

Martin Thomas is a highly-experienced marketing communications consultant, trainer, author, public speaker and non-executive director. He has enjoyed a successful career in advertising, PR, sponsorship and media including senior management roles with some of the world’s leading marketing services agencies. Much of his work has been focused on helping organisations respond to the opportunities and challenges posed by digital media. He is digital and social media course leader for the Institute of Directors.