Chapter 1. Maximizing Business Value
Social Media Equals Business Opportunity (And Not Just for Cats)
What Is Social Media Management?
Evolving from a Platform-Driven to a Goal-Centric Approach
Setting Goals to Drive Value
Social Media Management Framework
Platforms May Change, But The Industry Will Still Grow
Your Turn: A Goal-Setting Exercise for Your School
Chapter 2. Targeting Social Audiences
Collecting Social Audience
Segmenting Social Audiences Data
Prioritizing Target Audiences
Engaging Social Audiences
Your Turn: Analyze Your Class
Chapter 3. Adopting Social Platforms
Renting or Buying in Social Media
Conducting a Platform Audit
Adopting Multiple Platforms
Platform Analysis Never Stops
Your Turn: Strategic Platform Choice
Chapter 4. Developing Social Brand Strategy
Why Brand Strategy in Social Media Matters
Branding Social Media Presences
Extending a Brand Personality
Structuring a Social Media Portfolio
Managing a Social Brand Portfolio
Your Turn: Trader Joe's Social Brand Strategy
Chapter 5. Designing Social Content
Building Blocks of Social Content
Tailoring Social Content to the Platform
Social Content Development
Your Turn: Represent Your Culture
Chapter 6. Distributing Social Content
Inventory Social Media Marketing Assets
Decide on Social Media Marketing Campaigns
Implement a Social Media Marketing Campaign
Sample Social Media Campaign Grid
Your Turn: Develop a Social Media Marketing Plan for Fidelity
Chapter 7. Measuring Social Media Results
Dimensionalizing the Business Value of Social Media
Measuring Operational Value
Measuring Results Is Not Easy
Your Turn: Devising a Measurement Plan for Sanergy
Chapter 8. Managing Crisis in Social Media
Evaluating a Social Media Crisis
Responding to a Social Media Crisis
Executing Social Media Crisis Management
Another Day, Another Potential Crisis
Your Turn: Kashi Crisis Management
Chapter 9. Building a Social Culture
Social Media Use Within Organizations
Trade-offs of Internal Social Media Use
Internal Social Media Use in Action
Your Turn: Internal Social Media Strategy for Comcast Customer Service
Chapter 10. Defining Your Personal Brand In Social Media
Assume Everything You Post Is Public
Social Media Management Framework Considerations
Possible Strategic Directions
Managing the Risks of a Social Media Presence
Your Turn: Personal Social Media Audit
Epilogue: Leadership in Data Privacy.
