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The Executive's Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business Hardcover – February 8, 2011
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From the Inside Flap
In the time it takes you to read this paragraph, thousands will tweet, post, download, or upload on the Internet. Today's super-wired, always-on, live-life-in-public citizens of the world depend on social media, and they flock to businesses with social media presences that meet their needs and engage them in meaningful conversations.
Essential reading for business leaders eager to redefine the rules of the game, The Executive's Guide to Enterprise Social Media Strategy quickly brings your business up to speed on the most effective social media strategies. Based on dozens of in-depth interviews with top executives and thought leaders at major corporations including IBM, Salesforce.com, Accenture, Intuit, SocialText, Newell Rubbermaid, H&R Block, Mayo Clinic, and SAS, this book reveals:
The impact of newer social collaborative technologies on society, culture, and business
Nuts-and-bolts guidance for successful corporate social media strategies
Crucial topics such as the value proposition of social media, metrics, costs, ROI, staffing, and more
How to develop your own internal corporate social media strategy
Why your social media program will only work if it's aligned with your organization's goals and objectives
It's real. Social media is revolutionizing the way we do businessand the revolution has only started. Entertaining, useful, and intentionally provocative, this book is your executive bible for social media strategy planning for internal use within your company. Whether you're trying to convince executives of social media's worth or if you want to determine which social media tactics you can be using now to grow your business, The Executive's Guide to Enterprise Social Media Strategy shows you how to get up and running with social media and stay ahead of your competition.
From the Back Cover
—Don Peppers and Martha Rogers, PhD, coauthors of Rules to Break and Laws to Follow
"Forget all the social media buzzwords! Dave and Mike cut through the social sphere hype with this practical guide helping you hone in on making social media a vital business success tool. After reading David and Mike's book, you will understand why you need to integrate your efforts in social media with your overall business objectives. Through new (not-your-everyday-Zappos-Dell-Facebook-example) and varied case studies, analytical direction, and measurement insights, Dave and Mike's book provides the fundamental strategies for your brand to truly connect with people via social media."
—Zena Weist, Director, Social Media, H&R Block
"Thomas and Barlow have nailed it. I wish I'd written this book."
—Chris Brogan, coauthor of Trust Agents
"As a social media strategist for a large brand, I understand the challenges companies face integrating social media. This book presents practical solutions in a way that makes sense for large enterprises."
—Bert DuMars, Vice President, E-Business and Interactive Marketing, Newell Rubbermaid, www.newellrubbermaid.com
"Lots of companies try their hands at social media and are unhappy with the results because they don't do their homework. Success in social media comes from smart preparation and making sure your online actions support your key business objectives. This book lays out the groundwork in a way that's easy for companies to understand and implement."
—Justin Levy, author of Facebook Marketing: Designing Your Next Marketing Campaign
"Many enterprises continue to treat social media as a box they'd rather not open. With The Executive's Guide to Enterprise Social Media Strategy, David Thomas and Mike Barlow not only provide organizations with the keys to that particular box, but also clear, actionable strategies for dealing with its contents. The payoff: happier customers, better products and services, and a potentially enormous trove of valuable business intelligence. Highly recommended."
—Tom Webster, Vice President, Strategy, Edison Research
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Top Customer Reviews
It moves seamlessly from the theoretical to the practical, offering real world examples of how companies have integrated social media into their overall communications strategies. The companies are ones we are all familiar with (H&R Block, IBM, Old Spice, etc.) and most of the examples should also be familiar to the reader. The book offers an inside look at how those companies arrived to where they are now in terms of their overall social media presence, including the some of the missteps made along the way.
For the C-level reader, or for the consultant looking to make inroads to the C-level, all the bases are covered, including: the current state of the social media union, how to figure out what makes sense for your industry, creating internal guidelines, staffing and structure, measurement and analytics, how to define success, social media for B2B companies... in short, nothing is left out.
The writing style is peppy and humorous, and while it sometimes skimps on detail, the authors take pains to include external resources should the reader choose to dig down deeper.
All in all, a first rate book on a topic that everyone wants to know more about. As someone who does social media consulting for businesses for a living, I am seriously considering making this required reading for all clients. (Just kidding...sort of.)
Perhaps the most noteworthy thing about this book is that they managed to write an ENTIRE book about social media for the enterprise, and they only mentioned Zappo's ONCE.Read more ›
Now, the reason why: it is incredibly valuable to have a window on the best social media practices of larger enterprises. Barlow and Thomas have created a comprehensive guide, perfectly illustrating how top companies go about implementing social media strategy across an organization: from gaining buy in at the top, to finding enthusiastic evangelists within the organization with the right skills to champion adoption, to selecting the right tools, creating the content that works and measuring how things are working.
The authors have ferreted out great examples, and covered them in depth. Every chapter offered the experiences of a diverse group of companies, but to cherry-pick a few: I loved reading about the authentic connections that Newall Rubbermaid forged with their customers, across 3 very different businesses; there is also a mindblowing comparison of traditional vs. virtual results for one of Cisco's new product launches; and it is eye-opening how the Mayo Clinic reshaped the face of traditional PR, to disseminate info in ways that could literally change people's lives.
If there was one major AHA! moment for me, it had to be the sample corporate social media policy from Intuit, found in the Appendix. What a gem, worth the cost of the book and then some! Compared to the corporate social media policies I have seen, this is a refreshing departure.Read more ›
Most Recent Customer Reviews
Needed this book for a college course and it was delivered on time and was very useful for the class. An eye opener on what companies really need to start considering.Published 10 months ago by Rick
>>>..."Executive's Guide" is an Actionable Framework & Essential MustRead for Business Leaders to assist them The Executive's Guide to Enterprise Social Media Strategy: How Social... Read morePublished on September 20, 2011 by Michael GreenGold
Between the limo to JFK and the flight to SFO I read Barlow's great synthesis of how to develop a business social media strategy. Read morePublished on July 7, 2011 by mrmarketeer
Whenever I read a business strategy book, I mark each intriguing passages with a sticky note. Frequently I end up with a bookfull of yellow fringe, but my copy of The Executives... Read morePublished on May 9, 2011 by Rob Fitzgibbon
This book hits the nail on the head. It covers all topics of social media clearly and concisely. As the co-creator of a social media certificate program at a state university in... Read morePublished on April 17, 2011 by L. Solomon
Fun to read, with plenty of useful examples!
Interesting case studies and usable action plans make this book stand out from the crowd. Read more
Board members of large enterprises have to read this book! It not only explains, in an easy to read manner, the different ways social media is transforming the business landscape... Read morePublished on March 21, 2011 by Josï¿½ Carlos Eiras
Before social media sweeps past you and puts you behind your competitors, read a copy of this book. Having working in marketing for 12 years, I like the fast-paced, no BS,... Read morePublished on March 19, 2011 by Tselani Richmond
Having worked in large enterprises the first half of my career, I appreciate how hard it is for them to get things done. Read morePublished on March 6, 2011 by Ruth P. Stevens